Out of home businesses - marketing strategies: research
A report on research using ‘mystery shoppers’ to understand price and placement marketing strategies used within premises and online by out of home businesses in Scotland. The research included observation of whether or not calorie information was present at the point of purchase.
Glossary
Aggregator app - A third party that facilitates the order of food from a restaurant to a consumer, e.g. Just Eat, Deliveroo.
Discount for minimum spend - Promotion offering an amount or percentage discount for spending a set amount.
Healthier products - Food and drink products that are not high in either fat, salt or sugar.
HFSS - Food and drinks that are high in fat, sugar, and/or salt. In the UK, these are defined by the UK Nutrient Profiling Model. The nutrient profiling model uses a scoring system which balances the contribution made by beneficial nutrients that are particularly important in diets with components in the food that the population should eat less of. The overall score indicates whether that food (or drink) is high in fat, sugar or salt (HFSS) or not. Foods which score 4 or higher, and drinks which score 1 or higher under this model are classed as HFSS.
Larger size promotion - Promotion offering a larger size product for the same price or slightly more.
Less healthy products - Food and drink products that are high in fat, salt or sugar.
Meal deal - Promotion where consumers are offered additional products for 'free' or a discount to create a meal (e.g. sandwich, drink and a snack or a main and side dish for set price).
Multi-buy - Promotion where purchase of multiple items is cheaper than purchase of each individual item alone. This includes e.g. buy one get one free, 3 for £2, 3 for 2 offers, extra free, and meal deals.
OOH - Out of home food and drink outlet.
Prominent low-price promotion - Clearly visible sign or display showing a promotion (e.g. '£1' or 'only 50p' in big signage).
Push notifications - Mobile phone notifications that are generated by an app.
QSR - Quick service restaurant or takeaway restaurant.
Reduced price - A promotion offering money off (e.g. '25p off', 'half-price', '50% off', 'normally £2.50 but now £1').
SIMD - Scottish Index of Multiple Deprivation.
Unclassified products - Food and drink products cannot be easily categorised as healthier or less healthy (e.g. pasta, sandwiches, yoghurt).
Upselling - Encouragement to purchase additional items either verbally by a member of staff or via an online prompt.
Upsizing - Encouragement to buy a larger size, either verbally by a member of staff or via an online prompt.
Contact
Email: socialresearch@gov.scot
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