German Attitudes towards Foodservice Delivery and Takeaway Consumer Report 2024
£ 2,195 (Excl.Tax)
Report Summary
The rising cost of living has led 73% of takeaway orderers in Germany to reduce their overall takeaway food orders. Despite economic pressure, takeaway remains an important part of German consumers’ habits, driven by the desire for convenience, variety and indulgence; 25% of Germans still order takeaway meals at least once a week.
Notably, 47% of these consumers view takeaway as a more-affordable alternative to dining out. Picking up orders has grown by 5pp from 2023 to 2024, showing how many seek to treat themselves while minimising spending by saving on service charges.
Takeaway meals are seen as a chance to indulge; pizza and burgers remain the top two takeaway choices in Germany, and the popularity of fried chicken having increased by 4pp from 2023 to 2024. This can be advantageous for the 2024 sports events that will bring people together over food and drinks. Promotions tied to wins and teams can enhance meals, while treats to soothe nerves and international dishes cater to global-flavour-loving orderers. Germans seek variety and personalisation in takeaway options, appreciating changing menus (37%), customisable dishes (31%) and options to mix and match (26%).
After-work specials and themed bundles, such as those tailored for wine-and-cheese nights, can also meet consumer demand for budget-friendly dining options.
This report looks at the following areas:
- The impact of economic challenges on consumer behaviour.
- Consumer preference for menu variety and premium options.
- Growing interest in sustainable packaging.
- Increasing appeal of order collection over delivery.
- The role of AI in transforming foodservice delivery.
- Trends towards indulgent and less-healthy meal choices.
- Market consolidation and partnerships in grocery and foodservice delivery.
Meet consumers’ need for convenience with indulgent, customisable meals and self-collection options. Explore themed group bundles and menu variety tied to this year’s events.
Charlotte Sander, Research Analyst
Table of Contents
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EXECUTIVE SUMMARY
- The five-year outlook for foodservice delivery and takeaway
- Market context
- Consumers resort to takeaway due to the income squeeze
- New regulations impacting the German foodservice delivery and takeaway market are being implemented
- Competition and use of AI grow
- Opportunities
- Diversify menu options
- Create group bundles and premium treats
- Enhance pickup and collection services
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- Takeaway remains popular despite rising prices
- Quality and affordability will resonate as consumer confidence starts to recover
- Graph 3: financial confidence over the next year, 2023-24
- Regulations
- Takeaway/home delivery meals remain at 7% VAT
- Takeaway/home delivery is a more affordable option
- PPWR will shape foodservice packaging, despite low multi-use interest
- BMEL raises awareness of healthy meals
- Agreement on EU-wide platform worker legislation
- Major sporting events
- 2024 sports events will bring people together
- Factors around delivery
- The future of deliveries: competition rises, cooperation grows
- AI transforms the customer journey
- Sustainability
- Food waste production in Germany
- Combating food waste with AI trackers and deals
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WHAT CONSUMERS WANT AND WHY
- Frequency of ordering takeaway/home delivery food
- Takeaway meal orders increase following the 2023 dip
- Takeaway meal ordering rises 5pp in 2024
- Capture affluent Germans with subscriptions and premium treats
- Germans turn to takeaways more often in 2024
- Graph 4: frequency of ordering takeaway/home delivery food, 2021-24
- 16-34 year olds live to eat now, worry later
- 16-34 year olds are the most frequent takeaway orderers
- Ordering methods for takeaway/home delivery food
- Ordering directly from a restaurant/takeaway remains most popular among takeaway buyers
- Graph 5: preferred ordering methods for takeaway/home delivery food, 2023-24
- More Germans collect their orders in 2024
- In-person collection can save money
- Full-time workers prefer delivery services and are interested in subscriptions…
- …that can be accommodated by post-work treats
- Preferred takeaway/home delivery cuisine types
- Pizza remains Germans’ favourite takeaway food
- Takeaway fried chicken gains popularity
- Graph 6: preferred types of takeaway/home delivery food, 2023-24
- Germany’s pizza obsession continues
- Takeaway is ordered as an indulgent treat
- Behaviours when ordering takeaway/home delivery food
- Germans like to order meals they don’t want to cook
- Delivering discounted dishes through membership
- Provide drink deals to enhance takeaway experiences
- Scope for takeaway drinks
- Desserts can soothe nerves during sport events
- Key factors when choosing takeaway/home delivery options
- Germans want variation and customisation on the menu
- Graph 7: factors when choosing a restaurant/takeaway over another, 2024
- Customisation is king: adapt menus for versatility
- Leverage themed meal bundles for special occasions
- Approaching sustainable packaging solutions
- Graph 8: consumers who try to act in a way that is not harmful to the environment, 2019-23
- Behaviour towards foodservice delivery and takeaway
- Germans want to save money, but are interested in innovation
- Graph 9: behaviour towards food delivery and takeaway, 2024
- Cost of living alters takeaway behaviour
- Create shared activities with group bundles for professionals
- Add premium features to menus through portion sizes, ingredients and preparation methods
- Crafting the future of takeaway with AI and cooperations
- Graph 10: behaviours towards food delivery and takeaway, 2024
- Ordering groceries and meals in one go
- Subscriptions attract cost-conscious consumers
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LAUNCH ACTIVITY AND INNOVATION
- Delivery operators
- Europe’s delivery giants turned profitable in 2023
- Instagram launches food delivery sticker
- Just Eat (Lieferando) strengthens its cross-category partnerships
- Getir retreats from the Western market
- Wolt opens virtual supermarket and goes hybrid
- Foodservice concepts
- Concept Family trials mix-and-match concept cuisine Eat Tasty
- Click and Collect stations ease rush hours
- Pilot project on collaborative reusable packaging successful
- AI in foodservice
- Circus Kitchens changes concept to kitchen robotics
- Nextly offers analytical solutions for foodservice operators
- OCUS enhances menu visuals with AI
- Just Eat and Uber trial AI assistants
- Advertising and marketing activity
- Lieferando’s global campaign enlists celebrity power…
- …just like Uber Eats, which makes films come to life…
- …while Wolt’s localism contrasts with the ‘star power’ approach
- KFC promotes chicken to eat at home
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Definition of seatless foodservice concepts
- Abbreviations
- Consumer research methodology
- A note on language
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