McDonald’s is the dominating brand in food to go with a 10% share of occasions, latest figures suggest.
The Big Mac chain is still the most visited operator for people looking to pick up a meal on the go, although Greggs and Costa Coffee are running it close with 9% share each, according to for the three months to the start of September from Lumina Intelligence.
McDonald’s, Greggs and Costa have a high share due to the number of outlets they operate and a strong presence in a diverse range of locations including suburban towns, travel hubs, commuter belt towns and city centres.
Katherine Prowse, senior insight manager at Lumina Intelligence, said: “Despite restrictions easing and consumers returning to their favourite dine-in restaurants, pubs and cafes, food to go still accounts for over one-in-four out of home occasions. With the continuation of hybrid working and reduced city centre footfall, this highlights the resilience of the channel and the important role it continues to play in recovery.
“Proximity, previous experiences and value for money are the key reasons driving consumers to choose a particular food to go outlet. Ease of ordering across the food to go channel is the area that satisfies consumers the most. Operators have continued investment in touchscreen and kiosk ordering and this will be a key driver for food to go growth.”
Lumina’s research shows that more than one in four (28%) visits made to a foodservice operator in the most recent 12-week period were consumed on the go, down from one in three in the previous quarter.
Food to go consumers are more likely to be ABC1 (64% vs 36%), to be aged 25-34 (27%), to be female (55% vs 45%) and to be in London (17%) or the South East (12%).
‘Was out and about’ remains the leading mission (22%) driving FTG occasions. This is likely to increase further as consumers become more confident post vaccination.
‘A treat’ is the second largest occasion at 14%, displaying the opportunity for operators to introduce more premium ranges to drive upsell and increase consumer spend.
The vast majority (78%) of food led food to go visits continue to include savoury food. Options which are easy to eat on the go, such as sandwiches, wraps and burgers are preferred by consumers.
The most purchased options include sandwiches/wraps, burgers and fries driven by the brands dominating the market.