Technological innovations are having an enormous impact on online food ordering system. New technologies allow restaurants to reduce labor and physical location rent costs by outsourcing operations in-house in favor of food-delivery services.
Voice technology and enable businesses to communicate directly with customers in real-time, providing real-time services for customer care as well as real-time messaging tailored specifically for each individual customer. Businesses can now tailor messages in different ways using these real-time methods of engagement with their clients.
Self-driving delivery cars and robots
Retail is full of energy and enthusiasm to tackle last-mile delivery issues; however, concerns have been expressed over safety and cost issues with automated vehicles. While companies are currently experimenting with autonomous cars and robots for delivery applications, this technology has not reached level five autonomy (fully driverless). Although these vehicles can help improve efficiency by reducing traffic congestion and fuel consumption costs; they will never entirely replace human drivers.
Uber Eats and Domino’s Pizza have both collaborated with autonomous vehicle makers to enhance their delivery services. These vehicles are small and maneuverable, making them suitable for urban areas. Customers can order food through an app controlled car; alternatively they could also be used for grocery shopping and package pickups.
Autonomous robots offer another viable solution for food and grocery delivery services. Their flexibility enables businesses to adapt them specifically for their business’s needs while saving money through reduced labor and vehicle maintenance expenses. Such robots are currently used on more than 10 college campuses to deliver food.
Digit, being tested by Serve Robotics, features a battery-powered chassis approximately the size of a suitcase with GPS navigation to reach its destination, where customers can unlock their doors using a smartphone to enter an access code to unlock it.
Real-time communication with customers
CX (customer experience) has become an essential element of success for companies in today’s business environment, so many organizations are prioritizing real-time communication strategies with customers as a means of building trust, meeting expectations and optimizing operational efficiency in last mile delivery processes.
An organization may establish a customer portal that gives its customers access to order details and delivery tracking data in real-time, helping to reduce support calls and retain more customers. Furthermore, this can allow customers to report problems or issues related to deliveries immediately so that prompt resolution may occur.
Augmented reality (AR) technology provides another effective means of customer engagement. Utilizing a mobile device camera, AR allows customers to view what their meal will look like prior to ordering it.
AR can also help to revitalize marketing campaigns, expand reach and boost sales. Just Eat recently implemented an AR feature through Facebook Messenger which allowed customers to use their phones’ cameras to see food floating into their mouths; this has proven popular with customers; in fact, one study revealed that customers would pay up to 13% more for an exceptional experience!
Mobile device management
Online food ordering offers both consumers and restaurants benefits in terms of reduced labor costs and an increase in return on investment. However, for this business model to succeed effectively it must ensure its devices are operating optimally; one such solution is Mobile Device Management (MDM), which enables businesses to monitor, secure and control a diverse array of employee mobile devices that they own or have registered through an employee Bring Your Own Device program.
Customers no longer rely on just mobile apps to place orders; instead they can now communicate directly with restaurants through voice and social media, real-time ordering through table-top ordering or using social media tabs for direct ordering through text message are all effective means of interaction with restaurants.
Focusing on the needs of target audiences is paramount when it comes to making online food ordering simpler. Millennials, who spend a greater proportion of their budget on prepared food than other generations, tend to be more demanding in terms of simple ordering procedures, instantaneous delivery, one-step checkouts and gamification features; therefore food ordering companies have come up with new techniques of ordering and delivery that better cater to this demographic.
24/7 access to consumers
Consumers have come to expect online food delivery services from restaurants, with order placement happening seamlessly through smartphones or computers and delivery arriving promptly on doorsteps within minutes. The ease of ordering through these technologies is revolutionizing restaurant operations and can provide a significant sales boost.
This new approach has allowed restaurants to offer customers more choices while simultaneously lowering operating expenses, including labor and rent costs. Furthermore, many utilize robot servers and hologram menus to engage consumers more fully; some have even implemented subscription models enabling customers to receive unlimited orders at no additional charge.
Conclusion
The findings from this study support the notion that hedonic motivation was an influential factor in customer attitudes and intentions toward using online food delivery services during the COVID-19 pandemic. Hedonic motivation refers to enjoyment and playfulness; therefore it makes an ideal candidate as a driver of customer attitudes toward online food delivery services during such times of epidemic. Furthermore, these findings build upon previous studies in this field as well as contribute to literature regarding technology Acceptance Model (TAM).
These new technological developments are also helping to elevate customer service by offering real-time forms of communication with their customers. Voice technology enables companies to speak directly to customers’ mobile phones or tablets and provide customized messaging and discounts based on individual customer needs.
