Contextual Data Surrounding Online Food Ordering Events
OFD
EVENTS
A total of 124 instances of OFD were captured from 58 unique participants. More than half of all orders (65/124, 52.4%) were placed in the evening (between 6 PM and 12 AM) and were less common at night or morning, comprising 9.7% (12/124) of ordering events each (For 50% (62/124) of the OFD orders captured, participants used Uber Eats, followed by DoorDash (23/124, 18.5% of the orders). In 54.8% (68/124) of the orders, participants ordered for just themselves, 15.3% (19/124) ordered for family, and 13.7% (17/124) ordered for their romantic partner.The prevailing reason for using an OFD service was convenience, which contributed to 37.1% (46/124) of the responses. Taste and cravings attributed to 20.9% (26/124) of the orders. Most participants (98/124, 79%) ordered when they were at home, and 8.1% (10/124) of the participants ordered when they were at university or technical and further education. In 54.8% (68/124) of the online food ordering events, participants had ordered from a food outlet situated within a 15- to 30-minute walking distance, and 21.8% (27/124) of the participants ordered from an outlet that was between a 30-minute to 1-hour walk away (A promotional code or offer was used for approximately one-third (37/124, 29.8%) of all orders. A wide variety of promotions and discounts were reported by the participants, from free delivery to receiving 10% or 50% off on their orders. The following discounts and promotions were only mentioned once from all OFD events: first-order discount, free additional food, referral discount, ShopBack, 30% off, AUD $16 off, AUD $20 off, and AUD $30 off (AUD $1 = USD $0.66). For 50.8% (63/124) of recorded OFD events, participants described the hunger levels as “quite hungry” or “really hungry.” In 72.6% (90/124) of the OFD orders, participants responded that the order satisfied their cravings. Participants reported neutral to high levels of stress, ranging from not stressed or relaxed to very stressed in 72.6% (90/124) of all the OFD events.