Delivery the next branding challenge

As delivery of restaurant food becomes ever bigger business, new research from CGA Peach shows that its quality is likely to have a major bearing on the perception of operators’ brands.

A survey of 1,000 UK consumers for CGA Peach’s ‘Delivering Opportunities’ report reveals that four in five (83%) believe a bad experience of food delivery puts them off returning to a restaurant to eat in. More than a third (38%) think the standard of delivered food is worse than that served in restaurants—a sentiment that is sure to affect their perceptions of a brand’s quality.

The findings come amid burgeoning interest in the delivery of restaurant food and some negative media coverage of delivery platform Deliveroo around its new pay structure for staff. Whether delivery drivers’ complaints about terms have any impact on consumer opinion remains to be seen—but CGA Peach’s research is a timely reminder that restaurant operators need to guard their brands as closely in the delivery sector as they do in their venues. Investment in the presentation of food and technology to keep it fresh and hot is an increasingly important priority for operators.

CGA Peach’s report also highlights the scale of the delivery market now. It estimates that nearly 27 million people have had restaurant or takeaway food delivered in the UK over the last six months, with a third (35%) of them increasing the frequency with which they do so. The numbers now ordering delivery weekly (49%) are now virtually the same as those dining out weekly (50%).

CGA Peach director Jamie Campbell said: “The delivery phenomenon has huge implications. Those who can deliver high quality food speedily, with efficient service and at a good price point can drive incremental business.”

He added: “The industry’s big challenge now is to maintain consumer demand for eating out in restaurants while also meeting their needs when they choose to eat at home instead. It is a fine and difficult balance, and the operators who can work out how to strike it will be best placed in the years ahead.”