Ordering takeaway food has been identified as the most popular method for Britons to console themselves after experiencing a challenging day at work, according to new psychological research. The study reveals that delivered meals serve as a primary emotional coping mechanism across various emotional states, with takeaway food uniquely positioned as both a self-reward and self-consolation tool.
Psychological Study Reveals Emotional Eating Patterns
Published in the prestigious journal Frontiers in Psychology, the investigation conducted by experts at Anglia Ruskin University (ARU) aimed to comprehensively assess people's options for both self-reward and self-consolation behaviours. Researchers meticulously examined the preferences of 281 individuals from diverse regions across the United Kingdom, presenting them with detailed scenarios representing good, bad, and average workday experiences.
Participants were systematically asked to report their likelihood of engaging in various "self-gifting behaviours" when confronted with different emotional states. These behaviours included consuming an alcoholic drink, ordering a takeaway meal, eating a chocolate bar, embarking on an online shopping spree, or enjoying a relaxing bubble bath.
Takeaway Food's Unique Dual Appeal
The findings demonstrated that after imagining a particularly bad workday, participants showed significantly increased inclination toward indulging in specific comforts. These included having an alcoholic beverage, ordering takeaway food, consuming chocolate confectionery, and taking a bubble bath, with researchers suggesting these choices were "primarily motivated by a desire for self-console."
Remarkably, the study identified takeaway food as the "only self-gifting item that was motivated by both a desire to self-reward and self-console," giving it a unique psychological position among comfort behaviours. Dr Suzanna Forwood, co-lead author and director of the Research Centre for Better Living at ARU, provided expert analysis of this dual appeal phenomenon.
"The popularity of takeaway food may reflect a double benefit," Dr Forwood explained. "The takeaway combines the indulgence of a desired meal with removing the daily chore of preparing and cooking dinner. For many, that combination may feel particularly appealing after either a successful or a difficult day at work."
Fast Food Landscape Transformation
This research emerges against a backdrop of significant transformation in the UK's fast food landscape. Last year, official analysis confirmed that Camden in north London has taken the crown from Bury as England's undisputed fast food capital, with data showing it now possesses the most outlets per population.
Blackpool, Manchester and Tower Hamlets in London all maintained positions near the top of the national list, while both Hartlepool and Darlington dropped out of the top ten rankings entirely. Camden Town has long been renowned as a major hub of food stalls and culinary offerings in London, featuring multiple adjoining markets within a small radius from Camden Stables to Boxpark.
Despite this established reputation, the number of fast food outlets in the area has undergone dramatic expansion. Available data reveals these establishments have doubled since 2017, increasing from 205 outlets to an impressive 417, reflecting changing consumer habits and the growing demand for convenient food options that align with the emotional needs identified in the ARU study.
