The insight: Food delivery has become an ingrained habit, with more consumers turning to the service multiple times per day.
By the numbers: The convenience that delivery platforms like DoorDash and Uber Eats offer is encouraging customers to place an order whenever the mood takes them—whether it’s to satisfy a sudden craving, or to try a TikTok food trend.
- Over 1 in 3 consumers (35%) have ordered delivery twice in one day, according to a DoorDash survey.
- Around 1 in 5 has placed an order three or more times in a 24-hour period—with that proportion rising to 27% for millennials.
While this may not reflect everyday behavior, it signals a broader shift: More consumers are integrating food delivery into their routines. That change has far-reaching implications—not just for restaurants and delivery platforms, but for the wider retail landscape, as consumers increasingly turn to delivery for all kinds of products.
Our take: With more restaurant spending being funneled through platforms like DoorDash and Uber Eats, operators are having to rethink their acquisition strategy. Companies previously reluctant to sign on to their marketplaces—like Olive Garden and Domino’s—are changing their tune as it becomes clear that consumers’ affinity for delivery is not a pandemic blip.
At the same time, DoorDash and its competitors are aiming higher. For them, food delivery is merely the first stepping stone toward becoming a one-stop shop for all of consumers’ needs, from restaurant meals to groceries to pet and home improvement supplies. That’s an ambitious goal, and one that is not yet reflected in shoppers’ behavior—but that could change as people become more accustomed to spending time on delivery apps.
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