WelcomeSustainabilityUse varies from channel to channel. Loyalty cardsand digital loyalty programmes accounted for 10.3%of promotions used across foodservice as a whole in2023,7 but only 5.5% of deals in QSR, where meal dealsare a more popular mechanic (accounting for 12.5% ofpromotions).7 Coffee and sandwich shops are whereloyalty schemes are driving most custom, with 7.3% ofcustomers now members (up 3.6% pts year-on-year)7and 17.6% of promotions used being loyalty related (upfrom 15.4% in 2022).7Operators are also winning custom by offering morespecialist menus and personalised meals. Gail’s, forexample, has relaunched the click & collect function onits loyalty app, and Greggs has introduced made-to-orderpropositions including a range of baguettes and pizzasto encourage consumers to trade up and boost sales8.The operator has also been using the Greggs App toimprove the customer journey and reduce costs.Of course, another way to keep customers comingback is simply to make your menus stand out fromThe rise of more fast-food restaurants specialising ina greater variety of cuisines offers opportunities forfood and soft drink pairings that go beyond the classicburger and Pepsi MAX® combo. For example, LondonEssence Company Spiced Ginger Beer pairs perfectlywith spicier Asian dishes, Tango Mango Sugar Free(which landed in February 2024) complements andcuts through the richness of dishes such as friedchicken. Sales of mango-昀氀avoured drinks have surgedby 26% in the past year.9Tango Mango has been launched to build on thesuccess of 2022 limited edition Peachy Berry and2023’s Paradise Punch, which have generatedsales worth £16.8m between them across the totalmarket.10 By causing a stir with exciting 昀氀avourinnovations and offering refreshment at great prices,we’re ensuring we and our foodservice partners keeppace with fast food’s rapid growth. Why not join us?7 Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 25.12.22and 52WE 24.12.238 Lumina UK Eating Out Market Report, May 20239 NielsenIQ RMS, Total Coverage GB, Total Soft Drinks Mango and Mango 昀氀avoureddrinks, Britvic De昀椀ned, Value % chg vs YA MAT to 24.06.2310 NielsenIQ Retail Measurement, GB Total Coverage, Berry Peachy & ParadisePunch combined RSV 2023 sales w/e 30.12.2338FOODSERvICE DEEP DIvECategory overviewthe crowd. As we’ve seen, Flat Iron is doing this byspecialising in steak, which has traditionally been seenas an upmarket, special occasion dish, and playerssuch as Popeyes and Thunderbird are leveraging theversatility of chicken by offering a range of productsinspired by more exotic cuisines8.
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