Publication of Out of Home Digital Market Food Promotions Research in Scotland
Food Standards Scotland has published a report providing insights into the impact of promotions and other marketing strategies on consumer behaviours when ordering from the Out of Home Digital Market (OOH Digital Market) in Scotland, for example using digital platforms to order food and drink such as websites or apps, including Just Eat and Deliveroo.
Key findings of the research:
Consumers are commonly exposed to a range of promotions and other marketing strategies both before and during ordering food and drink from the OOH Digital Market.
Across 106 orders placed by 29 participants during the 4 week fieldwork period, a total of 652 promotions and other marketing strategies were observed, averaging six per order.
Promotions and marketing strategies were used in 74% of orders placed.
The average number of promotions observed was higher when ordering from chain outlets compared with independent outlets.
The average number of promotions observed was higher when using aggregator apps and websites (such as Just Eat, Deliveroo, Uber Eats) to order, compared with an outlet’s own app or website.
Price promotions and upselling strategies were the most common type of promotional strategy observed.
Promotions and marketing strategies were observed to impact the volume of food ordered more so than the frequency of ordering, with certain price promotions sometimes leading to unintended over-ordering or more food being ordered on the basis of perceived value for money.
Aggregator apps were found play a key role in consumer decision making in the OOH Digital Market.
This research addresses a gap in the evidence base to provide insight into availability and frequency of promotions and other marketing strategies in the OOH Digital Market. The findings also show the influence that promotions have on consumer ordering behaviours. It’s clear that OOH will continue to contribute to the dietary challenges we face in Scotland. This confirms our view that tackling the food environment should be a priority and that promotions are a major contributor to calorie consumption and are exacerbating the challenges we face in improving dietary health in Scotland. These findings will inform further research to support ongoing policy development in Scotland aimed at improving the food environment, including the development of the Eating Out, Eating Well Framework.
You can read the full report here.