Trends in order-ahead curbside pickup

In today's deep dive, we analyzed the prevalence and performance of curbside pickup as a purchasing channel.
 
How are people purchasing food?
 
In a survey that we've been continuously fielding since late March, we asked the general population how the food they ate yesterday was acquired. Overall, curbside pickup has had the second-highest incidence out of all the purchasing methods - almost 20% - second only to in-person grocery shopping.
 
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How has this changed throughout the pandemic?

Throughout COVID, curbside pickup (of either restaurant food or groceries) has represented ~15-20% of all food sourced, and has seen a gradual increase over time.
 
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Online ordering has surged among certain retailers

As a proxy for what was happening pre-COVID, both Walmart and Target growth has been driven by online increases; Target in particular has seen +200% increases in its online business during the COVID era.
 
Target vs Walmart online*For details on Walmart and Target direct vs. online sales, please contact us.
 
When do people use curbside pickup?
 
For restaurants, curbside pickup represents about 7% of the total purchases made in a consumer's average day. It is much more likely to be used during the lunch and dinner dayparts.
 
For food retailers like grocery stores, curbside pickup represents 11% of the total purchases made in an average day, and the usage is more evenly distributed across dayparts.
 
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Who tends to use curbside pickup from retailers?

Retail curbside pickup skews younger, living in an urban area, person of color, male, with 1+ children in the household. The male skew in particular is interesting, given that grocery shopping in general skews female.
 
Those who use curbside pickup with food retailers are more concerned about product availability, safety and service. Those who don't use it are more driven by convenience.  

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Who tends to use curbside pickup from restaurants?
 
Restaurant curbside pickup demographics skew similarly to retail - younger, living in an urban area, person of color, male, with 1+ children in the household. However, the skews are even more magnified. 
 
Similar skews from a choice drivers perspective exist for restaurant curbside pickup, i.e. more COVID-driven factors rather than convenience/location factors.

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Download the full analysis

This analysis was part of our COVID-19 Briefing webinar series. Click below to view and download a PDF of the full webinar slides.

Download-slides-button

Next webinar: Restaurant Promotion Performance Analysis

In Friday's webinar, we'll share a series of LTO Analyses to gauge the performance of select recent restaurant promotions.

  • Characteristics and demographics of the customers that the LTO attracted
  • LTO performance by geography, market share, and beating nearby competitors
  • Incrementality in foot traffic and consumer spending
Join us on Friday, September 4th, 9:30-10am Pacific. 
Register for the Webinar