Many dishes ride the wave of popularity simply because they capture a moment in time, from salmon poke and chicken quesadillas to chicken yakisoba. Others reflect everyday cravings, like milk, bananas, bread, chocolate, and beer. The latest Gastrometro report from the Just Eat platform shows that the combined value of food delivery and weekly online basket purchases in Spain reached a striking height in 2023, with growth showing no sign of slowing. The most expensive order processed this year topped €673, while a shopper in Seville placed a remarkable 607 orders over the prior year, underscoring the scale and variety of consumer demand.
Getir and Just Eat begin collaboration in Spain
Íñigo Barea, the general manager for Spain, noted that the collaboration helped secure a top position in demand rankings for the year. American cuisine and hamburgers attract particular interest, followed by Italian, Eastern, and Japanese options. Spanish cuisine sits prominently in the mix, with Russian tortilla frequently appearing in menu conversations as well, reflecting a broad pallette among urban diners.
Gyozas stuffed with cow cheek — a photo accompanying the report — illustrates the kind of fusion and bold flavors that resonate with diners. Weekends and holidays stand out for delivery activity. The report highlights that a sizable portion of users turn to the service to socialize with friends or family, while others use it to catch up on television, series, or films. A portion also uses the service while working or studying. Demographic data show a balance in gender, with a slight tilt toward men, and a distribution where adults in the 35 to 55 age bracket form the largest group, followed by younger adults aged 18 to 34.
Reasons people choose delivery services span convenience and social reasons. Many want to avoid cooking and cleaning, while others see delivery as a fashionable habit or a way to spend more time with others. A portion treats it as a weekly ritual. Social media continues to influence tastes, with many users browsing platforms like Instagram and TikTok, following food profiles, and trying new restaurants based on online recommendations. This dynamic feeds ongoing experimentation with flavors and presentation across the Spanish market.
Russian salad also appears in ongoing discussions about menu trends, illustrating how traditional dishes can be reimagined in modern dining experiences. Kitchen sustainability remains an important factor for many households, and a majority prefer reusable containers. A large share favors seasonal ingredients, and a significant number reuse leftovers. There is broad curiosity about fusion cuisine as diners seek new taste experiences, while many continue to favor online shopping for its convenience and time savings.
Strong growth over the next four years
Industry leaders anticipate solid expansion in the coming years, with forecasts pointing toward higher levels of online shopping activity and a continued rise in delivery volumes. The market is expected to reach new milestones as more consumers turn to digital channels for meals and groceries. Online shopping cart activity is projected to grow, and food delivery services are likely to see sustained gains as platforms expand their reach, improve delivery times, and broaden menu choices for urban and suburban residents alike.
During a roundtable discussion, executives emphasized that delivery has become a core channel for modern dining. The conversation highlighted a thriving niche that includes decades of experience, expanded lunch, breakfast, and brunch options, and ongoing investments in more sustainable packaging. The focus remains on delivering quality while reducing waste and supporting local producers where possible.
Leaders from the hospitality and retail sectors stressed the ongoing competition between delivery platforms and traditional retail channels. They spoke about the desire to make cooking at home more efficient and enjoyable, while acknowledging the enduring role of hospitality in shaping consumer expectations. The discussions also noted strong alignment with proximity distribution networks and the broad reach of supermarket chains, signaling a continued push to bring more stores into the delivery ecosystem for greater convenience and faster service.