Conclusions
The research aimed to provide evidence on the impact of promotions and other marketing strategies in the OOH Digital Market on consumer ordering behaviours. 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 small scale and qualitative nature of the study limited the extent to which the scale of any link can be inferred.
The study findings confirmed and built on those of Scottish Government research in showing that consumers are exposed to a range of promotions and other marketing strategies both before (e.g., via emails and notifications) and during ordering. This is particularly true in the case of chain outlets and aggregator apps, which were the ordering platforms most commonly used by study participants. Findings also supported the previous study in confirming the high prevalence of discounts for minimum spend and upselling.
However, while communications about promotions were commonplace and promotions were frequently used during orders, their direct impact on prompting unplanned takeaway orders appeared limited. Participants primarily reported to order for reasons of convenience or as a treat, with promotions rarely being the sole trigger. Instead, price promotions could be the deciding factor when individuals were already thinking about ordering, particularly when financial considerations were involved. Beyond the promotion type, time-limited promotions also exerted some influence by creating a sense of urgency, which could prompt immediate orders. Furthermore, the ubiquitous nature of promotions, especially within aggregator apps and chain outlets, created an expectation that discounts would always be available, potentially influencing ordering behaviours more subliminally. Indeed, some participants reported that their knowledge of readily available promotions contributed to their choice of platform or outlet.
Promotions and marketing strategies also had an impact on the volume of food ordered, with certain price promotions again being particularly influential. Discounts with a minimum spend encouraged adding extra items to reach the threshold, sometimes leading to unintended over-ordering, while meal deals could also lead to more food being ordered, as participants perceived better value in ordering these items together rather than individually. Upsizing promotions (i.e. larger sizes being offered or being the default size) had a lower prevalence but higher uptake. While the low prevalence rate limits the extent to which conclusions can be drawn, all instances of uptake do necessarily result in larger portions, and therefore more calories, being ordered. Therefore, if their prevalence was to increase, they could have a substantial impact. Upselling techniques, though commonplace, were largely ineffective as they typically came at the end of the order process, by which time participants had decided what they wanted to order.
There were also themes which cut across the research:
- Financial considerations played a key role in decisions around ordering from the OOH Digital Market. Price promotions, which had both high prevalence and uptake, were perceived to be valuable, particularly by those facing financial constraints, and were often reported to have influenced platform and outlet choices. They could be what swayed a decision in situations where consumers were undecided about ordering a takeaway. They could also influence decisions on the food ordered, including, in some cases, more food being ordered as a result.
- Among those who were less influenced by promotions, habit came into play. These participants’ ordering behaviours were more habitual, with them choosing the same outlets and items time and again. Ordering food that they knew they would enjoy was more important than using promotional discounts.
- Aggregator apps play a key role in consumer decision making in the OOH Digital Market. They were used in two thirds of orders made during the fieldwork period and participants liked them for their ease and convenience, as well as the promotions they offered. Price promotions were more prevalent in aggregator apps (as well as chain outlets). Consumers’ decision making as to where to order from was also influenced by aggregator apps, and the promotions they offered. While it was typical for consumers to report choosing the type of cuisine they wanted before considering any available promotions, the next step was often to go onto an aggregator app and find a outlet of that cuisine type that had a promotion available. Similarly, aggregators contributed to participants’ knowledge that there will ‘always’ be a promotion available any time they wish to order a takeaway, which, the evidence suggests may contribute to consumers ordering from the OOH Digital Market more frequently.
This research addresses a gap in the evidence base to provide initial 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 influence further research to inform policy development in Scotland aimed at improving the food environment.