Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets.

Abstract

Background: Dark kitchens - delivery-only food outlets operating through digital technology platforms - are a contemporary addition to the food environment. Some concerns have been raised around the ability for local authorities to identify and regulate these businesses, with growing concern around the nutritional quality of foods, food safety practices and impact on the local food environment. The present work explores consumer understanding of and engagement with dark kitchen and traditional takeaway establishments.

Methods: Healthy adults living in the United Kingdom completed an online survey comprising of questions measuring demographics, engagement with takeaways and dark kitchens, purchasing behaviours and decision making, and knowledge and understanding around dark kitchens. Data were analysed using descriptive statistics.

Results: In total, 2,023 participants (46.3 ± 16.7 years) completed the survey. Forty percent purchased a takeaway at least weekly, often through aggregator applications (e.g., Just Eat, Deliveroo). Food was mainly purchased as a treat (79.3%), for enjoyment of the food or taste (60.8%) and for convenience (58.2%). When ordering, consumers considered the taste (88.1%), quality (83.5%), value for money (77.8%), and familiarity with (68.1%) and reputation of the business (60.0%). Only 24.7% of participants had heard of dark kitchens and 9.1% had knowingly purchased from one. After reading a working definition, 54.9% said they would purchase from a dark kitchen, but most would want to know explicitly that they were ordering from these businesses. A major concern when purchasing food from a dark kitchen or takeaway outlet was trust in the food safety and hygiene standards.

Conclusion: Consumers are unfamiliar with dark kitchens and are not aware of or confident in identifying these businesses. This confusion and concerns around food safety mean dark kitchens are often viewed negatively. Consumers would prefer more transparency in where their foods are being prepared to allow for more informed decision-making.