Fast Food Online Delivery Purchase Behaviour in the Presence and Absence of Price-based Incentives

Fast Food Online Delivery Purchase Behaviour in the Presence and Absence of Price-based Incentives

Consumption of out-of-home (OOH) food is associated with significantly greater energy and less-healthy nutrient (i.e. fats, salt and sugar) intake. The price of food is a key consideration of food choice, particularly for individuals of lower socioeconomic position (SEP). Little research to date has examined the causal effect of removing price-based incentives on purchasing behaviour in OOH food settings. One online randomised controlled trial explored the effect of removing three types of price-based incentives individually and in combination, on food choice through a virtual food delivery platform. This study found that energy selection was 7-8% lower when price incentives were removed. While not statistically significant, Bayes factors indicted that data comparing control vs "all promotions removed" conditions were inconclusive (BF10 = 0.55) and therefore could not provide support for the alternative or null hypotheses. A limitation of this study is that the outcome was hypothetical food choice. As participants would not pay for or receive their selected meals, the prices of foods may have been less salient, thus reducing the potential for impact. In the present study, exploring real-world consumer behaviour (as opposed to hypothetical choice) will better determine the potential impact of removing price-based incentives in the OOH food sector.

See attached study protocol for detailed information

Inclusion Criteria:

• Able to order and pay for a takeaway pizza for delivery today or tomorrow

• Currently reside in select postcode areas

  • Manchester (M13 store): M1, M2, M3, M4, M5, M11, M12, M13, M14, M15, M16, M18, M19
  • Liverpool (L3 store): L1, L2, L3, L4, L5, L6, L8, L13, L15
  • Birmingham (B27 store): B9, B10, B11, B12, B13, B25, B26, B27, B28, B33, B90, B91, B92

• Over the age of 18 years

• Report having used food delivery services in the last year

Exclusion Criteria:

• Partaking in a fast or other restrictive eating (e.g. for religious or health reasons) at time of participation

• A previous eating disorder diagnosis

• Currently on appetite-suppressing medication

• Dietary restrictions/intolerances including:

  • Gluten-free
  • Dairy-free
  • Sugar-free