This is Mintel’s first report investigating the issues surrounding menu development in the wider eating out market in the UK. Its aim is to explore what is influencing the evolution and composition of the modern menu as well as delving into some of the larger trends affecting the eating out and leisure markets generally.

The eating out market continues to experience growth and is predicted to reach £36.60 billion by 2012 (the market currently being valued at £30.45 billion in 2007). The major trends affecting the market include the relative polarisation of consumers with some needing to cut their expenditure (and therefore driving price promotions from operators) whilst more wealthy consumers are increasingly prepared to pay more for better quality meals (hence the rise in premium casual dining). Other buzzwords affecting the market include transparency, provenance and local sourcing, customisation and flexibility.

Mintel commissioned GfK NOP to carry out a nationally representative survey consisting of 1,910 adults aged 16+ in September 2007. These respondents were then questioned on the general eating out habits (venues visited and frequency) as well as more specifically on their ordering habits. Finally respondents were asked about what they would like to see as future menu developments.

Menu formats can be interpreted a number of ways and be investigated from a number of angles, however, due to the diverse nature of this subject not all areas can be explored within the remit of this report. Therefore this report is not intended to be used as a menu planning guide and does not lay out the statistics relating to the most popular or average number of starters, main courses etc. This is primarily a consumer-based report.