Customers in the UK enjoy takeaways for various reasons. Firstly, they offer convenience – a quick and easy meal option, especially after a long day.
Secondly, they provide a wide range of cuisines, satisfying diverse tastes.
Additionally, takeaways often serve as a treat or indulgence, making them a popular choice. There is even a social component to an order, sharing this meal with family or friends, that adds to the appeal of working with businesses like yours.
When you have a plan to counter the fluctuations that occur, you can keep revenues stable while becoming a neighbourhood fixture that your customers love. That’s why a seasonal marketing strategy UK businesses can trust is crucial for adapting to the changes that happen.
The takeaway industry’s seasonal calendar
The takeaway industry has a seasonal calendar that reflects changing consumer preferences throughout the year. Here’s a brief review of what most UK businesses encounter as the months progress.
- Summer is from June to August. It is the peak season for ice cream, burgers, and barbecues. Outdoor dining is popular, so takeaways often provide picnic-friendly options.
- Autumn is from September to November. As cooler weather arrives, customers start to crave their favourite comfort foods. Seasonal ingredients, like apples and pumpkin, feature in menu items.
- Winter starts in December and ends in February. During this time, UK customers prefer hearty meals, like stews and hot soups. There is a marked increase in orders for festive dishes during the holidays.
- Spring runs from March to May. As the weather warms and planting season arrives, people crave grilled dishes and fresh greens.
Ups and downs can be particularly significant during the autumn and winter when evaluating UK takeaway seasonal trends. Effectively adjusting your marketing activities provides a buffer to protect you from those revenue changes.
Local, regional, national, or international events can impact trends in the UK takeaway. Although seasonal fluctuations always occur at some level, it is essential to understand where your audience is to ensure your business provides what they want.
How consumer behaviour changes during the different seasons
According to data from Peckwater Brands, consumer spending has seen significant drop-offs since the end of the pandemic. When paired with inflation and rising energy costs, all hospitality businesses are at risk.
Restaurants have seen the steepest declines since 2020. Spending at takeaways has dropped by 10% since then, from an average transaction of £47.70 to £42.30. Restaurants are down 16%, while spending in pubs is off by almost 15%.
In the survey of UK adults, 63% said they consider takeaways a “treat.” Only one-third of respondents get them regularly, defined as one transaction per month. Among Millennials, that figure rises to 53%.
The average UK adult spends £507.60 per year on takeaways, but it rises to £895.20 annually for those between the ages of 18-34.
“Eating in” is a marketing opportunity that the statistics suggest could be profitable when you choose the right audience and approach. The first step in that outreach effort is to maximise your investment activities to ensure your message breaks through all the white noise.
UK takeaway marketing tips to maximise revenues in each season
The first investment to consider when marketing to your audience is an ePOS. With a platform like Grafterr, you can have accessible data, leading to better information-based decisions. You can adapt to each season or product change seamlessly, ensuring your customers can access the menu items they always prefer.
Once you have a system that lets you organise your marketing efforts, the following activities can help grow brand awareness while expanding opportunities for your UK takeaway business.
- Content Focus. Create information for each season. You can focus on growth, freshness or similar themes. Try to highlight different menu items that align with your ideas and values each time.
- Email Campaigns. Send themed newsletters with exclusive offers each time of year to keep your audience engaged.
- Social Media. Share vibrant and colourful visuals to capture the spirit of each season. Encourage user-generated content related to your products.
Consistency is the key to success with your marketing efforts. Seasonal fluctuations always happen, but you can keep your revenues steady by understanding consumer preferences. Tuning into these preferences will create more opportunities to stay profitable.
What are the benefits of menu adaptation?
People come for takeaways for three primary reasons: fresh food, convenience, and dishes they cannot make themselves.
When you include menu adaptation as part of your seasonal marketing efforts, you can touch on these points while providing some additional benefits.
Here is a closer look at the advantages your business can receive if it starts adapting to a seasonal menu.
- More Variety. Changing your menu with the seasons adds excitement to your offerings. It gives customers something to look forward to and encourages repeat visits.
- Creativity. Seasonal adaptation allows your chefs to experiment with the ingredients at hand, leading to unique and innovative choices that set your takeaway business apart from the competition.
- Better Quality. Using the freshest products ensures that your dishes are made with the freshest produce available.
- Reduced Overhead. In-season ingredients are often more abundant and cost-effective during their peak season.
When you can demonstrate a commitment to seasonality with your menu, the adaptation that customers see can enhance your reputation. In return, you can start seeing more sales opportunities come your way.
Optimising seasonal sales UK takeaways can try now
Some expenses must be tracked throughout the year for your business. It helps to keep a contingency fund available for unexpected costs like equipment repair.
You can also see benefits from analysing customer data and embracing cost-effective programs and methods to scale your business.
Some budgeting efforts are season-specific for a UK takeaway business. Here are some ideas to help your money stretch further while keeping your income at or above expectations.
| Season | UK Dining Preference | Budgeting Tips for Success |
| Summer | Al Fresco | Focus on outdoor marketing campaigns like picnic bundles. Set aside a budget for hiring temporary staff during peak times.Leverage social media to showcase refreshing seasonal specials. |
| Autumn | Comfort Food | Customers prefer hot and hearty meals more often during this season, so plan expenses accordingly. Invest in online advertising for local events, neighbourhood activities, and community interactions.Update your branding to incorporate seasonal-themed options. |
| Winter | Festive Feasting | Look to adapt your menu by offering warm drinks and foods people crave during the holidays. Colder weather often requires more funding for delivery services. Consider investing in some indoor decoration for customers who stop to pick up their food. |
| Spring | Fresh Beginnings | Allocate funds for updating your menu with seasonal ingredients. Consider social media promotions highlighting outdoor dining options. Invest in eco-friendly packaging to align with spring holidays. |
Remember, adaptability is key in the takeaway industry. Staying informed about market trends and customer preferences will help you make the most of your budget as seasonal fluctuations in the UK food industry occur.
How analytics and tracking can scale your takeaway business
Analytics and tracking are indispensable tools for scaling your takeaway business. They empower you to make data-driven decisions, enhance customer experiences, and operate more efficiently.
Once you can leverage those insights, you can begin leveraging these benefits to help your business.
Understand customer behaviour
Analytics allow you to delve into customer patterns. You can track the most popular items, when orders peak and which marketing channels bring in the most customers. Those insights allow you to tailor menu promotions and adapt operating hours to generate more revenue.
Personal marketing efforts
Looking at customer data allows you to send custom offers and recommendations. If you know someone who always orders a vegetarian dish, you can send promotions to have them try new options on your menu. This marketing effort often leads to increased brand loyalty and repetitive orders.
Inventory management
Tracking your product levels in real time prevents overstocking or running out of essential ingredients. Efficient organisation structures ensure you’re not tying up capital unnecessarily and can meet customer demands consistently.
Analytics can provide forecasts for future sales and demand. That is invaluable for planning promotions and staffing levels, ensuring you’re prepared for busy periods.
Cost control
Detailed tracking of expenses, from ingredients to labour, can uncover areas where you can cut costs without compromising quality. When your overhead costs become predictable, profitability is easier to find.
It helps to have adequate inventory controls to prolong the shelf life of fresh ingredients with your analytics investment. Inspect your products often and keep your facilities clean.
Trend and fraud detection
Reviewing your data can help you stay ahead of the curve for takeaway trends while identifying potentially suspicious activities to protect your bottom line. If you notice a rising interest in healthier options, you can introduce more nutritious menu items.
You might see certain transactions only come at specific times for the same thing. There could be patterns of different ordering cancellations. Spotting this information early saves money while encouraging more people to visit your business.
A seasonal marketing strategy UK takeaways trust is crucial!
As the seasons change, so do what your customers want. Now is the perfect time to spice up your marketing strategy with promotions and menu changes that keep your orders sizzling!
Spreading the word about your menu updates and limited-time offerings will help people pay more attention to your business. Consider using items that your customers want to generate even more awareness as seasonal fluctuations in the UK food industry occur.
Since many see takeaways as a treat, your marketing should work to optimise seasonal sales UK customers prefer. How does what you offer feel like a reward when ordered? You can then make that idea the foundation of your outreach efforts.
Combining that work with the features a high-quality ePOS provides will prepare you for the excitement of each seasonal transition!
