How price promotions affect fast-food delivery choices
Fast Food Online Delivery Purchase Behaviour in the Presence and Absence of Price-based Incentives
NA · University of Liverpool · NCT07368881
This trial tests whether removing price-based promotions on online takeaway platforms changes what adults who order delivery in select UK areas choose to buy.
Quick facts
| Phase | NA |
|---|---|
| Study type | Interventional |
| Enrollment | 600 (estimated) |
| Ages | 18 Years and up |
| Sex | All |
| Sponsor | University of Liverpool (other) |
| Locations | 1 site (Liverpool, Merseyside) |
| Trial ID | NCT07368881 on ClinicalTrials.gov |
What this trial studies
This is an online randomized trial where adult participants who live in selected postcode areas will place a real takeaway order through a virtual delivery platform with either normal price promotions present or with price-based incentives removed. Participants are randomly assigned to an experimental (promotions removed) or control (usual promotions) arm and asked to order and pay for pizza for delivery today or tomorrow. The main outcome is the nutritional and energy content of the items selected and purchased. Results will show whether changing pricing information alters real-world food purchasing behavior.
Who should consider this trial
Good fit: Adults aged 18 and over who live in the specified Manchester, Liverpool, or Birmingham postcodes, have used food delivery services in the past year, and are able to order and pay for a takeaway pizza for delivery today or tomorrow are ideal candidates.
Not a fit: People with recent or current eating disorders, those fasting or on appetite-suppressing medications, or with excluded dietary restrictions (e.g., gluten-free, dairy-free, sugar-free), and anyone living outside the specified postcodes are unlikely to benefit from participating.
Why it matters
Potential benefit: If successful, removing or changing price promotions on delivery apps could nudge people toward lower-calorie takeaway choices and help reduce excess calorie intake.
How similar studies have performed: A prior online randomized trial found a 7–8% reduction in energy selected when price promotions were removed, but that result was based on hypothetical choices and was statistically inconclusive, so real-world evidence remains limited.
Eligibility criteria
Show full inclusion / exclusion criteria
Inclusion Criteria: * Able to order and pay for a takeaway pizza for delivery today or tomorrow * Currently reside in select postcode areas * Manchester (M13 store): M1, M2, M3, M4, M5, M11, M12, M13, M14, M15, M16, M18, M19 * Liverpool (L3 store): L1, L2, L3, L4, L5, L6, L8, L13, L15 * Birmingham (B27 store): B9, B10, B11, B12, B13, B25, B26, B27, B28, B33, B90, B91, B92 * Over the age of 18 years * Report having used food delivery services in the last year Exclusion Criteria: * Partaking in a fast or other restrictive eating (e.g. for religious or health reasons) at time of participation * A previous eating disorder diagnosis * Currently on appetite-suppressing medication * Dietary restrictions/intolerances including: * Gluten-free * Dairy-free * Sugar-free
Where this trial is running
Liverpool, Merseyside
- University of Liverpool — Liverpool, Merseyside, United Kingdom (RECRUITING)
Study contacts
- Study coordinator: Eric Robinson
- Email: eric.robinson@liverpool.ac.uk
- Phone: +44 (0)151 794
How to participate
- Review the eligibility criteria above with your treating physician.
- Visit the official trial page on ClinicalTrials.gov for the most current contact information and recruitment status.
- Contact the listed study coordinator or principal investigator to request pre-screening. Pre-screening is free and never obligates you to enroll.
Conditions: Food Purchases, Eating Behaviour, Obesity, Food pricing, Price promotions