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.