Delivery versus collection: which is most effective?

Operators are all under pressure to maximise sales offering delivery and click and collect, but Lumina Intelligence asks, which is most successful?

During strict lockdown measures, takeaway and delivery have remained an essential way for operators to make sales. Here, Lumina Intelligence shares key findings from its recent research to help you choose which is most effective for your business.

OLDER CONSUMERS OPT FOR MORE TRADITIONAL ORDERING METHODS

Younger consumers are more likely to embrace technology when it comes to ordering out-of-home food and drink. Under-34s accounted for 55% of all delivery orders in November and December and 52% of all click and collect. In contrast, over 55s accounted for just 9% of delivery orders and 11% click and collect.

Although younger consumers are more prevalent in the eating and drinking out market currently, it is important that you don’t lose focus on the additional revenue opportunities that other age groups offer. Promotions relating to on-site purchasing will resonate more with older generations and as the vaccine roll-out continues, operators need to think about how to entice those customers back into venues. Meanwhile, digital ordering will be critical in retaining the younger, more tech-reliant consumers.

THERE’S NO ONE-SIZE FITS-ALL APPROACH

With operators such as Deliveroo and Uber Eats much more prominent in London, the region commands a much larger share (24%) of all out-ofhome food and drink orders in the UK, compared to click and collect (20%) and ordered and purchased on-site (17%). Click and collect over-indexes in the Midlands and Yorkshire.

This highlights that there is no one-size-fits-all approach. Operators need to understand the behaviours of their local demographic and tailor their approach to suit. For most, there will be great value in offering multiple ordering methods but utilising each method appropriately to attract a specific consumer base.

The Lumina Intelligence Eating & Drinking Out Panel is based on 78,000 surveys annually, built up from a nationally representative weekly sample of 1,500 shoppers. The coverage includes more than 900 out-of-home operators. Find out more: www.luminaintelligence.com/product/eating-anddrinking-out-panel