Attitudes towards Home-Delivery and Takeaway Food - UK - April 2016
“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.
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