It’s Friday night, it’s raining, and the idea of leaving the house to go to Coles and get something to cook for dinner seems like an absolute mission. Not only do you have to leave the house and run the risk of bumping into someone in your yoga pants, but then you have to get home and actually start to cook everything. But then you remembered that this isn’t your only option and you download the Uber eats app only to discover that your favourite Mexican restaurant (Pepe’s) is available for home delivery. The excitement of being able to stay in your home and have something that isn’t pizza delivered right to your door all at the simple touch of a button. Bless living in the 21st century.
It’s not hard to imagine that the food industry would have picked up on the many factors and triggers that cause us to purchase take away food. This is something that has progressed with many different lifestyle factors and the need for more convenience. In the 70’s as more and more women joined the workforce, there was less time for tradition duties such as cooking to be done. On demand food delivery has changed the game in terms of eating out and new patterns are becoming more prominent as the technology progresses along.
Give me my food now!
So how does this all fit in with foods? Well as our consumption patterns are showing that , not only do people want convenient foods, but we would rather not have any social interaction in the process either. Although at first glance it appears that ordering takeaway eliminated the difficulty in preparing the meal, there is so many other ways that it is regarded as convenient. Overall, this lifestyle trend is designed to make the whole process of preparing a meal easier not only to eat, but also with human interaction and mental stress of the whole process. In short; convenience foods needs to link to decision, access, transaction and benefit.
Isn’t eating out bad for you?
Not only does the cost of eating out put a damper on your PayPal account, but surely it can’t be good for your health to eat out this often. Temptations are always high to have convenient foods, but these are the exact type of foods that we all know aren’t good for us. These refined foods are not only covered in salt and are high in all the bad fats, but they lead to addictive behaviours and overeating. I know for myself that I try to choose the ‘healthy’ option, but it seems that often when the meal arrives I have no portion control and eat until my stomach hurts.
It seems like a simple concept that you shouldn’t eat something that bad for you and that we should all go and prepare meals that serve us nutritionally every time we eat. Unfortunately for us, not only is fast food and sugar addictive, but the whole process of having food delivered to the door is just too hard to turn away from. If we were to view Ubereats as a utility; under utility theory it could be assumed that the more convenient ordering the take away is, the more satisfied we feel. Adding in all the components together from the delivery app; we save time, we don’t need to talk to anyone, you have a huge variety and there is no clean up. It seems impossible not to feel satisfied by that.
Where will convenience foods take us?
It seems that because of our demanding lifestyles, paired with new technology it appears convenience foods are here to stay. Due to the health risks of traditional take away and deep fried foods, start up companies such as Hellofresh and Marleyspoon have taken advantage of the growing demand for healthy food that is convenient to access. The concept is that packages are sent our with all of the required ingredients accompanied by recipe cards to save time on shopping and deciding what to have. It seems that the could be the happy medium for people when it comes to the craze in online ordering and delivery. Looking forward I am excited to see what takes off next.