Posted on: April 13, 2020 Posted by: flaviaantonescu Comments: 0

Decision-Making Process in the Restaurant Business

Having a restaurant that provides food delivery is not an easy task especially with so much online competition out there. Eating is an ongoing necessity and brands don’t have to create the “need” of eating. However, because of the aggressive competition in the food industry, losing a client during the online ordering process is always risky. To better understand how the customer journey works businesses need to understand what each step represents for their customers.


In the food industry and particularly in the online ordering segment, the problem-recognition is the need to eat. More than 60% of U.S. consumers order delivery or takeout once a week and that drives billions of dollars annually in the food industry. Therefore, the need to eat is not only a basic need but also represents a great opportunity for businesses.

Information search

As soon as the “need” is identified, customers have two options. Either to search for “food near me” and similar keywords using the Google Search either to use the delivery partners such as Uber Eats or Postmates for food delivery options. 70% of consumers say they’d rather order directly from a restaurant, preferring that their money goes straight to the restaurant and not a third party.

Evaluation of alternatives

The evaluation of alternatives represents the stage where customers are searching for specific food options or food ordering preferences. This is the stage where a business can gain or lose customers against the competition. Better content, incentives, average delivery time, reviews or the brand’s awareness can make a difference in this stage.

Product Choice

In this stage, the customer made his mind and the purchase is happening. This is the most important stage of the decision-making process in the restaurant business because it’s the one that brings the revenue. It’s called the product choice however many factors contribute simultaneously to help a customer decide which online order to place and from whom.

Post Purchase

At the end of the customer journey stands the possibility for a business to retain that customer. There are four levels of customer satisfaction (Meet, Exceed, Delight, Amaze) all based on the degree to which a business meets customer expectations. The higher the level you achieve, the more you will build customer loyalty and the greater your success.

Lastly, keep in mind that reviews and ratings also help the customers to decide during the Evaluation of Alternatives stage. Therefore, the more Post Purchase satisfaction you bring to your customers the higher the chances to acquire new ones during this important stage.