What the summer of heatwaves means for the future of away from home

Heatwaves are becoming a more common feature of British summers, and therefore a recurring commercial reality. A long summer of record-breaking temperatures, multiple heatwaves and prolonged periods of extreme weather have pushed the away from home market to new limits this year. The market has become accustomed to adapting to conditions on short notice, notably Covid, train strikes and bad weather like snow, but the sustained high temperatures are now representing a more fundamental shift.  

The lessons for away from home operators and suppliers extend beyond the typical range seasonality of stocking more ice cream and cold drinks in the summer. There is a heightened need to adapt the overall offer, operations and customer experience to changing weather conditions, especially the extreme ones, as they likely become a regular occurrence.  

Heatwaves are a business issue as well as a climate issue 

Extreme heat creates opportunities for certain categories but brings a host of operational challenges. In commercial kitchens, high temperatures affect staff wellbeing, equipment performance and the ability to delivery full menus. Operators have had the additional cost of investing in air conditioning and cooling systems to try to keep staff cool, particularly in kitchens. However, this still hasn’t been enough to control the heat on the hottest days.  

Some operators have had to close sites due to the heat, such as Robins Pie & Mash, who closed for a day and a half after kitchen temperatures reached 50 degrees. As well as the additional costs of new equipment, unplanned closures result in lost earnings and wasted stock, cutting into the low margins that many hospitality operators are already trying to protect.   

Looking forward, climate resilience will become a strategic and essential capability, whether resilience through investment in well-equipped kitchens, or in preparation for closures. This will make future decisions around site design, ventilation, outdoor space and operational flexibility increasingly commercial considerations as well as just facilities issues. These decisions will form a larger part of how operators protect sales, availability and customer experience in a market shaped by continued cost pressure and selective consumer spending.  

Consumers changed how they ate and drank 

Over half of consumers spent one of the recent heatwaves at home rather than going out, and almost three quarters said their food and drink choices were different to usual. This shows how the heat disrupted consumer routines. While warm weather can encourage outdoor socialising, extreme heat often changes where, when and how people spend. This means that demand became less predicable for the away from home market, and more occasion- and need-led.  

The hot weather meant most consumers looked to lighter meals due to smaller appetites and a reluctance to cook in the heat. This shifted some occasions, giving away from home a bigger role to play in what would usually be in-home occasions as consumers switched to takeaways – Dominos cited the heat as a driver of increased orders in a statement to the Press Association.  

Shifting demand towards chilled, convenient foods demonstrates the importance of menus that can flex beyond traditional meal structures, with lighter portions, chilled formats, snackable options and lower-effort meal solutions. This menu flexibility must be supported with timely marketing for operators to show consumers how they can meet these occasions.  

Greggs reacted with a marketing campaign around its ‘Quicknic’ – a deal offering a cold baguette and savoury pastry roll from £4.75 between 11am-4pm. The deal was weather and location-dependent, only being activated in certain areas if the temperature reached a certain threshold.  

Experience-led spending surged 

While some stayed indoors, other consumers actively sought experiences to make the most of the weather, particularly benefitting leisure venues. Food and drink is often not the focus of these occasions, and consumers are becoming more willing to unbundle these occasions to cater for food and drink elsewhere. To maximise this opportunity, operators must pair their experiences with strong food and drink offers that meet the needs of consumers looking to cool down, hydrate or graze.  

With consumers putting more emphasis on value and experiences, heatwaves show the role that the physical environment can play in the value equation. Shade, outdoor seating and air conditioning all play a greater part in the overall proposition as consumers are willing to pay for comfort and atmosphere as well as the products. Operators that can provide a comfortable and pleasant environment in extreme circumstances may be at an advantage even when their food and drink offer is comparable to competitors. 

Learning for the future 

Heatwaves are unlikely to be exceptional events in the future as climate change makes heatwave temperatures more common features of British summer. Away from home businesses must plan for them as a recurring and long-term driver of the market.  

Operators 

• Invest in climate resilience as a commercial capability. Review site infrastructure to ensure kitchens, front-of-house areas and outdoor spaces can remain operational during periods of extreme heat. Consider ventilation, cooling systems, shade and flexible seating as investments that protect sales, staff wellbeing and customer experience.  

• Adapt menus for changing consumer needs. Ensure menus can flex quickly when weather conditions change, with offers that align with reduced appetites and preference for products that help consumers cool down and stay hydrated.  

• Be prepared for weather-driven demand spikes. Use weather forecasting and localised data to inform staffing, stock allocation and promotional activity. Create heatwave-specific promotions and bundles that can be activated rapidly when temperatures rise.  

Suppliers 

• Help operators prepare for weather volatility. Develop heatwave-ready product portfolios that can be deployed quickly when demand patterns change. Support customers with category insights, demand forecasting and planning tools that improve responsiveness. 

• Improve supply chain flexibility. Build the capability to respond rapidly to short-term demand spikes in relevant categories, and strengthen resilience across the supply chain as weather-driven demand becomes harder to predict. 

• Innovate around hydration and lighter eating. Prioritise products that meet growing demand for refreshment, cooling and lighter consumption, exploring formats suited to grazing, snacking and smaller meal occasions. 

• Build resilience capabilities into planning. Extreme heat can put pressure on refrigeration, storage and equipment, risking product availability and customer satisfaction. Ensure contingency plans are in place to not let customers down, such as alternative supply options and practical guidance that reduces disruption when heat-related issues occur.  

Preparing for the future 

IGD’s Away From Home service helps businesses prepare for the future with the insight and foresight needed to anticipate change and identify growth opportunities. Read some of our forward-looking insights here, or get in touch to learn how an Away From Home subscription could support you further.