Research Brief – COLES LIQUOR

FAST FOOD & FOOD DELIVERY SERVICES STUDY

October 2018 HIT LISTENERS FAST FOOD & FOOD DELIVERY SERVICES The top three words people use to describe fast food is quick, easy, and unhealthy. They are most likely to associate burgers and chips with fast food, so it’s no surprise that the top 3 brands associated with fast food is McDonald’s, KFC, and Hungry Jack’s.

Q. How would you define 'fast food'? Have a think about the fast food brands, types of food, etc that you associate with fast food.

TOP 5 DESCRIPTIVE WORDS USED

PEOPLE 18+ Quick 49% Easy 22% Unhealthy 18% Convenient 15% Cheap 9%

TOP 5 FOODS USED TOP 5 BRANDS USED

PEOPLE PEOPLE 18+ 18+ Burgers 11% McDonald’s 24% Chips 10% KFC 17% Pizza 8% Hungry Jack’s 16% Chicken 4% Subway 6% Fish & Chips 4% Red Rooster 6%

Source: SCA Research Fast Food Study | October 18 | Q. How would you define 'fast food’? Have a think about the fast food brands, types of food, etc that you associate with fast food? | People 18+ N=315 Although “unhealthy” was the third most used word to describe “fast food” when unprompted, it’s interesting to see that once prompted, the majority of people see fast food as both healthy and unhealthy food options that are prepared quickly and easily.

Q. When you think of 'fast food', which of the below BEST describes your thoughts?

44%

30% 27%

Fast food is low quality mass-produced food, made using pre- Fast food is any type of meal that can be ordered Fast food is both healthy and unhealthy food prepared ingredients high in fat, salt, sugar, and calories. as take out, and/or delivered to your door. options prepared quickly and easily.

Source: SCA Research Fast Food Study | October 18 | Q. When you think of 'fast food', which of the below BEST describes your thoughts? | People 18+ N=315 Over half (55%) purchase fast food or take away at least once a week.

Q. How often do you purchase fast food or take away?

80% of respondents purchase fast food or take away at least monthly

31%

22%

18% 18%

2% 1% 1%

Daily A few times a week Weekly Fortnightly Monthly Every now and then Once or twice a year Never

Source: SCA Research Fast Food Study | October 18 | Q. How often do you purchase fast food or take away? | People 18+ N=315 Of those people who purchase fast food on a weekly basis, the majority of them spend between $21 to $40 on fast food each week.

Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. Base: Purchase fast food on a weekly basis

42%

23%

17%

8% 7% 3%

$1-$20 $21-$40 $41-$60 $61-$80 $81-$100 $100+

Source: SCA Research Fast Food Study | October 18 | Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. | People 18+ N=173 The most popular meal times to purchase fast food is lunch and dinner. Purchases for all meal times are generally made every now and then. Dinner is more commonly purchased on a regular basis compared to other meal times, with over 1 in 4 purchasing fast food for dinner on a weekly basis.

Q. How often would you purchase food from a fast food restaurant or take-away restaurant at the following times of day?

63% 57%

46% 42% 42%43% 38%

30% 31% 29% 28%

15% 15% 13% 12% 11% 12% 9% 7% 8% 5% 6% 3% 3% 4% 3% 2% 3% 2% 2% 3% 2% 3% 2% 1% 1% 1% 1% 0% 1% 2% 0%

Breakfast Morning Snack Lunch Afternoon Snack Dinner Dessert

Daily A few times a week Weekly Fortnightly Monthly Every now and then Never

Source: SCA Research Fast Food Study | October 18 | Q. How often would you purchase food from a fast food restaurant or take-away restaurant at the following times of day? | People 18+ N=311 Almost 1 in 3 people say that radio provides them with information about what fast food options are available in their area.

Q. When deciding which fast food restaurant to purchase from, which of the following is a source of information for what is available to purchase in your area?

37% 37% 35%

30%

25%

20% 20%

None of the above TV advertising Social media Radio advertising Online advertising Online review Billboards Radio personalities websites/apps talking about a (eg. Google Reviews, specific restaurant Yelp, Zomato)

Source: SCA Research Fast Food Study | October 18 | Q. When deciding which fast food restaurant to purchase from, which of the following is a source of information for what is available to purchase in your area? | People 18+ N=311 1 in 5 people say that radio prompts them to decide to order fast food for a specific time of day or occasion.

Q. Looking at the same list, which of the following sources of information generally prompt you to decide to order fast food for a specific time of day (eg. dinner), or occasion (eg. birthday party)?

50%

28%

21% 20% 17% 14% 10%

Source: SCA Research Fast Food Study | October 18 | Q. Looking at the same list, which of the following sources of information generally prompt you to decide to order fast food for a specific time of day (eg. dinner), or occasion (eg. birthday party)? | People 18+ N=311 Although 2 in 5 people always looking for healthy alternatives when purchasing fast food, they also see fast food as a treat for themselves, so they don’t feel guilty about eating it.

Q. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? AGREE

I always look for healthy alternatives 5% 22% 33% 26% 13% 39% when I purchase fast food

When I purchase fast food, it's a treat 7% 22% 34% 31% 5% so I don't feel guilty about it 37%

I only eat fast food when I'm on the go 7% 26% 32% 28% 8% 35%

When I eat fast food, I always feel 8% 22% 35% 25% 9% guilty about it afterwards 34%

I eat fast food to reward myself 17% 32% 30% 18% 3% 22%

1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree

Source: SCA Research Fast Food Study | October 18 | Q. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? | People 18+ N=315 Almost 1 in 3 people have used a food delivery service in the past 2 months. Of those who have, over 4 in 5 people have used UberEATS.

Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? BASE: Have used a food delivery services in the past 2 months.

83% 30%

33%

18%

6% 5% 3% 2% 2% of people have used a 1% UberEATS Menulog Deliveroo EatNow The delivery Foodora iDeliver Delivery Hero OpenTable food delivery service in service of the restaurant I the past 2 months ordered from (eg. McDelivery, Domino's No: 70% Delivery)

Source: SCA Research Fast Food Study | October 2018 | Q. So, have you used a food delivery service in the past 2 months? For example UberEATS, Deliveroo, Foodora, etc... | People 18+ N=315 | Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? | People 18+ N=96 2 in 3 (67%) people chose to order through a food delivery service for the convenience, while over 2 in 5 (43%) people chose this option due to time constraints.

Q. Could you please tell us why you chose to order through a food delivery service? BASE: Have used a food delivery services in the past 2 months.

67% REASON PEOPLE 18+

Time constraints “I didn't have time to cook” | “To save time” 43% “I didn't have time to shop for groceries” 51%

29% 23% 19% 18% 16% 15% 15%

10% 8% 7% 6% 4%

Convenience I didn't want to I felt like I didn't To save I had a I didn't have I didn't know More choice Recommend- Easier to I was catering The restaurants Other / couldn't leave treating have time time voucher time to shop what to cook / variety ation from compare for a party / offer a loyalty the house myself to cook for groceries myself instead family/friends prices large group of discount when people ordering through the delivery service website/app

Source: SCA Research Fast Food Study | October 2018 | Q. Could you please tell us why you chose to order through a food delivery service? | People 18+ N=96 Although almost 1 in 3 people eat more fast food now than they used to, only 1 in 4 people say they cook at home less often n ow that they use food delivery services. Although many people usually order the same meal/food through food delivery services, i t has meant that almost half of people are purchasing from traditional fast food chains less often now than they used to.

Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? BASE: Have used a food delivery services in the past 2 months. AGREE

I usually order the same meal/food when 5% 17% 27% 40% 11% 50% ordering through food delivery services The accessibility of broader take-away choices has meant I order from traditional fast food restaurants/chains 9% 18% 24% 37% 13% 49% (eg. McDonald's) less often now than I used to I eat a wider variety of meals now that I 42% order through food delivery services 11% 16% 31% 30% 12%

My opinion of 'fast food' has improved 6% 18% 35% 33% 9% 42% since using food delivery services

I often choose healthier food options when 7% 25% 31% 27% 10% 36% ordering through food delivery services

I eat more fast food now because it is so 16% 24% 30% 23% 7% 30% readily available

I cook at home less often now that I order 21% 29% 24% 19% 6% 25% through food delivery services

Food delivery services have improved my 16% 34% 31% 8% 10% 18% eating habits

1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree

Source: SCA Research Fast Food Study | October 2018 | Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? | People 18+ N=96 Respondent Breakdown People 18+

30% 70%

QLD: 26%

Gender Breakout WA: 16%

SA: 14%

Age Breakdown NSW: 22%

16% 16% 16% VIC: 23% 13% Market Breakdown 10% 11% 8% 5% 4%

18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+ years years years years years years years years years METHODOLOGY: WEIGHTING SOUTHERN CROSS AUSTEREO RESEARCH

The closer your weighting efficiency is to 100%, the more closely your weighted data resembles your actual data, and the better you can consider your weighting. Weighting Efficiency: 81% If weighting is inflating the responses from a particular group unduly, your weighting efficiency will be significantly less than 100%. Generally, 80% is recommended as a good benchmark. If your weighting efficiency is below 80%, you may need to re-examine your data to understand why.

The highest weight value associated with a respondent's survey responses, indicating how strongly the respondent's survey responses are emphasized. For example, if the maximum weight value is 5, it means that in your weighted survey data, there is one survey respondent or more whose individual Maximum Weight: 2.2500 response counts as five responses. In general, it is recommended that your maximum weight be less than 3.

Minimum Weight: 0.8077 The lowest weight value associated with a respondent's survey responses, indicating how much the respondent's survey responses are de-emphasized. For example, if the minimum weight value is 0.11, it means that in your weighted survey data, there is one survey respondent or more whose individual response counts as 0.11 responses. METHODOLOGY

SOUTHERN CROSS AUSTEREO RESEARCH

The results of this survey are “INDICATIVE” ONLY. A keyword search was used to sort and rank the responses to these questions.

The survey was conducted by Southern Cross Austereo using its online panel nationally. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo audience. SCA brands reach approximately 35% of the 10+ population and approximately 41% of The panel is obtained from our radio networks database under the labels of ‘Hit VIP’ on the 25-54 population in the five metropolitan markets in Australia, suggesting it would be the HIT Network and ‘The Club’ on the MMM Network. All members of these databases reasonable to consider these results to be a fair if not fully balanced representation of the would be considered listeners to these stations. opinions in these marketplaces.

The database contains about 200,000 members. The is split between the Hit database Furthermore, as it is an online survey, the respondents would also be skewed towards being and the Triple M database. ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. Of these members, approximately 20,000 people were invited to be part of our Insights panel community. Respondents were recruited from this database. These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan and larger regional Approximately 315 completed the study. Various filters have been placed over the data marketplaces only. at different times. Icons sourced from Flat Icon. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind. TRIPLE M LISTENERS FAST FOOD & FOOD DELIVERY SERVICES There is a near even split between all three descriptions of ‘fast food’. The majority of Triple M listeners however describe fast food as any type of food that can be ordered as take out, and/or delivered to the door.

Q. When you think of 'fast food', which of the below BEST describes your thoughts?

35% 34% 31%

Source: SCA Research Fast Food Study | December 18 | Q. When you think of 'fast food', which of the below BEST describes your thoughts? | Triple M listeners | People 18+ N=374 2 in 5 (40%) Triple M listeners purchase fast food or take away at least once a week.

Q. How often do you purchase fast food or take away?

70% of respondents purchase fast food or take away at least monthly

26%

22%

19%

12% 11%

1% 1%

Daily A few times a week Weekly Fortnightly Monthly Every now and then Once or twice a year Never

Source: SCA Research Fast Food Study | December 18 | Q. How often do you purchase fast food or take away? | Triple M listeners | People 18+ N=374 Of those Triple M listeners who purchase fast food on a weekly basis, the majority of them spend between $21 to $40 on fast food each week.

43%

26%

14%

3% 2%

$1-$20 $21-$40 $41-$60 $61-$80 $81-$100 $100+

Source: SCA Research Fast Food Study | December 18 | Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. | Triple M listeners | People 18+ N=149 Food comes first… 62% of Triple M listeners usually decide WHAT they want to purchase first ( eg. b u r g e r ) before deciding WHERE they want to purchase from.

Comparatively, 38% of Triple M listeners usually decide WHERE they want to purchase from first (ie. the restaurant).

Source: SCA Research Fast Food Study | December 18 | Q. Thinking generally, when you go to purchase fast food or take away, what do you usually decide FIRST- where you want to go, or what you want to eat? | Triple M listeners | People 18+ N=149 Over half of Triple M listeners make their fast food purchases based on value. 60% of Triple M listeners will choose what to eat from a fast food restaurant based on the healthiness of the food, while 58% will choose based on price. Interestingly, the younger the Triple M listener is, the more price conscious they are, and as they get older they become more health conscious.

Q. Imagine it's lunch time and you haven't brought your lunch with you (or don't have anything at home). So you decide to get fast food or take-away. What do you look for when choosing WHAT to eat from a fast food or take away restaurant?

MMM MMM MMM MMM % AGREE 51% 18+ 18-39 40-54 55+

47% 46% Price conscious 58% 67% 56% 55% 43% “Value” | “Cheap” Health conscious “Quality ingredients” | “Fresh” | “Healthy” | 60% 53% 57% 75% “Less processed” 34% 33%

28%

22% 18%

13% 11% 11% 9% 7% 4% 1%

Value Convenience Fresh Something Healthy Quality Something Cheap Variety Less Comes in a Certain Something Clean in- Other Unhealthy I'm craving ingredients that will fill processed meal cuisine different house dining me up

Source: SCA Research Fast Food Study | December 18 | Q Imagine it's lunch time and you haven't brought your lunch with you (or don't have anything at home). So you decide to get fast food or take-away. What do you look for when choosing WHAT to eat from a fast food or take away restaurant? | Triple M listeners | People 18+ N=149 [People 18-39 N=81, People 40-54 N=198, People 55+ N=89] Over 1 in 5 Triple M listeners have used a food delivery service in the past 2 months. Of those who have, almost 4 in 5 listeners have used UberEATS.

58% 22% 32%

20%

of Triple M listeners have 6% 6% 6% used a food delivery service

in the past 2 months UberEATS Menulog The delivery service of Deliveroo EatNow Other the restaurant I ordered from (eg. McDelivery, No: 78% Domino's Delivery)

Source: SCA Research Fast Food Study | December 2018 | Q. So, have you used a food delivery service in the past 2 months? For example UberEATS, Deliveroo, Foodora, etc... | Triple M listeners | People 18+ N=374 | Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? | Triple M listeners | People 18+ N=84 Over half (54%) of Triple M listeners chose to order through a food delivery service for convenience or ease, while 2 in 5 (40%) people chose this option due to time constraints.

Q. Could you please tell us why you chose to order through a food delivery service? BASE: Have used a food delivery services in the past 2 months.

MMM 54% REASON 18+ Time constraints “I didn't have time to cook” | “To save time” 40% “I didn't have time to shop for groceries” For convenience / ease 35% “Convenience” | “Easier to compare prices” 54% “I didn’t know what to cook myself instead”

27% 25%

20%

15%

11% 8% 7% 7% 6% 6% 6% 5%

Source: SCA Research Fast Food Study | December 2018 | Q. Could you please tell us why you chose to order through a food delivery service? | Triple M listeners | People 18+ N=84 2 in 5 Triple M listeners are relying on the traditional fast food chains (e.g. McDonald’s) less, since using food delivery services. These services haven’t discouraged Triple M listeners’ creativity in the kitchen just yet though, with only 15% saying they eat more fast food because it is so readily available.

The accessibility of broader take-away choices has meant I order from traditional fast food restaurants/chains 12% 18% 31% 35% 5% 39% (eg. McDonald's) less often now than I used to I usually order the same meal/food when 12% 25% 32% 30% 1% 31% ordering through food delivery services

I often choose healthier food options when 12% 31% 35% 18% 5% 23% ordering through food delivery services

My opinion of 'fast food' has improved 10% 26% 43% 19% 2% 21% since using food delivery services

I eat a wider variety of meals now that I 19% 23% 39% 19% 19% order through food delivery services

I eat more fast food now because it is so 25% 36% 24% 14% 1% 15% readily available

I cook at home less often now that I order 36% 35% 15% 12% 2% 14% through food delivery services

Food delivery services have improved my 23% 44% 30% 4% 4% eating habits

1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree

Source: SCA Research Fast Food Study | December 2018 | Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? | Triple M listeners | People 18+ N=84 Respondent Breakdown People 18+

60% 40%

Brisbane: 27%

Gender Breakout

Perth: 11% Age Breakdown Adelaide: 20% Sydney: 17%

20% Melbourne: 25% 16% 17% 16% Market Breakdown

11% 10% 5% 3% 1%

18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+ years years years years years years years years years METHODOLOGY

SOUTHERN CROSS AUSTEREO RESEARCH

The results of this survey are “INDICATIVE” ONLY. A keyword search was used to sort and rank the responses to these questions.

The database contains about 200,000 members. The is split between the Hit database Furthermore, as it is an online survey, the respondents would also be skewed towards being and the Triple M database. ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. Of these members, approximately 20,000 people were invited to be part of our Insights panel community. Respondents were recruited from the Triple M database. These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan and larger regional Approximately 409 completed the study. Various filters have been placed over the data marketplaces only. at different times. Icons sourced from Flat Icon. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind.