By Ian Hall, CEO at CCS McLays: The importance of elevating the complete fast-food delivery customer journey.
Fast food delivery has shifted from being considered a luxury to part of our everyday work and home lives. The projected revenue of the UK online food delivery market is predicted to reach a staggering US$63 bn by 2029 from around US$44 bn in 2024. And as the market experiences rapid growth, customer expectations of their remote orders are also spiralling – from the point of ordering to the moment their order arrives.
Yet when poor food delivery experiences translate into poor reviews, bad news travels quickly – and it isn’t always a mis-delivery or forgotten food items which are to blame. In fact, a recent YouGov survey by CCS McLays highlights that food outlet delivery brands must analyse and elevate all areas of the customer journey consistently to ensure superior customer experiences which build loyalty.
Among criticisms of adults who have ordered delivery food, temperature ranks high on the list, with 53% citing it as a major issue. Almost equally, half (50%) have been concerned about missing items, and 40% about receiving the wrong order.
However, CCS McLays’ research reveals that another issue in the last mile of the delivery itself – the safety and security of food packaging – is currently a key focus for customer concern. In fact, 86% of Brits say that food outlets should step up and protect their deliveries from tampering.
Taking a holistic view of the entire customer journey, from end to end, plays an essential role in boosting loyalty within the highly competitive UK food delivery market.
Rising customer expectations of fast-food deliveries
Keeping the UK’s more experienced fast-food delivery customers happy is no longer just as simple as tweaking the mobile app user experience. Now more than ever, in a cost-of-living crisis, customers expect their food order to arrive in restaurant-worthy condition.
Secure food packaging plays an essential role in meeting their rising standards for both food quality and hygiene. More than a fifth (22%) of those surveyed say the poor state of food rang alarm bells, while 21% are concerned by the condition of its packaging. In fact, one in 10 believe a delivery driver may have tasted their food. Almost half of consumers surveyed (49%) are calling for tamper-evident packaging, which means that food providers will need to reconsider their packaging options.
How customers react to a negative experience in their food delivery process may also alarm food delivery leaders. The survey reveals that 44% of British consumers say they wouldn’t reorder from the same provider, 66% would complain to the brand directly and 38% would warn friends. In the digital age, bad news can be brand-damaging in just a few clicks, with 17% claiming they would leave a negative review on social media.
The survey also highlights key factors that customers expect from their food delivery order: 60% value timely delivery, 50% opt for a sealed delivery container, 50% want a clear tracking process, 49% prefer tamper-evident packaging, more than a third (36%) seek an easy way to raise concerns, and the same proportion emphasise the importance of a pleasant interaction with the delivery driver.
Above all, the majority – 84% of Brits – would expect food outlets to use a product that guaranteed their food delivery wasn’t tampered with and arrived in good condition, if such a product was available. To ensure brand loyalty, the calibre of the physical food delivery must match the digital customer experience.
What it means to be a responsible fast food delivery provider
As the popularity of fast-food delivery rises, brands in this fiercely competitive market are continually looking for innovative ways to stand out from their competitors and capture greater market share. The US has already introduced laws regarding protective food containers, with regulations in California mandating tamper-evident packaging for all food deliveries since 2021. This is elevating the standard for food deliveries across the world, and it may be that the UK follows suit in the not-too-distant future.
With the tamper evident packaging industry predicted to grow to a market value of USD 3.8 billion in 2032, from 1.76 billion in 2022, it is a prime opportunity for business leaders to explore ways to take responsibility for the safe arrival of food deliveries and enhance their service to stay ahead of competitors.
How tamper-evident food delivery bags can increase brand trust
The recent launch of tamper-evident food delivery bags in the UK is a major step forward. CCS McLays’ Seal2Go tamper-evident food delivery bags are designed to keep contents safe and improve customer experience. Featuring an integrated tamper-evident system, the bags come equipped with foldable adhesive closure tabs and tamper-proof score cuts, ensuring an added layer of security that protects food from unauthorised access.
Each bag includes a unique pull tab, requiring a deliberate action to tear it open, which not only reinforces the integrity of the contents but also provides reassurance to customers. Additionally, built-in vent holes allow for proper air circulation, helping to maintain the freshness and quality of the food during transit.
Making food deliveries memorable for the right reasons
With rising customer standards for fast food deliveries, customers are becoming less forgiving and finding impactful ways to voice their negative opinions and videos through social media. Food delivery business leaders must give equal emphasis to each stage of the customer journey to ensure that they delight customers and stand head and shoulders above the competition. It’s arguably the last stage of the journey – the food’s arrival – which will be the most memorable experience for customers.
Packaging food orders in paper bags with a tamper-evident integrated system will offer visible security protection for all – the restaurant, driver and consumer. This approach is likely to boost brand trust for both the food outlet and the delivery partner.
