Out of Home Digital Market food promotions research in Scotland

Summary

Food Standards Scotland (FSS) commissioned Ipsos to conduct research to explore the impact of promotions and other marketing strategies on consumer behaviours when ordering food and drink from the Out of Home environment, using digital platforms such as websites or apps, including Just Eat and Deliveroo. In particular, if, and how, they influenced the frequency of ordering and the volume of food ordered, and whether there was variation by promotion type.

The key findings of the report include:

• Consumers are commonly exposed to a range of promotions and other marketing strategies both before and during ordering food and drink from the OOH Digital Market.
• Across 106 orders placed by 29 participants during the four-week fieldwork period, a total of 652 promotions and other marketing strategies were observed, averaging six per order. 
• Promotions and marketing strategies were used in 74% of orders placed.
• The average number of promotions observed was higher when ordering from chain outlets compared with independent outlets.
• The average number of promotions observed was higher when using aggregator apps and websites (such as Just Eat, Deliveroo, Uber Eats) to order, compared with an outlet’s own app or website.
• Price promotions and upselling strategies were the most common type of promotional strategy observed.
• Promotions and marketing strategies were observed to impact the volume of food ordered more so than the frequency of ordering, with certain price promotions sometimes leading to unintended over-ordering or more food being ordered on the basis of perceived value for money.
• Aggregator apps were found play a key role in consumer decision making in the OOH Digital Market.

This research addresses a gap in the evidence base to provide insight into availability and frequency of promotions and other marketing strategies in the OOH Digital Market, as well as indications of how these can influence consumers ordering behaviours. These findings will inform further research to support further policy development in Scotland aimed at improving the food environment.