New research from Affinion and Conlumino has shed light on the changing nature of the UK’s takeaway food landscape, suggesting that the way in which consumers order their food is influencing what they choose to eat.
The two organisations found that almost 85% of fish and chip shop customers chose to order in person or over the phone; in stark contrast, 80.5% of those who ordered pizza did so online or through a smartphone app. Mexican food was popular with users of online ordering platforms and apps, while almost three quarters of those ordering burgers or Chinese food did so in person or on the phone.
Websites and apps now accounted for close to half of all UK fast food transactions: 55% of orders placed with JustEat in the last year were made using its mobile app.
The researchers have said that “more traditional takeaways such as fish and chips and Chinese are missing out – as a lack of delivery services and online ordering deter the next generation of takeaway consumers”. Surprisingly, it added, Indian food appears in sixth place for both ordering online and in person or by phone.
Affinion International senior vice president, Northern Europe Giles Desforges said: “Digital channels are fundamentally changing our leisure consumption and behaviour and takeaways are no exception. With the leisure industry forecast to grow to £89bn by 2018, it’s vital to meet the needs of today’s digitally savvy, time-short customers who are focused on getting the best deals.”
© FoodBev Media Ltd 2022
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