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Business News/ News / India/  Indians prefer ordering-in food during dinner time, stick to tried-and-tested restaurants: survey
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Indians prefer ordering-in food during dinner time, stick to tried-and-tested restaurants: survey

The biggest prompt for Indians to order-in is the type of cuisines, followed by deals offered by restaurants or the ordering platforms, this is followed by a special occasion, says survey

Ipsos conducted an online survey among 1,700 consumers from 13 cities.Premium
Ipsos conducted an online survey among 1,700 consumers from 13 cities.

NEW DELHI : Indians love food, and ordering in is only an added excuse to avoid cooking, and trying different cuisines, according to findings of a recent survey by market researcher Ipsos. Ipsos studied ordering-in behaviour of over 1,700 diners to decode consumer motivations for ordering-in and study factors that define their choices--those surveyed said they order in the most during dinner, and stick to restaurants that are tried-and-tested.

As India’s online ordering market has grown, so has the Indian consumers’ appetite to order in and replace home-cooked meals with restaurant foods. Market researcher, Ipsos conducted an online survey among 1,700 consumers from 13 cities (metros and mini metros) and included those who had ordered food online in the past one month. Ipsos surveyed those aged between 15-50 years in its Trends-to-Table survey.

The biggest prompt for Indians to order-in is the type of cuisines, followed by deals offered by restaurants or the ordering platforms, this is followed by a special occasion where diners pick ordering-in than going out.

“The restaurant choice, for instance, while ordering-in is largely dictated by the type of cuisine (37%) and deals (36%), and other factors like ordering for whom – oneself, family or friends (12%), occasion (9%)," Ipsos said in a press statement on Monday.

Service and speed of delivery has the least importance among those who order in.

As expected, ordering in peaks during dinner, followed by lunch. Breakfast is the least preferred occasion for time-strapped diners to order-in.

“The survey shows that ordering-in peaks for dinner (53%) most, followed by lunch (32%) and it’s somewhat lean for evening (13%) and breakfast (2%)," Ipsos added.

“Consumers tend to rustle up breakfast at home, to address morning food routine. With McDonald’s breakfast back on grid, we might see some traction there. Also, there is opportunity for more restaurants to leverage the morning slot," said Sreyoshi Maitra, head of shopper insights and executive director, innovation, Ipsos India.

Indians are also highly loyal to the restaurants they like. In fact, over 80% of those surveyed said they prefer to pick “tried and tested restaurants and restrict themselves to a maximum of five restaurants" in their universe of ordering in. Further, their propensity to place repeat orders and remain loyal to a restaurant is largely governed by taste and quality.

Those surveyed said that the reasons they prefer to order in than eat out are largely to "change their taste, and a need to uplift spirits (cheer up)." Over 25% of those surveyed said ordering in is an excuse for not cooking at home. For others, a special occasion, replacing a missed meal and catch-up with friends are some of the prompts for ordering food online.

Interestingly, the survey findings suggest that à la carte (51%) is the most preferred meal format among consumers, followed by meal-in-a-box (33%). As a result, “a number of restaurants are providing meals in these formats, infusing happiness in consumers, as it also leads to savings when they choose certain formats like meal in a box or combo meals; à la carte on the other hand works out economical, for large gatherings," added Maitra.

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Published: 03 Feb 2020, 07:45 PM IST
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