Table of Contents
Issues in the Market
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- Main issues
- Definition
- CHAID Analysis explained
- Abbreviations
Future Opportunities
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- Building engagement
- Differentiation
- Local community
Market in Brief
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- Impact of the recession on eating out
- Theatrical elements
- Views: Inside and out
- Food presentation
- Customer service
- Consumer eating out trends
- Restaurant formats
- Why consumers eat out
- Experience factors which could entice consumers
Internal Market Environment
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- Key points
- A few rays of light in a backdrop of gloom
- Eating out stays on the agenda
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- Figure 1: Agreement with selected lifestyle statements, 2004-08
- Something entertaining is not universally needed
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- Figure 2: The importance of the decision drivers, by type of outlet, 2008
- Day time dining increasingly popular
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- Figure 3: Visiting of restaurants for a meal in the last 12 months, 2004-08
- Monitoring trade
Broader Market Environment
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- Key points
- The economy in recession
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- Figure 4: Trends in personal disposable income and consumer expenditure, 2004-14
- Consumer confidence continues to plumb the depths
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- Figure 5: GfK NOP Consumer Confidence Index, Jan 2008-Jan 2009
- Where consumers say they will cut back…
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- Figure 6: Spending cutbacks over the past six months, December 2008
- …and where their priorities really lie
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- Figure 7: Consumer spending priorities, March 2009
- Demographic boost for restaurant trade
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- Figure 8: UK adult population trends, by socio-economic group, 2004-14
Themed Restaurants
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- Key points
- Consumer research results
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- Figure 9: ‘Themed restaurants’ as an enticement for eating out, by age, January 2009
- The end of the road for themed restaurants?
- Themes – limited time offers
Décor and Restaurant Design
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- Key points
- Consumer research results
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- Figure 10: ‘Spacious seating’ as an enticement for eating out, by gender, January 2009
- Back to basics
- Loo of the Year Awards
- Destination restaurants
- Award winning interiors
- Creating a stir
- A room with a view
- Makeovers and new beginnings
- Larger than life
- You can’t please everyone
Serving Formats
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- Key points
- Consumer research results
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- Figure 11: Selected serving techniques as enticements for eating out, by age, January 2009
- Double-edged sword
- Chef watch
- Teppanyaki
- Carveries
- Seeing is believing
- Self-service
- No waiter, no waiting
- Cook your own
- Tabletop grilling
- Other innovations
- Communal dining
- And now for something completely different…
Products/Menus
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- Key points
- Consumer research results
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- Figure 12: Selected menu formats as enticements for eating out, by age, January 2009
- Serving suggestions
- The language of menus
- Health and well-being descriptions
Customer Service
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- Key points
- Consumer research results
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- Figure 13: ‘Being able to take time over a meal‘ as an enticement for eating out, by age, January 2009
- The importance of customer service
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- Figure 14: Most popular attitudes towards customer service when eating out, January 2008
- Value for money means experience not just food
- Dual role servers
- Communication with chefs
Entertainment
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- Key points
- Consumer research results
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- Figure 15: Selected entertainment factors as an enticement for eating out, by age, January 2009
- Legislation
- Dance
- Music
- Putting on an act
- Variety and other entertainment
Eating Out Venues
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- Key points
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- Figure 16: Venues eaten at in the past six months, January 2009
Reasons for Eating Out
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- Key points
- Special occasion versus regular treat: demographic dependent
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- Figure 17: Reasons for eating out, January 2009
- Catch up at casual diners
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- Figure 18: Most popular eating out venues, by reasons for eating out, January 2009
- Regular treats in snacking-type outlets
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- Figure 19: Next most popular eating out venues, by reasons for eating out, January 2009
- Eating out as an antidote to the daily drudge
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- Figure 20: Most popular reasons for eating out, by reasons for eating out, January 2009
- Eat out to relieve boredom
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- Figure 21: Next most popular reasons for eating out, by reasons for eating out, January 2009
Making the Eating Out Experience More Enjoyable
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- Key points
- A relaxed atmosphere more important to some than a flexible menu
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- Figure 22: Experience enticements for eating out, January 2009
- Atmosphere over overt theatrics
- Menu matters
- Time and space liked by coffee shop customers
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- Figure 23: Most popular eating out venues, by experience enticements for eating out, January 2009
- Quiet and spacious carveries
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- Figure 24: Next most popular eating out venues, by experience enticements for eating out, January 2009
- Something for the lovers
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- Figure 25: Most popular reasons for eating out, by experience enticements for eating out, January 2009
- Live music for the 20-24-year-olds looking for a meal replacement
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- Figure 26: Next most popular reasons for eating out, by experience enticements for eating out, January 2009
- Displays can help build assurance
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- Figure 27: Most popular experience enticements for eating out, by experience enticements for eating out, January 2009
- Younger diners like additional stimulation
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- Figure 28: Next most popular experience enticements for eating out, by experience enticements for eating out, January 2009
- Electronic menus to tap into the ‘trendy’ market
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- Figure 29: Other popular experience enticements for eating out, by experience enticements for eating out, January 2009
Theatre of Eating out – Targeting Opportunities
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- Key points
- CHAID analysis
- The main target groups identified
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- Figure 30: CHAID analysis of restaurant venues, January 2009
- Repertoire – Number of reasons for eating out at restaurants/outlets
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- Figure 31: Number of reasons for eating out at restaurants/outlets, January 2009
- Target groups on how best to improve the experience of eating out
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- Figure 32: Theatre of eating out target groups, January 2009
- Leisurely Diners
- Family Foremost
- Adventurous Diners
- Apathetic
- Wine Focused
Appendix – Eating Out Venues
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- Most popular venues eaten at in the past six months, by detailed demographics
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- Figure 33: Most popular venues eaten at in the past six months, by detailed demographics, January 2009
- Next most popular venues eaten at in the past six months, by detailed demographics
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- Figure 34: Next most popular venues eaten at in the past six months, by detailed demographics, January 2009
- Most popular venues eaten at in the past six months, by venues
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- Figure 35: Most popular venues eaten at in the past six months, by venues eaten at in the past six months, January 2009
- Next most popular venues eaten at in the past six months, by venues
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- Figure 36: Next most popular venues eaten at in the past six months, by venues eaten at in the past six months, January 2009
Appendix – Reasons for Eating Out
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- Most popular reasons for eating out, by detailed demographics
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- Figure 37: Most popular reasons for eating out, by detailed demographics, January 2009
- Next most popular reasons for eating out, by detailed demographics
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- Figure 38: Next most popular reasons for eating out, by detailed demographics, January 2009
Appendix – Making the Eating Out Experience More Enjoyable
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- Most popular experience enticements for eating out, by detailed demographics
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- Figure 39: Most popular experience enticements for eating out, by detailed demographics, January 2009
- Next most popular experience enticements for eating out, by detailed demographics
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- Figure 40: Next most popular experience enticements for eating out, by detailed demographics, January 2009
- Other popular experience enticements for eating out, by detailed demographics
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- Figure 41: Other popular experience enticements for eating out, by detailed demographics, January 2009
Appendix – Theatre of Eating Out: Targeting Opportunities
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- Theatre of eating out – repertoire analysis
- Number of reasons for eating out at restaurants/outlets, by detailed demographics
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- Figure 42: Number of reasons for eating out at restaurants/outlets, by detailed demographics, January 2009
- Number of reasons for eating out at restaurants/outlets, by reasons stated
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- Figure 43: Number of reasons for eating out at restaurants/outlets, by reasons stated, January 2009
- Number of reasons for eating out at restaurants/outlets, by venues
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- Figure 44: Number of reasons for eating out at restaurants/outlets, by venues eaten at in the last six months, January 2009
- Theatre of eating out – target groups
- Theatre of eating out target groups, by detailed demographics
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- Figure 45: Theatre of eating out target groups, by detailed demographics, January 2009
- Theatre of eating out target groups, by reasons for eating out at restaurants/outlets
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- Figure 46: Theatre of eating out target groups, by reasons for eating out at restaurants/outlets, January 2009
- Theatre of eating out target groups, by experience enticements for eating out
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- Figure 47: Theatre of eating out target groups, by experience enticements for eating out, January 2009
- Theatre of eating out target groups, by number of reasons for eating out
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- Figure 48: Theatre of eating out target groups, by number of reasons for eating out at restaurants/outlets, January 2009
- Theatre of eating out target groups, by types of venues
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- Figure 49: Theatre of eating out target groups, by types of venues eaten at in the last six months, January 2009
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