On-demand delivery platform, DoorDash has released its annual Online Ordering Trends Report* revealing New Zealand’s ordering and dining habits in a bid to help restaurant operators better understand their consumers.
The 2024 trend report, based on consumer and DoorDash data, reveals that despite the current economic climate, consumers are increasingly turning to DoorDash for their dining needs. DoorDash’s restaurant offering is expansive and highlights the changing tastes of consumers, allowing for new restaurants to be discovered with 35% of Kiwi DoorDash users ordering from new restaurants between Q4 2023 and Q1 2024.
“Kiwis are demonstrating a strong preference for convenience and local flavour, with evolving habits that highlight a growing connection to their favourite restaurants,” said DoorDash General Manager of New Zealand, Bradley Thomas. “Our latest data shows that whether it’s late-night cravings or trying new dining spots, DoorDash is at the heart of these dining experiences, helping to bridge the gap between consumers and local eateries.”
Continued Online Ordering Growth
Despite the recent economic downturn, people are still choosing to spend on takeaways, with more than half (65%) of consumers ordering takeaways the same amount, or more than last year.
- Creatures of Habit: While many Kiwis have a strong affinity for classic comfort foods such as burgers and chips, others gravitate towards a more varied and international selection. The top choices for DoorDash NZ customers are chicken dishes, chips, burgers, naan, and noodle dishes.
- Food Delivery as a Routine: 36% of consumers reported placing repeat delivery orders at least once a week, an opportunity for restaurants to continue nurturing relationships with their customers.
Changing Habits
As Kiwis return to the office and routines are shifting among professionals, there is a tangible impact on Kiwi ordering habits.
- Midnight munchies: Kiwis have been craving late-night snacks with orders from 12 am to 5 am seeing a whopping 1,261% growth on DoorDash from 2022 to 2023.
- Breakfast orders saw a similar rise with orders from 5 to 11 am growing by 644%.
Culinary Exploration
Kiwis are eager to support local businesses and explore new dining experiences with 35% of DoorDash users seeking out local restaurants through the app. There are a variety of factors that go into selecting a new restaurant:
- Menu Pricing: 53% of Kiwis keep a keen eye on menu pricing when scouting for their next culinary adventure.
- Word of Mouth: 49% of New Zealanders turn to trusted friends and family for their restaurant picks.
- Food Photography: 39% of Gen Z’ers and 35% of Millennials cite that food photos were a reason to try a new restaurant.
Exploring Generational Ordering Differences
Gen Z’ers and Baby Boomers have similar eating habits, both opting to eat straight from the takeaway container, while Gen Xers and Millennials are more inclined to use their own dishes and utensils. Taking it a step further, 23% of Kiwi Gen Z’ers often indulge in their DoorDash meals from the comfort of their beds.
*Methodology
The 2024 Restaurant Trends Report was created by Dynata on behalf of DoorDash. The survey was conducted from March 12-21 and included 1,007 respondents representing various ages, careers, and income levels. The average age of participants was 42, with a demographic breakdown of 46% males and 54% females, and an average household income of $104,100. Every respondent was responsible for purchasing meals for themselves or their families.
