Along with meal kits and instant ramen, food delivery has vastly altered the American palate for at-home dining. But despite growing competition in the digital delivery space, not everyone has embraced it.
According to new E-Poll Market Research data, Grubhub is the food delivery brand with the highest usage among millennials (41%). This is likely due to the company's partnership with Yelp earlier this year that expanded its reach into more markets. Doordash (36%) was the next most popular, followed by UberEats (32%) and Postmates (30%).
UberEats ranked highest in awareness (32%), DoorDash had the highest appeal (42%) while Postmates was rated most reliable (24%).
The research firm theorizes that emerging models like food delivery services and meal kits could threaten established restaurants and grocery stores alike. It compared a number of food brands across segments and found Whole Foods (42%), Blue Apron (30%) and HelloFresh (31%) were perceived as higher quality than the others. Walmart (31%) and food delivery brands Instacart (31%), Grubhub (27%) and UberEats (27%) were deemed more practical. Where Pizza Hut and Domino's excelled was interest in trying a brand's new products.
Yum Brands, parent of Pizza Hut, Taco Bell and KFC, bought a 3% share in GrubHub in early 2018, acknowledging the growing importance of delivery even for fast food. It was also a data play. Traditional restaurants have lacked access to consumer buying habits available to digital brands like UberEats or DoorDash.
E-Poll also surveyed "Insta-Gens," consumers ages 13 to 21, about attitudes towards Grubhub and Taco Bell. Nearly nine in ten respondents (88%) had patronized Taco Bell while only 28% had used Grubhub, but Grubhub ranked higher on attributes like coolness, practicality, innovation and brand loyalty. The latter attribute is interesting since just over one-quarter of this age group had used Grubhub but 62% said they were were loyal to the brand.