In a significant shift for British dining habits, the classic choice between fish and chips or a kebab for a takeaway meal has been dramatically upended. Analysis by food delivery giant Just Eat reveals that exotic options like Korean fried chicken and Thai cuisine have now secured places among the nation's ten favourite takeaway dishes, pushing out long-standing staples such as doner kebabs, chicken korma, and the iconic fish and chips.
The Rise of Global Flavours
Just Eat reports that social media platforms and evolving wellness trends have played a pivotal role in reshaping customer preferences. The company, which began with just seven cuisines on its website two decades ago—including Italian, Indian, Chinese, and fish and chips—now boasts over 100 diverse options. Newer additions feature Bangladeshi, Brazilian, and Nepalese cuisines, reflecting a growing appetite for international flavours.
Social Media's Impact on Food Trends
TikTok's influence has been particularly profound, sparking a surge in demand for Japanese-inspired matcha products. Orders for matcha items on Just Eat have more than doubled in the past year alone. Similarly, Dubai chocolate, another social media favourite, has seen related products skyrocket by an astonishing 2,684 per cent over the last twelve months.
Leigh Phillipson, commercial director at Just Eat, highlighted the transformative effect of digital platforms. He noted that TikTok has had a real impact on order popularity, with Korean cuisine experiencing a boom in recent years, largely driven by shows like Netflix's thriller Squid Game and music from K-pop group Blackpink.
Wellness Trends Driving Change
Phillipson added that items which might have confused most Brits in 2006, such as matcha and fibre drinks, are now surging in alignment with wellness trends. This shift underscores how health consciousness is increasingly influencing takeaway choices, alongside cultural exposure through media.
Traditional Favourites Hold Their Ground
Despite the influx of new options, some classic dishes remain enduringly popular. Just Eat's data confirms that the platform still hosts over 11,000 independent Indian restaurants, and British favourites like Indian, Chinese, and fish and chips continue to be as sought-after as ever. Phillipson emphasised that while choice has expanded dramatically, these traditional cuisines have not lost their appeal.
Historical Context and Future Outlook
Just Eat first introduced Thai food on its platform in 2008, with Korean cuisine added a decade ago. The rapid ascent of these cuisines into the top ten highlights how quickly global food trends can permeate the British market. As social media continues to shape consumer behaviour, the takeaway landscape is likely to evolve further, blending innovation with timeless classics.
