Food Delivery Behavior in Singapore: What Consumers Actually Want
Food delivery transformed from convenience to necessity during the pandemic. Post-pandemic, it hasn't retreated to pre-2020 levels. Delivery has become a permanent part of how Singaporeans eat.
But what consumers want from delivery has evolved. The novelty has worn off. Expectations have crystallized. Understanding current delivery behavior reveals opportunities for restaurants, platforms, and ghost kitchens alike.
According to Singapore Food Agency data, food delivery now represents a significant share of total F&B consumption. IMDA's digital economy reports show food delivery app penetration exceeding 70% among working-age Singaporeans. The market is mature enough that consumer preferences have stabilized into patterns worth understanding.
What We're Observing
The Convenience Threshold Has Risen
Early delivery users tolerated long waits, missing items, and cold food. Current users don't. The bar for acceptable delivery experience keeps rising while tolerance for failure keeps falling.
One bad delivery experience creates disproportionate negative impact. Consumers remember the disappointment longer than they remember the convenience.
Multi-App Behavior Is Normal
Most regular users have 2-3 delivery apps installed. Loyalty to any single platform is low. Consumers check multiple apps, compare prices, delivery times, and promotions before ordering.
The switching costs are near zero. This creates constant competitive pressure on platforms.
The Price Sensitivity Paradox
Consumers who happily pay $15 for a hawker meal in person balk at paying $18 for the same meal delivered. The delivery fee, service charge, and small order fees make the math visible and painful.
Yet the same consumers will pay $40 for restaurant delivery without complaint. The price sensitivity is relative to the meal type, not absolute.
Restaurant Reputation Doesn't Fully Transfer
A restaurant beloved for dine-in can disappoint on delivery. The food travels poorly. The packaging fails. The experience doesn't translate.
Consumers are learning which restaurants deliver well - and this knowledge doesn't always match which restaurants they enjoy in person.
Consumer Segments
The Regular Reliants (25-30%) Order delivery multiple times per week. Have memorized their favorites on each platform. Know delivery times by heart. Price sensitive but prioritize reliability. Will pay slightly more for restaurants they trust to deliver well.
The Occasion Users (35-40%) Order delivery weekly or less. Often triggered by specific circumstances: working late, too tired to cook, social gathering at home. Less platform-loyal. More promotion-responsive.
The Reluctant Adopters (15-20%) Prefer other options but use delivery when necessary. Complain about fees. Nostalgic for pre-delivery era. Will choose pickup over delivery when feasible.
The Premium Delivery Users (10-15%) Order from restaurants rather than hawkers. Less price-sensitive. Expect premium experience. Judge delivery by restaurant standards. Disappointed more often.
Research Framework: Delivery Decision Drivers
What Actually Drives Delivery Platform Choice?
| Factor | Stated Importance | Actual Importance |
|---|---|---|
| Delivery time estimate | ★★★★☆ | ★★★★★ |
| Total cost (including fees) | ★★★★★ | ★★★★☆ |
| Restaurant selection available | ★★★★☆ | ★★★☆☆ |
| Current promotions | ★★★☆☆ | ★★★★☆ |
| Past reliability with this restaurant | ★★★☆☆ | ★★★★★ |
| App user experience | ★★★☆☆ | ★★☆☆☆ |
Consumers understate how much promotions and past reliability influence their choices.
Tool: Delivery Experience Failure Points
What Makes Consumers Stop Ordering from a Restaurant?
| Failure Type | Forgiveness Level | Consumer Reaction |
|---|---|---|
| Missing items | LOW | "Unacceptable—I paid for this" |
| Food arrived cold | LOW | "Ruins the whole experience" |
| Wrong items delivered | VERY LOW | "Won't order again" |
| Late delivery (15+ min beyond estimate) | MEDIUM | "Annoying but depends on the food" |
| Poor packaging (spills, soggy) | LOW | "Shows they don't care about delivery" |
| Portion looked smaller than dine-in | MEDIUM | "Feels like a rip-off" |
What Restaurants Get Wrong
Assuming dine-in quality translates to delivery
Some dishes don't travel. Crispy items go soggy. Hot items go cold. Saucy items spill. Restaurants need delivery-specific menus or at minimum delivery-optimized preparation.
Underinvesting in packaging
Cheap packaging destroys food quality and signals that the restaurant doesn't take delivery seriously. Good packaging costs money but protects the experience.
Ignoring delivery time optimization
Dishes that take 30 minutes to prepare work for dine-in where customers have drinks and conversation. They don't work for delivery where time directly affects quality.
Questions Worth Exploring
For restaurants: What percentage of your revenue comes from delivery? Is your delivery experience as good as your dine-in experience? Which menu items have you optimized for delivery?
For platforms: What drives long-term retention versus short-term orders? How do you help restaurants improve delivery quality?
For ghost kitchens: What's your differentiation when you compete purely on delivery merit? How do you build loyalty without a physical presence?
Food delivery in Singapore has matured past novelty into infrastructure. The winners will be those who understand how consumer expectations have evolved and optimize accordingly.
At Singapore Insights, we research how delivery behavior is reshaping F&B consumption. If you need to understand what consumers actually want from delivery, let us have a conversation. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
