Despite the looming economic pressures being faced globally, the online food ordering market (and for that matter, takeaways as a whole) have slipped under the radar of cutbacks more than other industries for a few simple reasons – they’re simple, convenient and cost-effective.
Some reporters have argued the current recession is “having a considerable impact on how consumers spend their leisure time”, and it is easy to see why. With the downturn filtering through the levels to affect the consumer, leisure time with a heavy expenditure has been substituted for alternate sources of fun and entertainment. Families are slowing down and spending more of their free time at home, discovering the joy of the family experience and bonding differently from years of change dating back to the core family values of the 1970s. This is where the takeaway industry comes in.
Routines have changed to accommodate more affordable entertainment – and getting a takeaway is a quick fix resolution to external costs at the pub or wherever past interest may lie. In this new “Staycation” trend consumers have identified staying in as the “new going out”, allowing them to spend more time with loved ones and enjoy the core values that bring people together – food, drink and communication. It is for these reasons that the takeaway industry has continued to grow in the economic downturn.
Statistics from eNewsletter further exacerbate this point. 22% of consumers are cutting back on restaurant visits in comparison to the pre-recession market to save on costs. A restaurant meal can easily run up costs where the takeaway won’t. The takeaway is not only an equal; it is also the more sensible option.
Due to the product appeal and value for money appearance symbolised by the takeaway industry, the sector is in no doubt, better placed to whether the economic storm. Confidence remains high in the majority of leading companies, and it comes as no surprise that many of operators will continue to adopt vigorously strategic marketing and expansion plans in 2009/2010.
According to recent surveys, takeaway sales in Manchester and London have rocketed by 30% in the last year, undermining the apparent slowdown of the economic crisis. Apparently curry and pizza still tops the UK list! Some commentators have even reported on the stress-relief provided by particular takeaways, especially curries. The mix of endorphin releasing red chilli peppers and serotonin-rich vegetables improves mood. 84% of participants said that the stress of not having to cook is another contributing factor to the success of the ‘recession-proof takeaway’.
Food is not only a luxury, but a necessity. Home cooked meals may be an ideal, but they aren’t always what the consumer wants, occasionally we want something different to meet our needs – a void that can be filled by the takeaway industry. True, it doesn’t matter what we eat and drink – it’s all a basic human requirement, but takeaways offer greater choice when we want it.
It is no secret that we all face challenging times in terms of financial restraints and cutbacks, but the key here is for businesses to align themselves with the changing needs of the new grounded consumer – a concept which has been met by the takeaway industry (strategically or inadvertently) as consumers aim to spend more time at home.
Sarah Baker is a food fanatic who loves to write about the best way to enjoy takeaway food. She resides in London with her pet dog Cammy and loves ordering takeaway food online at http://www.just-eat.co.uk her favourite online food ordering site.