With the UK’s food delivery market at an all-time high, research by contemporary Neapolitan pizzeria 081 Pizzeria reveals that Brits are still reluctant to tip their food delivery drivers despite how hard they have worked during the pandemic, with only a quarter leaving a tip.
During the pandemic, food delivery drivers went from being deemed as unskilled workers to becoming the nation’s lifeline, having a critical role in keeping the country fed. Despite this, the research suggests that consumers are more willing to tip restaurant staff over delivery drivers with three quarters (75%) tipping their waiter or waitress most of the time and only a quarter (25%) tipping their delivery drivers.
Half of people surveyed said they usually tip between 6 and 10% of the total bill at a restaurant, whereas the average tip for delivery drivers was lower overall as 50% said they would only tip between 1 and 5% of the bill. Meanwhile, only 6% of Brits admit to never tipping restaurant staff, compared to a larger 25% who never consider leaving a tip for their delivery drivers.
Figures from the survey also showed that 6 in 10 people would be more willing to tip their delivery drivers if they were chatty and friendly. The second biggest factor to encourage Brits to leave a tip is if the driver goes above and beyond, making an ‘exceptional’ effort. Meanwhile, a quarter (25%) of Brits would be more likely to tip if their driver smiled and 10% would tip if they found them attractive.
In response to the findings, 081 Pizzeria Founder Andrea Ascuiti has committed to giving £1 to every delivery driver that comes to pick up a meal. As a former pizza delivery driver in his homeland in Naples, Andrea understands the unique challenges of delivering food and the patience, attention to detail and care required to ensure the customer is satisfied with the delivery. He says:
“Growing up in a city surrounded by pizza, I fell in love with the staple food at a young age and although I was very passionate when I became a pizza delivery driver, I soon realised the job came with a lot of challenges. As a delivery driver, you have to consider a lot of things to ensure you do your job professionally and safely, such as preparing for all types of weather, dealing with issues from the restaurant, sorting out insurance for your vehicle and much more. People do not seem to realise how difficult it is to be a delivery driver and the risks you take everyday to do your job, so it’s important to raise awareness of this and give back to those who were our heroes during the lockdown.
“Of course, tipping is a personal choice but I strongly believe in supporting today’s generation of food delivery drivers who face a lot of added pressure with such high demand. That’s why at 081 Pizzeria, we are donating £1 to every delivery driver that comes to our kitchen.”
According to the study, men are more likely to splash the cash when it comes to tipping, as 3 in 10 UK men claim they always tip their delivery driver compared to just 20% of women. Similarly, nearly half (46%) of men surveyed always tip restaurant staff with just 35% of women always leaving a tip. Not only do men tip more frequently but they also tip higher than women. The survey results shows that three quarters of men (73%) tip over 6% of the bill at restaurants compared to only half of women (48%) who tip the same amount.
The study conducted by 081 Pizzeria polled 1,000 UK adults who regularly use delivery and takeaway services about their tipping habits, comparing their attitudes towards food delivery drivers and restaurant staff.
081 Pizzeria is available for delivery via Deliveroo and UberEats. www.081pizzeria.com.