Night Out (The): Is One Venue Enough? - Ireland - November 2007

ISSUES IN THE MARKET
Key themes in the market
Definition
Abbreviations
INSIGHTS AND OPPORTUNITIES
Consumers won’t travel far for a night out
Healthy eating stays at home when consumers go out
A little culture goes a long way
FAST FORWARD TRENDS
 TREND 1: EXPERIENCE IS ALL
Definition : Brands differentiation by transformation into "Experiences."
Context: General observations
What next?
Drastic measures needed
Show them what they’re missing
 TREND 2: FASHION IS ALL
Definition: Fashion is no longer just a market but a way of behaving that is becoming increasingly prevalent.
Context: General observations
What next?
For one night only…
MARKET IN BRIEF
The smoking issue
Diversity important to the restaurant market
TV is the biggest threat
New innovations will make bar queues a thing of the past
On-trade continues to suffer
Eating and drinking are highest priority
One venue is enough
Money restrains younger consumers
INTERNAL MARKET ENVIRONMENT
Key Points
Smokers’ reaction to the ban
Figure 1: Smoking participation, by gender and age, 1998 & 2002
Competition arising from the ban
Consumers forced to get more health conscious
The link between alcohol and crime
Security is desirable
Consumers expect a certain standard of dress code
Figure 2: Agreement with statements about dress code, by all adults, 2007
Getting to and from a venue
Figure 3: Agreement with statements about transport, 2007
Zero planning for a night out
Drinkers are moving in-house
Figure 4: Per capita consumption (18+) of alcoholic beverages, on-trade and off-trade, NI and RoI, 2000-05
It pays to drink at home
Figure 5: Off-trade and on-trade price changes, RoI, 2005-06
Drink promotions are effective
Figure 6: Breakdown of the cost of a pint of beer, 2007
Food important to pubs
Restaurants become more diverse
Figure 7: Market size of food and alcohol sales in restaurants, NI & RoI, 2000-06
Figure 8: Market size of ethnic restaurants and takeaways, £m, 2001-11
 WHEN DOES THE WEEKEND BEGIN?
Thursday
Friday
Saturday
 FAST FOOD’S ROLE IN A NIGHT OUT
Women rationalize eating habits
Theatres rely on state funding
Opportunity for other revenue streams
Figure 9: Theatre income, by source, RoI, 2003
BROADER MARKET ENVIRONMENT
Key Points
 UNEMPLOYMENT FALLS AS CONSUMER CONFIDENCE GROWS
Figure 10: Health of the economy, NI and RoI, 2002-07
Figure 11: Indexed leisure expenditure, NI and RoI, 2002-05
Drop in household sizes may be beneficial
Figure 12: Number of households, by size, NI and RoI, 2000-05
Population statistics
Figure 13: Population change, by age group, NI, 2000-20
In NI:
In RoI:
Figure 14: Population change, by age group, RoI, 2000-20
Postponing commitment means more nights out
Figure 15: Average age at marriage, men and women, NI and RoI, 2000-05
Figure 16: Average age of women at birth of first child, NI and RoI, 1991-2005
COMPETITIVE CONTEXT
Key Points
Television is the biggest competitor for leisure time
Figure 17: Top leisure priorities, by gender, NI & RoI, 2005
Over-55s are biggest TV viewers
Figure 18: Hours of TV watched per week, 2007, UK & NI
Spending on TV
Figure 19: Retail sales of television sets, 2001-05
Gamers grow up
Figure 20: Sales of video game hardware/software and PC games, NI, RoI, 2002-06
Figure 21: Have you bought computer and video systems and games in the last 12 months, NI and RoI, 2003 and 2005
Online gambling works up a storm
DVDs: a cheap alternative to cinema?
Figure 22: Sales of DVD and VCRs, NI and RoI, 2002-05
Bars and clubs competing with in-home drinking
Figure 23: Market value and volume, on- and off-trade, all-Ireland, 2000-06
Adding value to compete
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key Points
Avoiding the queues at the bar
On-trade premises now have the opportunity to install a wine ‘jukebox’
Employ queue-busters
New music technology for the on-trade
Silent dating
Loyalty cards
Cinemas not actively trying to innovate
MARKET VALUE AND FORECAST
Key Points
Out-of-home spending continues to increase
Figure 24: Market size and forecast of total out-of-home dining/socializing spend, 2000-11
On-trade is on the slippery slope
Figure 25: On-trade market value and volume, NI & RoI, 2000-12
RoI
Cinema thrives despite piracy and increased DVD popularity
Figure 26: Cinema market value, by admissions, 2000-10
Movies may possibly see simultaneous cinema and home release
Cinema prices set to continue rising.
Mobile bar service
COMPANIES AND PRODUCTS
Key Points
Pubs
Figure 27: Number of pubs in NI and RoI, 2000-05
NI
Figure 28: Pubs owned by selected pub groups in NI, 2006
Botanic Inns
Beannchor Group
Carmichael Group
RoI
Figure 29: Pubs owned by selected pub groups in RoI, 2006
Capital Bars
Fitzgerald Group
Thomas Read Group
 RESTAURANTS
Figure 30: Number of restaurants in NI and RoI, 2005 and 2006
Rankin Group
Jury’s/Doyle Hotel Group
 CINEMAS
Figure 31: Cinema infrastructure, NI and RoI, 2006
Figure 32: Main RoI & NI cinemas by site and screen number, 2007
Ward Anderson
VUE
Storm Cinemas
Cineworld Cinemas
United Cinemas International
Movie House Cinemas
 THEATRE
NI
Figure 33: Selection of theatres and seat numbers, NI, 2004
Recent expansion to the Grand Opera House
RoI
Figure 34: Selection of theatres and seat numbers, RoI, 2004
Bowling
Figure 35: NI bowling alleys, 2007
Figure 36: RoI bowling alleys, 2007
THE CONSUMER – WHERE PEOPLE GO
Key Points
Figure 37: Participation in night out activities, NI and RoI, 2007
Restaurant culture alive and kicking in NI
Dining out popular with middle aged consumers
Figure 38: Frequency of consumers visiting restaurants in the evening, NI and RoI, 2006
Ethnic food goes mainstream
Figure 39: Type of restaurant visited in the evening in the last three months, NI and RoI, 2006
RoI consumers flock to the pub
Staying in, but at someone else’s house
Cinema – aimed at the under-25s?
Figure 40: Going to the cinema, by age, NI and RoI, 2007
Silver screen for silver consumers
 CLUBBING TO DEATH
Lonely hearts club
Figure 41: Visits to night clubs, by marital status, NI & RoI 2006
Club culture
Figure 42: Visiting of students to cultural events, GB, 2004 & 2006
CONSUMER – ATTITUDES TOWARDS NIGHTS OUT
Key Points
 ONE VENUE IS ENOUGH
Figure 43: Consumer attitiudes towards nights out in relation to venue NI and RoI, 2007
The calm before the storm
 MONEY ISN’T EVERYTHING
Figure 44: Consumer attitiudes towards nights out in relation to money NI and RoI, 2007
Budget restrains younger consumers
Figure 45: Agreement with statement, My nights out are really restricted by the money I have, NI & RoI, by age, 2007
Appealing to students
RoI consumers put off by pub prices…
Figure 46: Agreement with statement, I think drinking in pubs is getting too expensive, NI & RoI, by work status, 2007
…but not enough to stop visiting multiple venues
 TOO MUCH EFFORT FOR CONSUMERS
Figure 47: Consumer attitiudes towards nights out in relation to ‘effort involved’, NI and RoI, 2007
Travel woes
Figure 48: Agreement with statement, I don't like to travel far for a night out, NI & RoI, by age, 2007
Staying in a cheap ‘night out’?
Figure 49: Agreement with statement, I don’t usually go out much, by socio-economic group, NI & RoI, 2007
Dressing up for the night catwalk
 IRISH CONSUMERS PREFER ALCOHOL AND ATMOSPHERE
Figure 50: Consumer attitiudes towards nights out in relation to ‘effort involved’ NI and RoI, 2007
Alcohol isn’t a key ingredient to a good night out… for some
Figure 51: Agreement with statement, I don’t need alcohol to have a good time, NI & RoI, by gender, 2007
Atmosphere draws in the crowds
Where everybody knows your age
CONSUMER TYPOLOGIES
Key Points
 NI
Figure 52: NI Target groups according to attitudes towards nights out, 2007
Music Nuts (17% of NI consumers)
Coffee Lovers (16% of NI consumers)
Elder Non-drinkers (25% of NI consumers)
Booze Hounds (42% of NI consumers)
 ROI
Figure 53: RoI Target groups according to attitudes towards nights out, 2007
Bar-hoppers (15% of RoI consumers)
Penny Pinchers (20% of RoI consumers)
Age Cliques (33% of RoI consumers)
Shut-ins (32% of RoI consumers)
APPENDIX
 REGIONAL DEFINITIONS
 CONVERSION FACTORS
Exchange rate
 POPULATION 2006
Figure 54: BMRB Target Group Index (TGI) sample sizes
Figure 55: MORI sample sizes
 ABBREVIATIONS
 POPULATION TABLES
Figure 56: Forecast population change, in thousands, by age, NI, 2000-20
Figure 57: Forecast population change, in thousands, by age, RoI, 2000-20
 EMPLOYMENT STATISTICS
Figure 58: Percentage in employment, by age group, NI and RoI, 2000-05
Consumer activities
Figure 59: Visit restaurant, by all demographics, NI and RoI, 2007
Figure 60: Type of restaurant visited in the evening in the last three months, NI and RoI, 2004 &2006
Figure 61: Visit a pub in the evening, by all adults, NI and RoI, 2007
Figure 62: Visit a friend’s house, by all adults, NI and RoI, 2007
Figure 63: Go to the cinema, by all demographics, NI and RoI, 2007
Figure 64: Go to a night club, NI and RoI, 2007
Figure 65: Amount of time spent studying on an average weekday, students, GB, 2004 & 2006
 CONSUMER ATTITUDES
Figure 66: Agreement with statement – I like to visit more than one place on a night out, NI and RoI, 2007
Figure 67: Agreement with statement –I like to go to a quiet place first before going somewhere else afterwards, NI and RoI, 2007
Figure 68: Agreement with statement, I like to go to a quiet place first before going somewhere else afterwards, NI & RoI, by employment status, 2007
Figure 69: Agreement with statement –My nights out are really restricted by the money i have, NI and RoI, 2007
Figure 70: Agreement with statement –I don’t need alcohol to have a good time, NI and RoI, 2007
Figure 71: Agreement with statement –I think drinking in pubs is getting too expensive, NI and RoI, 2007
Figure 72: Agreement with statement –I’d choose a pub or club based on the music it plays, NI and RoI, 2007
Figure 73: Agreement with statement –I don’t want to have to dress up to go out, NI and RoI, 2007
Figure 74: Agreement with statement – Money restricts me from going to more than one venue on a night out, NI and RoI, 2007
Figure 75: Agreement with statement –I don’t like to travel far for a night out, NI and RoI, 2007
Figure 76: Agreement with statement –I prefer to go places where the crowd is my own age, NI and RoI, 2007
Figure 77: Agreement with statement –I usually don’t go out much, NI and RoI, 2007
Figure 78: Agreement with statement –I don’t like going places where there is a dress code, NI and RoI, 2007
Figure 79: Agreement with statement –I would visit more places if more taxis/transport was available, NI and RoI, 2007
Cluster tables
Figure 80: Activity clusters, NI, 2007
Figure 81: Cluster demographics, NI, 2007
Figure 82: Activity clusters, RoI, 2007
Figure 83: Cluster demographics, RoI, 2007