Case B
Market Strategy Report for "Wei Yuan" Takeaway Restaurant under HANYUAN (UK)
I. Research on the UK's Takeaway Consumption Market
Through industry research reports and our own distributed surveys, we conducted an in-depth study on takeaway consumption behavior in the UK.
The findings reveal that the UK is indeed a nation of takeaway enthusiasts, with nearly half of the British population (49%) consuming takeaway food up to four times a week.
For many years, ordering takeaway on Saturday nights has been a tradition for British families, especially among households. The average family spends over £5 per week on takeaway meals at home, with the younger generation typically ordering more than older generations. Individuals aged 30-49 spend an average of £7.60 on takeaway food, the highest among all age groups. Meanwhile, those aged 16 to 24 spend the most dining out, averaging £149 per month on restaurant meals. In contrast, those over 55 spend the least on dining out, three times less than the 16 to 24 age group, with an average of just £45 per month.
The research also shows that 31% of Brits are habitual eaters, likely to stick with their tried and trusted takeaway choices. The primary reason cited for not changing their orders is simply a matter of "habit" (31%), while 23% admit they are "too afraid" to try other foods for fear of disappointment. Londoners, however, are more likely to "rotate" their orders to try new restaurants and cuisines. One-quarter (25%) tend to stick with the nearest restaurant, and another quarter makes decisions based on the cheapest option (25%).
Across the nation, ordering takeaway seems to be primarily a weekend treat, with Friday chosen as the most favored takeaway day by 30% of respondents, followed closely by Saturday (25%). Yet, almost 10% (9%) of people indicate that enjoying a takeaway meal on Wednesday helps them get through the rest of the week.
From 2019 to 2021, annual spending on takeaway food from restaurants in the UK increased by 42% per capita. In 2019, the average expenditure was £452; by 2021, this had risen to £641. It is expected that in 2022, there will be a significant increase in average monthly spending on dining out.
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