The traditional line between digital and physical dining is disappearing. Today's consumers don't just eat in restaurants or order delivery – they seamlessly switch between both, often with the same establishments. This shift has profound implications for food & beverage brands, where digital menu presence increasingly influences both delivery and dine-in purchase decisions.
The new consumer journey
Remember when checking a restaurant's menu meant walking by and looking in the window? Those days are gone. Today's dining decisions start long before someone steps into a restaurant or opens a delivery app:
- 86% of diners regularly check out menus online before dining out (OpenTable).
- 57% of Americans prefer ordering takeout or delivery over dining out at a restaurant (Escoffier).
- 83% of diners review a restaurant's menu online before visiting, and 50% decide what to order before arriving (US Foods).
- 93% of diners check menus online before dining in (Webdiner).
For food & beverage brands, this creates a new imperative: digital menu presence isn't just about delivery sales – it's about overall brand visibility and consideration.
The digital-physical feedback loop
Our research shows a fascinating pattern in food & beverage brand performance:
Discovery through digital
When consumers see a food and beverage brand consistently featured across digital menus (especially in bundles and combo deals), they're 3.2x more likely to order that brand when dining in. The psychology is simple: digital visibility creates familiarity, and familiarity drives preference.
The "mixed mode" consumer
Modern diners are increasingly "mixed mode" consumers. They might:
- Order delivery on Tuesday
- Dine in on Friday
- Pick up takeout on Sunday
Each interaction reinforces brand preferences across all channels. When a consumer regularly sees your brand on delivery menus, it strengthens their likelihood of choosing it during dine-in experiences.
The revenue impact
The financial implications of this digital-physical interplay are significant:
Direct impact
- Digital menus can positively impact sales: 91% of consumers say digital menus have influenced their decisions, giving businesses a 38% bump in sales (Elo).
- Studies have shown that incorporating high-quality images of menu items can increase sales by up to 30% (SABA Hospitality).
Indirect benefits
- Customers who shop on multiple channels are said to have a 30% higher customer lifetime value than those who use just one channel (Embryo).
- Brands using cross-channel marketing see up to 89% customer retention, significantly higher than those using weaker strategies (FlareLane).
The operational challenge
This new reality creates both opportunities and challenges for food & beverage brands:
Monitoring needs
- Regular audits of digital menu presence
- Tracking of bundle and combo placement
- Analysis of competitive positioning across channels
Field team focus
- Ensuring consistency between digital and physical presence
- Leveraging digital insights for in-store optimization
- Responding quickly to gaps in either channel
Strategic implications
For food & beverage brands, a strong digital menu presence is essential. Digital visibility not only drives delivery sales but also boosts in-store purchases by building brand preference. A consistent presence keeps your brand top-of-mind, fostering loyalty and encouraging repeat business across channels.
A well-executed bundle strategy is equally critical. Digital bundles influence in-store combo selection by shaping value perception and reinforcing brand consideration. Consistency across digital and physical channels enhances these effects, driving both trial and repeat purchases.
Field teams must use digital insights to stay competitive. Digital menu data should guide visit priorities and help address cross-channel visibility gaps swiftly. Incorporating digital presence into territory planning ensures field operations align with consumer behaviors and maximize impact.
Looking forward
As the lines between digital and physical dining continue to blur, food & beverage brands need to evolve their approach to distribution and visibility. Success requires:
- Comprehensive visibility across all channels
- Quick response to digital menu gaps
- Strategic alignment of digital and physical presence
- Data-driven field team deployment
The brands that will win in this new landscape are those that recognize digital menu presence isn't just about delivery sales – it's about creating a consistent, visible brand presence that drives consideration and purchase across all channels.
Want to learn how your brand's digital menu presence stacks up? Contact us for a free digital presence audit.
