By Ian Hall, CEO at CCS McLays
Despite the current economic challenges, the fast food delivery industry is one that’s showing no signs of slowing down. The projected revenue of the UK online food delivery market is expected to reach US$63.75bn by 2029, from US$44.76bn in 2024.
Added to this, the user base for food delivery in the UK is expanding rapidly with user penetration in the meal delivery market predicted to be at 57.1% in 2025. However, for quick service restaurants (QSR), keeping customers coming back takes more than a slick ordering experience and speedy delivery. In fact, consumers’ meal expectations are rising when it comes to the safe and secure arrival of their order. More so than ever before, when times are tough, consumers expect their food to arrive in perfect condition.
A recent survey by CCS McLays has shown that the delivery meal’s packaging could be a hygiene risk, as one in 10 Brits believe a delivery driver may have tasted their food. Highlighting consumers’ current expectations, almost half of those surveyed (49%) are calling for tamper-evident packaging, which visibly shows that their meal has arrived unopened. This means that food providers will need to up their game with sealed packaging.
Meeting customers’ evolving expectations
Customer experience has become a complex area for fast food brands, as the focus has expanded beyond convenience and speed of delivery to providing quality and value to customers. UK consumers have higher expectations when it comes to meals ordered remotely. In fact, the CCS McLays survey conducted by YouGov revealed widespread dissatisfaction among Brits regarding the hygiene standards of food deliveries, with more than half (55%) expressing concern.
UK consumers are becoming increasingly unforgiving when it comes to poor food delivery experiences. They’ll often give food outlets just one chance – if they’re dissatisfied, they’ll quickly switch to a competitor. Food outlet leaders must get the essentials right for the entire customer journey – from browsing to delivery – to stay onside in a competitive market. Packaging is a particular point of concern in fast food delivery – one in 10 survey respondents even believe a delivery driver may have tasted their food.
The impact of negative customer experiences on food outlet brands
There can be significant consequences of negative customer experiences on food outlet brands and their reputation. According to the CCS McLays survey, almost half (44%) of Brits wouldn’t re-order from the same provider after a negative experience. Only 14% of those aged 25-54 would give a food provider another chance, while among over 55s, only 6% are willing to return for one more try.
In the digital age, the power of digital technology poses a serious risk and bad news travels fast on social media. Two thirds (66%) of consumers say they would complain to the brand directly, 38% would warn friends, and 17% would leave a negative review on social media.
The trending increase in packaging standards worldwide
There are also rising standards in food packaging around the world which are likely to reach the UK in the future. In California, there have been regulations in place since 2021 that mandate tamper-evident packaging for all food deliveries. Law AB-3336 requires Californian restaurants to keep food safe from tampering and spoiling. It specifically requires restaurant orders delivered by third parties to use packaging that is “tamper-evident”.
The tamper evident packaging industry is predicted to grow to a market value of USD 3.8 billion in 2032, from 1.76 billion in 2022. With most Brits (86%) believing it is a food outlet’s responsibility to protect their delivery food from being tampered with, it is sensible for brand leaders to consider how they might meet such new requirements.
How tamper-evident packaging can increase brand trust
Tamper-evident food delivery bags have recently become available in the UK. They feature foldable adhesive closure tabs and tamper-proof score cuts, ensuring an added layer of security that protects food from unauthorised access. Additionally, built-in vent holes allow for proper air circulation, helping to maintain the freshness and quality of the food during transit.
Packaging food orders in bags with a tamper-evident integrated system will offer visible security protection for all parties – the restaurant, driver and consumer. Providing tamper-evident food delivery bags is a must to give consumers confidence in a first-class service that guarantees their order is intact. Only this will increase brand trust.
Focusing on the last mile for success
In another uncertain year in UK retail, senior leaders in the highly competitive fast food market are scrambling for innovative ways to gain market share – to stand out and make brands memorable for consumers. To truly elevate their customer experience, they must assess all touchpoints throughout the customer journey – from browsing on the app to receiving the order. Improving this final stage – the ‘last mile’ of order delivery – has the power to build trust and loyalty that keep customers returning.
