Insight of the Week: Spotlight on the heavy fast food home delivery users
A key change in consumer behaviour in recent years has been the trend towards going out less to eat and drink. One consequence of this has been greater competition in the fast food home delivery industry, as the likes of Uber Eats, Just Eat, Hungry House and many other delivery services battle for a share of the home delivery wallet. At the same time, some of the biggest fast food companies, such as McDonald’s and KFC, who have until recently largely resisted home delivery, have felt obliged to enter the fray.
Latest data from Kantar Media’s TGI study of consumer behaviour reveals that 26% of adults (just under a million people) in the Republic of Ireland use a fast food delivery service once a month or more, whilst 8% of adults (over 300,000 people) use one once a week or more. This 8% figure is up from 5% (183,000 adults) in 2015.
These frequent (once a week or more) fast food delivery service users are particularly likely to spend big. TGI data reveals that 10% of them typically spend €22.50 or more per person when they order take away food, compared to 6% of those who consume take away food once week or more.
It is the young who are particularly likely to use fast food home delivery services, with 15-24 year olds 63% more likely to frequently do so than the average adult and 25-34 year olds 25% more likely.
There are some significant differences in attitudes between those who frequently use a fast food delivery service and those who frequently get a take away. The frequent delivery service users are keen drinkers, 27% more likely than frequent take away users to agree ‘beer goes really well with a meal’ and 21% more likely to agree ‘the point of drinking is to get drunk’. They are also 20% more likely to say they prefer not to shop in major high street chains.
When it comes to reaching them efficiently, TGI data reveals that these frequent fast food delivery users are 35% more likely than heavy take away users to agree ‘I would be willing to pay to access content on magazine websites’. In addition, compared to the average adult, they are three quarters more likely to be amongst the heaviest fifth of consumers of internet and 64% more likely to be amongst the heaviest fifth of consumers of cinema.