Introduction
Indonesia’s dine-in decisions are increasingly shaped online — and a new model is emerging. In this report, dine-in refers to occasions where consumers choose to eat in a restaurant, cafe or QSR, either alone or with family and friends.
Consumers used to discover restaurants on one platform, validate the choice elsewhere, and complete the transaction through a separate delivery or voucher app. Now, platforms are creating a more connected path — from discovery to consideration, voucher purchase and in-store visit within the same ecosystem. That makes dine-in a distinct growth channel, not just an extension of delivery.
Based on a survey of 1,024 Indonesian consumers aged 18–55, this study maps how digital content, platforms and vouchers shape the evolving dining decision journey — from discovery and decision-making to transaction and offline consumption.
4 key Implications
01. Treat content platforms as always on operating channels: Dine-in decisions are increasingly shaped by digital touchpoints long before the visit, making continuous visibility more important than periodic campaigns.
02. Prioritise platforms that connect content to conversion: Platforms that create a more connected path help ease the decision journey, shortening the call to action.
03. Make the content and the offer tell the same story: Use content to build desire for the experience and reinforce it with vouchers to make it compelling and easy to act on.
04. Deliver a consistent experience: Ensure what consumers discover online is reflected in the restaurant experience, from dishes and pricing to offers and redemption.
Read more in the full report. Download now.
RAJ RITWIK MITRA
Associate Director
Kantar Consulting Singapore
RajRitwik.Mitra@kantar.com
Priya Bhatt
Senior Consultant
Kantar Consulting Singapore
Priya.Bhatt@kantar.com
