Restaurants, takeaways and food delivery apps - YouGov analysis of British dining habits
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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 ◼ info@yougov.com 2Introduction
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%
Eat out
Monthly or several
times per month 6% 24% 12% 4%
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 ◼ info@yougov.com 302 I Britain’s favourite
restaurants (by region)
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 402 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 ◼ info@yougov.com 503 I Customer rankings
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 603 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 ◼ info@yougov.com 703 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
vegan sausage rolls – while also
5. 30%
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 ◼ info@yougov.com 804 I Profile of takeaway
and restaurant regulars
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 904 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 ◼ info@yougov.com 1004 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%
Food is fuel to me; nothing more 7%
8%
2%
Don’t know 2%
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 1104 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 ◼ info@yougov.com 1204 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 ◼ info@yougov.com 1304 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 ◼ info@yougov.com 1404 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.
In mid-2016 Subway had the highest brand health score by far - but McDonalds, KFC and Burger King
have managed to close the gap somewhat.
Index: Average of Impression, Value, Quality, Reputation, Satisfaction,
and Recommend scores for the brand
20
15
10
5
Score
0
-5
-10
-15
-20
May 2016 May 2017 May 2018 May 2019
Period ending 31/05/2019
McDonald’s Subway KFC Burger King
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 1504 I Profile of takeaway and restaurant regulars
Which brands have good quality and value perception?
In terms of (non-fast food) restaurant and pubs chains, Wetherspoons is perceived as offering the best
value for money with a score of +35, far ahead of second-placed Toby Carvery (+17).
UK restaurants
30
15
25
20 17
6
15 4
Quality
5
10 7
1
3
2 8 19
5 10
9
11 12 13
14
18 20
0 16
-5
-10
-10 -5 0 5 10 15 20 25 30 35
Value
Brands from left to right:
1 TGI Friday’s 2 Frankie & Benny’s 3 Slug and Lettuce 4 Miller & Carter 5 Bella Italia
6 Zizzi 7 Ask Italian 8 Pizza Hut 9 Chipotle 10 Vintage Inns
11 Beefeater 12 Flaming Grill 13 Crown Carveries 14 Sizzling Pubs 15 Pizza Express
16 Brewers Fayre 17 Nando’s 18 Harvester 19 Toby Carvery 20 Whetherspoon
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 1605 I The rise of delivery apps
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 1705 I The rise of delivery apps
Over the past five years, food delivery apps have increasingly
replaced phoning the local takeaway – particularly in urban areas.
But with so much choice, how do users go about deciding on a
restaurant? This section explores this process among fast food fans
(the 18% of the nation who eat fast food several times a month).
While food delivery services are popular among this group, one
fifth do not currently use a food delivery app at all, representing a
significant opportunity for further growth.
How fast food fans choose a restaurant on their food delivery app
39% vs 54%
14% vs 24%
I already have an idea of what I will decide while I’m using a food
restaurant I’m going to order from delivery service (browsing, reading
before ordering from a delivery reviews, etc.)
service
43% vs 19% 4% vs 3%
Not applicable – I don’t use food I don’t decide, because someone
delivery service(s) usually orders for me
Nat Rep Takeaway and Restaurant Regulars
In the main, this group knows exactly what they’re looking for before they open the app. However,
around a quarter (24%) see what takes their fancy at the time.
This indicates that brands have opportunities both in terms of promoting their presence on a specific
app, but also by standing out within the app – whether that’s in terms of delivery speed, special offers,
or wider food choices (especially for people with specific dietary requirements).
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 1805 I The rise of delivery apps
Delivery app awareness
Just Eat has by far the highest awareness across the country on 80%, although Deliveroo is catching up
with 76% awareness. Relative newcomer Uber Eats has a score of just 38% - up from 11% in 2017.
UK General Public - App Awareness
78% 79% 80%
75% 76%
73% 70%
66%
62%
52%
38%
31%
24%
18%
11%
2017 H1 2017 H2 2018 H1 2018 H2 2019 H1
Just Eat Deliveroo Uber Eats
Among those who regularly order takeaways, Just Eat has the consistently highest ad awareness score,
although Deliveroo’s score has jumped significantly over the past few years.
Awareness among regular takeaway buyers
35
30
25
20
15
10
5
0
01/06/2018 01/08/2018 01/10/2018 01/12/2018 01/02/2019 01/04/2019 01/06/2019
Just Eat Deliveroo Uber Eats
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 19Takeaways
The nine per cent of the nation who enjoy eating takeaways and going to restaurants
weekly are a young, sociable urban group. They like to treat themselves and would
rather not spend their time preparing and cooking meals. The rise in healthy and meat-
free options means that regularly eating out does not need to be associated with guilt.
In fact, “natural fast food” purveyor Leon has the highest recommendation score of all.
Along with new healthier takeaway options, food delivery apps have changed the dining
landscape. More than three quarters of the nation have heard of Just Eat and Deliveroo.
Regionally, however, it seems that people do like to stick with their tried and tested
favourites; the data shows that Greggs is unlikely to go out of fashion in the North East
any time soon.
While traditional fast food chains such as McDonald’s and KFC are as popular as ever,
more mid-market chains are struggling to differentiate themselves. However, outliers
Wetherspoons and Pizza Express are bucking the trend in terms of value and quality
perception respectively.
This paper represents a fraction of the data we have on the dining sector. Get in touch to
find out more.
Amelia Brophy
Head of Data Products, UK
––
+44 20 7012 6000
info@yougov.com
+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 20The tools behind
the research
YouGov’s Plan & Track service combines the detailed
audience segmentation power of Profiles with the brand
tracking capabilities of BrandIndex. It helps clients
understand and target key consumer segments, track the
effectiveness of advertising, marketing and public relations
strategies and campaigns, and measure brand perception on
a continuous basis. All of this data is collected in the YouGov
Cube, our connected data set which holds over 260,000 data
Plan and Track variables collected from over 300,000 YouGov panellists in
the UK.
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as the next day from our industry-leading omnibus and
targeted research services, with live reporting available on
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you’re looking for domestic or international research,
YouGov’s vast, engaged and highly profiled panel enables
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RealTime Research of the cost of a typical ad-hoc study.
YouGov Custom Research engagements leverage cutting-
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+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com 21+44 (0) 20 7012 6000 ◼ yougov.co.uk ◼ info@yougov.com
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