Who are your customers? Demographics
Dining out for many, is still considered a treat; reserved for special occasions; or times when friends, family or colleagues get together.
Dining in, with a food delivery is possibly only considered the same way for a few; likely to occur far more often, combine that with the ease, convenience and choice, there is huge growth across all age groups.
The latest data insights and analytics are very revealing, despite economic pressures over the last year showing continued massive growth. According to the latest MCA Foodservice Delivery Report 2019/20, food delivery was worth £8.4 billion in 2019 – up +18% on previous year. Contributed to 10% of the foodservice market.
Based on 2018/19 data – 60% of UK adults are active delivery users who, on average, order twice per month and spend £9.47 per head per order.
Breaking this down further by Age Group:
18 – 34
88% regularly order deliveries (once every 2 – 3 months) using the latest mobile apps and services giving them the widest choice in cuisine styles. British, American and Pan Asian dishes are favourites. The most likely to order more frequently, to try new foods; particularly, if more visuals and quicker delivery times and use varying mobile apps and websites.
35 – 49
71% also regularly order, dishes are likely to be traditional Chinese, Indian or Pizza. However, are the biggest adopters of mobile apps, most likely to order just for themselves or one other person.
39% of over 50’s stick to the local tried and tested independents; 63% placing phone orders. So, if targeting this demographic, ease of use is key and reward loyalty.
All the consumer groups would like to see more promotions, discounts and other offers.
In total, this equates to 851m meals ordered in 2018 in the UK, with no signs of slowing. MCA predicts that the market will be worth £9.8 bn by 2021.
Any bad experience at any stage, whether choosing what to eat, ordering, delivery or consumption can reflect badly on a brand and may result in customer complaints, refunds, poor reviews or a lost customer.
Finding a new customer costs eight times as much as keeping a customer so retention, loyalty, customer service and value are all essential.
Source MCA Insight