Cheap as chips

Online food delivery platforms have changed our eating habits considerably. Research in the International Journal of Knowledge Management in Tourism and Hospitality has looked at how everyday choices are made and suggests that the characteristics of the platforms have a major effect on consumer behaviour beyond simply offering kitchen-free food.

The researchers found that three factors guide decision-making: rationality, emotion, and attractiveness. Rationality refers to the practical considerations, the cost of the food, whether there are discounts or loyalty bonuses, delivery time, and convenience. These are the most obvious drivers for using online food delivery platforms, and consumers tend to show consistent preferences for minimising cost and effort. This broadly explains the repeat success of promotional offers and time-limited deals across platforms.

Rationality does not explain everything, though. The team also found that emotional factors, such as feelings of comfort, satisfaction, or even mild prestige, play a part. The very act of ordering food online can evoke these feelings, especially when the whole process is seamless. The team suggests that emotional responses are often boosted by specific design elements on the site or in the app.

That latter point also feeds into the third factor: attractiveness. If a platform, whether website or app is visually and functionally appealing, then it will be better received. In practical terms, a logical, practical, and attractive interface will bring users to the table. Also, high-quality food photos and ease of use in terms of menus and transactions will also improve the diner’s experience.

A fourth factor, social influence, also had a part to play. The ratings, reviews, and recommendations made by other users will shape one’s own decision to use a particular service. A lack of impact of age, gender, or profession seems also to suggest that digital consumption patterns in this sector, and perhaps others, are converging across different demographics.

The various factors discussed all feed into consumer decisions, but one factor that seemed not to play much of a role, despite its incessant focus in sales and marketing, was ‘brand loyalty’. In this sector there seems almost to be an absence of brand loyalty. Consumers, the team reports, frequently switch between platforms and services. Competition, they explain, is driven largely by price and promotions, especially among the time-poor younger generation.

Krishnan, H. and Kumar, R. (2026) ‘An empirical study on buying behaviour of diners through online food delivery platforms’, Int. J. Knowledge Management in Tourism and Hospitality, Vol. 5, No. 1, pp.47–61.