Out of Home Digital Market Food Promotions Research in Scotland report

This chapter provides an overview of participants’ ordering patterns and behaviour when placing takeaway orders from the OOH Digital Market. It provides insights on the frequency and timing of ordering, general reasons for ordering, as well as where participants tended to order from. 

The chapter draws on evidence collected from orders placed during the fieldwork period and recorded on Indeemo and follow-up depth interviews with participants, where they discussed specific both orders and general ordering behaviours.

Frequency and patterns of ordering 

Over the course of the fieldwork period, 106 orders were placed. This equates to an average of four orders per participant, approximately one order per week, with a range of zero (in which case the participant took part in an interview only as it was too close to the end of the fieldwork period for them to be replaced) to nine orders. This pattern was generally consistent with participants’ perceptions of their typical ordering behaviour. However, there were some who indicated that they had ordered more or less frequently than usual during the research period, primarily explained by life circumstances such as being unwell or having an unexpected, expensive bill to pay. 

Indeemo observations showed that the evening was the peak time for takeaway ordering, with 75% of all 106 orders placed for evening meals. Indeemo ordering data also revealed a tendency for participants to order takeaways more frequently towards the end of the working week and over the weekend. Fridays saw the highest number of orders (27%), followed by Mondays (17%) and Saturdays (13%). In contrast, the middle of the week, particularly Wednesdays, had the fewest orders (7%).

For each order made during the fieldwork period, participants were asked to record their reasons for ordering. They were allowed to cite more than one reason for each order. As shown in Figure 2.1, they gave a range of reasons. The most frequently mentioned was ordering as a treat (46% of all orders). Convenience was another key factor driving takeaway orders, with reasons of convenience being cited in 46% of instances (being too tired to cook (26%), finding it easier to order than to cook (21%) and not having time to cook (9%)) (Note: these convenience-related reasons total more than 46% as participants could select more than one answer). These convenience-related reasons were further emphasised and elaborated on in the follow-up interviews, with participants citing factors such as long working days, late arrivals home, lack of easy-to-prepare food in the fridge and recovering from an illness as the circumstances that led to them ordering takeaways. The appeal of takeaways as a convenient option was summarised by one participant, who stated: 

When it came to placing takeaway orders, apps were used more frequently (77% of cases) than websites (23%). Two thirds (67%) of all orders were placed through aggregator apps and a third (33%) via outlets’ own websites or apps. Participants reported finding aggregators easier to use and enjoyed the convenience of being able to browse multiple outlets, and compare promotions, within a single app. The volume and variety of food options available on the aggregator apps were cited as a major pull for participants. Moreover, participants also valued having a single platform rather than navigating multiple apps or websites as it streamlined the ordering process and reduced clutter on their devices.

In relation to choice of the specific outlet, over half (59%) were placed at an independent outlet while 41% of were made at chain outlets (outlets that share a parent company or owned by the same business). Both the Indeemo and qualitative data highlighted fast-food outlets, such as quick-service burger and pizza chain outlets, as being the most popular, closely followed by local Chinese and Indian outlets. Other types of cuisines ordered included Thai, Japanese and Middle Eastern. Chain coffee shops and fish-and-chip takeaways featured to a smaller extent.

As summarised in Figure 2.2, ‘liking the food’ was the most commonly cited reason (71% of orders) for ordering from a specific outlet. During interviews, participants elaborated on this, stating that their enjoyment of the food, and the consistency of the quality at their chosen outlets, drove their choices. Participants reported that they often used the same outlets over and again, suggesting that positive past experiences play an important role in shaping consumer loyalty to specific outlets. This also helped to minimise the risk of spending money on a takeaway and being left disappointed with the food.

Data from both Indeemo and depth interviews further highlighted the role of convenience and proximity in the outlet selection process. Among all orders recorded on Indeemo, 71% were ordered for home delivery. The value of delivery as a convenient option was emphasised during interviews, with some participants stating that the range of outlets they tended to order from was defined by delivery being available. When asked about the reasons for their choice of outlet on Indeemo, participants frequently cited the importance of the order being ready quickly (23%) and the outlet offering delivery (22%) or being located close enough to where they were to enable collection (23%).

Financial considerations also played a role in where participants chose to order from, with outlets offering good value for money (21%) and having good offers (14%) cited as being important. In order to contextualise the findings, participants were asked about the extent to which their decisions around food were based on financial considerations. Responses were mixed, with some participants reporting that their decisions are not primarily driven by finances and others acknowledging that money plays a key role in determining what they eat and how often they order takeaways. Those facing greater financial constraints tended to be students, lone parents, those with more than one child in the household and living in the most deprived areas of Scotland (SIMD 1 and 2). A higher appreciation for promotional discounts was noted among those who reported experiencing financial constraints.

There were also consumers who appreciated outlets that offer a wide range of food options, particularly when ordering for a large group of people, and can accommodate dietary requirements such as dairy-free or vegetarian (a factor in 10% of orders). In only two instances, however, was the choice of outlet motivated by the outlet’s offering of healthy options, suggesting that health is rarely prioritised when participants decide to order food online, decision frequently driven by wanting to ‘treat’ oneself.