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Description

Description

“As mobile ordering becomes the norm for more people, greater opportunities are created in terms of data collection and customisation. Restaurants and third-party services can create tailored deals and advertisements that can be sent directly to users’ smartphones at opportune moments.”
– Rebecca McGrath, Leisure Analyst

This report examines the following areas:

  • The transition towards mobile ordering
  • Catering to a health-conscious public

While home delivery/takeaways enjoy high penetration, their usage remains rare. A perception of the food as unhealthy is a key barrier for usage, reflected in the strong image of home delivery/takeaway as a treat. Younger people and families are more likely than average to order a home delivery/takeaway, and to do so more often, echoing the key role of convenience in prompting usage.

Third-party ordering/delivery services have also helped to expand the range of cuisines on offer. This is much needed given the high health awareness in the UK and views of home delivery/takeaway food as unhealthy. More healthy, and high-end, options entering the market should help to tackle this negative perception and perhaps transform the role that deliveries/takeaways play within most people’s diets from an infrequent treat to a regular convenient healthy alternative to cooking.

This Report focuses on takeaway and home delivery of food and drink prepared by foodservice venues (where drink is being ordered with a meal). Such a service typically involves the placing of an order by telephone, via the internet (including apps), via interactive TV (iTV) or in person.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The market
            • Consumer financial confidence should give market a boost
              • The ageing population is a concern
                • Increasingly health-conscious consumers can limit use
                  • Subscription meal kits add competition
                    • Companies and brands
                      • Third-party portals gain prominence
                        • Delivery attracts established brands
                          • New specialised delivery services enter market
                            • The consumer
                              • Four in five people order takeaway/home delivery
                                • Nearly half have now used a third-party service
                                  • Figure 1: Frequency of takeaway/home delivery usage, December 2015
                                • Calling remains the most popular ordering method
                                  • Figure 2: Platforms used to order a takeaway/home delivery, December 2015
                                • Convenience is a big selling point
                                  • Figure 3: Reasons for using takeaway/home delivery, December 2015
                                • People wish to track their orders
                                  • Figure 4: Interest in online features when ordering a takeaway/home delivery, December 2015
                                • 16-34s would like to search for venues by dish
                                  • Figure 5: Attitudes towards home delivery/takeaway, December 2015
                                • Poor perception of healthiness is detrimental
                                  • Figure 6: Reasons for not using home delivery/takeaway, December 2015
                                • What we think
                                • Issues and Insights

                                  • The transition towards mobile ordering
                                    • The facts
                                      • The implications
                                        • Catering to a health-conscious public
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Consumer financial confidence should give market a boost
                                                • The ageing population is a concern
                                                  • Increasingly health-conscious consumers can limit use
                                                    • Subscription meal kits add competition
                                                    • Market Drivers

                                                      • Consumer financial confidence should give market a boost
                                                        • Figure 7: Trends in how respondents would describe their financial situation, February 2009- February 2016
                                                      • The ageing population is a concern
                                                        • Figure 8: Trends in age structure of the UK population, 2010-20
                                                      • Healthy eating concerns limit use
                                                        • Figure 9: How often consumers try to eat healthily, by gender, November 2015
                                                      • Subscription meal kits add competition
                                                      • Key Players – What You Need to Know

                                                        • Domino’s success driven by online ordering
                                                          • PizzaExpress introduces delivery service
                                                            • Fast food chains trial delivery
                                                              • Third-party portals gain prominence
                                                                • Just Eat grows sales by nearly 50%
                                                                  • New specialised delivery services enter market
                                                                    • Major delivery companies explore meal delivery
                                                                    • Companies and Brands

                                                                      • Pizza and pasta delivery
                                                                        • Domino’s success driven by digital
                                                                          • Papa John’s explores new local marketing strategy
                                                                            • Pizza Hut
                                                                              • PizzaExpress introduces delivery service
                                                                                • Online ordering and delivery platforms
                                                                                  • Figure 10: Selected leading foodservice online ordering portals, April 2016
                                                                                • Online ordering
                                                                                  • Just Eat grows UK revenues by 49%
                                                                                    • Hungryhouse
                                                                                      • Delivery providers
                                                                                        • Deliveroo plans to cut prices as it expands
                                                                                          • Take Eat Easy arrives in London
                                                                                            • Major delivery companies explore meal delivery
                                                                                              • UberEATS offers new delivery alternative
                                                                                                • Amazon trials food delivery
                                                                                                  • All-round delivery services also deliver food
                                                                                                    • Online-only and subscription services
                                                                                                      • Specialised concepts focus on delivery to reach a niche audience
                                                                                                        • Chilled delivered meals blur the boundaries with retail
                                                                                                          • Subscription services extend the delivery model
                                                                                                          • Launch Activity and Innovation

                                                                                                            • New high-end and healthy delivery services enter market
                                                                                                              • Supper offers Michelin-starred cuisine
                                                                                                                • New vegan meal delivery subscription launches in London
                                                                                                                  • Feast offers specialised night-time delivery
                                                                                                                    • More fast food chains trial delivery
                                                                                                                      • Domino’s advances mobile services
                                                                                                                        • Introduces new loyalty rewards programme
                                                                                                                          • Makes ordering even easier
                                                                                                                            • Itsu launches innovative social app
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Four in five people order takeaway/home delivery
                                                                                                                                • Nearly half have now used a third-party service
                                                                                                                                  • Calling is still the most popular ordering method
                                                                                                                                    • Convenience is a big selling point
                                                                                                                                      • People wish to follow their orders online
                                                                                                                                        • 16-34s would like to search for venues by dish
                                                                                                                                          • Perception of unhealthiness is a major barrier
                                                                                                                                          • Takeaway/Home Delivery Usage

                                                                                                                                            • Most people have ordered home delivery or takeaway food
                                                                                                                                              • Figure 11: Takeaway/home delivery users, December 2015
                                                                                                                                            • Nearly half of people have used a third-party platform
                                                                                                                                              • Figure 12: Frequency of takeaway/home delivery usage, December 2015
                                                                                                                                            • Younger people are more likely to order takeaways
                                                                                                                                              • Figure 13: Home delivery/takeaway usage, by age, December 2015
                                                                                                                                            • Men order more regularly
                                                                                                                                              • Figure 14: How often order direct from a restaurant/takeaway, by gender, December 2015
                                                                                                                                          • Ordering Habits

                                                                                                                                            • Calling is still the most popular ordering method…
                                                                                                                                                • Figure 15: Platforms used to order a takeaway/home delivery, December 2015
                                                                                                                                              • …but younger people are ordering online
                                                                                                                                                  • Figure 16: Platforms used to order a takeaway/home delivery, by age, December 2015
                                                                                                                                              • Reasons for Using Takeaway/Home Delivery

                                                                                                                                                • Convenience remains a big selling point
                                                                                                                                                  • Tech solutions offer potential to improve convenience
                                                                                                                                                      • Figure 17: Reasons for using takeaway/home delivery, December 2015
                                                                                                                                                    • More women view home delivery as a treat
                                                                                                                                                      • Offering and communicating healthy options should bolster frequency
                                                                                                                                                        • Occasions prompt takeaway/home delivery orders
                                                                                                                                                          • Figure 18: Reasons for using takeaway/home delivery, by gender, December 2015
                                                                                                                                                        • Deliveries can be coupled further with sport and TV
                                                                                                                                                        • Interest in Online Features

                                                                                                                                                          • People wish to follow their orders online
                                                                                                                                                            • Taking delivery tracking to the next level
                                                                                                                                                              • Figure 19: Interest in online features when ordering a takeaway/home delivery, December 2015
                                                                                                                                                            • Women would like greater insight into dishes
                                                                                                                                                              • Figure 20: Interest in online features when ordering a takeaway/home delivery, by gender, December 2015
                                                                                                                                                          • Attitudes towards Takeaway/Home Delivery

                                                                                                                                                            • Many still do not find online ordering as easy
                                                                                                                                                              • Need to drive awareness of improvements
                                                                                                                                                                  • Figure 21: Attitudes towards home delivery/takeaway, December 2015
                                                                                                                                                                • Doubts over third-party platforms
                                                                                                                                                                  • 16-34s would like to search for venues by dish
                                                                                                                                                                    • Figure 22: Agreement with statement ‘I would like to be able to search for venues by dish (eg lasagne) on a third-party ordering/delivery service website’, by age, December 2015
                                                                                                                                                                  • Women and younger people most likely to see takeaways as unhealthy
                                                                                                                                                                    • Need to emphasise healthier options
                                                                                                                                                                      • Figure 23: Agreement with statement ‘Takeaway/home delivery food is unhealthy’, by gender, December 2015
                                                                                                                                                                      • Figure 24: Agreement with statement ‘Takeaway/home delivery food is unhealthy’, by age, December 2015
                                                                                                                                                                  • Reasons for Not Using Takeaway/Home Delivery

                                                                                                                                                                    • Concern about healthiness is the major barrier
                                                                                                                                                                      • Figure 25: Reasons for not using home delivery/takeaway, December 2015
                                                                                                                                                                    • Delivery charges put off key 16-24 age group
                                                                                                                                                                      • Figure 26: Delivery charge as a reason for not using home delivery or takeaways or using them more often, by age, December 2015
                                                                                                                                                                    • Quality concerns put people off
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Abbreviations
                                                                                                                                                                          • Consumer research methodology

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