Let's talk about the New Generation

To understand how this industry grew so fast in the past few years is necessary to analyse first the main audience of this service. Analyse who they are and their characteristics to understand why they use this service and which circumstances they use.

This is the first aspect to analysed because before realizing’s how the service works, it is necessary to understand for which target it has been developed and why this target has contributed to the success and growth of this service.

The growth in the food delivery service is mainly due because of the behaviour of the consumer is changing. In now a day the people prefer to stay at home and have a meal with the same quality food that they would enjoy at a fine restaurant. Another factor is related to the way people live their day today. The new generations give a lot of importance to the moment and the way they use their time. Therefore, meals are easily replaced by a box of sushi at home.

Figure 1:Users of online food delivery by gender

Figure 2: Users of online food delivery by age

The main group of ages we can call the Millennials, they have a different set of needs and expectations compared to the traditional pizza customer. These new generations are the key to the success of the new way of delivering food. Why? Because this audience spends the highest share of their budgets on prepared food compared to other generations, because they live a fast-paced life, so they don’t want to spend too much time cooking. According to the study Technomic´s Generational report cities that in 3 out of 5 cases Millennials order food delivery or visit restaurants for takeout. This new way of living and thinking created the need for the emergence of this service to respond to the needs and desires of this new generation.

“I think the Millennial generation is much more demanding than prior generations.”

Nigel Travis, CEO of Dunkin’ Brands