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Eating out while staying in: why we love delivery apps

BrandVue’s Most Loved Eating Out Brands 2022

Will Blackett EVP, Consumer 01/11/2022

BrandVue’s Most Loved Eating Out Brands 2022

We recently launched our BrandVue Eating Out report, revealing which brands are winning the hearts of more than 96,000 UK diners.

Taking a closer look at the findings, we explore which brands consumers turn to when they’re choosing to order in as opposed to eat out.

They were quick to adapt to the changing circumstances presented by COVID-19; now, they’re pivoting to factor in groceries.

Just Eat is the most loved food delivery service, holding onto its lead from last year. Competition is strong though. The food delivery space’s evolution over the past 12 months has been fascinating to watch, with Just Eat’s rivals expanding their offering significantly by signing up supermarkets.

Uber Eats and Deliveroo have also retained their positions from 2021, ranked 2nd and 3rd respectively. Completing the Top 5 are Pizza Hut Delivery (4th) and Foodhub (5th).

Just Eat continues to stay top-of-mind with a strong TV advertising strategy, combined with consistent campaign alignment across other channels. This year the delivery brand launched a new Katy Perry-fronted commercial and catchy jingle to follow on from the previous Snoop Dogg partnership.

How can competitors replace Just Eat at the head of the table?

Recently, their strategy has been to add grocery brands to their platforms, alongside restaurants. Uber Eats has partnerships in place with several supermarkets including Asda, Iceland, Morrisons, Sainsbury’s and Tesco. Whilst Deliveroo has signed up Morrisons, Co-op, Sainsbury’s and Waitrose.

In contrast, investors have expressed concern at Just Eat’s slower approach to joining forces with supermarkets – but it has since reached agreements with Co-op and Asda. In their bid to be #1, could broader delivery offerings including the likes of Sainsbury’s be Uber Eats or Deliveroo’s recipe for success?

Throughout the pandemic, food delivery apps helped the nation’s favourite Eating Out brands continue serving their signature dishes to customers.  But with COVID-19 under control in 2022, many customers are returning to restaurants in person, and growth has slowed for Just Eat et al as a result. Growing instead has been inflation, with takeaway frequency likely to decrease further.

However, the rapid rise of delivery apps in recent years is partially due to their ‘lean start-up’ mentality and business model. They were quick to adapt to the changing circumstances presented by COVID-19; now, they’re pivoting to factor in groceries.

Even if current conditions look relatively less favourable, delivery services are sure to find ways to keep giving cost-conscious customers what they want. Namely – the UK’s most loved Eating Out brands’ best meals, delivered direct to their doors.

Download the report to find out the UK’s Top 100 Most Loved Eating Out Brands, as well as insights on the future of the sector and how brands can stay relevant in the coming years.

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