Indonesian

Eating Out
Behavior
in New Normal Era

Prepared by:
Ahmadi ‫ ׀‬Mulyono ‫ ׀‬Anggun‫ ׀‬Sasha

October 2021
Assalamualaikum wr wb
Salam sejahterah buat temen2 semua

Salam Sukses,

Senang sekali rasanya bisa selalu berkontribusi untuk temen-temen kuliner di seluruh
Indonesia melalui edukasi bisnis kuliner yang konsisten Foodizz jalankan selama ini.

600 Video Youtube lebih, 200 artikel, ratusan IG Live, Ratusan kelas, puluhan
kolaborasi dan puluhan ribut peserta yang selama ini Foodizz jalankan semakin
lengkap dengan dipublikasikannya hasil riset kolaborasi dengan Deka Insight tentang
Indonesian Eating Out Behavior in New Normal yang bisa menjadi referensi, inspirasi
dan ide untuk biar mempersiapkan bisnis kuliner kita dengan lebih baik ke depannya.

Melalui Foodizz kami berharap akan banyak pengusaha kuliner yang muncul,
berkembang dan bertahan sehingga akan makin banyak lapangan pekerjaan yang di
buka dan bisa memberi dampak perbaikan ekonomi masyarakat karena bisnis kuliner
adalah salah satu bisnis yang bisa cepat di eksekusi tanpa harus spesifik memiliki
keahlian atau pendidikan khusus.

Selamat Menikmati sajian GEPREK special kolaborasi dengan Deka Insight ini, dan
mohon doanya agar Foodizz dapat terus berkembang dan menyajikan lebih banyak
lagi edukasi dan riset ke depannya.

Rex Marindo
CEO Foodizz
1 Research Methodology
2 Key Highlights
Research Specification
We use Dekabus to collect data for this study.
Dekabus is DEKA Omnibus Survey, which is a quantitative survey method
where wide variety of subjects from difference client is collected during the same interview.

Fieldwork was held from July – August 2021

General Population

Male, Female

18 - 65+ years old

SEC A, B, C, D
Online Survey F2F Interview
via Targeting Facebook Ads using Random Sampling Method
Sample Achievement
150 100

400

150 200
Media Habit
SOCIAL MEDIA HOW TO FIND INFORMATION
ACCESSED WHAT TO BROWSE ON SOCIAL MEDIA TOTAL ABOUT FOOD & CULINARY TOTAL

80%
FAMILY 53% Account about culinary
54%
on social media
CULINARY / FOOD / RESTAURANT / COOKING 52%

80%
LIFESTYLE 51% Youtuber reviews 41%

SPORT 41%
Selebgram reviews on social media 25%
ENTERTAINMENT & GOSSIP 39%

57% HOBBY (GAMING, GARDENING, etc.) 34% Apps for restaurant reviews
(Foodies, Zomato, etc.)
9%
BEAUTY 28%

20% TECHNOLOGY 26%

Online news portal
(Detikfood, Kompas, CNN Indonesia, etc.)
9%

POLITICS 18%

7% FINANCIAL & BUSINESS 12%

Others 14%

Base : All Respondents (N=748)

Social Media
Accessed
Instagram, Tiktok, Twitter
are highly used by Gen Z.

Gen Z
(18 – 24)
Base Respondents = 148

89% 86% 82% 31% 17%

Social Media
Accessed
Instagram, Tiktok, Twitter
are highly used by Gen Z.

Gen Y
(25 – 44)
Base Respondents = 406

86% 84% 62% 22% 5%

Social Media
Accessed
Instagram, Tiktok, Twitter
are highly used by Gen Z.

GEN X
& BABY
BOOMERS
(>45)
Base Respondents = 194

65% 63% 30% 8% 5%

Social Media Accessed
Instagram, Tiktok, Twitter are highly used by Gen Z.

89% 86% 82% 31% 17%

86% 84% 62% 22% 5%

65% 63% 30% 8% 5%

Key
Highlights
Eating Out Habit in Past Months
In past months, more than half is still buying food by dine-in. Followed by delivery food through ojek online and take away from restaurant
which also high. However the frequency of dine in is decreasing after pandemic. While for delivery order tend to increase, which cause
budgeting for delivery order also increase.

EATING OUT FREQUENCY BEFORE vs AFTER PANDEMIC

TOTAL
Base : All Respondents 1000

Dine in 54%

Delivery food through ojek online (Gofood, Grabfood, Shopeefood) 50%

Take away food from restaurant / café 45%

Food delivery from restaurant / cafe application 7%

Food delivery through call center restaurant / café 4%

EATING OUT BUDGET BEFORE vs AFTER PANDEMIC
Food delivery via Whatsapp / restaurant / cafe line 4%

Not buying food from restaurants / cafe in last 3 months 25%

Buying food by dine-in, delivery through ojek online and take away from restaurant are the
highest among upper class (SEC A) compare to others.
Place to Dine In
Dine-in at food stall or warung tenda on roadside and at stand alone restaurant
are highest among other places.

TOTAL
Base : Respondents who buy food P3M 748

Food stall on the roadside 56%

Warung tenda on the roadside 56%

Stand-alone restaurant 55%

Cafe near home 26%

Restaurants inside mall (other than foodcourt) 22%

Food court inside mall 17%

Dine-in at stand alone restaurant also significantly higher for
upper class (SEC A) compare to others.
Food court outside mall 13%

Stand-alone café 12%

Cafe inside mall 9%

Others 1%
Dine In Habit
Mostly dine in only once until 2-3 times in a month. They usually dine in with family or friends.
Around half are using promo or discount offered, especially package menu promo.

FREQUENCY TO DINE-IN TOTAL PROMO USED WHILE DINE-IN TOTAL

Base : Respondents who buy food P3M 748 BBase : Respondents who buy food P3M 748

Every day 1% Package menu promo

36%
(combination package with cheaper price)
4 - 6 times in a week 2%

2 - 3 times in a week 7% Discount price menu 13%

Once week 13%

Promo from social media / apps
2%
2 - 3 times in a month 35% (Discount from Line, Starbucks reward, etc.)

Once a month 35% Discount / promotion from e-payment

5%
(debit card, credit card, OVO, Gopay, etc.)
Less than once a month 4%
Do not use any promo / discount (pay normal price) 45%
Not certain 4%
Dine In Partner
Dine in with friends is higher in Gen Z, while dine in with family is higher in Gen Y.
For elder, they mostly dine in with their children only.

GEN Z GEN Y GEN X & BABY

FREQUENCY TO DINE-IN TOTAL (18 – 24) (25 – 44) BOOMERS (> 45)
Base : Respondents who buy food P3M 748 148 406 194

With family (husband/wife and children, etc) 55% 20% 66% 59%

With friends 48% 78% 43% 37%

With partner (husband/wife) only 32% 9% 39% 37%

With children only 21% 2% 22% 32%

With siblings (brother/sister) 15% 24% 13% 11%

With work colleague 9% 12% 9% 5%

With parents 8% 14% 8% 5%

With girlfriend/boyfriend 6% 17% 4% 4%

Others 1% 1% 0% 2%
Budget for Dine In
People from upper class (SEC A) can spend budget in average Rp 330.000 per month, with each time dine in they spend Rp 158.400.

FREQUENCY TO DINE-IN TOTAL SEC A SEC B SEC C SEC D

Base : Respondents who buy food P3M 748 157 213 318 60

Less than Rp 50.000 4% 9% 7% 11% 42%

Rp 50.001 - Rp 100.000 28% 9% 17% 29% 37%
Rp 100.001 - Rp 150.000 17% 15% 18% 20% 5%
Rp 150.001 - Rp 200.000 22% 20% 27% 20% 8%
Rp 200.001 - Rp 250.000 5% 6% 8% 6% 2%
Rp 250.001 - Rp 300.000 7% 12% 8% 6% 0%
More than Rp 300.000 12% 29% 14% 9% 7%
Average Budget Rp 213.500 Rp 217.600 Rp 217.600 Rp 171.300 Rp 118.400

BUDGET FOR ONE TIME DINE IN TOTAL SEC A SEC B SEC C SEC D
Base : Respondents who buy food P3M 748 157 213 318 60

Less than Rp 50.000 29% 22% 23% 40% 70%

Rp 50.001 - Rp 100.000 31% 26% 33% 32% 23%
Rp 100.001 - Rp 150.000 14% 29% 15% 14% 2%
Rp 150.001 - Rp 200.000 12% 16% 19% 10% 5%
Rp 200.001 - Rp 250.000 2% 3% 5% 1% 0%
More than Rp 250.000 4% 14% 6% 3% 0%
Average Budget Rp 112.400 Rp 158.400 Rp 123.200 Rp 92.600 Rp 58.100
Type of Restaurant to Dine In
In Surabaya and Makassar, restaurant that serves mie, soto, bakso, sate, is mostly chosen for dine in.
While fast food chicken is highly chosen in Jakarta and Makassar.

MOST VISITED RESTO TO DINE IN TOTAL JAKARTA SURABAYA BANDUNG MEDAN MAKASSAR

Base : Respondents who buy food P3M 748 308 166 67 125 82

NUSANTARA FOOD 65% 51% 80% 84% 77% 54%

Bebek Ayam Seafood (Lalapan) 14% 17% 16% 15% 8% 7%

Mie Soto Bakso Sate 13% 7% 23% 7% 14% 20%

Padang Resto 10% 14% 7% 13% 6% 1%

Warung 7% 6% 11% 15% 7% 2%

General Restaurant (Rumah Makan) 7% 4% 8% 19% 13% 1%

Local Café 5% 3% 2% 7% 17% 1%

FAST FOOD CHAIN (CHICKEN) 25% 36% 11% 10% 17% 37%
(KFC, McD)
WESTERN, JAPANESE, CHINESE CHAIN (NON-CHICKEN)
(Hokben, Burger King, Pizza Hut, Solaria) 7% 12% 4% 4% 3% 5%
Menu for Dine In

Ayam mostly mentioned in Makassar. While Nasi goreng More than half in Surabaya choose Teh and Jeruk. While fruit juice
mostly mentioned in Bandung, compare to other cities mostly mentioned in Bandung, Medan, Makassar. Soft Drink mostly
chosen in Jakarta compare to other cities.
Menu for Dine In - Food
TYPE OF RESTAURANT TO DINE-IN IN P3M
Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 604 229 206 142 127 101 302 171

Ayam 65% 61% 73% 46% 65% 47% 59% 83% 73%

Mie / Bakmi 21% 25% 16% 41% 7% 28% 22% 14% 10%

French Fries 17% 10% 10% 4% 5% 8% 4% 36% 30%

Nasi Goreng 17% 19% 15% 20% 10% 14% 15% 15% 18%

Seafood 16% 20% 23% 13% 30% 22% 29% 6% 7%

Burger 16% 9% 7% 5% 8% 3% 9% 35% 33%

Sop, Soto 13% 15% 16% 23% 18% 18% 16% 8% 7%

Daging, Beef 12% 15% 14% 12% 40% 14% 19% 6% 10%

Nasi Lauk 10% 13% 10% 11% 25% 31% 14% 5% 2%

Bakso 10% 12% 10% 28% 3% 11% 7% 4% 3%

Bebek 6% 8% 16% 8% 1% 8% 8% 5% 1%

Pizza, Pasta 6% 5% 5% 2% 4% 2% 3% 10% 15%

Menu for Dine In - Beverage
Mostly choose tea for their beverage while dine in. However jeruk also
has good opportunity especially in local resto.

TYPE OF RESTAURANT TO DINE-IN IN P3M

Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 604 229 206 142 127 101 302 171

Teh 54% 62% 66% 74% 72% 77% 61% 22% 37%

Jeruk / Lemon 35% 39% 46% 46% 46% 47% 39% 24% 28%

Jus Buah 30% 34% 31% 32% 30% 28% 41% 23% 27%

Soft Drink 26% 16% 15% 7% 13% 7% 11% 56% 52%

Es Campur /
Es Buah 13% 13% 11% 17% 6% 5% 12% 18% 20%

Kopi 13% 14% 8% 12% 8% 18% 15% 12% 13%

Air Mineral 11% 12% 11% 13% 10% 19% 17% 11% 6%
Ice Cream /
Pudding 10% 5% 6% 3% 5% 0% 3% 24% 22%
Milk Based/ 7% 7% 7% 7% 7% 9% 8% 7% 9%
Milkshake
Chocolate 5% 5% 7% 2% 4% 6% 9% 7% 7%
 Key Driver in Choosing
Restaurant for Dine In

COMFORTABLE CLEAN AFFORDABLE HEALTHY

HALAL MENU PLACE PLACE PRICE MENU
Key Driver in Choosing Restaurant for Dine In
TYPE OF RESTAURANT TO DINE-IN (MOST VISITED)
Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 485 103 100 72 56 55 187 55

Halal menu 8.84 8.81 8.69 8.93 8.68 8.61 8.93 8.96 8.76
Comfortable place 8.67 8.61 8.49 8.57 8.42 8.48 8.89 8.8 8.84
Clean place 8.62 8.54 8.34 8.61 8.42 8.29 8.91 8.76 8.89
Affordable price 8.61 8.57 8.51 8.58 8.42 8.45 8.53 8.75 8.44
Healthy menu 8.57 8.55 8.34 8.48 8.49 8.46 8.76 8.6 8.65
Fast service 8.53 8.45 8.27 8.47 8.29 8.27 8.62 8.66 8.69
Sell my favorite menu 8.5 8.47 8.22 8.52 8.35 8.29 8.56 8.56 8.64
Friendly service 8.5 8.44 8.23 8.55 8.22 8.27 8.75 8.58 8.75
Suitable for dining with family 8.43 8.33 8.28 8.43 8.19 8 8.47 8.65 8.58
High quality menu 8.41 8.26 8.08 8.13 8.21 7.93 8.51 8.66 8.82
Various menu 8.41 8.3 7.99 8.12 8.29 8.36 8.51 8.65 8.55
Value for money 8.38 8.32 8.17 8.38 8.21 8.11 8.22 8.53 8.47
The staff is responsive 8.31 8.23 8.12 8.2 8.13 8.07 8.36 8.45 8.56
Perfect for hangout with friends 8.08 7.94 7.59 7.83 7.9 7.61 8.29 8.3 8.49
The outlet is near from my place 8.05 8 8 8 8 8 8 8 8

Answer in scale 1-10 | 1 = Not important at all | 10 = Important very much

Predictive Analytics for Resto
Type Visited the Most (1)
We use predictive analytics using logistic regression to elaborate which factors (reason to visit resto) that
contribute to which resto type is visited the most.

Below is illustration of data from survey

Most Often Driver 1 Driver 2 Driver x

Respondent used (halal) (comfortable) ... (near by)
category

1 1 1 1 ... 0 Resp 1

visit resto type as provide halal and comfortable

2 0 1 0 ... 1

3 1 0 1 ... 0 Resp 2

not visit resto type even it’s halal, and it’s nearby
. . . . ... .

. . . . ... .
Resp 3
. . . . ... .
visit resto type as its provide comfortable place

X’ 0 0 0 ... 1
 Reason to Visit Odds Ratio Interpretation
Frequent promo /discount 2.09432 Improve performance
Premium 1.974451 Improve performance
High Quality Menu 1.89199 Improve performance
High End - Social Class
Smoking area is available
1.876884
1.649878
Improve performance
Improve performance Predictive Analytics for Resto
Type Visited the Most (2)
Often see the ad 1.641556 Improve performance
The staff is responsive 1.588263 Improve performance
Age - for young 1.584369 Improve performance
Various Menu
Suitable for dining with family
1.419225
1.381346
Improve performance
Improve performance
- Fast Food
Clean place 1.270796 Improve performance
Halal Menu 1.174593 Improve performance
Famous in social media 1.155561 Improve performance Hosmer-Lemeshow test
Fast Service 1.123943 Improve performance Model quality pass
Comfortable place 1.053202 Improve performance standard above
Modern restaurant 0.880724 Less relevant 0.05 which shows
is good fit
Suitable for work/Wfh 0.880211 Less relevant
Instagrammable 0.843604 Less relevant
Provide enough electric plugs 0.833364 Less relevant
Friendly service 0.797953 Less relevant
Perfect for hangout with friends 0.785768 Less relevant
Sell my favorite menu 0.784289 Less relevant
How to read :
The outlet is near from my place 0.75921 Less relevant Improve performance for example
Having promo will improve 2.09 times to make fast food restaurant will be visited rather
My friends loves to eat here 0.730378 Less relevant
than not having promo
Affordable price 0.685773 Less relevant
Premium image of restaurant will improve 1.97 times to be visited
High internet access 0.683843 Less relevant
Value for money 0.604817 Less relevant Less relevant
Healthy Menu 0.589261 Less relevant Improved instagrammable might not improve fast food restaurant

Fast Food
Restaurant
• Frequent promo / discount
• Premium Image
• High quality menu
• Targeting to Upper Class
• Provide Smoking Area
To be prioritized
General Padang Mie, Bakso Ayam, Bebek,
Restaurant Sate Seafood
• Provide enough electric • Often see the ad • Smoking area (good for • High quality menu
plugs smoking)
• Healthy Menu • Perfect for hangout with
• Sell my favorite menu • Outlet is nearby from my friends
• High internet access place (residential/office)
• Clean place • Outlet is nearby from my
• Perfect for hangout with • Friendly service place (residential/office)
• Perfect for hangout with friends
friends • Value for money • Halal
• Affordable price
• Famous in social media • Affordable price • Affordable
Key
Highlights
How to Do
Delivery
Order TOTAL
BBase : Respondents who buy food P3M 748

Delivery order mostly done using 3rd party

delivery app, e.g. Gofood, Grabfood, 3rd Party Delivery App 89%
Shopeefood. In overall almost 90% use it
for delivery order.
Gofood 61%

Grabfood 49%

Shopeefood 22%

From restaurant / cafe application

(Mc Delivery, PHD, etc.) 9%

Through call center restaurant / café

(McD 14045, KFC 14022, etc.) 7%

Through Whatsapp / restaurant / cafe line 7%

Others 6%
Delivery Order Habit (1)
Mostly delivery order used 2-3 times in a month and they order for their family.

FREQUENCY TO ORDER FOR WHOM ORDER DELIVERY

DELIVERY TOTAL TOTAL
Base : Respondents who buy food P3M 748 BBase : Respondents who buy food P3M 748

Every day 0%
Buying for family (husband/wife and children) 74%

4 - 6 times in a week 1%
Buying for myself 57%
2 - 3 times in a week 5%

Buying for me and friends 26%

Once week 14%

2 - 3 times in a month 36% Buying for me and work colleague 9%

Once a month 32%

Buying for others 6%
Less than once a month 5%

Not certain 7% Others 3%

•Female age 35-54 years old mostly to order food delivery for her family

•Younger people (<25 years old) tend to order food delivery for friends and themselves.
Delivery Order Habit (2)
In average, the amount of money spent for delivery order is Rp 154.000.
Promo and discount are also used highly.

PROMO USED WHILE ORDER DELIVERY TOTAL

Base : Respondents who buy food P3M 748

Package menu promo 37%

(combination package with cheaper price)

Discount price menu 21%

Discount / promotion from e-payment

19%
(debit card, credit card, OVO, Gopay, etc.)
•Older people (>54 years old) mostly don’t use any promo /
discount
Promo from social media / apps
2%
(Discount from Line, Starbucks reward, etc.)

Do not use any promo / discount (pay normal price) 22%

Budget for Delivery Order
Average amount of money spend for one time delivery order is Rp 93.800

BUDGET FOR ONE TIME

BUDGET PER MONTH TOTAL DELIVERY ORDER TOTAL
Base : Respondents who buy food P3M 748 Base : Respondents who buy food P3M 748

Less than Rp 50.000 16% Less than Rp 50.000 36%

Rp 50.001 - Rp 100.000 27% Rp 50.001 - Rp 100.000 36%

Rp 100.001 - Rp 150.000 16% Rp 100.001 - Rp 150.000 14%

Rp 150.001 - Rp 200.000 15% Rp 150.001 - Rp 200.000 8%

Rp 200.001 - Rp 250.000 5% Rp 200.001 - Rp 250.000 2%

Rp 250.001 - Rp 300.000 9% More than Rp 250.000 3%

More than Rp 300.000 9% Average Budget Rp 93.800

Average Budget Rp 154.000

People in lower social class (SEC C&D) spent around Rp 58.000 – 85.000 for
one time delivery order.
For upper class (SEC A&B), they spent in average of Rp
300.000 – Rp 400.000 to order delivery While upper social class (SEC A&B) in average spent Rp 97.000 - 120.000
Menu for Delivery Order

Fruit juice is mostly ordered through delivery in Makassar.

While Teh and Jeruk mostly ordered in Surabaya.
Menu for Delivery Order
TYPE OF RESTAURANT TO DINE-IN IN P3M
Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 493 231 162 62 58 46 338 173

Ayam 67% 65% 79% 49% 66% 64% 52% 87% 67%

Burger 20% 13% 11% 8% 8% 9% 22% 38% 34%

French Fries 19% 8% 8% 4% 5% 10% 11% 39% 24%

Mie / Bakmi 17% 25% 23% 48% 10% 33% 28% 8% 18%

Nasi goreng 9% 14% 10% 17% 6% 12% 24% 6% 8%

Seafood 9% 14% 14% 9% 32% 22% 7% 4% 3%

Pizza, Pasta 7% 6% 6% 7% 2% 2% 4% 9% 23%

Sop, Soto 7% 9% 6% 17% 5% 14% 2% 6% 5%

Daging, Beef 7% 9% 6% 4% 40% 12% 2% 4% 6%

Bakso 7% 9% 8% 23% 2% 3% 9% 2% 2%

Nasi Lauk 6% 7% 5% 6% 18% 16% 9% 4% 3%

Menu for Delivery Order - Beverage
Soft drink is ordered the most in fast food chicken resto, usually it is already included in a package menu.
While es campur, es buah, es teler mostly combined with mie, soto, bakso.

TYPE OF RESTAURANT TO DINE-IN IN P3M

Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 493 231 162 62 58 46 338 173

Teh 27% 34% 39% 41% 45% 34% 41% 20% 28%

Soft Drink 27% 12% 12% 8% 11% 7% 11% 51% 38%

Jus Buah 26% 34% 36% 35% 27% 41% 33% 22% 28%

Jeruk / Lemon 20% 26% 27% 33% 18% 36% 15% 17% 20%
Es Campur /
Es Buah 16% 20% 23% 26% 11% 24% 20% 17% 16%

Kopi 11% 13% 14% 17% 6% 12% 30% 9% 19%

Ice Cream /
Pudding 10% 7% 6% 5% 5% 0% 9% 21% 14%

Boba 9% 13% 19% 14% 5% 9% 17% 7% 10%

Chocolate 6% 8% 12% 2% 13% 5% 11% 8% 11%

Float 6% 5% 6% 4% 3% 2% 4% 11% 9%
Type of Restaurant to Delivery Order
Place that serves Nusantara Food still mostly chosen for delivery order.

MOST VISITED RESTO TO DINE IN TOTAL JAKARTA SURABAYA BANDUNG MEDAN MAKASSAR

Base : Respondents who buy food P3M 748 308 166 67 125 82

NUSANTARA FOOD 53% 46% 77% 63% 45% 38%

Bebek Ayam Seafood (Lalapan) 16% 19% 20% 18% 9% 6%

Mie Soto Bakso Sate 12% 10% 23% 7% 5% 9%

Padang Resto 5% 7% 1% 15% 2% 0%

Warung 4% 2% 9% 4% 6% 4%

General Restaurant (Rumah Makan) 3% 2% 3% 6% 7% 2%

Local Café 3% 2% 2% 3% 7% 0%

FAST FOOD CHAIN (CHICKEN) 33% 40% 14% 21% 35% 56%
(KFC, McD)
WESTERN, JAPANESE, CHINESE CHAIN (NON-CHICKEN)
(Hokben, Burger King, Pizza Hut, Solaria) 7% 12% 3% 7% 3% 2%
 Key Driver in Choosing
Restaurant for Delivery

CLEAN HEALTHY AFFORDABLE FAST

HALAL MENU PLACE MENU PRICE SERVICE
Key Driver in Choosing Restaurant for Delivery Order
TYPE OF RESTAURANT TO DINE-IN (MOST VISITED)
Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 398 121 89 35 33 25* 250 54

Halal menu 8.78 8.78 8.87 8.8 8.89 8.58 8.68 8.78 8.72
Clean place 8.59 8.55 8.51 8.49 8.49 8.42 9.04 8.7 8.5
Healthy menu 8.59 8.55 8.54 8.44 8.6 8.45 8.88 8.64 8.43
Affordable price 8.58 8.64 8.69 8.63 8.86 8.36 8.76 8.57 8.2
Fast service 8.56 8.56 8.6 8.49 8.6 8.33 8.8 8.6 8.37
Friendly service 8.48 8.47 8.5 8.28 8.66 8.3 8.76 8.52 8.3
High quality menu 8.46 8.41 8.43 8.37 8.51 8.33 8.48 8.56 8.39
Cheap delivery fee 8.45 8.49 8.59 8.42 8.63 8.21 8.76 8.41 8.13
Sell my favorite menu 8.44 8.48 8.54 8.49 8.91 8.33 8.52 8.41 8.48
Various menu 8.42 8.4 8.38 8.26 8.6 8.36 8.52 8.46 8.3
Value for money 8.37 8.37 8.39 8.35 8.34 8.3 8.44 8.4 8.17
The staff is responsive 8.36 8.31 8.39 8.12 8.29 8.24 8.44 8.47 8.24
Available in Gofood / Grabfood 8.35 8.32 8.42 8.33 8.46 8 8 8.53 8.41
Often offer promo / discount 8.24 8.18 8.36 8.08 8.2 7.94 8.16 8.37 8.07
The outlet is near from my place 8 8 8 8 8 8 8 8 8

Answer in scale 1-10 | 1 = Not important at all | 10 = Important very much (*) Small Base Please read as indication
Trigger to Delivery Order in Restaurant
Warung is chosen mostly because of its affordable price. Fast Food and other resto chain are chosen because it often offers promo / discount.

TYPE OF RESTAURANT TO DINE-IN (MOST VISITED)

Bebek FAST FOOD OTHER RESTO
NUSANTARA Mie Soto General
TOTAL FOOD
Ayam
Seafood Bakso Sate
Padang Warung
Restaurant CHAIN
CHICKEN
CHAIN - NON
CHICKEN

Base : Respondents who buy food P3M 748 398 121 89 35 33 25* 250 54

Affordable price 64% 71% 65% 79% 74% 91% 68% 60% 65%
Cheap delivery fee 53% 56% 56% 60% 60% 61% 40% 50% 72%
Halal menu 49% 53% 52% 55% 66% 52% 36% 48% 46%
Fast service 46% 50% 44% 65% 57% 52% 56% 46% 44%
The place is clean 45% 44% 37% 52% 54% 52% 52% 50% 48%
The outlet is near from my place 40% 41% 37% 44% 43% 39% 52% 40% 50%
Sell my favorite menu 37% 40% 36% 52% 51% 36% 28% 34% 44%
Often offer promos / discount 36% 29% 33% 25% 17% 27% 24% 52% 44%
Value for money 35% 38% 37% 43% 43% 36% 32% 37% 35%
Available in delivery food apps 34% 36% 37% 52% 37% 27% 16% 36% 37%
Various menu 34% 33% 28% 38% 51% 39% 20% 39% 35%
Friendly service 32% 33% 26% 38% 49% 52% 36% 31% 44%

(*) Small Base Please read as indication

Summary
Segment Profile – Dine In
Bebek General FAST FOOD OTHER RESTO
Type of NUSANTARA Mie Soto Padang Warung
Ayam Restaurant CHAIN CHAIN - NON
Restaurant FOOD Bakso Sate
Seafood CHICKEN CHICKEN

81% 31% 28% 19% 17% 14% 40% 23%

•59% Male •52% Female
•50% Male : Female •50% Male : Female •51% Male •60% Male •51% Female
•54% Male •More on younger •76% younger and
User •62% adult (25 –44 y.o) •54% adult (25 –44 y.o) •54% adult (25 –44 y.o) •50% adult (25 –44 y.o) •60% adult (25 –44 y.o)
•55% adult (25 –44 y.o) (18 – 25 y.o) adult (18 –44 y.o)
Profile •Skewed to middle •Skewed to middle •Spread between •Skewed to middle and •Skewed to upper and
•More on middle class •Spread between •Skewed to upper and
class middle class
class upper and middle class lower class
upper and middle class middle class

1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Clean place
Key
2.Comfortable place 2.Affordable price 2.Clean place 2.Healthy menu 2.Comfortable place 2.Clean place 2.Comfortable place 2.Comfortable place
Driver
3.Affordable price 3.Comfortable place 3.Comfortable place 3.Comfortable place 3.Healthy menu 3.Comfortable place 3.Clean place 3.Halal Menu

1.Ayam 61% 1.Ayam 73% 1.Ayam 46% 1.Ayam 65% 1.Ayam 47% 1.Ayam 59% 1.Ayam 83% 1.Ayam 73%
2.Mie 25% 2.Seafood 23% 2.Mie 41% 2.Daging 40% 2.Nasi Lauk 31% 2.Seafood 29% 2.French Fries 36% 2.Burger 33%
3.Seafood 20% 3.Bebek 16% 3.Bakso 28% 3.Seafood 30% 3.Mie 28% 3.Mie 22% 3.Burger 35% 3.French Fries 30%
Food and
Beverage
Ordered 1.Soft Drink 56%
1.Teh 62% 1.Teh 66% 1.Teh 74% 1.Teh 72% 1.Teh 77% 1.Teh 61% 2.The 33% 1.Soft Drink 52%
2.Jeruk 39% 2.Jeruk 46% 2.Jeruk 46% 2.Jeruk 46% 2.Jeruk 47% 2.Fruit Juice 41% 3.Jeruk 24% 2.The 37%
3.Fruit Juice 34% 3.Fruit Juice 31% 3.Fruit Juice 32% 3.Fruit Juice 30% 3.Fruit Juice 28% 3.Jeruk 39% 4.Ice Cream & 3.Jeruk 28%
Pudding 24%
Segment Profile – By City (Dine In)
City JAKARTA SURABAYA BANDUNG MEDAN MAKASSAR

41% 22% 9% 17% 11%

User Profile Gender, age, SEC are spread evenly, based on general population

1.Nusantara Food 51%
Bebek, Ayam, Seafood 17%
Type of Padang 14%
Restaurant Mie, Soto Bakso, Sate 7%
(Most Visited) 2.Fast Food Chain – Chicken 36%
3.Other Resto Chain – Non
Chicken 12%
1.Nusantara Food 80%
Mie, Soto Bakso, Sate 23%
Bebek, Ayam, Seafood 16%
Warung 11%
2.Fast Food Chain – Chicken 11%
3.Other Resto Chain – Non
Chicken 4%
1.Nusantara Food 84%
General Restaurant 19%
Bebek, Ayam, Seafood 15%
Warung 15%
2.Fast Food Chain – Chicken 10%
3.Other Resto Chain – Non
Chicken 4%
1.Nusantara Food 77%
Local Café 17%
Mie, Soto Bakso, Sate 14%
General Restaurant 13%
2.Fast Food Chain – Chicken 17%
3.Other Resto Chain – Non
Chicken 3%
1.Nusantara Food 54%
Local Café 17%
Mie, Soto Bakso, Sate 14%
General Restaurant 13%
2.Fast Food Chain – Chicken 37%
3.Other Resto Chain – Non
Chicken 5%

1.Halal Menu 1.Halal Menu 1.Affordable price 1.Comfortable place 1.Halal Menu
Key
2.Comfortable place 2.Affordable price 2.Halal Menu 2.Halal menu 2.Affordable price
Driver
3.Clean place 3.Sell my favorite menu Comfortable place 3.Clean place 3.Clean place

1.Ayam 54%
1.Ayam 70% 2.Sop, Soto, Rawon 28% 1.Ayam 64% 1.Ayam 55% 1.Ayam 79%
2.French Fries 24% 3.Mie 24% 2.Seafood 27 2.Nasi Goreng 38% 2.Mie 33%
3.Burger 24% 4.Bebek 20% 3.Nasi Lauk 16% 3.Mie 33% 3.Nasi Goreng 27%
Food and 5.Nasi Lauk 20%
Beverage
1.Teh 48% 1.Teh 77% 1.Teh 52% 1.Teh 49% 1.Teh 45%
Ordered
2.Fruit Juice 47%
2.Soft Drink 38% 2.Jeruk 66% 2.Fruit Juice 46% 2.Fruit Juice 45%
3.Jeruk 14%
3.Jeruk 34% 3.Es Campur / Es Teler 22% 3.Jeruk 24% 4.Kopi 14% 3.Soft Drink 30%
4.Fruit Juice 20% 4.Fruit Juice 21% 4.Kopi 24% 5.Soft Drink 14% 4.Es Campur / Es Teler 29%
Segment Profile – Delivery Order
Bebek FAST FOOD OTHER RESTO
Type of NUSANTARA Mie Soto Padang Warung Local
Ayam CHAIN CHAIN - NON
Restaurant FOOD Bakso Sate Café
Seafood CHICKEN CHICKEN

66% 31% 22% 8% 8% 6% 45% 23%

•51% Female •60% Male •52% Female •57% Male •52% Female •52% Female
•52% Male •50% Male : Female •More on younger •58% adult (25 –44 y.o)
User •59% adult (25 –44 y.o) •50% adult (25 –44 y.o) •45% older (>45 y.o) •56% adult (25 –44 y.o)
•55% adult (25 –44 y.o) •56% adult (25 –44 y.o) (18 – 34 y.o) •Spread between
Profile •Skewed to middle •Spread between upper •Skewed to middle and •Skewed to upper
•More on middle class •More on middle class upper and middle class
class and middle class lower class •More on middle class class

1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Sell my favorite menu 1.Halal Menu 1.Halal Menu 1.Halal Menu 1.Halal Menu
Key
2.Affordable price 2.Affordable price 2.Affordable price 2.Halal Menu 2.Healthy menu 2.Healthy menu 2.Clean place 2.Clean place
Driver
3.Fast service 3.Fast service 3.Clean place 3.Affordable price 3.Clean place 3.Affordable price 3.Healthy menu 3.Sell my favorit
menu

1.Ayam 65% 1.Ayam 64% 1.Ayam 67%

2.Mie 25% 1.Ayam 79% 1.Ayam 49% 1.Ayam 66% 2.Mie 33% 1.Ayam 52% 1.Ayam 87% 2.Burger 34%
3.Nasi Goreng 14% 2.Mie 23% 2.Mie 48% 2.Daging 40% 3.Sayur 17% 2.Mie 28% 2.French Fries 39% 3.French Fries 24%
4.Seafood 14%% 3.Seafood 14% Bakso 23% 3.Seafood 32% 4.Nasi Lauk 16% 3.Nasi goreng 24% 3.Burger 38% 4.Pizza/Pasta 23%
Food and
Beverage
Ordered 1.Soft Drink 51%
1.Teh 34% 1.Teh 39% 1.Teh 41% 1.Teh 45% 1.Fruit Juice 41% 1.Teh 41% 1.Soft Drink 38%
2.Fruit Juice 22%
2.Fruit Juice 34% 2.Fruit Juice 36% 2.Fruit Juice 35% 2.Fruit Juice 27% 2.Jeruk 36% 2.Fruit Juice 433% 2.Fruit Juice 28%
3.Ice Cream &
3.Jeruk 26% 3.Jeruk 27% 3.Jeruk 33% 3.Jeruk 18% 3.Teh 34% 3.Kopi 30% 3.Teh 28%
Pudding 21%
Segment Profile – By City (Delivery
Order)
City JAKARTA SURABAYA BANDUNG MEDAN MAKASSAR

41% 22% 9% 17% 11%

User Profile Gender, age, SEC are spread evenly, based on general population

1.Nusantara Food 46% 1.Nusantara Food 77% 1.Nusantara Food 63% 1.Nusantara Food 45% 1.Fast Food Chain – Chicken 56%
Bebek, Ayam, Seafood 19% Mie, Soto Bakso, Sate 23% Bebek, Ayam, Seafood 18% Bebek, Ayam, Seafood 9% 2.Nusantara Food 38%
Type of Mie, Soto Bakso, Sate 10% Bebek, Ayam, Seafood 20% Padang 15% Local Café7% Mie, Soto Bakso, Sate 9%
Restaurant Padang 7% Warung 9% Mie, Soto Bakso, Sate 7% General Restaurant 7% Bebek, Ayam, Seafood 6%
(Most Often) 2.Fast Food Chain – Chicken 40% 2.Fast Food Chain – Chicken 14% 2.Fast Food Chain – Chicken 21% 2.Fast Food Chain – Chicken 35% Warung 4%
3.Other Resto Chain – Non 3.Other Resto Chain – Non 3.Other Resto Chain – Non 3.Other Resto Chain – Non 3.Other Resto Chain – Non
Chicken 12% Chicken 3% Chicken 7% Chicken 3% Chicken 2%

1.Halal Menu 1.Halal Menu 1.Affordable price 1.Healthy menu 1.Halal Menu
Key
2.Clean place 2.Affordable price 2.Halal Menu 2.Halal menu 2.High quality menu
Driver
3.Fast service 3.Healthy menu 3.Fast service 3.Clean place 3.Clean place

1.Ayam 72% 1.Ayam 57% 1.Ayam 61% 1.Ayam 54% 1.Ayam 89%
2.Mie 38%
2.Burger 30% 2.Seafood 18% 2.French Fries 20% 2.French Fries 30%
3.Nasi Goreng 12%
3.French Fries 25% 4.Sop, Soto, Rawon 12% 3.Daging 13% 3.Burger 18% 3.Burger 26%
Food and 4.Mie 11% 5.Seafood 12% 4.French Fries 13% 4.Nasi Goreng 12% 4.Mie 20%
Beverage
Ordered 1.Jeruk 39% 1.Fruit Juice 31%
1.Soft Drink 36% 1.Soft Drink 28% 1.Soft Drink 39%
2.Teh 30% 2.Teh 24%
2.Teh 29% 3.Fruit Juice 30% 3.Jeruk 13% 2.Fruit Juice 24% 2.Fruit Juice 38%
3.Fruit Juice 21% 4.Es Campur / Es Teler 30% 4.Soft Drink 13% 3.Teh 21% 3.Es Campur / Es Teler 33%
 Thank You

Deka Insight Head Office

Jl. Wolter Monginsidi No. 24A
Kebayoran Baru, Jakarta Selatan
Indonesia 12170
Phone: 021-7236901
Contact Person:
Mulyono | sri.mulyono@deka-research.co.id
Anggun Komala Sari | anggun@deka-research.co.id
Sasha | asharina.paramita@deka-research.co.id
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