Value emerges as a top driver for off-premises customers, new report says
Convenience is not the only king for takeout, drive-thru, and delivery customers, the National Restaurant Association’s Off-Premises report finds.
22 April 2025
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Drive-thru is one of the three main off-premises channels studied in this report. | Photo Credit: NeonJellyfish/iStock/Getty Images Plus
In this uncertain economy, the cash-strapped customer is frequently looking for a discount before placing that online order or driving up to the takeout window. Across all off-premises categories, 4 in 5 consumers said they’d be willing to order at an off time of day in order to take advantage of discounts offered during less busy dayparts. Additionally, 82% of survey respondents said that they would order delivery more if they could afford it.
The report offered a detailed look at off-premises consumer habits, noting that Millennials are 9% more likely than Gen Z to order via mobile app — but financial factors stood out repeatedly.
The survey broke down satisfaction metrics for each off-premises channel, and across the board, price scored the lowest. While most other delivery metrics, including ease of delivery and customer service, scored in the 80s and 90s, only 67% of delivery customers were satisfied with the price.
Although much of this dissatisfaction is likely tied to third-party delivery fees, pricing ranked last for the takeout and drive-thru channels as well. The report stated that the most popular value offerings across all channels were daily specials or limited-time offers at a reduced price, value/combo meals at a reduced price, and BOGO offers.
To tap into strong consumer interest, the report’s authors suggest offering real-time personalized discounts based on time of day or day of the week—something 9 in 10 customers said they’d use.
Beyond value, the report found that customers are asking for better food temperature and shorter wait times for off-premises orders.
When it comes to growing off-premises channels, more than half of operators believe curbside pickup is on the upswing, while ghost/virtual restaurants are not trending at all.
Source: Nation’s Restaurant News
