Delivery and takeaway sales increase by 422%
The latest edition of the tracker showed participating groups recorded a 422% increase in sales by value from January 2019 with takeaway sales 29% up.
CGA business unit director and EMEA hospitality operators and food Karl Chessell said: “This strong start to 2022 shows the delivery sector is going to flourish long after Covid concerns ease.
“Consumers have got used to the convenience and quality of at-home food and drink from restaurants and pubs, and many of them will not change their habits lightly, even as eating-out returns to pre-pandemic norms.”
Post-Covid landscape
Combined, delivery and takeaway sales were 138% up, which was more than double the level of January 2019, and accounted for nearly 30p in every pound spent at managed restaurant and pub groups in January 2022.
The CGA and Slerp tracker, which provides monthly reports on the value and volume of sales, with year-on-year comparisons and splits between food and drink revenue, also indicated a growing trend for ordering drinks, which were worth just over 9% of total delivery sales in January 2022.
Slerp founder JP Then said: “Confidence is building back up in the sector with operators feeling [clearer] on a post-Covid landscape.
“The most innovative businesses are really embracing direct-to-consumer online ordering by building it into their marketing strategies and targeting specific calendar moments that are relevant to them, such as Lunar New Year, Valentine’s, or Mother’s Day.
Big challenge
“Operators are focused on building their book of customers to aid in email/SMS marketing campaigns to drive more repeat business.”
Participants in the tracker included BrewDog, Azzurri Group, Dishoom, TGI Fridays and Big Table Group.
Chessell added: “The big challenge for businesses is to ensure delivery sales are incremental rather than detrimental to their in-venue sales in 2022.”
