A small habit that says more than you think

Takeaway habits are starting to reveal something deeper about how we live and it’s not just about income. New research suggests people across all income levels spend roughly the same share on takeaways. The difference is frequency and experience. For some, it’s routine. For others, it’s occasional. What separates them isn’t money, but culture.

That has real implications: two customers on the same salary can behave completely differently and traditional targeting misses that.

There’s a parallel story in the US, where the removal of the penny has created unexpected friction for restaurants, quietly shifting costs and disrupting operations. In the UK, the cash vs cashless debate is creating similar tensions.

Different stories, same theme: small shifts in behaviour or policy can have outsized effects.

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