Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Market factors
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- Figure 1: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2011
- Companies, brands and innovation
- The consumer
- Frequency of eating out
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- Figure 2: Frequency of eating out, October 2011
- Expenditure on eating out
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- Figure 3: Expenditure per person on eating out, by occasion, October 2011
- Factors influencing where consumers eat out
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- Figure 4: Factors influencing where consumers eat out, October 2011
- Usage of and attitudes towards price promotions
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- Figure 5: Usage of and attitudes towards price promotions, October 2011
- Attitudes towards ethical catering
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- Figure 6: Attitudes towards ethical catering, October 2011
- Factors that diners find important when choosing what to eat
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- Figure 7: Menu enticements, October 2011
- What we think
Issues in the Market
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- What can restaurants learn from the food retail environment?
- How can operators use price promotions the most effectively?
- What other factors can restaurants leverage to attract new customers and retain old ones?
- How can small operators fend off the competition from larger players, better able to undertake frequent price promotions as consumer budgets remain under pressure?
Future Opportunities
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- Pass the parcel
- Developing relationships
Internal Market Environment
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- Key points
- Consumers returning to previously sidelined sectors?
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- Figure 8: Consumer spending priorities (after bills), November 2009-October 2011
- Eating out market: 2011 started strong, but it’s not finishing that way
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- Figure 9: Like-for-like sales growth year-on-year (%) across leading restaurant and pub groups, November 2009-October 2011
- Varying sector performances
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- Figure 10: UK eating out market size and forecast, 2006-16
- Pubs down but not out
- Consumers likely to cut back on lunch
- Growth potential
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- Figure 11: UK eating out market, by segmentation*, 2010
- Actively chasing footfall
Broader Market Environment
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- Key points
- Consumer confident plummets towards the end of 2011
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- Figure 12: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2011
- Demographic factors
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- Figure 13: Trends in the age structure of the UK population, 2006-16
- Figure 14: Forecast adult population trends, by lifestage, 2006-16
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- Figure 15: UK households, by size, 2006-16
Competitive Context
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- Key points
- 12% of consumers treat themselves to more premium foods, instead of eating out
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- Figure 16: Grocery shopping trends, January 2009-September 2011
- Examples of restaurant-style ready meals
Strengths and Weakness in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- All-day dining
- Venue redesigns
- Added entertainment = added value
- Price promotions
- Promotions requiring repeat visits
- Ethical issues
- Charitable donations
- Creating emotional connections
- Collective intelligence
- ‘Playfulness’
Brand Communication and Promotion
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- Key points
- The internet revolution
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- Figure 17: Broadband penetration, 2006-11
- Growth in use of the internet as a research tool
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- Figure 18: Attitudes towards advertising, 2007-11
- Social networking – the highs and lows
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- Figure 19: Reasons for using social networking sites, March 2011
- There’s an app for that
- Consumer responsiveness
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- Figure 20: ‘I tend to be influenced by comments/reviews posted online by other internet users’, by restaurant usage, 2011
- Figure 21: ‘Advertising helps me choose what to buy’, by restaurant usage, 2011
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- Figure 22: ‘I often do things on the spur of the moment’, by restaurant usage, 2011
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- Figure 23: ‘I always choose not to have my name included on mailing lists’, by restaurant usage, 2011
- Entertaining advertising
Frequency of Eating Out
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- Key points
- Londoners are the most frequent out-of-home diners
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- Figure 24: Frequency of eating out, October 2011
- Families still cutting back
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- Figure 25: Eating out behaviour, May 2011
- Escapism, experience and the theatre of eating out
Dining Out Habits – Everyday Meals
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- Key points
- Expenditure on everyday meals
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- Figure 26: Expenditure on eating out, for an everyday meal, October 2011
- Factors influencing where consumers eat out for an everyday meal
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- Figure 27: Factors influencing where consumers eat out, for an everyday meal, October 2011
Dining out Habits – Special Occasion Meals
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- Key points
- Expenditure on eating out for a special occasion
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- Figure 28: Expenditure on eating out, for a special occasion meal, October 2011
- Factors influencing where consumers eat out for a special occasion
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- Figure 29: Factors influencing where consumers eat out for a special occasion meal, October 2011
Usage of and Attitudes towards Price Promotions/ Vouchers/Discounting
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- Key points
- The dangers and opportunities of discounting
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- Figure 30: Usage of and attitudes towards price promotions, October 2011
- Younger consumers are now ‘programmed’ to look for deals/discounts
- Has frugality bred Scrooge-ism?
- Diners demanding more immediate rewards
- Alternatives to overt price promotions/discounting
- Price bundling
- Change of tack
- Added extras
Attitudes towards Ethical Catering
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- Key points
- Taste trumps health, ethical or other considerations
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- Figure 31: Attitudes towards ethical catering, October 2011
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- Figure 32: Attitudes towards ethical catering, by frequency of eating out, October 2011
- Role of ethical ingredients in the eating out market
Menu Enticements
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- Key points
- Diners are inherently selfish
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- Figure 33: Menu enticements, October 2011
- Ethical considerations spark minority interest
Eating Out – Targeting Opportunities
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- Key points
- Five key eating out target groups
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- Figure 34: Eating out target groups, October 2011
- The Price Sensitive
- Regular But Unengaged Diners
- Enthusiastic But ‘Safe’ Diners
- Image- & Ethics-Conscious
- Classic & Classy Diners
Appendix – Frequency of Eating Out
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- Figure 35: Frequency of eating out, October 2011
- Figure 36: Frequency of eating out, by detailed demographics, October 2011
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Appendix – Expenditure on Eating Out
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- Figure 37: Expenditure on eating out, October 2011
- Figure 38: Expenditure on eating out, everyday meals, by detailed demographics, October 2011
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- Figure 39: Expenditure on eating out, special occasion meals, by detailed demographics, October 2011
- Figure 40: Frequency of eating out, by expenditure on eating out for everyday meals, October 2011
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- Figure 41: Frequency of eating out, by expenditure on eating out for special occasion meals, October 2011
- Figure 42: Expenditure on eating out special occasion meals, by expenditure on eating out for everyday meals, October 2011
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Appendix – Factors Influencing Where Consumers Eat Out
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- Figure 43: Factors influencing where consumers eat out, October 2011
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- Figure 44: Most popular factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
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- Figure 45: Next most popular factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
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- Figure 46: Other factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
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- Figure 47: Most popular factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
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- Figure 48: Next most popular factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
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- Figure 49: Other factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
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- Figure 50: Factors influencing where consumers eat out for everyday meals, by frequency of eating out, October 2011
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- Figure 51: Factors influencing where consumers eat out for everyday meals, by expenditure on eating out everyday meals, October 2011
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- Figure 52: Factors influencing where consumers eat out for special occasion meals, by frequency of eating out, October 2011
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- Figure 53: Factors influencing where consumers eat out for special occasion meals, by expenditure on eating out for everyday meals, October 2011
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Appendix – Usage of and Attitudes towards Price Promotions/Vouchers
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- Figure 54: Usage of and attitudes towards price promotions, October 2011
- Figure 55: Agreement with the statements ‘I often use money-off/discount vouchers when i eat out’ and ‘There’s usually a catch with money-off/discount vouchers’, by detailed demographics, October 2011
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- Figure 56: Agreement with the statements ‘I have money-off/discount vouchers but often forget to use them/take them out with me’ and ‘I often use online restaurant booking websites to get cheaper restaurant deals’, by detailed demographics, October 2011
- Figure 57: Agreement with the statements ‘I’m not comfortable taking vouchers into restaurants’ and ‘I don’t tend to go to restaurants which offer discounts’, by detailed demographics, October 2011
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- Figure 58: Agreement with the statements ‘I subscribe to restaurant mailing lists so that I receive special offers’ and ‘For some venues/brands/chains I wait until there is a special offer/discount before I visit’, by detailed demographics, October 2011
- Figure 59: Agreement with the statements ‘You get what you pay for in restaurants’ and ‘I regularly use restaurant loyalty cards’, by detailed demographics, October 2011
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- Figure 60: Usage of and attitudes towards price promotions, by frequency of eating out, October 2011
- Figure 61: Usage of and attitudes towards price promotions, by expenditure on eating out for everyday meals, October 2011
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- Figure 62: Usage of and attitudes towards price promotions, by expenditure on eating out for special occasion meals, October 2011
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Appendix – Attitudes towards Ethical Catering
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- Figure 63: Attitudes towards ethical catering, October 2011
- Figure 64: Attitudes towards ethical catering, by detailed demographics, October 2011
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- Figure 65: Attitudes towards ethical catering, by expenditure on eating out for everyday meals, October 2011
- Figure 66: Attitudes towards ethical catering, by expenditure on eating out for special occasion meals, October 2011
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- Figure 67: Factors influencing where consumers eat out, by attitudes towards ethical catering, October 2011
- Figure 68: Usage of and attitudes towards price promotions, by attitudes towards ethical catering, October 2011
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Appendix – Menu Enticements
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- Figure 69: Menu enticements, October 2011
- Figure 70: Menu enticements that use British ingredients, by detailed demographics, October 2011
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- Figure 71: Menu enticements that use local/regional sourced ingredients, by detailed demographics, October 2011
- Figure 72: Menu enticements that use free-range/hand-reared/farm assured ingredients, by detailed demographics, October 2011
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- Figure 73: Menu enticements are low-fat/low-calorie, by detailed demographics, October 2011
- Figure 74: Menu enticements that use organic ingredients, by detailed demographics, October 2011
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- Figure 75: Menu enticements that use fairtrade ingredients, by detailed demographics, October 2011
- Figure 76: Menu enticements which includes origin information/uses ingredients with provenance, by detailed demographics, October 2011
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- Figure 77: Menu enticements which gives a contributions to charitable organisation, by detailed demographics, October 2011
- Figure 78: Menu enticements which are house speciality, by detailed demographics, October 2011
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- Figure 79: Menu enticements that use ingredients from sustainable stocks, by detailed demographics, October 2011
- Figure 80: Menu enticements that are seasonal dishes/use seasonal ingredients, by detailed demographics, October 2011
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- Figure 81: Menu enticements that offer a choice of cooking options eg baked, grilled, fried, by detailed demographics, October 2011
- Figure 82: Menu enticements that are labelled as homemade, by detailed demographics, October 2011
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- Figure 83: Menu enticements, by frequency of eating out, October 2011
- Figure 84: Menu enticements, by expenditure on eating out for everyday meals, October 2011
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- Figure 85: Menu enticements, by expenditure on eating out for special occasion meals, October 2011
- Figure 86: Menu enticements, by attitudes towards ethical catering, October 2011
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- Figure 87: Menu enticements, by most popular any important menu enticements, October 2011
- Figure 88: Menu enticements, by next most popular any important menu enticements, October 2011
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- Figure 89: Menu enticements, by other any important menu enticements, October 2011
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Appendix – Eating out Targeting Opportunities
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- Figure 90: Target groups, by detailed demographics, October 2011
- Figure 91: Frequency of eating out, by target groups, October 2011
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- Figure 92: Expenditure on eating out, by target groups, October 2011
- Figure 93: Factors influencing where consumers eat out, by target groups, October 2011
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- Figure 94: Usage of and attitudes towards price promotions, by target groups, October 2011
- Figure 95: Attitudes towards ethical catering, by target groups, October 2011
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- Figure 96: Menu enticements, by target groups, October 2011
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