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Restaurants, takeaways and delivery apps

YouGov analysis of British dining habits Contents

Introduction 03

Britain’s favourite (by region) 04

Customer rankings: advocacy, value 06 for money and most improved

Profile of takeaway and 10 regulars

The rise of delivery apps 14

Conclusion 16

The tools behind the research 18

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 2 Introduction

The dining sector is big business in Britain. Nine per cent of the nation at a restaurant and order a takeaway at least weekly, with around a quarter of Brits doing both at least once a month. Only 2% of the nation say they never order a takeaway or dine out.

Takeaway trends How often do you buy food from a takeaway food outlet, and not eat in the outlet itself? For example, you consume the food at home or elsewhere

Takeaway

Weekly or Monthly or several Frequency more often times per month Less often Never

Weekly or more often 9% 6% 4% 1%

Monthly or several times per month 6% 24% 12% 4% Eat out Eat

Less often 3% 8% 14% 4%

Never 0% 1% 1% 2%

(Don’t know = 2%)

This paper explores British dining habits: which brands are impressing frequent , who’s using apps, and which restaurants are perceived as offering good quality fare and value for money.

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 3 02 I Britain’s favourite restaurants (by region)

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 4 02 I Britain’s favourite restaurants (by region)

This map of Britain is based on Ratings data and shows which brands are significantly more popular in certain regions.

Unsurprisingly, local brand ranks highly in the North East. In other regional stereotypes, the West Cornwall Co overindexes in the South West, while Scotland-focused chain Jimmy Chung’s does well there. Londoners favour and .

Tastes vary across GB

Scotland North East

Yorkshire and the Humber

North West

East Midlands

Wales

East of

West Midlands Inner

Outer London

South West South East

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 5 03 I Customer rankings

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 6 03 I Customer rankings

Beyond straightforward popularity, Brits rave to their friends about certain brands.

Leon, with its “Naturally ” ethos, takes the top spot here - with steakhouse chain Miller & Carter coming in second. Through brand-building efforts such as its range of recipe books, it has successfully associated itself with a healthy and aspirational lifestyle.

Sushi restaurants and Itsu are also highly recommended, and regional chain Vintage Inns rounds off the top five.

Customer advocacy (Recommendation) Among the general public

Rank Brand Net score 1. 55

2. 51

3. 45

4. 43

5. 38

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 7 03 Customer rankings

Almost a fifth (18%) of Britons eat at a several times a month. They perceive Value for money McDonald’s as offering the best Among fast food eaters value for money - followed by big high street names such as , Greggs, and KFC. Rank Brand Net score

This group is arguably one of the 1. 55% most important for eateries of all kinds. 2. 45%

3. 45%

Greggs has the highest impression score overall. This could partly 4. 42% be due to its willingness to experiment with items such as 5. 30% vegan sausage rolls – while also keeping its traditional audience happy. KFC has seen the biggest change in score. Its humorous and honest ad apologising for a chicken shortage last year was well-received and could be partly responsible for this uptick in positive perception.

Zizzi’s placement in the top five will be welcome news for the brand in light of the difficulties facing similar casual dining chains such as Jamie’s Italian.

Most improved Impression Among the 9% who eat out or get a takeaway at least weekly

Current Previous Change in Rank Brand score score score 1. +10 4 +6

2. +5 0 +5

3. +30 26 +4

4. +17 14 +3

5. +14 11 +3

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 8 04 I Profile of takeaway and restaurant regulars

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 9 04 I Profile of takeaway and restaurant regulars

This section takes a closer look at the nine per cent of Britons who say they visit a restaurant and order a takeaway at least weekly.

Demographics

Young men are most likely to be in this group

Male 18-24 17%

Male 25 - 39 17%

Male 40-59 10%

Male 60+ 5%

Female 18-24 13%

Female 25 - 39 12%

Female 40-59 7%

Female 60+ 3%

The majority (56%) work full time, and don’t generally have a huge monthly disposable income:

£500+ 35%

£125-£499 41%

£125 or less 24%

More than half (52%) don’t have children, and almost all live in an urban area (86% compared to 79% of the wider UK public) with a fifth (18%) based in London.

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 10 04 I Profile of takeaway and restaurant regulars

Why does this group eat out so often? They like to treat themselves to “unhealthy” food, they like the convenience of not having to and they simply enjoy going out to restaurants and bars.

How their attitudes to food and lifestyle differ from the rest of the country

Nat rep Takeaway regulars

My lifestyle doesn’t allow me time to 26% prepare and cook food 45%

I like to go to trendy restaurants and 33% bars 55%

It’s more convenient to eat on the go 31% than sit down for a traditional 52%

I often treat myself to food that isn’t 67% good for me 82%

I often between 56% 72% Food is an important part of their lives…

Which of the following best describes how important food is to you?

Food is one of the most important 12% things about my life 18%

41% Food is an important part of my life 46%

In general I like food, but it isn’t that 25% important to my life 18%

There are only a few I like; in 5% general I’m not that interested 6%

I have no opinion on this really; I don’t 7% think about food that way 4%

7% Food is fuel to me; nothing more 8%

2% Don’t know 2%

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 11 04 I Profile of takeaway and restaurant regulars

Eating habits They love McDonald’s… Nat rep Takeaway regulars

Which of these fast food places have you bought food from in the past month? Tick all that apply

36% McDonald’s 59%

27% Local fish and chip shop 37%

14% KFC 32%

8% 17%

6% Nando’s 16%

9% Other fast food outlet 14%

5% Independent burger/chicken shop 11%

Tesco and Greggs are their top choices for a They’re not really into takeaway coffee… snack or ...

Which of these outlets have you Which of these outlets have you bought food to eat immediately bought coffee from in the past (, salads etc) from in the month? Tick all that apply past month? Tick all that apply

26 41 27 44 None of these

23 40 28 40 Greggs Costa

16 32 1516 Subway Local independent cafe (not a chain) 14 27 13 22 Sainsbury’s McDonald’s

16 25 12 22 Marks & Spencer

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%

Nat rep Takeaway regulars

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 12 04 I Profile of takeaway and restaurant regulars

How to reach them Brands are most likely to reach this young, urban sociable audience through digital and Out of Home channels.

Attitudes they are more likely to agree with…

Nat rep Takeaway and restaurant regulars

51% 29% 62% 43% 66% 47%

I waste time on the I couldn’t get through I often notice adverts internet at work the day without mobile whilst on public transport communication

54% 34% 59% 40% 44% 26%

I primarily listen to music I often notice adverts at I’m more likely to engage through streaming train stations with advertisement on services social media than on regular websites

54% 35% 43% 24% 64% 44%

I am more likely to I enjoy watching ads with If a brand I like expresses recommend brands when my favorite celebrities a view I agree with in I am a member of their advertisements, I’m more loyalty program likely to buy from that brand

68% 52% 65% 48%

I often notice the adverts Billboards showing on the sides of buses dynamic content, like breaking news, capture my attention

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 13 04 I Profile of takeaway and restaurant regulars

They’re more likely to use social media - particularly Snapchat and Instagram

Social networks used within the last month

Takeaway and Restaurant Regulars Control Percent

76% 73% 40% 30% 36% 28% 27% 16%

N/A

22% 15% 13% 14% 10% 16%

They use these platforms for…

Keeping up-to-date with celebrities I like 19% 7%

Keeping in contact with friends 19% 16%

Looking at or watching fun/entertaining content 17% 9%

Sharing things that I am doing 16% 10%

Keeping up to date with brands I like 15% 3%

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 14 04 I Profile of takeaway and restaurant regulars

How have their fast food preferences changed?

This group’s perception of the big fast food players has fluctuated over the past three years.

In mid-2016 Subway had the highest brand health score by far - but McDonalds, KFC and Burger King have managed to close the gap somewhat.

Index: Average of Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores for the brand

20

15

10

5

0 Score

-5

-10

-15

-20

May 2016 May 2017 May 2018 May 2019

Period ending 31/05/2019

McDonald’s Subway KFC Burger King

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 15 04 I Profile of takeaway and restaurant regulars

Which brands have good quality and value perception?

In terms of (non-fast food) restaurant and chains, Wetherspoons is perceived as offering the best value for money with a score of +35, far ahead of second-placed (+17).

UK restaurants

30 15

25

20 17

6 15 4

Quality 5 10 7 1

3 2 8 19 5 10 9 111213 14 18 20 0 16

-5

-10 -10 -5 0 5 10 15 20 25 30 35

Value

Brands from left to right:

1 TGI Friday’s 2 Frankie & Benny’s 3 4 Miller & Carter 5

6 7 Ask Italian 8 Hut 9 Chipotle 10 Vintage Inns

11 12 Flaming Grill 13 Crown Carveries 14 Sizzling Pubs 15 Pizza Express

16 17 Nando’s 18 19 Toby Carvery 20 Whetherspoon

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 16 05 I The rise of delivery apps

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 17 05 I The rise of delivery apps

Over the past five years, food delivery apps have increasingly replaced phoning the local takeaway – particularly in urban areas. But with so much choice, how do users go about deciding on a restaurant? This section explores this process among fast food fans (the 18% of the nation who eat fast food several times a month).

While food delivery services are popular among this group, one fifth do not currently use a food delivery app at all, representing a significant opportunity for further growth.

How fast food fans choose a restaurant on their food delivery app

39% vs 54% 14% vs 24%

I already have an idea of what I will decide while I’m using a food restaurant I’m going to order from delivery service (browsing, reading before ordering from a delivery reviews, etc.) service

43% vs 19% 4% vs 3%

Not applicable – I don’t use food I don’t decide, because someone delivery service(s) usually orders for me

Nat Rep Takeaway and Restaurant Regulars

In the main, this group knows exactly what they’re looking for before they open the app. However, around a quarter (24%) see what takes their fancy at the time.

This indicates that brands have opportunities both in terms of promoting their presence on a specific app, but also by standing out within the app – whether that’s in terms of delivery speed, special offers, or wider food choices (especially for people with specific dietary requirements).

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 18 05 I The rise of delivery apps

Delivery app awareness has by far the highest awareness across the country on 80%, although is catching up with 76% awareness. Relative newcomer Eats has a score of just 38% - up from 11% in 2017.

UK General Public - App Awareness

78% 79% 80% 75% 76% 73% 70% 66% 62% 52%

38% 31% 24% 18% 11%

2017 H1 2017 H2 2018 H1 2018 H2 2019 H1

Just Eat Deliveroo

Among those who regularly order takeaways, Just Eat has the consistently highest ad awareness score, although Deliveroo’s score has jumped significantly over the past few years.

Awareness among regular takeaway buyers

35

30

25

20

15

10

5

0

01/06/2018 01/08/2018 01/10/2018 01/12/2018 01/02/2019 01/04/2019 01/06/2019

Just Eat Deliveroo Uber Eats

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 19 Takeaways

The nine per cent of the nation who enjoy takeaways and going to restaurants weekly are a young, sociable urban group. They like to treat themselves and would rather not spend their time preparing and meals. The rise in healthy and meat- free options means that regularly eating out does not need to be associated with guilt. In fact, “natural fast food” purveyor Leon has the highest recommendation score of all.

Along with new healthier takeaway options, food delivery apps have changed the dining landscape. More than three quarters of the nation have heard of Just Eat and Deliveroo.

Regionally, however, it seems that people do like to stick with their tried and tested favourites; the data shows that Greggs is unlikely to go out of in the North East any time soon.

While traditional fast food chains such as McDonald’s and KFC are as popular as ever, more mid-market chains are struggling to differentiate themselves. However, outliers Wetherspoons and Pizza Express are bucking the trend in terms of value and quality perception respectively.

This paper represents a fraction of the data we have on the dining sector. Get in touch to find out more.

Amelia Brophy Head of Data Products, UK –– +44 20 7012 6000 [email protected]

+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 20 The tools behind the research

YouGov’s Plan & Track service combines the detailed audience segmentation power of Profiles with the brand tracking capabilities of BrandIndex. It helps clients understand and target key consumer segments, track the effectiveness of advertising, marketing and public relations strategies and campaigns, and measure brand perception on a continuous basis. All of this data is collected in the YouGov Cube, our connected data set which holds over 260,000 data Plan and Track variables collected from over 300,000 YouGov panellists in the UK.

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+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected] 21 +44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ [email protected]