Table of Contents
Executive Summary
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- The market
- Market factors
- Companies, brands and innovation
- The consumer
- Consumer expectations of dining out occasions
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- Figure 1: Consumer expectations of dining out occasions, April 2014
- Attitudes towards planning a meal out
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- Figure 2: Attitudes towards planning a meal out, April 2014
- Usage of money-off/discount vouchers
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- Figure 3: Usage of money-off/discount vouchers, April 2014
- Attitudes towards money-off/discount vouchers
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- Figure 4: Attitudes towards money-off/discount vouchers, April 2014
- Online restaurant habits
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- Figure 5: Online restaurant habits, April 2014
- What we think
Issues and Insights
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- Relaxation is a key consumer demand when dining out
- The facts
- The implications
- Discounting – The double-edged sword
- The facts
- The implications
- Creating brand ambassadors
- The facts
- The implications
Trend Application
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- Tailoring promotions to create better standout and build brand loyalty
- Putting the ‘experience’ back into the eating out experience
- Access Anything, Anywhere
Market Drivers
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- Key points
- Rising confidence bodes well for the eating out market…
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- Figure 6: GfK NOP consumer confidence index, monthly, January 2007-May 2014
- …but operators still have to contend with consumers’ cautious mentality
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- Figure 7: Selected consumer spending priorities (after bills), June 2010-June 2014
- Menu development remains key in engaging consumers
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- Figure 8: Selected attitudes towards eating out, by age, November 2013
- Play Ethic can help operators to refocus consumers on the experience
- Playful elements as part of the venue
- Playful elements on the menu
- Ageing population poses a challenge
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- Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Eating out market – Selected sector trends
- Discounting is ‘the new norm’ for pizza/pasta restaurants
- Emerging ethnic concepts focus on lifestyle positioning
Who’s Innovating?
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- Key points
- Bolder store designs
- Immersive dining
- Stripped-back interiors…
- …adopted also by mainstream operators
- Scope to trademark interior features?
- Multifaceted venues
- All-day dining concepts
- Loungers
- Bill’s
- Drake & Morgan
- Established operators look to all-day dining
Consumer Expectations of Dining Out Occasions
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- Key points
- Significant minority of diners are looking for relaxed dining experiences
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- Figure 10: Consumer expectations of dining out occasions, April 2014
- Even fine dining begins to relax
- Londoners most likely to show healthy eating concerns
- Brands look to ‘fresh’ and ‘real’ food
- Brands promote protein
- Everyday meal expectations
- Special-occasion meal expectations
Attitudes Towards Planning a Meal Out
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- Key points
- A quarter of diners think it’s exciting to plan a meal out – More engaging websites hope to create a competitive edge
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- Figure 11: Attitudes towards planning a meal out, April 2014
- Video content aims to engage diners
- Brands use videos to build transparency, awareness and excitement
- Video content sparks marked interest among consumers
- Diners to European and American venues show most interest in real images
- Young diners are more likely to see planning as a hassle and to look for shortcuts
- Location-based services can help diners navigate venue choice…
- …catering to impulse diners in particular
- Faster service formats
- Prepayment should appeal to men
- App-controlled café makes the whole ordering process electronic
- A quarter of diners pay heed to online reviews
- Diners look for reassurance
- Operators should embrace the conversation
- A picture is worth a thousand words…
- Recommendations appeal to ABs and family
Money-off/Discount Voucher Habits
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- Key points
- Usage of money-off/discount vouchers
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- Figure 12: Usage of money-off/discount vouchers, April 2014
- Making promotions more engaging
- Loyalty schemes remain little used
- Attitudes towards money-off/discount vouchers
- Discounting – The double-edged sword
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- Figure 13: Attitudes towards money-off/discount vouchers, April 2014
- The younger generation are the most discount-led
- Savvy consumerism is here to stay
Online Restaurant Habits
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- Key points
- A new generation of tech-savvy, money-savvy diners
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- Figure 14: Online restaurant habits, April 2014
- Third-party online order sites forge a mainstream presence
- Youngsters and Londoners are top online users
- Attempting to win the fight for Britain’s bargain hunters
- Making loyalty apps more meaningful
- Making dining out faster – Payment apps
- Pressure for rewards for using apps?
- Making fast food faster – Ordering
- The next generation?
- Gamification developments
- More foodservice operators offer games…
- …but few consumers take an interest
- Engaging imagery
Appendix – Consumer Expectations of Dining Out Occasions
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- Figure 15: Consumer expectations of dining out occasions, April 2014
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- Figure 16: Most popular consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
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- Figure 17: Next most popular consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
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- Figure 18: Other consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
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- Figure 19: Most popular consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
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- Figure 20: Next most popular consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
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- Figure 21: Other consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
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Appendix – Attitudes Towards Planning a Meal Out
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- Figure 22: Attitudes towards planning a meal out, April 2014
- Figure 23: Most popular attitudes towards planning a meal out, by demographics, April 2014
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- Figure 24: Next most popular attitudes towards planning a meal out, by demographics, April 2014
- Figure 25: Attitudes towards planning a meal out, by most popular attitudes towards planning a meal out, April 2014
- Figure 26: Attitudes towards planning a meal out, by next most popular attitudes towards planning a meal out, April 2014
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- Figure 27: Attitudes towards planning a meal out, by fast food restaurants visited, April 2014
- Figure 28: Attitudes towards planning a meal out, by most popular restaurants visited, April 2014
- Figure 29: Attitudes towards planning a meal out, by next most popular restaurants visited, April 2014
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- Figure 30: Attitudes towards planning a meal out, by frequency of eating out, April 2014
- Figure 31: Attitudes towards planning a meal out, by most popular attitudes towards money-off/discount vouchers, April 2014
- Figure 32: Attitudes towards planning a meal out, by next most popular attitudes towards money-off/discount vouchers, April 2014
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- Figure 33: Online restaurant habits, by most popular attitudes towards planning a meal out, April 2014
- Figure 34: Online restaurant habits, by next most popular attitudes towards planning a meal out, April 2014
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Appendix – Money-off/Discount Vouchers
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- Figure 35: Usage of money-off/discount vouchers, April 2014
- Figure 36: Most popular types of money-off/discount voucher used, by demographics, April 2014
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- Figure 37: Most popular types of money-off/discount voucher used, by demographics, April 2014 (continued)
- Figure 38: Next most popular types of money-off/discount vouchers used, by demographics, April 2014
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- Figure 39: Types of money-off/discount vouchers used, by most popular types of money-off/discount vouchers used, April 2014
- Figure 40: Types of money-off/discount vouchers used, by next most popular types of money-off/discount vouchers used, April 2014
- Figure 41: Types of money-off/discount vouchers used, by fast food restaurants visited, April 2014
- Figure 42: Types of money-off/discount vouchers used, by most popular restaurants visited, April 2014
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- Figure 43: Types of money-off/discount vouchers used, by next most popular restaurants visited, April 2014
- Figure 44: Types of money-off/discount vouchers used, by frequency of eating out, April 2014
- Figure 45: Attitudes towards money-off/discount vouchers, by most popular types of money-off/discount vouchers used, April 2014
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- Figure 46: Attitudes towards money-off/discount vouchers, by next most popular types of money-off/discount vouchers used, April 2014
- Attitudes towards money-off/discount vouchers
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- Figure 47: Attitudes towards money-off/discount vouchers, April 2014
- Figure 48: Most popular attitudes towards money-off/discount vouchers, by demographics, April 2014
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- Figure 49: Next most popular attitudes towards money-off/discount vouchers, by demographics, April 2014
- Figure 50: Attitudes towards money-off/discount vouchers, by most popular attitudes towards money-off/discount vouchers, April 2014
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- Figure 51: Attitudes towards money-off/discount vouchers, by next most popular attitudes towards money-off/discount vouchers, April 2014
- Figure 52: Attitudes towards money-off/discount vouchers, by fast food restaurants visited, April 2014
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- Figure 53: Attitudes towards money-off/discount vouchers, by most popular restaurants visited, April 2014
- Figure 54: Attitudes towards money-off/discount vouchers, by next most popular restaurants visited, April 2014
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- Figure 55: Attitudes towards money-off/discount vouchers, by frequency of eating out, April 2014
- Figure 56: Online restaurant habits, by most popular attitudes towards money-off/discount vouchers, April 2014
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- Figure 57: Online restaurant habits, by next most popular attitudes towards money-off/discount vouchers, April 2014
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Appendix – Online Restaurant Habits
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- Figure 58: Online restaurant habits, April 2014
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- Figure 59: Online restaurant habits – Ordered a takeaway online from a restaurant brand’s website, by demographics, April 2014
- Figure 60: Online restaurant habits – Ordered a takeaway online via a third-party site, by demographics, April 2014
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- Figure 61: Online restaurant habits – Pre-ordered food before arriving at restaurant/café, by demographics, April 2014
- Figure 62: Online restaurant habits – Used a restaurant loyalty app^, by demographics, April 2014
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- Figure 63: Online restaurant habits – Watched a video on a restaurant’s website, by demographics, April 2014
- Figure 64: Online restaurant habits – Used a PayPal payment for a restaurant/takeaway, by demographics, April 2014
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- Figure 65: Online restaurant habits – Used an app which stores all your vouchers across brands in one app/digital wallet^, by demographics, April 2014
- Figure 66: Online restaurant habits – Ordered food/drink from your table without waiters, by demographics, April 2014
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- Figure 67: Online restaurant habits – Used a mobile app to pay a restaurant bill^, by demographics, April 2014
- Figure 68: Online restaurant habits – Played a restaurant brand’s online game/app^, by demographics, April 2014
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- Figure 69: Online restaurant habits, by most popular online restaurant habits, April 2014
- Figure 70: Online restaurant habits, by next most popular online restaurant habits, April 2014
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