Menu item prices and promotions offered on a meal delivery app in the United Kingdom and their socioeconomic patterns

Abstract

ObjectiveTo describe menu item prices and promotions on a meal delivery app in the United Kingdom and explore their socioeconomic patterns.DesignCross-sectional descriptive analysis.SettingWe analysed over 21 million menu items from 71,532 food outlets listed on JustEat across the United Kingdom. We assessed median prices and types of promotions, examining variations by cuisine (e.g., chicken dishes, pizza) and outlet type (i.e., grocery, chain takeaways). Promotions were categorised into six types: percentage off, stamp cards, free items, meal deal notifications, buy one get one free, and low delivery fees.ResultsThe median number of food outlets accessible via JustEat was 69 per postcode district with delivery access (IQR=14, 225). The median menu item price was £6.25, with small/independent takeaways showing the highest prices. Menu item prices were generally lower in more deprived areas. Promotions were prevalent, with 65.95% of outlets offering at least one. Outlets delivering to more deprived areas tended to offer more promotions, with the most common being low delivery fees, stamp cards, and percentage off. Price and promotion strategies differed across cuisines and outlet types.ConclusionsOnline menu item prices are relatively high, and promotions are widespread in the United Kingdom. Food outlets serving deprived areas often offer lower prices and more promotions. These targeted pricing and promotional strategies may influence purchasing behaviour and contribute to diet and health inequalities. Further research is needed to assess their impact on dietary behaviours and population health, and to guide policy interventions in the digital food environment.