Digital discounts surge 25% in UK foodservice
These discounts are aggressively present in delivery platforms
Promotional activity has seen a significant surge in recent times with UK restaurants increasing promotional offers by 25% since 2024, a growth trajectory that has continued into 2025.
According to Meaningful Vision’s Q1 2025 data, the intensity of the competition is particularly evident on delivery platforms, where the number of offers from top chains has almost doubled.
“This aggressive increase underscores the necessity for brands to stand out in a crowded digital space,” Maria Vanifatova, co-founder and CEO of Meaningful Vision, said.
Based on their data, whilst the average discount offered in 2025 across the board was 25%, pizza delivery saw an even higher average discount, increasing from 23% to 27% this year, further confirming the fierce competition within the pizza delivery segment.
A variety of promotional tactics are observed across different channels. In traditional restaurant settings, "Special Price" offers dominate, accounting for 72% of promotions. This tactic allows brands to highlight specific value points directly to either dine-in or walk-in customers.
In contrast, "Percentage Discounts" are the most common promotional strategy seen on delivery platforms, representing 45% of offers.
This aligns with the digital consumer's expectation for clear, upfront savings. Interestingly, "Free Product" offers, such as "buy-one-get-one-free" (BOGOF) or "spend-and-get" deals, are gaining significant momentum as the fastest-growing types of promotions, in both restaurant (14%), and delivery channels (20%).
"Free Delivery" also holds a substantial (19%) share on delivery platforms.
Mobile apps are rapidly emerging as a crucial battleground for promotional efforts. In Q1 2025, 20% of all promotions were run through apps, with a significant 40% of those being reward-based.
The average discount offered within apps reached an impressive 32%, substantially higher than discounts seen on delivery platforms.
This strategy indicates brands' willingness to offer greater incentives to attract and retain digital users, fostering stronger and more direct customer relationships. The focus is shifting towards smart, targeted offers that appeal to high-value customers, rather than over-targeting highly price-sensitive consumers.
"Promotions are no longer merely about cutting prices; they are strategic tools for engaging consumers. The increasing emphasis on tailored offers, particularly through digital platforms, is a clear indicator that successful brands are prioritising customer retention and loyalty in this dynamic market,” Vanifatova said.
