Deliveroo, the UK-based food delivery platform, has partnered with artisan bakery chain GAIL’s and Sheffield Hallam University on a pioneering research project to assess the impact of takeaway food packaging on the environment and consumer behavior. This collaboration seeks to inform sustainable packaging design for foodservice operations and help guide industry best practices.

Led by researchers from the University’s National Centre of Excellence for Food Engineering, the study explores how different types of packaging influence customer satisfaction, food quality perception, and environmental awareness. Using GAIL’s packaging as a real-world case study, the project also aims to measure lifecycle environmental impacts and propose data-driven recommendations.

Understanding packaging beyond functionality

In a food delivery context, packaging does far more than transport food—it serves as a brand ambassador, a quality preserver, and increasingly, a sustainability indicator. As part of this initiative, researchers are analysing packaging materials for their recyclability, compostability, and thermal retention properties, while also surveying consumer reactions to these factors.

“We want to understand not just the technical side of packaging, but how it impacts the end-user experience and sustainability outcomes,” said Dr. Andrew Grieve from Sheffield Hallam University. “This partnership brings together academia, business, and consumers to co-create practical packaging solutions.”

Aligning with ESG goals and customer expectations

The collaboration supports Deliveroo and GAIL’s broader environmental, social, and governance (ESG) objectives. Both companies have made public commitments to reduce single-use plastics and improve the recyclability of their packaging. Through this academic partnership, they hope to accelerate innovation and validate which materials work best under real delivery conditions.

Initial findings from the research will focus on:

• Environmental footprint comparison of different packaging types
• Consumer perception of eco-friendly packaging versus traditional options
• Performance of materials during last-mile delivery (temperature, moisture, integrity)
• End-of-life disposal practices and infrastructure compatibility

Implications for the wider foodservice industry

This project comes at a time when takeaway food consumption is at an all-time high, and packaging waste is under increasing scrutiny from regulators and consumers alike. Insights generated from the study will not only benefit Deliveroo and GAIL’s, but could inform broader industry guidelines and public policy development around sustainable food packaging.

The partners plan to publish key outcomes and recommendations in late 2025, potentially shaping how takeaway packaging is designed, sourced, and communicated to end-users across the UK and beyond.

“Our goal is to create packaging that delivers on sustainability, performance, and customer satisfaction,” said a Deliveroo spokesperson. “Working with Sheffield Hallam gives us the data and credibility we need to lead responsibly in this space.”

This cross-sector initiative exemplifies how academic insight, commercial scale, and sustainability ambition can converge to rethink packaging for a better future.