Online Food Orders – Even more appetising?
As the major players in the food delivery app world fight it out, Google is preparing to enter the market. The tech giant has already launched an “Order Online” feature in some markets, and is expected to roll it out in the UK soon.
Google’s current approach is to partner with existing delivery suppliers, rather than using its own workforce. So hungry browsers can search for their local restaurants, place an order, and pay, all through Google’s interface (such as Google search or Google maps), without needing to download another app. The feature essentially allows those suppliers an easy access point for diners, and (as multiple providers will be supported) means customers can quickly see what’s available for delivery without needing to install multiple apps.
The Google functionality should also enable voice ordering, and integration with supported smart speaker devices, all designed to make online food delivery a seamless process.
Setting the table
The online delivery market has seen massive growth in recent years. While the “gig economy” and changing eating trends have contributed to this, advances in technology and increased consumer reliance on internet searches have also been key. This extra convenience will be another step towards making web and app-based orders the norm when it comes to food delivery.
The next course
This level of integration is another incentive for restaurants to use food delivery services. As well as the challenges of implementing their own online ordering service and using their own delivery drivers, restaurants will now have to contend with not having a convenient “Order Online” button next to their Google entry. Some restaurants have so far been resistant to using online delivery providers, raising concerns about the level of commission charged by the platforms as well as the potential to lose access to customer data and relationships, but as it becomes an increasingly popular sales channel, they may be forced to adapt.