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Takeaway Food analysis

Research Into Takeaway Food Industry

My Target audience: 16-25 year olds in Norfolk

The majority of my audience is in education. The target audience is currently in the later years of transition between child hood and adulthood thus still learning valuable skills such as cooking and time management. The power this age range has in the takeaway market is also significant: they as a whole have more disposable income- they generally don’t have any children, no mortgage, no paying off student debt (as they are making it), thus having more money to spend on take away. Youths also can excuse buying takeaway more so than adults due to on the whole not worrying about “beer bellies” and office jobs. Youths also partake in binge drinking more so that adults, Norfolk’s major city having a whole road dedicated to night clubs as well as in home binge drinking- large amounts of alcohol often leading to buying takeaway. As well as this- youths are busy with school and a part time job- leading to the increase in buying takeaway as well as being the age range most in touch with technology thus being more inept to use an app as well as order off of it.

The millennial/ Gen Z age range (my target audience) are very socially aware- up to date with current events and political. Often very politically aware hence a growing vegan population. The animal rights movement has seen veganism and the numbers of vegans in the UK has risen 700% in the last two years.

My target audience are also more likely to act “younger” for longer- unlike the silent generation who were married at an average age of 21 (women) and 23 (male), millennial's are marrying at 27 (women) and 29.5 (men)- for factors such as feeling too young (26% felt this way). This means an increase in the bachelor lifestyle, as well as going out to find partners for longer- this could suggest that more takeaways are being bought due to this.

My target audience are more likely to enjoy more gender neutral colours and blockier font, due to my audience not being gender specific and being the generation where gender norms are changing rapidly. There will also be Twitter/ Facebook logos in my adverts to appeal to the more technological generation, as well as the app store logos in order to appeal to them in greater detail.

The Takeaway Industry: What is it worth?

The UK takeaway industry is worth £4.5 billion and by 2021 it is estimated to be worth £5.1 billion due to the rise in takeaway businesses opening, the wider range of takeaway food becoming available, the accessibility of takeaway foods, the increasing prices of food you buy and cook yourselves, the increase in disposable income and the increase of working hours. More people in the UK are working longer hours, causing the desire for quick and easy foods as well as now making it so that traditional fast food places can deliver in major cities due to the introduction of “UberEATS” and “Post Mate” – allowing McDonalds to deliver increasing the revenue of the industry. In my region the industry is worth £0.96 million; on average the house hold spends £7.11 a week on takeaway a week and in recent years there has been an increase of 508% on the ordering of breakfast takeaway and 402% on sandwiches.

Regional Magazines: their purpose.

Regional magazines are magazines that are targeted to people who live in a specific area and those visiting the area. Regional magazines seem to promote a sense of regional pride and help solidify regional identity which seems to resonate with their audience. Regional magazines seem to allow space for local businesses to promote their products and services, creating a sense of community which many people who have regional pride seem to like. Regional magazines give locals knowledge of new attractions as well as letting outsiders know the best places to visit. However- regional magazines are targeted to a smaller audience that allows more targeted content that could be conflicting with my brief. Regional magazines are more targeted at older people- on average 70% of readers being over 35 thus making it hard to create takeaway adverts for a regional magazine when 16-25 year olds do not read them.

Statement of Intent

Statement of Intent

The target audience for the product I am advertising are young adults between the ages of 16 and 25. My demographic are living at home still or only just moving out; this suggests that they are only just learning basic life skills such as cooking. They are often busy with studying as well as having part time jobs thus they are the most likely largest demographic for using a take away app. As well as this, 16-25 year olds are highly likely to use apps and online services due to being more technically aware than previous generations.
 Due to my target audience being youths I will take into consideration the fonts, colours and images I use in order to appeal to my audience.

I will use gender neutral colours to appeal to my audience, as my audience has no specific gender- this means greens,blacks, blues and yellows. However, my demographic is more flamboyant than previous generations so I will incorporate bright colours into my advert to appeal to them. As well as this I will use bold, clear font in order to be eye catching and stay within the grounds of gender neutrality. Due to my target audience being so varied, my adverts will be varied also: some of my demographic are straight edge and no nonsense, meaning that some of my advert will reflect this with straight lines,boxes and complimenting colours. Other parts of my audience are bright and wild, meaning that i may incorporate bright colours and strange shapes into my adverts to appeal to them. My advert will have one main tagline and minimal selling lines on it in order to appeal more to my audience due to the fact my target audience are less likely to spend time reading paper- my tag lines will also vary across my adverts to keep the adverts current and up to date. I will include the play store and IoS logo on my adverts because my target audience are constantly in the online sphere and thus would benefit from having an app- which is easier to access and use. 

I will ensure to use positive media representation: my company will be portrayed in a positive light in order to appeal to my audience, as well as my product being portrayed well. Also, my audience will be portrayed and presented in a positive light to ensure there is no offense caused by the images as well as appealing to my demographic. My audience is energetic and socially aware as well as having a large online presence thus my advertisements will reflect that.

To ensure I cause no offense, I must stay within the set ASA rules of advertisement. I have looked into the rules stated on the ASA website. Rules to ensure that my product and company are advertising are not misleading and promote my product are in place. Rules such as not using alcohol in adverts aimed towards children are in place to promote healthy lifestyles and staying within the law. Rules that stop harm or offense from occurring; “Particular care must be taken to avoid causing offense on the grounds of race, religion, gender, sexual orientation, disability or age”. The adverts must not be misleading and must fit and relate to my product.

My adverts will be published in a regional magazine- which is conflicting with my target audience as the audience of a regional magazine are older people than those in my demographic, regional magazines are there to promote the more picturesque aspects of the region as well as tourist places. People associate themselves with the region they spent the most time in, often partaking in regional identity.

There are many magazine publishers in the UK- the most influential being Current Publishing, publishing magazines such as Current World Archaeology and Military History Monthly.