Tech Enthusiasts Are Twice as Likely as Digital Holdouts to Be Restaurant Super Fans

If restaurants want to reach their highest-value customers, they need to offer digital features advanced enough to appeal to the most digitally connected consumers.

After all, technology fans are more likely than their less connected counterparts to make restaurant purchases multiple times a week, revealed research from this month’s edition of PYMNTS’ Digital Divide study, “The Digital Divide Report: Technology As A Catalyst For Restaurant Purchases,” created in collaboration with Paytronix.

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The study, which surveyed a census-balanced panel of more than 2,400 United States adults in early December, found that more than half (52%) of technology enthusiasts, those who use nine to 20 technologies, a group that accounts for 21% of the population, order from restaurants at least once a week. In fact, 16% order from restaurants three times a week or more.

In contrast, technology dodgers, the 25% of consumers who use no technologies or just one, tend to order from restaurants a couple times a month or fewer. Only 8% of these consumers order three times a week or more, and only 36% order once a week or more. Additionally, the study found that those who use between two and eight technologies are more likely than these digital holdouts but less likely than tech enthusiasts to order from restaurants weekly or more often.

The study found that, for these high-frequency tech enthusiasts, the most common digital feature shared by the quick-service restaurants (QSRs) from which they dine is the ability to pay from their own devices. In fact, 71% reported that the QSR restaurants they visit offer payment via mobile device.

For restaurants with table service, conversely, the most common digital feature that these tech enthusiasts encounter is the ability to pay at the table with a device provided by the restaurant, with 72% of enthusiasts reporting that the table-service restaurants they visit offer the option.

Overall, consumers across tech use groups reported that the No. 1 digital feature that would encourage them to make purchases from a given restaurant is the ability to order online, and the second-most in-demand feature is the ability to pay online. Fast-lane, in-store pickup and loyalty and rewards programs also ranked among the most sought-after tech features that restaurants could offer to keep consumers coming back.

Additionally, consumers who engage with restaurants’ tech offerings are the most likely to stick around at times when other consumers are opting for less expensive food-at-home options. For instance, Paytronix CEO Andrew Robbins told PYMNTS’ Karen Webster that during the early months of the pandemic, when total restaurant occasions were down about 70%, loyalty members only reduced their frequency by around 20%.

“Digital engagement mechanisms to keep close to the guests are paramount,” he said. “So, a strong loyalty [customer relationship management (CRM)] program, online ordering, those are the twin pillars of a good strategy. And we see this every single time there’s a downturn.”

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