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Online Food Delivery Trend Drops, Buyers Look for Discounts

The online food delivery industry has made a real difference in consumer shopping habits during and after the COVID-19 pandemic. In the 2022 Jakpat report, enthusiasm for this trend is quite high. However, along with adapting back to normalcy, there have been several changes this year regarding the use of online food ordering apps.

Jakpat conducted a survey to find out the consumer behavior on online food delivery apps in early 2025. The report, which involved 1343 respondents, also describes respondents’ habit of ordering heavy meals, snacks, and beverages via online apps.

As many as 49% of respondents reported ordering snacks on food delivery apps in early 2025, followed by beverages (33%) and breakfast (31%). Meanwhile, 1 out of 5 people have ordered heavy meals, either for lunch or dinner. In general, the rate of online food ordering has almost doubled compared to 2022.

“The decline in the level of online food ordering since 2022 shows a major shift in consumer habits. However, we still see a consistent pattern from year to year, namely weekends remain the favorite time to order food online, both during lunch and dinner,” said Jakpat Lead Researcher, Farida Hasna.

There are several reasons why people use food delivery apps, mainly because there are promos/discounts (55%). As many as 56% of Millennials said that they are too lazy to leave the house so they choose this option. Then, more than 50% of Generation X do not like to wait in line, so they use the platform.

Habits when using food delivery apps

Jakpat found a number of interesting findings related to routine when choosing food in the application. As many as 67% of people check discounts or promotions before ordering food through a delivery app. In addition, men tend to see the food available around their residence while women prefer to type the name of the food on the app.

Similarly, promos or discounts are a big consideration when choosing an online delivery application brand for 65% of respondents. Other factors are cheaper prices than other brands (50%) and loyalty to the brand of service provider application (50%). 

“Since 2022 until now, discounts are still the dominant factor in the selection of apps and restaurants in online delivery services, indicating that consumers are still very dependent on promos to make decisions. Even so, each generation has a different pattern: Gen Z prioritizes promos, while Millennials and Gen X tend to balance price with taste quality,” Hasna responded.

When choosing a restaurant on a food delivery app, 7 out of 10 respondents pay attention to promos/discounts, followed by shipping costs (68%) and distance to destinations (57%). Gen X and Millennials pay more attention to the taste of food than Gen Z when deciding on a restaurant.

Regarding the brand, GoFood will be the most frequently used online food delivery application in early 2025. Although still ranked second, the number of ShopeeFood users has decreased by 11% compared to 2022. Millennials and Gen X prefer to use GoFood, while Gen Z’s favorite food delivery platform is ShopeeFood.