Online Diners & Restaurant Research Trends

Kitchen and Diner User Research

Kitchen and Diner User Research

Everyone knows the economy is has had a major impact on online buying behavior. When it comes to purchasing products, users are researching more online and looking for deals. Does the same hold true when it comes to dining?

Google recently partnered with the Online Testing Exchange to survey patrons of both quick serve and casual dining restaurants. More of the results are below, but the major takeaway is this: similar to online consumers, online diners are increasingly relying on the Internet for information and deals.

•    90% of users go online for restaurant information (a 32% increase from 2008!), 80% use search as part of the decision process with over 1/2 of those searches coming from mobile devices, and 70% use the Internet to choose a restaurant.

•    As the day progresses, consumers spend more time deciding where to eat. Only 20% of diners spend an hour or more planning where to have breakfast, 46% spend an hour or more planning where to have dinner.’

•    Tip: Consider day parting and testing ad copy at different times of the day.

•    Of the 37% of Internet users who go online via mobile devices, 63% research restaurant related activities, 46% research locations and 29% research menus/food items.

•    Tip: Ensure you are taking advantage of mobile search and that your website is mobile ready.

•    Online diners aren’t just eating out. 35% of online diners look for food for take-out or delivery, 22% join loyalty programs, 19% buy gift cards and 19% participate in contests.

•    Tip: Offer any of the above options? Be sure to call out and emphasize these unique offerings and promotions in the ad text.

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  1. […] the number comes from a 2009 Google-sponsored survey. The findings are impressive but the figures aren’t quite as large as the earlier headline […]