The rise of smartphone technology is transforming not only the way we order takeaways in the UK, but also what we order, according to new research from Affinion and Conlumino. And, if trends continue, it could be the end of the local chippy as we know it.
The preferred way for half of UK consumers (49.2%) to order a takeaway is now using mobiles via websites and apps. The popularity of this technology is growing rapidly – 61% of takeaways ordered via JustEat in the last year were ordered using a mobile device, with over half (55%) of orders made using the app.
The research shows our takeaway tastes are changing with this shift in technology. Pizza and Mexican are now the most popular for ‘app-savvy’ eaters, and more ‘exotic’ cuisines like sushi and Thai are also taking over in this new generation of app ordering. 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, Indian food appears in sixth place for both ordering online and in person/phone ordering.
|Top Five Takeaways|
|Ordering in person/on the phone||Ordering online/via an app|
|Fish & Chips (84.6%)||Pizza (80.5%)|
|Sushi (75.7%)||Mexican (69.2%)|
|Chicken (75.3%)||Sushi (54.8%)|
|Burgers (74.1%)||Thai (51.8%)|
|Chinese (72.9%)||Chicken (49.6%)|
With the use of digital channels to order takeaway already commonplace for many consumers, it appears force of habit is the only reason for more traditional consumers holding back. Three in four (76%) respondents stated that if a company provided discounts for ordering online they would be much more inclined to use that method over another such as the telephone.
Commenting on the research, Giles Desforges – Affinion International’s senior vice president, Northern Europe – 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.”
As a result of the research Affinion has launched a new product, enjoymore, giving customers the opportunity to do more of what they enjoy, for less. Delivered through a website and app it provides year-round 25% savings on JUSTEAT takeaways, concert and event tickets, two for one deals at over 5,000 restaurants, as well as guaranteed discounts on cinema, concert and event tickets. The research found high customer appeal for the product, with 60% of consumers stating that they would be more loyal to a company that offered these discounts.