Author: Sella Marcella, Tri Wiyana, Tiurida Lily Anita

Let’s be honest—food delivery apps are basically part of our daily routine now. Whether it’s late-night cravings, busy class schedules, or just pure laziness (no judgment!), apps like GoFood, GrabFood, and ShopeeFood make life way easier. But have you ever wondered why we keep coming back to the same food delivery apps again and again?

A recent study in Jakarta explored exactly that—and the results are surprisingly relatable for Gen Z.

Food Delivery Isn’t Just About Food Anymore

With over 215 million internet users in Indonesia, online food delivery has exploded in the last few years. What started as a convenience during the pandemic has now become a lifestyle. Ordering food is fast, digital, and fits perfectly with how Gen Z lives—mobile-first, instant, and flexible.

But here’s the thing: convenience alone isn’t enough.

  1. Delivery Experience: Speed (and Vibes) Matter

Ever waited too long for your food—or worse, got the wrong order? Yeah, that hurts.

The study shows that delivery experience plays a big role in whether users want to reuse a food delivery app. This includes:

  • On-time delivery
  • Food arriving in good condition
  • Clear tracking updates
  • Friendly drivers

When the delivery experience feels smooth and stress-free, users are way more likely to reorder. Basically, good delivery = good mood = repeat order.

  1. Ease of Use: If It’s Complicated, We’re Out

Gen Z has zero patience for confusing apps. If an app is hard to navigate, slow, or messy—we uninstall.

That’s why ease of use matters so much. The research found that users prefer apps that:

  • Are easy to understand
  • Have clear menus and filters
  • Make ordering and payment quick
  • Allow easy order tracking

When an app feels effortless, it builds trust. And when trust is there, users don’t even think twice before ordering again.

  1. Customer Satisfaction: The Ultimate Deal Breaker

Out of all factors studied, customer satisfaction had the strongest impact on reuse intention.

Think about it—when your expectations are met (or even exceeded), you feel happy. Satisfied users are more likely to:

  • Reuse the app
  • Recommend it to friends
  • Leave positive reviews

For Gen Z, satisfaction isn’t just about the food—it’s about the full experience, from opening the app to the last bite.

So, Why Do We Reuse Food Delivery Apps?

In short, Gen Z keeps coming back when:

  • The delivery experience is reliable
  • The app is easy and fun to use
  • The overall experience feels worth it

This study proves that food delivery apps aren’t winning just because they’re convenient—but because they understand user experience.

What This Means for Food Delivery Apps

If platforms want to stay relevant (especially with Gen Z), they need to:

  • Focus on fast and reliable delivery
  • Design user-friendly interfaces
  • Prioritize customer satisfaction above everything else

Because in today’s digital world, one bad experience is all it takes for users to switch apps.

So next time you hit “Order Again,” just remember—it’s not random. It’s all about experience ✨