Just Eat Expects Order Boost During Foodie Fringe

Just Eat, the UK’s leading online delivery platform, reveals just how much of a boost Edinburgh restaurants can expect from this year’s Foodie Fringe, as restaurants on the platform predict a 40 per cent uplift in orders1.

Every August, an estimated 400,0002 tourists and artists flock to the Edinburgh Festival Fringe, the world’s largest performing arts festival, significantly boosting business to local restaurants, hotels, bars, and takeaways.

Just Eat’s restaurants play a vital role in bringing communities together and connecting them with the food they love.

Every minute, almost 500 orders are made through Just Eat in the UK.

One business that will be enjoying the Fringe is Bell Bottom Takeaway, a local Indian takeaway that typically experiences a ‘Foodie Fringe’ boost of 30-40 per cent every August, most of which will be made up of delivery and takeaway orders.

Another local favourite is Side Street Burgers, which is doubling its stock orders and increasing its staff to prepare for the influx in demand this year.

This will ensure that every guest and tourist is impressed with the quality of Edinburgh’s food scene.

Leigh Phillipson, UK Sales Director, Just Eat, said: “At Just Eat, we are proud to support some incredible local partners in Edinburgh and will continue to deploy pioneering technology and business expertise to enable them to thrive during this year’s Foodie Fringe.

“This is just one example of our commitment to backing small restaurants, but policymakers must take this one step further by adopting the recommendations of our ‘Recipe for Success’ manifesto, to support their growth”.

Pankaj Rawat, owner of Bell Bottom Takeaway and Biryani Boys, said: “The Edinburgh Festival Fringe is a huge event for the city and for business, and we love being a part of it.

“It’s a privilege to welcome such a diverse range of tourists, audience members, and performers, as thousands come to seek delicious and convenient food options like ours.

“To ensure we take full advantage of this increased demand, we work closely with Just Eat to streamline our delivery processes and maintain quick turnaround times, as well as offering festival-specific promotions to entice new customers”.

Kasim Ali, owner and managing director of Side Street Burgers, said: “We’re all so proud of the Fringe – it’s the best of Edinburgh, and it’s also big business for small restaurants like us, which is why we are taking preparations seriously.

From doubling our stock orders to increasing our staff, we are working hard to ensure we never disappoint on quality or service at such a busy time.

The Fringe is only a month every year, but succeeding now is key to our long-term success, as tourists will remember us when they’re next in Edinburgh.”

To help local restaurants capitalise on the annual event further, Just Eat is sharing a guide to help them manage the increased demand and help tourists find local gems in Edinburgh.

Top Tips

• Touches of Scotland to Tempt Tourist Taste Buds
  • The Edinburgh Festival Fringe attracts audiences from 67 countries.
  • Offer Scottish-inspired specials and locally-sourced ingredients.
  • Example: Bell Bottom’s ‘Scotland Classic 80’s Style Curries’ including Tikka Masala, invented in Glasgow.
  • Global cuisine restaurants should still cater to diverse international tastes.
• Offer Timely Takeaway Updates to Busy Visitors
  • Ensure customers are informed on order status via the Just Eat app.
  • Provide updates from confirmation to delivery to reduce refund claims.
• Make Sure You Have Enough Helping Hands
  • Adequately staff to handle the customer surge during the Fringe.
  • Consider hiring additional seasonal temps, especially as summer holidays coincide with the Festival.
  • Many students remain in Edinburgh and seek temporary work during this period.
• Accommodate Customers with Clear Descriptions and Pictures
  • Use clear, simple language and photos for menu items and ingredients, especially allergens.
  • This reduces confusion and the risk of refund claims.
• Push Promotional Perks to Prompt Purchases
  • Offer promotions to attract visitors who may have limited budgets after buying performance tickets.
  • Incentivise more orders by demonstrating value.
• Be Unashamedly Yourself
  • Showcase the best of Edinburgh’s local character.
  • Have confidence in establishing your restaurant as a Festival Foodie favourite.