Statistics and Data Regarding Takeaway Food

The BBC's Shared Data Unit analysed the latest released by the office for National statistics (ONS). Finding these statistics:

• The UK has seen a  significant 34% increase in fast food outlets between 2010-2018.

• During 2010, the average number of fast food outlets per 100,000 people was 47. It had risen up to 61 outlets per 100,000 people by 2018.

• In nearly every area (204 out of 215 areas) this rate of takeaways per 100,000 people was higher in 2018 than in 2010.

BBC 2016:

• The BBC Good Food Nation Survey found that most people ate fast food on average two days per week.
• But in the 16 to 20-year-old category, one in six ate fast food at least twice a day, with one in eight among 21 to 34-year-olds eating as frequently.
• The study of more than 5,000 people found that half of them thought "a meal isn't a meal without meat". This suggests that there is still a fair market for vegetarian or vegan fast food services.

BBC 2016 Social Media Influence: 

• The survey found that two in five people aged 21 to 34-year-olds had posted a photo of a meal they had cooked, on social networking sites such as Instagram.
• A third had posted a photo of a meal they had eaten in a restaurant.
• And almost one in three have been inspired to cook a meal after seeing a photo on social media.
• Also, 43% in that age group used the internet on their mobile phones to find a recipe while 26% will follow a video recipe on their phone.
• This tells me that if a fast food service can somehow link Social Media within their product or service this could boost their popularity and exposure, this could perhaps be achieved through hashtags or filters relating to their company.

2014:

• British people spend £29.4 Billion on takeaways each year.

• The average British person spends a third of their total food budget annually on fast food services.

• £1,304 is spent on 140 non home-cooked meals.

UK Top 10 Favourite Takeaways by consumption statistics:

1. Chinese Food
2. Indian Food
3. Fish and Chips
4. Pizza
5. Fried Chicken
6. Kebab
7. Thai Food
8. Burger
9. Sushi
10. Italian Food

• Men spend far more than women on takeaways, splurging £2,339 every year compared to the £1,355 spent by women. But men are savvier when it comes to making the most of leftovers, using any surplus food to make another meal 10 per cent more frequently than women. 
• Unsurprisingly, younger Brits are spending more on takeaways and eating out – with 25-34s forking out £2,112.14 on them each year, that’s twice as much as those aged 45-54 and almost double the national average.

Finished Products

Advert One

Advert Two

Advert Three

Advert Four

Statement of intent

Media Industry:

Firstly, regarding the rules surrounding advertising prints, my advertising pieces will be conforming to the Advertising Standards Authorities code of rules. Having read the rules with a general idea of how I want my final adverts to come out I will not have to make any drastic changes towards my products. For example, my piece will not contain any explicit or inappropriate language or content.

Media Representation:

In regard to media representation within my advertisements, companies rely on advertisements positioning their content within a positive light, which includes many areas such as their products, target audience and employees. To create positive media representation myself I will apply positive imagery within my product, such as the photographs used. Since these adverts are for a food company, the food used will be visually appealing and engaging for audiences which is what companies need from their advertising team. The setting that the food is within could show a large set around it or very little, so the food is the full attention, in either case the set will look visually appealing to viewers and will contain colours, furniture and props etc. that the target audience for the food company could identify with and be appealed by.

Media Language:

When constructing the advertisements great thought will be applied to the areas such as layout, images, colour scheme, fonts and taglines. These will each be extensively researched by analysing similar advertisements and through connotations such as colour suggestions so that the final product can be most appealing towards the target audience.

Media Audience:

The target audience for this company’s food product is best suited to people of the 16-25-year-old demographic, this has been researched by myself in order to identify a large profile for this group so that advertisement can be of most effectiveness. People within this age range are mostly still going to education which can either be college education, university or an apprentice. Those within this age range typically have little cooking ability or knowledge so generally rely on fast food companies, this food service I will be designing adverts for needs to cater better to this target audience than rivalling companies, so the adverts need to express why this is seemingly the better option for them to choose.

Existing Fast Food Adverts

McDonald's Magazine Advert

The font used for this first advert is quite professional and mature looking, the usage of white text upon a black background makes the text rather eye catching and bold to viewers. This layout is quite unusual as the burger is taking up such a small amount of the advertisement- Most of the advert is the background which is a solid black colour, this accentuates the burger even more. The burger is taking up the lower half of the page and is directly in the centre of the width. The McDonald's logo and term "Big Mac" act as iconography within the advert as they are such a large and established brand. The colour scheme is playing with opposites greatly as the white and black are heavily contrasting and impacting, the lighting on the photo of the burger makes it look warm which should cause a positive reaction of interest from viewers. This advert is unlike most advertisements done by McDonald's because they typically are much brighter and have more detail in the background which is often showing their other various food products upon a napkin. For this advert to be very different to their many others it makes the advertisement appear more stylish and professional as it differs greatly from their typical style.

Burger King Magazine Advert

The target audience for this advertisement appears to be more directed at adults due to the mature and simplistic style of the advert. Anyone who has been to a McDonald's establishment and had a positive experience will be interested in their new product, the "Big Mac" as they like their other food products.
This second advert by Burger King is quite different to the previous McDonald's advert. Firstly, this piece is presented in a landscape format, which is generally unusual as portrait is the most used layout for a food magazine advertisement. The shiny grey background and table that the food items reflect onto make this advert appear modern and sleek. This font used is black and very bold which makes it stand out very easily and catch readers attention, the text is also capitalised unlike the McDonald's piece which makes it impacting. The food items within this advert are far brighter than the McDonald's which makes the food appear more appealing and tasty looking to younger audiences. This makes me feel that this advert is targeted at a younger audience of teenagers and young adults.

Clyde's Advert

This third fast food advert is by Clyde's advertising specifically their burger product. The photograph of the food item is much different to the other two as it is more artistic and abstract which would make this advertisement stand out to readers. As seen in the photo the burger is shown being opened up to reveal all of the ingredients clearly to show readers exactly what the product includes, which is uncommon within adverts. This would definitely seperate the company from their competitors to an older audience as the ingredients shown within the picture appear a higher quality than what is expected from a McDonald's burger etc. The format and layout of this piece is somewhat similar to the earlier McDonald's advert as it is in a portrait format upon a black background with white text above.
A text box is seen stemming off from the beef of the burger describing the product to readers which is not very conventional of fast food advertisements which furthermore makes this appeal to older audiences. I feel the target audience for this advertised product would be adults due to the very sophisticated and professional appearance of the food and use of text. The actual font itself is still in capitals like the previous two but the font is more soft and rounded around the edges which makes it appear more friendly.