Food Out, Food In: Britain’s Restaurants Pump Up Delivery Sales
High‑five to the hedgy digit! Top UK‑based restaurant chains brag that delivery orders jumped 10% in September 2022 versus last year, while takeaway and click‑and‑collect options took a small swipe‑down, slipping 3%. The good stuff: each pound spent on home‑delivery pitched in a hefty 71p, compared to just 29p for take‑aways.
2024 Outlook: A Delivery‑Centric Future?
When the pandemic doors finally opened, people swapped their in‑restaurant meals for the comfy convenience of a click‑and‑collect menu—or better yet, a full delivery. The transition is now part of the new normal, with take‑aways simply fading in the background of every food‑ordering app. Shipping leaders predict a continued spin‑up in 2024.
Why Delivery’s Reigning
According to Karl Chessell, director of Hospitality Operators & Food at CGA by NIQ for EMEA:
- “Lockdowns and the polished convenience of online booking turned the tide from take‑aways to deliveries.”
- “We’re seeing a solid year‑on‑year growth as people settle into a new pattern of ‘order‑in/skim‑out’.”
But, glad restaurants, there’s a caveat: Managing third‑party delivery platforms is a balancing act of logistics, finance, and customer delight.
What Should Restaurants Do?
Keep It Tight:
- Know your cost‑cutters—minimise the fees that eat into thin margins.
- Prioritise “order‑fast, deliver‑fast” tech so the dish goes from kitchen to doorstep with a speed that knocks your customer’s socks off.
- Keep tabs on feedback; a good review on any app can set the scores of all your pending orders.
Bottom Line
In short, the crisp click‑to‑delivery trend is here to stay. Restaurants that can juggle the delivery churn—exploiting the 71p lift while keeping costs in check—will be the front‑line victors in the battle for the hungry home market.
