Chatmeter, an AI-optimized platform designed to turn customer feedback into insights, recently came out with its 2025 Restaurant Delivery & Reputation Report. Their headlines read, “Americans love delivery—but is a poor customer experience pushing them to the brink?”
Because today’s delivery can make up to 65% of sales, that sentence is a little startling. Where are we going wrong, and what can be done about it? Let’s take a deeper look at their report, which analyzed two million customer reviews.
Consumer Dissatisfaction
About 46% of negative reviews mention food delivery. The main issues seem to be receiving incorrect orders, frustration when interacting with staff, and rising delivery fees. The report also found that about half of the orders arrived late or cold, and 44% reported missing items.
Why are people choosing to forego delivery? The top reasons include:
- Expensive fees (55%)
- Long wait times (43%)
- Expensive delivery menu prices (39%)
- The possibility of food arriving cold (41%)
- Tipping (20%)
Despite this, over one-third of Americans will order takeout for the Big Game.
While using third-party delivery services and apps is a straightforward approach, it also hands over your brand’s reputation to another company. Interestingly, a report by NCR Voyix found that customers prefer ordering directly from restaurants.
The Customer Experience
NCR Voyix’s 2025 Customer Experience Report found that almost 60% of customers would rather use a restaurant’s website or app to place their delivery order. An additional 15% said they liked calling the restaurant to place their orders. That amounts to almost 75% of your customers preferring to order directly from you as opposed to a third party.
Some of the top reasons include earning loyalty points, customization, and convenience.
The Restaurant Experience
So, why do restaurants turn to third-party delivery services? Some of the biggest reasons are not having to manage delivery drivers and the ability to reach a broader customer base. Customers can track their orders, ensuring a seamless digital experience, and they can easily integrate them into a restaurant’s POS system.
On the downside, of course, are those hefty commission fees, less control over their customer’s experience, and lack of data and a guest’s profile.
With technology playing an ever-expanding role in restaurant delivery, one wonders how independent restaurants can keep up with bigger chains, ensuring a high-quality experience. According to Nation’s Restaurant News, independent restaurants are holding their own.
In 2024, research from Intouch Insight found that independent restaurants outperformed chains when it came to delivery. While independent restaurants experienced over 90% overall satisfaction, those ordering from chain restaurants demonstrated 84%. Independent restaurants also scored higher for order accuracy, food temperature, and speed.
NRN reported on Seoul Taco, a brand whose delivery channel has grown from 25% of their business to over 50%. Owner David Choi shared that they’ve kept up with the increasing demand by avoiding dishes that don’t travel well, limiting the items available for delivery, and adjusting their packaging. However, with third-party apps pocketing up to 30% of their margins, he’s looking to transition, bringing more onsite business.
The bottom line: third-party restaurant delivery services provide a quick and easy solution to the logistic nightmares inherent in food delivery. At the same time, this ease of adaptation comes with a significant cost.
Restaurants & Delivery Today
More restaurants are turning to direct in-house online ordering systems. For those who don’t want the headache of delivery, these systems can integrate with delivery options like DoorDash Drive, a delivery solution that receives orders directly from your website. Instead of charging a commission based on the percentage, this service charges a flat fee, making the cost more predictable.
ChowNow is another brand offering a popular delivery option. You take commission-free orders from your app and website, both of which they’ll build for you, and from over 20 other popular channels, such as Google and Yelp. You can set up your own team for delivery or tap into a pool of drivers who offer flat-rate pricing. Customer marketing optimizes repeat orders and automates email marketing. Seamless POS integration ensures everyone is on the same page.
ChowNow makes money through a predictable pricing model, and restaurants get complete access to their customer’s data.
Are you rethinking your restaurant’s delivery strategy? In today’s world, with tighter margins, many are. Fortunately, technology is rising to the occasion, offering numerous options to increase ownership and ensure a positive guest experience.
