Introduction
Indonesia’s dining journey is increasingly shaped online — and a new model is emerging. In this report, dining refers to the
broader set of food consumption occasions influenced by digital touchpoints, covering both food delivery and dine-in. Dine-in
refers specifically to in-store restaurant visits, including occasions where consumers discover a restaurant online, purchase a
voucher digitally, and redeem it offline.
Consumers used to discover restaurants on one platform, validate the choice elsewhere, and complete the transaction through a
separate delivery or voucher app. Now, content-led platforms such as TikTok/TikTok GO 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.
Four key insights
01. Dining is already a big, repeat habit 85% ate out in the past month, averaging around five visits and IDR 1.25 million in
monthly dine-in spend.
02. The decision now starts in-feed 77% watched food content online and 60% watch daily; three in five dine-in visits are
influenced by what people see online.
03. Reach is not the same as influence Delivery apps lead usage, but TikTok/TikTok GO leads restaurant choice at 35% — showing
that discovery and decision-making are shifting to content platforms.
04. Vouchers turn inspiration into visits 47% bought a voucher after seeing content online, and vouchers now carry 31% of the
dine-in budget — converting online demand into in-store spend.
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
