Fish and chips falls out of Just Eat’s top 10 as tastes diversify

Fish and chips has fallen out of consumers’ top 10 favourite foods in the 20 years since Just Eat launched, according to the delivery platform.

Back in 2006, when Just Eat launched with only seven cuisines listed, fish and chips ranked seventh, behind chicken korma and chicken chow mein. Pepperoni pizza took the top spot, followed by chicken tikka masala in second, sweet and sour chicken in third and Margherita pizza in fourth.

Today, with more than 100 cuisines available on the platform, Margherita pizza takes the number one slot, joined in the top ten by Korean fried chicken, loaded fries and smash burgers.

Just Eat says that consumer tastes have become more diverse over the past two decades, with cuisines such as Greek, Sri Lankan and Brazilian now among its most popular options. It also attributes the growing influence of social media platforms like TikTok, noting a surge in Korean cuisine in recent years driven by shows such as Squid Game and music from Blackpink. Meanwhile, trends such as matcha and fibre drinks are rising in popularity, aligned with wellness movements.

Despite more choice than ever, Leigh Phillipson, commercial director at Just Eat, said great British favourites like Indian, Chinese and fish and chips are as popular as ever, adding: “Independent restaurants are still the beating heart of our platform and a force for good on our UK high streets. We’re proud to be celebrating two decades of working with them.”

2006 top tastes: The OGs

1. Pepperoni pizza
2. Chicken tikka masala
3. Sweet and sour chicken
4. Margherita pizza 
5. Chicken chow mein 
6. Chicken korma
7. Fish and chips 
8. Beef burger 
9. Doner kebab and chips
10. Chicken box

2026: Trending tastes

• Margherita pizza 
• Chicken chow mein
• Sweet and sour chicken
• Korean fried chicken
• Chicken tikka masala
• Pepperoni pizza
• Loaded fries
• Pad thai
• Smashburger
• Veggie burger

As Just Eat marks its 20th anniversary in the UK and surpasses two billion orders on the platform, new research shows Britain’s independent takeaways generate £28 billion in annual Gross Value Added (GVA) for the UK economy, supporting more than 897,000 jobs nationwide.

Further research by Just Eat shows that nearly half (46.46%) of consumers prioritise ordering from independent local takeaways, with one in five (19.51%) doing so at least once a week. More than six in ten (62.4%) would be willing to pay slightly more or wait longer for delivery to support an independent takeaway, while over half (54.97%) would pay up to 10% extra. Six in ten (61.4%) say independent takeaways are important to the character of their local high street, and 64.3% believe high streets would be worse off without them, with nearly three quarters (72.54%) concerned if independents disappeared from their area. Younger consumers are helping drive growth, with more than half (51.35%) of 25–34-year-olds ordering from independents more often than two years ago.

To mark its 20th anniversary, Just Eat is awarding its longest-standing “Takeaway OGs” with orange plaques recognising their longevity on the platform and their role in local communities. Initial recipients include Verona Pizza in south west London, Balti Club in Glasgow and Pizza House Company in Leeds.

Claire Pointon, UK and Ireland managing director at Just Eat, added: “Twenty years ago, Just Eat launched in the UK to help local restaurants reach more customers. A lot has changed in that time – food tastes have gotten more diverse, and we now have over 100,000 choices available in the UK – but independent takeaways remain the beating heart of our platform and a force for good on our high streets.

“Looking ahead, expect even more choice on our platform and even more investment in world-beating technology that makes life easier for customers and partners. Whether it’s AI voice ordering or trials of delivery robots, Just Eat is committed to investing in UK high streets and being a business Britain can rely on.”