Digitalization, generational shifts, and pandemic habits fuel demand, but the sector faces sustainability challenges
According to a survey by the National Restaurant Association (NRA), more than half of American consumers (52%) consider ordering takeout an essential part of their lifestyle. This habit is even more pronounced among Millennials (67%) and Generation Z (63%).
When it comes to deliveries, 57% of Millennials and 55% of Generation Z highlighted the service as indispensable. This trend directly impacts the sector’s operations: 65% of restaurants reported an increase in the share of delivery in their sales in 2023, compared to 2019.
Factors that drove the growth of delivery
The increase in the popularity of delivery and takeout in the United States was driven by social, technological, and behavioral changes. Among the main factors, the following stand out:
- Fast-paced lifestyle:
The need for convenience in daily life, especially among professionals who use services for office lunch delivery.
- Digitalization of services:
Expansion of delivery apps and greater integration with restaurants’ online platforms.
- Generational changes:
Millennials and Generation Z, who value convenience, accessibility, and customizable meals.
- Impact of the pandemic:
Consolidation of the habit of ordering food at home, which started during the social distancing period.
Challenges in the delivery sector
Despite significant growth, the sector faces challenges that require attention to ensure its sustainability. Some of the main challenges include:
- High operational costs:
App fees, transportation, and logistics increase restaurants’ expenses.
- Maintaining quality:
Ensuring that the delivered food matches the same quality as the in-restaurant experience.
- Market saturation:
Intense competition, with more restaurants and apps competing for consumers’ attention.
- Environmental issues:
Pressure to adopt more sustainable packaging and reduce the environmental impact of delivery.
The delivery and takeout sector continues to expand, driven by changes in consumer habits and digitalization. Delivery is already an integral part of the American lifestyle, shaping the future of the food and beverage market in the United States.
