Delivery and takeaway sales slip as consumers return to eating out
JP Then, Slerp founder, said it is about engaging with customers when they purchase online and rewarding them to drive repeat purchases directly.
Britain’s managed restaurant and pub groups’ delivery and takeaway sales fell 24% year-on-year after consumers resumed eating out, according to the CGA and Slerp Hospitality at Home Tracker.
Groups’ combined delivery and takeaway sales in March 2022 were 119% higher than in March 2019. Three-year sales growth for deliveries stands at 382%—19 times the increase of 20% in the takeaway and click-and-collect sector.
However, the tracker shows expansion has “stalled” in the last 12 months, as Covid-19 restrictions eased and consumers returned to restaurants and pubs, with many “tightening their belts” as the cost of living rises.
CGA said deliveries were 19% down year-on-year, and takeaways down 31%.
Karl Chessell, CGA’s director, said: “Given the comparatives, the year-on-year dip in deliveries and takeaways was inevitable. The at-home market still represents around a quarter of managed groups’ sales, and it is very clear that the convenience of deliveries will continue to appeal.
“Optimising deliveries and partnerships with third-party platforms, without disrupting eat-in trading, is going to be crucial as we head towards the summer.”
JP Then, Slerp founder, added: “The focus for operators is turning repeat customers into loyal advocates. This applies online as much as it does for On Premise. We know that up to 70% of revenue is generated from 30% of customers – it’s now about engaging with this customer base when they purchase online, and rewarding them to drive repeat purchases directly.”
