The UK foodservice delivery and takeaway market is driven by changing consumer habits and new technology. Consumers are increasingly price-sensitive, with 57% seeking special offers when ordering a takeaway. Trust also plays a key role in their decision-making as 47% are influenced by positive reviews. To attract and retain customers, operators must utilise promotions, dynamic pricing and positive feedback.
A key challenge for brands is intense competition and the need to stand out. Brands must build trust by providing real value beyond discounting, and by delivering memorable experiences. Failure to meet rising expectations for convenience and quality risks losing customers to more agile competitors.
The biggest opportunity lies in catering to the ‘premium takeaway’ trend, which is being driven by younger, higher-spending consumers. Under-45s value quality, support independent businesses and engage with loyalty programs offering more than basic discounts. By focusing on premium menus, surprise perks and authentic storytelling, operators can attract this lucrative demographic and build loyalty. Seamlessly integrating loyalty programs into delivery platforms, as Wagamama has done recently with Deliveroo, is a key way to boosting engagement and growth.
Takeaway decisions are now shaped by value, trust and experience, influenced by reviews, loyalty perks and emotional connections to brands.
Trish Caddy, Associate Director – Foodservice
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