EXCLUSIVE: IN FOCUS: Data Shows the Importance of Food on the Go in the British QSR market

The NPD Group has revealed how Food on the Go contributes to a significant proportion of QSR traffic - accounting for two third of all visits. In real terms, this equates to 3.6 billion visits in the year ending June 2015. Fiscally, food on the go generates 11 billion pounds.

Food on the Go visits concentrate mainly on snacking occasions and at lunch. Importantly, these two day parts account for 67% of the total Food on the Go traffic.

In line with this, customers ordering food on the go are quite likely to come from their workplace or place of education.

Food on the go is the most important consumption method and thus key to operators. However with an average cheque of only £3.02, it is not the most valuable as consumers tend to spend 16% less compared to the total QSR average.

Although highly relevant to the QSR market, trends over the past few years suggest that Food on the Go is declining.

Muriel Illig, Account Manager in the NPD group commented “ With a move towards consumers opting to make the most of their experience by eating on premise, operators will need to ensure they can provide a good environment for consumers to eat in. To continue to appeal to the food on the go occasions and reverse this trend, outlets will need to facilitate transactions by providing ‘super’ convenience for example by reducing ordering and payment times.”