Category
Lifestyle
Assisted Choices
Trend cluster
Category
Group
Order
Delivery apps are introducing group ordering features to streamline experience.
2.7
Trend score
Trend
What is the Group Order trend?
Group Order: Many food and beverage delivery platforms are enabling consumers to order as groups. Whether it is about splitting a bill or simply enabling everyone to take a look at the menu and submit their choice, this new feature ensures efficiency and convenience.
Insight
The consumer insight behind the Group Order trend
The demand for delivery of goods and services has skyrocketed during the COVID-19 pandemic as individuals try to avoid unnecessary outings as much as possible. Many are making decisions—whether pertaining to groceries, supplies, meals, or something else—in tandem as a household. Thus, consumers are creating a demand for more streamlined experiences that will enable individuals to make decisions together, while negotiating faster, and reducing associated stress.
Trend themes
Themes within the Group Order trend
Three behaviours holding the trend together01
Group Ordering for Streamlined Experience
The ability to order as a group is becoming more common amongst food and beverage delivery platforms, allowing for more efficient and convenient ordering experiences.
02
Rise of In-App Group Ordering Features
In-app group ordering is becoming more popular with food delivery apps as customers seek more convenience while ordering.
03
Increased Demand for Streamlined Group Decision Making
Consumer demand for streamlined group decision making has increased during the COVID-19 pandemic as individuals limit unnecessary outings and make decisions as households.
Industry implications
What the Group Order trend means for industry
Where the trend changes the playbookFor
Food and Beverage Delivery
The trend of group ordering in food and beverage delivery presents opportunities for greater collaboration with restaurants and increased customer satisfaction.
For
Mobile App Development
The increase in popularity of in-app group ordering features indicates potential for app developers to build solutions that better serve the modern customer.
For
Marketing and Advertising
Companies like Chipotle have leveraged group ordering trends by developing social media marketing campaigns to engage with customers and increase brand awareness.
Workshop question
How can your brand facilitate a streamlined group experience?
Trend signals
Trend signals for Group Order
Trend score 2.7 out of 10, from popularity 47%, activity 25%, freshness 9%.
Popularity47%
Activity25%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Group Order trend
4 featured examples from Aug 27, 2019 to Oct 5, 2020CategoryLifestyle
Convenience-Focused Group Ordering Features
Uber Eats Allows You to Start In-App Group Orders
Food delivery companies can leverage in-app group ordering features to attract more customers and increase convenience, providing a competitive edge in the industry.
CategoryLifestyle
Family Sponsorship Challenges
Chipotle is Introducing Group Ordering with #ChipotleSponsorUs
Fast-casual restaurants can benefit from implementing group ordering features to cater to customers who come in groups.
CategoryLifestyle
In-App Group Ordering Features
The GrabFood App Makes It Easier for Users to Order as a Group
The food delivery industry can leverage group ordering features to attract more customers and increase order sizes, resulting in higher revenue.
CategoryLifestyle
Friend Group Food Deliveries
Postmates Group Ordering Lets Friends Order Separately from One Cart
Food delivery apps can continue to innovate with group ordering features, creating a more accessible and simplified ordering experience for customers.
