FAST FOOD & FOOD DELIVERY SERVICES STUDY. October 2018

Transcription

1 FAST FOOD & FOOD DELIVERY SERVICES STUDY October 2018

2 HIT LISTENERS FAST FOOD & FOOD DELIVERY SERVICES

3 The top three words people use to describe fast food is quick, easy, and unhealthy. They are most likely to associate burgers and chips with fast food, so it s no surprise that the top 3 brands associated with fast food is McDonald s, KFC, and Hungry Jack s. Q. How would you define 'fast food'? Have a think about the fast food brands, types of food, etc that you associate with fast food. TOP 5 DESCRIPTIVE WORDS USED PEOPLE 18+ Quick 49% Easy 22% Unhealthy 18% Convenient 15% Cheap 9% TOP 5 FOODS USED PEOPLE 18+ Burgers 11% Chips 10% Pizza 8% Chicken 4% Fish & Chips 4% TOP 5 BRANDS USED PEOPLE 18+ McDonald s 24% KFC 17% Hungry Jack s 16% Subway 6% Red Rooster 6% Source: SCA Research Fast Food Study October 18 Q. How would you define 'fast food? Have a think about the fast food brands, types of food, etc that you associate with fast food? People 18+ N=315

4 Although unhealthy was the third most used word to describe fast food when unprompted, it s interesting to see that once prompted, the majority of people see fast food as both healthy and unhealthy food options that are prepared quickly and easily. Q. When you think of 'fast food', which of the below BEST describes your thoughts? 44% 30% 27% Fast food is low quality mass-produced food, made using preprepared ingredients high in fat, salt, sugar, and calories. Fast food is any type of meal that can be ordered as take out, and/or delivered to your door. Fast food is both healthy and unhealthy food options prepared quickly and easily. Source: SCA Research Fast Food Study October 18 Q. When you think of 'fast food', which of the below BEST describes your thoughts? People 18+ N=315

5 Over half (55%) purchase fast food or take away at least once a week. Q. How often do you purchase fast food or take away? 80% of respondents purchase fast food or take away at least monthly 31% 22% 18% 18% 8% 2% 1% 1% Daily A few times a week Weekly Fortnightly Monthly Every now and then Once or twice a year Never Source: SCA Research Fast Food Study October 18 Q. How often do you purchase fast food or take away? People 18+ N=315

6 Of those people who purchase fast food on a weekly basis, the majority of them spend between $21 to $40 on fast food each week. Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. Base: Purchase fast food on a weekly basis 42% 23% 17% 7% 8% 3% $1-$20 $21-$40 $41-$60 $61-$80 $81-$100 $100+ Source: SCA Research Fast Food Study October 18 Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. People 18+ N=173

7 The most popular meal times to purchase fast food is lunch and dinner. Purchases for all meal times are generally made every now and then. Dinner is more commonly purchased on a regular basis compared to other meal times, with over 1 in 4 purchasing fast food for dinner on a weekly basis. Q. How often would you purchase food from a fast food restaurant or take-away restaurant at the following times of day? 63% 57% 46% 38% 42% 42% 43% 30% 29% 28% 31% 15% 15% 12% 13% 11% 12% 9% 7% 8% 5% 2% 3% 3% 1% 2% 1% 2% 3% 2% 3% 3% 1% 1% 0% 1% 2% 0% 2% 4% 6% 3% Breakfast Morning Snack Lunch Afternoon Snack Dinner Dessert Daily A few times a week Weekly Fortnightly Monthly Every now and then Never Source: SCA Research Fast Food Study October 18 Q. How often would you purchase food from a fast food restaurant or take-away restaurant at the following times of day? People 18+ N=311

8 Almost 1 in 3 people say that radio provides them with information about what fast food options are available in their area. Q. When deciding which fast food restaurant to purchase from, which of the following is a source of information for what is available to purchase in your area? 37% 37% 35% 30% 25% 20% 20% 8% None of the above TV advertising Social media Radio advertising Online advertising Online review websites/apps (eg. Google Reviews, Yelp, Zomato) Billboards Radio personalities talking about a specific restaurant Source: SCA Research Fast Food Study October 18 Q. When deciding which fast food restaurant to purchase from, which of the following is a source of information for what is available to purchase in your area? People 18+ N=311

9 1 in 5 people say that radio prompts them to decide to order fast food for a specific time of day or occasion. Q. Looking at the same list, which of the following sources of information generally prompt you to decide to order fast food for a specific time of day (eg. dinner), or occasion (eg. birthday party)? 50% 28% 21% 20% 17% 14% 10% 4% None of the above TV advertising Social media Radio advertising Online advertising Online review websites/apps (eg. Google Reviews, Yelp, Zomato) Billboards Radio personalities talking about a specific restaurant Source: SCA Research Fast Food Study October 18 Q. Looking at the same list, which of the following sources of information generally prompt you to decide to order fast food for a specific time of day (eg. dinner), or occasion (eg. birthday party)? People 18+ N=311

10 Although 2 in 5 people always looking for healthy alternatives when purchasing fast food, they also see fast food as a treat for themselves, so they don t feel guilty about eating it. Q. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? AGREE I always look for healthy alternatives when I purchase fast food 5% 22% 33% 26% 13% 39% When I purchase fast food, it's a treat so I don't feel guilty about it 7% 22% 34% 31% 5% 37% I only eat fast food when I'm on the go 7% 26% 32% 28% 8% 35% When I eat fast food, I always feel guilty about it afterwards 8% 22% 35% 25% 9% 34% I eat fast food to reward myself 17% 32% 30% 18% 3% 22% 1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree Source: SCA Research Fast Food Study October 18 Q. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? People 18+ N=315

11 Almost 1 in 3 people have used a food delivery service in the past 2 months. Of those who have, over 4 in 5 people have used UberEATS. Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? BASE: Have used a food delivery services in the past 2 months. 83% 30% 33% 18% of people have used a food delivery service in the past 2 months No: 70% UberEATS Menulog Deliveroo EatNow The delivery service of the restaurant I ordered from (eg. McDelivery, Domino's Delivery) 6% 5% 3% 2% 2% 1% Foodora ideliver Delivery Hero OpenTable Source: SCA Research Fast Food Study October 2018 Q. So, have you used a food delivery service in the past 2 months? For example UberEATS, Deliveroo, Foodora, etc... People 18+ N=315 Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? People 18+ N=96

12 2 in 3 (67%) people chose to order through a food delivery service for the convenience, while over 2 in 5 (43%) people chose this option due to time constraints. Q. Could you please tell us why you chose to order through a food delivery service? BASE: Have used a food delivery services in the past 2 months. 67% REASON PEOPLE % Time constraints I didn't have time to cook To save time I didn't have time to shop for groceries 43% 29% 23% 19% 18% 16% 15% 15% 10% 8% 7% 6% 4% Convenience I didn't want to / couldn't leave the house I felt like treating myself I didn't have time to cook To save time I had a voucher I didn't have time to shop for groceries I didn't know what to cook myself instead More choice / variety Recommendation from family/friends Easier to compare prices I was catering The restaurants for a party / offer a loyalty large group of discount when people ordering through the delivery service website/app Other Source: SCA Research Fast Food Study October 2018 Q. Could you please tell us why you chose to order through a food delivery service? People 18+ N=96

13 Although almost 1 in 3 people eat more fast food now than they used to, only 1 in 4 people say they cook at home less often n ow that they use food delivery services. Although many people usually order the same meal/food through food delivery services, i t has meant that almost half of people are purchasing from traditional fast food chains less often now than they used to. Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? BASE: Have used a food delivery services in the past 2 months. AGREE I usually order the same meal/food when ordering through food delivery services 5% 17% 27% 40% 11% 50% The accessibility of broader take-away choices has meant I order from traditional fast food restaurants/chains (eg. McDonald's) less often now than I used to 9% 18% 24% 37% 13% 49% I eat a wider variety of meals now that I order through food delivery services 11% 16% 31% 30% 12% 42% My opinion of 'fast food' has improved since using food delivery services 6% 18% 35% 33% 9% 42% I often choose healthier food options when ordering through food delivery services 7% 25% 31% 27% 10% 36% I eat more fast food now because it is so readily available 16% 24% 30% 23% 7% 30% I cook at home less often now that I order through food delivery services 21% 29% 24% 19% 6% 25% Food delivery services have improved my eating habits 16% 34% 31% 8% 10% 18% 1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree Source: SCA Research Fast Food Study October 2018 Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? People 18+ N=96

14 Respondent Breakdown People % 70% QLD: 26% G e n d e r B r e a k o u t WA: 16% SA: 14% A g e B r e a k d o w n NSW: 22% 16% 10% 13% 16% 16% 11% 8% 5% 4% M a r k e t B r e a k d o w n VIC: 23%

15 M E T H O D O L O G Y : W E I G H T I N G S O U T H E R N C R O S S A U S T E R E O R E S E A R C H Weighting Efficiency: 81% The closer your weighting efficiency is to 100%, the more closely your weighted data resembles your actual data, and the better you can consider your weighting. If weighting is inflating the responses from a particular group unduly, your weighting efficiency will be significantly less than 100%. Generally, 80% is recommended as a good benchmark. If your weighting efficiency is below 80%, you may need to re-examine your data to understand why. Maximum Weight: Minimum Weight: The highest weight value associated with a respondent's survey responses, indicating how strongly the respondent's survey responses are emphasized. For example, if the maximum weight value is 5, it means that in your weighted survey data, there is one survey respondent or more whose individual response counts as five responses. In general, it is recommended that your maximum weight be less than 3. The lowest weight value associated with a respondent's survey responses, indicating how much the respondent's survey responses are de-emphasized. For example, if the minimum weight value is 0.11, it means that in your weighted survey data, there is one survey respondent or more whose individual response counts as 0.11 responses.

16 M E T H O D O L O G Y S O U T H E R N C R O S S A U S T E R E O R E S E A R C H The results of this survey are INDICATIVE ONLY. The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of Hit VIP on the HIT Network and The Club on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 200,000 members. The is split between the Hit database and the Triple M database. Of these members, approximately 20,000 people were invited to be part of our Insights panel community. Respondents were recruited from this database. Approximately 315 completed the study. Various filters have been placed over the data at different times. Certain questions asked for an essay or verbatim type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo audience. SCA brands reach approximately 35% of the 10+ population and approximately 41% of the population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces. Furthermore, as it is an online survey, the respondents would also be skewed towards being early adopters for technology, trend setters in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan and larger regional marketplaces only. Icons sourced from Flat Icon.

17 TRIPLE M LISTENERS FAST FOOD & FOOD DELIVERY SERVICES

18 There is a near even split between all three descriptions of fast food. The majority of Triple M listeners however describe fast food as any type of food that can be ordered as take out, and/or delivered to the door. Q. When you think of 'fast food', which of the below BEST describes your thoughts? 31% 35% 34% Fast food is low quality mass-produced food, made using preprepared ingredients high in fat, salt, sugar, and calories. Fast food is any type of meal that can be ordered as take out, and/or delivered to your door. Fast food is both healthy and unhealthy food options prepared quickly and easily. Source: SCA Research Fast Food Study December 18 Q. When you think of 'fast food', which of the below BEST describes your thoughts? Triple M listeners People 18+ N=374

19 2 in 5 (40%) Triple M listeners purchase fast food or take away at least once a week. Q. How often do you purchase fast food or take away? 70% of respondents purchase fast food or take away at least monthly 26% 19% 22% 12% 11% 6% 1% 1% Daily A few times a week Weekly Fortnightly Monthly Every now and then Once or twice a year Never Source: SCA Research Fast Food Study December 18 Q. How often do you purchase fast food or take away? Triple M listeners People 18+ N=374

20 Of those Triple M listeners who purchase fast food on a weekly basis, the majority of them spend between $21 to $40 on fast food each week. Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. Base: Purchase fast food on a weekly basis 43% 26% 14% 9% 3% 2% $1-$20 $21-$40 $41-$60 $61-$80 $81-$100 $100+ Source: SCA Research Fast Food Study December 18 Q. On average, how much do you spend on fast food each week? Fast food is food that can be prepared quickly and easily, and sold in restaurants or can be ordered as take out. Triple M listeners People 18+ N=149

21 Food comes first 62% o f Tr i p l e M l i s t e n e r s u s u a l l y d e c i d e W H AT t h e y w a n t t o p u r c h a s e f i r s t ( eg. b u r g e r ) b e f o r e d e c i d i n g W H E R E t h e y w a n t t o p u r c h a s e f r o m. Comparatively, 38% of Triple M listeners usually decide WHERE they want to purchase from first (ie. the restaurant). Source: SCA Research Fast Food Study December 18 Q. Thinking generally, when you go to purchase fast food or take away, what do you usually decide FIRST- where you want to go, or what you want to eat? Triple M listeners People 18+ N=149

22 Over half of Triple M listeners make their fast food purchases based on value. 60% of Triple M listeners will choose what to eat from a fast food restaurant based on the healthiness of the food, while 58% will choose based on price. Interestingly, the younger the Triple M listener is, the more price conscious they are, and as they get older they become more health conscious. Q. Imagine it's lunch time and you haven't brought your lunch with you (or don't have anything at home). So you decide to get fast food or take-away. What do you look for when choosing WHAT to eat from a fast food or take away restaurant? 51% % AGREE MMM 18+ MMM MMM MMM % 46% 43% 34% 33% Price conscious Value Cheap Health conscious Quality ingredients Fresh Healthy Less processed 58% 67% 56% 55% 60% 53% 57% 75% 28% 22% 18% 13% 11% 11% 9% 7% 4% 1% Value Convenience Fresh Something I'm craving Healthy Quality ingredients Something that will fill me up Cheap Variety Less processed Comes in a meal Certain cuisine Something different Clean inhouse dining Other Unhealthy Source: SCA Research Fast Food Study December 18 Q Imagine it's lunch time and you haven't brought your lunch with you (or don't have anything at home). So you decide to get fast food or take-away. What do you look for when choosing WHAT to eat from a fast food or take away restaurant? Triple M listeners People 18+ N=149 [People N=81, People N=198, People 55+ N=89]

23 Over 1 in 5 Triple M listeners have used a food delivery service in the past 2 months. Of those who have, almost 4 in 5 listeners have used UberEATS. Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? BASE: Have used a food delivery services in the past 2 months. 22% 58% 32% 20% of Triple M listeners have used a food delivery service in the past 2 months No: 78% UberEATS Menulog The delivery service of the restaurant I ordered from (eg. McDelivery, Domino's Delivery) 6% 6% 6% Deliveroo EatNow Other Source: SCA Research Fast Food Study December 2018 Q. So, have you used a food delivery service in the past 2 months? For example UberEATS, Deliveroo, Foodora, etc... Triple M listeners People 18+ N=374 Q. You said you've used a food delivery service in the past 2 months. Could you please tell us which food delivery service/s you have used in the past 2 months? Triple M listeners People 18+ N=84

24 Over half (54%) of Triple M listeners chose to order through a food delivery service for convenience or ease, while 2 in 5 (40%) people chose this option due to time constraints. Q. Could you please tell us why you chose to order through a food delivery service? BASE: Have used a food delivery services in the past 2 months. 54% REASON MMM 18+ Time constraints I didn't have time to cook To save time I didn't have time to shop for groceries 40% 35% For convenience / ease Convenience Easier to compare prices I didn t know what to cook myself instead 54% 27% 25% 20% 15% 11% 8% 7% 7% 6% 6% 6% 5% Convenience I didn't want to / couldn't leave the house I felt like treating myself I didn't have time to cook To save time I had a voucher I didn't have time to shop for groceries I didn't know what to cook myself instead More choice / variety Recommendation from family/friends Easier to compare prices I was catering The restaurants for a party / offer a loyalty large group of discount when people ordering through the delivery service website/app Other Source: SCA Research Fast Food Study December 2018 Q. Could you please tell us why you chose to order through a food delivery service? Triple M listeners People 18+ N=84

25 2 in 5 Triple M listeners are relying on the traditional fast food chains (e.g. McDonald s) less, since using food delivery services. These services haven t discouraged Triple M listeners creativity in the kitchen just yet though, with only 15% saying they eat more fast food because it is so readily available. Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? BASE: Have used a food delivery services in the past 2 months. AGREE The accessibility of broader take-away choices has meant I order from traditional fast food restaurants/chains (eg. McDonald's) less often now than I used to 12% 18% 31% 35% 5% 39% I usually order the same meal/food when ordering through food delivery services 12% 25% 32% 30% 1% 31% I often choose healthier food options when ordering through food delivery services 12% 31% 35% 18% 5% 23% My opinion of 'fast food' has improved since using food delivery services 10% 26% 43% 19% 2% 21% I eat a wider variety of meals now that I order through food delivery services 19% 23% 39% 19% 19% I eat more fast food now because it is so readily available 25% 36% 24% 14% 1% 15% I cook at home less often now that I order through food delivery services 36% 35% 15% 12% 2% 14% Food delivery services have improved my eating habits 23% 44% 30% 4% 4% 1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree Source: SCA Research Fast Food Study December 2018 Q. And lastly, we'd like to understand how food delivery services, such as UberEATS, Foodora, or Deliveroo, have impacted on your life. Looking at the statements below, could you please tell us how much you agree/disagree with each statement? Triple M listeners People 18+ N=84

26 Respondent Breakdown People % 40% Brisbane: 27% G e n d e r B r e a k o u t A g e B r e a k d o w n Perth: 11% Adelaide: 20% Sydney: 17% 16% 17% 20% 16% M a r k e t B r e a k d o w n Melbourne: 25% 11% 10% 1% 3% 5%

27 M E T H O D O L O G Y S O U T H E R N C R O S S A U S T E R E O R E S E A R C H The results of this survey are INDICATIVE ONLY. The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of Hit VIP on the HIT Network and The Club on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 200,000 members. The is split between the Hit database and the Triple M database. Of these members, approximately 20,000 people were invited to be part of our Insights panel community. Respondents were recruited from the Triple M database. Approximately 409 completed the study. Various filters have been placed over the data at different times. Certain questions asked for an essay or verbatim type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo audience. SCA brands reach approximately 35% of the 10+ population and approximately 41% of the population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces. Furthermore, as it is an online survey, the respondents would also be skewed towards being early adopters for technology, trend setters in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Southern Cross Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan and larger regional marketplaces only. Icons sourced from Flat Icon.