Pizza Ordering Online Study: Prepare For Triple Pepperoni!

A new study by the University of Rochester sheds some light on our online pizza ordering behavior - and finds that when we're hiding behind our computer screens, we're much more likely to triple the pepperoni, double the bacon, and order the anchovies.  In fact, online orders tend to be more complex, higher priced, higher in calories, and more obscure.  Why?  It turns out that consumers are just plain embarrassed to order what they really want in person, but lose those inhibitions online. 

The researchers analyzed 160,168 orders made by 56,283 unique customers from a regional, franchised pizza chain.  The study reviewed orders beginning in 2007, evaluating the impact of adding a web ordering option in 2009 (accounting for 6.7% of their total orders). The average order price is $14.70.  The online ordering system was very basic with little extra feature such as suggestive selling or online specials.

What they found is that the average item in an online order is 15.0% more complex and has 6.1% more calories, in addition to being 23.3% more obscure.  In fact, the share of sales generated by the bottom eighty percent of items increased by 8.1% for Web orders - so be prepared for more sales of your unusual toppings or less popular appetizers. 

Researchers wanted to know why.  Was it because it's easier to order complex items on the website rather than in person? Is it because the menu is more readily apparent?  Their theory is rooted more in our deep psyche.  They were able to rule out these factors and, citing studies that show many consumers are reluctant to order higher calorie or unpopular items in person, concluded that the Internet lowers consumers' inhibitions and, consequently, leads them to choose a different set of products

The numbers also revealed important insights about the bottom line value of online ordering. The average customer increased their ticket averages online as well as their order frequency, leading to an average 20.8% gain per web customer per month.  That is, for every customer who orders online, the restaurant added $1.29 per month to their revenues without any other factors.  This did not include the impact of any suggestive selling or online promotions.   With 17% of this chain's customers using the web to order, they concluded that online ordering itself contributed to a 3.5% revenue boost chain wide. 

So if you're considering adding online ordering to your restaurant, be prepared not only for a boost in sales, but for an impact on your product mix.  Triple the pepperoni and see the value go straight to your bottom line!

Study: https://dl.dropbox.com/u/9082176/mcdevitt_internet_inhibitions_apri...

  200ce437-5784-4748-ac73-add2d2995050

  

Views: 45

Tags: online, ordering, pizza, technology

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Kids LiveWell atwitter over Twitter party

In its continuing effort to promote more nutritious and flavorful children's menu options, the NRA will hold a Twitter party  -More

Starbucks could become top on-premise wine seller in U.S.

Starbucks is planning to slowly expand its evening sales of wine, beer and small plates to thousands of selected stores throu -More

The evolving nature of snacks

Snacks have shifted from an after-school treat to a meal alternative as meal times become more fragmented.  -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Wahlburgers Announces Expansion Plans Including Franchise Agreement in Philadelphia

Wahlburgers has signed a franchise agreement with Hingham Associates, LLC that will bring five Wahlburgers to the metropolitan Philadelphia area over the next several years. The franchise group is actively looking at sites and is targeting a late 2014-early 2015 opening for its first restaurant.

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service