Restaurants, takeaways and food delivery apps YouGov analysis of British dining habits Contents Introduction 03 Britain’s favourite restaurants (by region) 04 Customer rankings: advocacy, value 06 for money and most improved Profile of takeaway and restaurant 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 eat 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 diners, who’s using food delivery 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 Greggs ranks highly in the North East. In other regional stereotypes, the West Cornwall Pasty Co overindexes in the South West, while Scotland-focused chain Jimmy Chung’s does well there. Londoners favour Wahaca and Franco Manca. Tastes vary across GB Scotland North East Yorkshire and the Humber North West East Midlands Wales East of England West Midlands Inner London 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 Fast Food” 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 Wasabi and Itsu are also highly recommended, and regional pub 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 fast food restaurant 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 Wetherspoons, Greggs, Subway 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 cook 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 meal 52% I often treat myself to food that isn’t 67% good for me 82% I often snack between 56% meals 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 foods 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% Burger King 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… quick snack or sandwich... Which of these outlets have you Which of these outlets have you bought food to eat immediately bought coffee from in the past (sandwiches, salads etc) from in the month? Tick all that apply past month? Tick all that apply 26 41 27 44 Tesco 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 Starbucks 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.