Britvic-SDR-Foodservice-v17 FV - Flipbook - Page 38
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Sustainability
Use varies from channel to channel. Loyalty cards
and digital loyalty programmes accounted for 10.3%
of promotions used across foodservice as a whole in
2023,7 but only 5.5% of deals in QSR, where meal deals
are a more popular mechanic (accounting for 12.5% of
promotions).7 Coffee and sandwich shops are where
loyalty schemes are driving most custom, with 7.3% of
customers now members (up 3.6% pts year-on-year)7
and 17.6% of promotions used being loyalty related (up
from 15.4% in 2022).7
Operators are also winning custom by offering more
specialist menus and personalised meals. Gail’s, for
example, has relaunched the click & collect function on
its loyalty app, and Greggs has introduced made-to-order
propositions including a range of baguettes and pizzas
to encourage consumers to trade up and boost sales8.
The operator has also been using the Greggs App to
improve the customer journey and reduce costs.
Of course, another way to keep customers coming
back is simply to make your menus stand out from
The rise of more fast-food restaurants specialising in
a greater variety of cuisines offers opportunities for
food and soft drink pairings that go beyond the classic
burger and Pepsi MAX® combo. For example, London
Essence Company Spiced Ginger Beer pairs perfectly
with spicier Asian dishes, Tango Mango Sugar Free
(which landed in February 2024) complements and
cuts through the richness of dishes such as fried
chicken. Sales of mango-昀氀avoured drinks have surged
by 26% in the past year.9
Tango Mango has been launched to build on the
success of 2022 limited edition Peachy Berry and
2023’s Paradise Punch, which have generated
sales worth £16.8m between them across the total
market.10 By causing a stir with exciting 昀氀avour
innovations and offering refreshment at great prices,
we’re ensuring we and our foodservice partners keep
pace with fast food’s rapid growth. Why not join us?
7 Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 25.12.22
and 52WE 24.12.23
8 Lumina UK Eating Out Market Report, May 2023
9 NielsenIQ RMS, Total Coverage GB, Total Soft Drinks Mango and Mango 昀氀avoured
drinks, Britvic De昀椀ned, Value % chg vs YA MAT to 24.06.23
10 NielsenIQ Retail Measurement, GB Total Coverage, Berry Peachy & Paradise
Punch combined RSV 2023 sales w/e 30.12.23
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FOODSERvICE DEEP DIvE
Category overview
the crowd. As we’ve seen, Flat Iron is doing this by
specialising in steak, which has traditionally been seen
as an upmarket, special occasion dish, and players
such as Popeyes and Thunderbird are leveraging the
versatility of chicken by offering a range of products
inspired by more exotic cuisines8.
