The latest edition of the CGA & Slerp Hospitality at Home Tracker shows that groups’ combined delivery and takeaway sales in March 2022 were 119% higher than in March 2019. Three-year sales growth for deliveries stands at 382%—19 times the increase of 20% in the takeaway and click-and-collect sector.
However, growth has stalled in the last 12 months, as Covid-19 restrictions eased and consumers returned to restaurants and pubs, with many tightening their belts as the cost of living rises.
March delivery and takeaway sales were 24% below the levels of March 2021, when Britain was under strict Covid-19 restrictions and venues were closed. Deliveries were 19% down year-on-year, and takeaways down 31%.
“Given the comparatives, the year-on-year dip in deliveries and takeaways was inevitable,” says Karl Chessell, CGA’s director – hospitality operators and food, EMEA.
“The at-home market still represents around a quarter of managed groups’ sales, and it is very clear that the convenience of deliveries will continue to appeal. Optimising deliveries and partnerships with third-party platforms, without disrupting eat-in trading, is going to be crucial as we head towards the summer.”
Slerp founder JP Then notes that the focus for operators is turning repeat customers into loyal advocates.
“This applies online as much as it does for on premise,” he says.
“We know that up to 70% of revenue is generated from 30% of customers – it’s now about engaging with this customer base when they purchase online, and rewarding them to drive repeat purchases directly. Successful operators are using their own apps and web-ordering with loyalty and customers are responding with repeat spend.”