Posh or nosh: How do fans of food delivery companies differ?
September 4, 2017 | Written by Xan Atkins | Data by Darius Ansari
The last few years have witnessed a worldwide revolution in the dining industry. Where once the culture was to eat out at restaurants, now the world is seeing the rise of restaurant delivery services. Of course, basic takeout delivery services have been around for years. For the thousands of street corner Chinese, fish and chips, Indian and multiple other forms of take away shops, delivery is crucial to their business. However, the rapid rise of take away from more expensive chains and independent restaurants that previously didn’t cater to delivery is a newer phenomenon. Developments in the way younger generations are living their lives, such as flexible working hours, mean that, whilst many still want high-quality restaurant food, they want to eat it on the move, at work or even just in the comfort of their own homes. Now foodies are looking to a range of new startups who specialise in delivering food from more upmarket venues.
The rise of these modern food delivery services, the big two in the UK being Deliveroo and UberEats, has slowly eaten into business from the previous delivery giants, Just eat and Hungry House. Where, previously, these two were able to span across a range of ages, segments and backgrounds, attracting business from just about anyone who wanted food delivered, in recent years, they have lost a large amount of customers who are looking to the startups for quality delivered restaurant food.
But what are the real differences between the purveyors of Just Eat/Hungry House (J/H) and those who have joined the ranks of Deliveroo/UberEats (D/U) customers? We examined the social data to find out…
Top passions for Deliveroo/UberEats fans (L) and Just Eat/Hungry House fans (R)
At a glance, we can see from the top passions what the major differences between followers of J/H and those of D/U are. What is immediately clear is that D/U fans are more passionate about creative pursuits, whilst J/H fans are keener on functional activities. The top spot for D/U fans is no surprise considering that the quality and price of food that D/U deliver is much higher — these are fans who put great taste before anything else. However, J/H followers’ passions for popular music, comedy and fast food shows that entertainment trumps quality food in their eyes. Therefore, these fans might be more enthusiastic about what they are doing whilst they eat than about the food that they are actually eating.
Top brands for Deliveroo/UberEats fans (L) and Justeat/Hungry House fans (R)
The data from the top brands of fans for each delivery company again reflects similar results to those from the passions. Whilst D/U fans favour food brands, particularly urban, millennial favourites such as MEATliqour, fans of J/H are more passionate about brands associated with household goods and beauty products.
Top influencers for Deliveroo/UberEats fans (L) and Just Eat/Hungry House fans (R)
Finally, the top influencers for D/U fans highlight people involved in artistic endeavours with an international focus, such as film making, photography, international affairs and, most importantly, food. However, the influencers for J/H fans are more associated with mass entertainment, coming from the worlds of television, beauty and pop music.
Overall, it’s easy to see a distinct difference in the passions and mindsets of customers of both types of delivery brands. What this insight demonstrates is that, whilst each brand is essentially performing the same task, the people that are utilising each of them are hugely different, and their passions and profiles reflect what they are getting out of their use of each of these companies. So now the only question is, foie gras or tikka masala?
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