Fast Food Online Delivery Purchase Behaviour in the Presence and Absence of Price-based Incentives
This study is investigating how removing special offers and discounts on online fast food orders affects what people choose to buy. Eating food from outside the home, like takeaways, is often linked to eating more calories and less healthy ingredients such as fats, salt, and sugar. The price of food often influences what we buy, especially for those on lower incomes. Previous research, where people picked imaginary meals, suggested that removing discounts could lead to choosing slightly healthier options, but this wasn't always clear. This new study aims to observe actual purchases to better understand if taking away price-based deals can encourage healthier food choices when ordering fast food online. It hopes to give us a clearer picture of how discounts impact real-world eating habits.
At a glance
What is this study about?
This study explores how what we pay for fast food online affects what we order. When we buy food from restaurants or takeaways, it often means we’re taking in more calories and less healthy stuff like fats, salt, and sugar. Everyone knows price plays a big role in what we choose to eat, especially for families trying to make their money go further.
Previous studies have looked at this too, but they often asked people what they *would* buy if various discounts were removed, rather than what they *actually* bought. This study is different because it will look at real online food orders. Researchers want to see if taking away common discounts and special offers on takeaways makes people choose healthier options or perhaps even make them less likely to order unhealthy items.
The aim is to understand the real impact of these promotions on our food choices directly. By observing what people genuinely purchase when discounts are or aren't available, the study hopes to provide clearer insights into how pricing strategies affect our eating habits when we order fast food online.
Key takeaways
- The study looks at how removing discounts on online fast food affects what people order.
- It aims to understand real-life purchasing behaviour, not just hypothetical choices.
- You must be over 18 and live in certain UK postcodes (Manchester, Liverpool, Birmingham).
- You need to have used food delivery services recently and be able to order a pizza.
- People with certain diets or health conditions might not be able to join.
Who may be eligible?
To be part of this study, you need to be at least 18 years old and live in certain postcodes in Manchester, Liverpool, or Birmingham. You also need to have ordered food delivery online in the past year and be able to order and pay for a takeaway pizza for delivery either today or tomorrow.
There are a few reasons why you might *not* be able to take part. For example, if you are currently fasting or following a very strict diet for health or religious reasons. We also can't include anyone who has previously been diagnosed with an eating disorder or is currently taking medication that reduces their appetite.
Finally, if you have certain food allergies or intolerances, such as to gluten, dairy, or sugar, you won't be able to participate. This is to make sure the study can be carried out fairly and safely for everyone involved.
Could this study suit you?
Answer these quick questions to see if you may be eligible. This is a guide only — the research team makes the final call.
- Are you 18 years old or older?
- Do you live in Manchester (M1, M2, M3, M4, M5, M11, M12, M13, M14, M15, M16, M18, M19), Liverpool (L1, L2, L3, L4, L5, L6, L8, L13, L15), or Birmingham (B9, B10, B11, B12, B13, B25, B26, B27, B28, B33, B90, B91, B92)?
- Have you used an online food delivery service in the last year?
- Can you order and pay for a takeaway pizza today or tomorrow?
- Are you NOT currently fasting or on a very strict diet?
- Do you NOT have an eating disorder diagnosis or take appetite-reducing medication?
What does participation involve?
The study involves ordering a takeaway pizza online. You will be asked to do this for delivery on a specific day (either today or tomorrow). The researchers will be observing your actual purchasing behaviour on the online delivery platform. You won't need to visit a clinic or have any medical assessments. The study focuses purely on observing your choices during this one-off online order.
Potential risks and benefits
Locations (1)
- University of LiverpoolVerified postcodeLiverpool, United Kingdom· Recruiting
Common questions
What is this study about?
It's about seeing how removing special offers on online takeaway orders affects what food people choose to buy.
Do I have to pay for the food I order?
Yes, you need to be able to order and pay for a takeaway pizza as you normally would.
How long does taking part last?
It's a one-off observation linked to a single pizza order you place online.
What if I have dietary restrictions?
If you have specific restrictions like gluten-free or dairy-free, unfortunately, you won't be able to participate in this study.
Will my personal details be kept private?
The study focuses on your food choices, and details about how your information will be used will be provided in the study information.
How to find out more
Eric Robinson
Always speak to your GP or specialist before deciding to take part in a study.
Interested in taking part?
Discussion
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