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Eating Out: The Decision Making Process - UK - December 2011

“Although consumers are increasingly price-sensitive their overall concern is for value for money, meaning that they are less willing to ‘splash out’ on mediocre meals out or second-rate service.”

– Helena Spicer, Senior Foodservice Analyst

Some questions answered in this report include:

  • 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?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Market factors
                • Figure 1: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2011
              • Companies, brands and innovation
                • The consumer
                  • Frequency of eating out
                    • Figure 2: Frequency of eating out, October 2011
                  • Expenditure on eating out
                    • Figure 3: Expenditure per person on eating out, by occasion, October 2011
                  • Factors influencing where consumers eat out
                    • Figure 4: Factors influencing where consumers eat out, October 2011
                  • Usage of and attitudes towards price promotions
                    • Figure 5: Usage of and attitudes towards price promotions, October 2011
                  • Attitudes towards ethical catering
                    • Figure 6: Attitudes towards ethical catering, October 2011
                  • Factors that diners find important when choosing what to eat
                    • Figure 7: Menu enticements, October 2011
                  • What we think
                  • Issues in the Market

                      • 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

                                • Pass the parcel
                                  • Developing relationships
                                  • Internal Market Environment

                                    • Key points
                                      • Consumers returning to previously sidelined sectors?
                                        • Figure 8: Consumer spending priorities (after bills), November 2009-October 2011
                                      • Eating out market: 2011 started strong, but it’s not finishing that way
                                        • Figure 9: Like-for-like sales growth year-on-year (%) across leading restaurant and pub groups, November 2009-October 2011
                                      • Varying sector performances
                                        • 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
                                              • Figure 11: UK eating out market, by segmentation*, 2010
                                            • Actively chasing footfall
                                            • Broader Market Environment

                                              • Key points
                                                • Consumer confident plummets towards the end of 2011
                                                  • Figure 12: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2011
                                                • Demographic factors
                                                  • Figure 13: Trends in the age structure of the UK population, 2006-16
                                                  • Figure 14: Forecast adult population trends, by lifestage, 2006-16
                                                  • Figure 15: UK households, by size, 2006-16
                                              • Competitive Context

                                                • Key points
                                                  • 12% of consumers treat themselves to more premium foods, instead of eating out
                                                    • Figure 16: Grocery shopping trends, January 2009-September 2011
                                                  • Examples of restaurant-style ready meals
                                                  • Strengths and Weakness in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • 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

                                                                              • Key points
                                                                                • The internet revolution
                                                                                  • Figure 17: Broadband penetration, 2006-11
                                                                                • Growth in use of the internet as a research tool
                                                                                  • Figure 18: Attitudes towards advertising, 2007-11
                                                                                • Social networking – the highs and lows
                                                                                  • Figure 19: Reasons for using social networking sites, March 2011
                                                                                • There’s an app for that
                                                                                  • Consumer responsiveness
                                                                                    • 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
                                                                                    • Figure 22: ‘I often do things on the spur of the moment’, by restaurant usage, 2011
                                                                                    • Figure 23: ‘I always choose not to have my name included on mailing lists’, by restaurant usage, 2011
                                                                                  • Entertaining advertising
                                                                                  • Frequency of Eating Out

                                                                                    • Key points
                                                                                      • Londoners are the most frequent out-of-home diners
                                                                                        • Figure 24: Frequency of eating out, October 2011
                                                                                      • Families still cutting back
                                                                                        • Figure 25: Eating out behaviour, May 2011
                                                                                      • Escapism, experience and the theatre of eating out
                                                                                      • Dining Out Habits – Everyday Meals

                                                                                        • Key points
                                                                                          • Expenditure on everyday meals
                                                                                            • Figure 26: Expenditure on eating out, for an everyday meal, October 2011
                                                                                          • Factors influencing where consumers eat out for an everyday meal
                                                                                            • Figure 27: Factors influencing where consumers eat out, for an everyday meal, October 2011
                                                                                        • Dining out Habits – Special Occasion Meals

                                                                                          • Key points
                                                                                            • Expenditure on eating out for a special occasion
                                                                                              • Figure 28: Expenditure on eating out, for a special occasion meal, October 2011
                                                                                            • Factors influencing where consumers eat out for a special occasion
                                                                                              • Figure 29: Factors influencing where consumers eat out for a special occasion meal, October 2011
                                                                                          • Usage of and Attitudes towards Price Promotions/ Vouchers/Discounting

                                                                                            • Key points
                                                                                              • The dangers and opportunities of discounting
                                                                                                • 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

                                                                                                            • Key points
                                                                                                              • Taste trumps health, ethical or other considerations
                                                                                                                • Figure 31: Attitudes towards ethical catering, October 2011
                                                                                                                • Figure 32: Attitudes towards ethical catering, by frequency of eating out, October 2011
                                                                                                              • Role of ethical ingredients in the eating out market
                                                                                                              • Menu Enticements

                                                                                                                • Key points
                                                                                                                  • Diners are inherently selfish
                                                                                                                    • Figure 33: Menu enticements, October 2011
                                                                                                                  • Ethical considerations spark minority interest
                                                                                                                  • Eating Out – Targeting Opportunities

                                                                                                                    • Key points
                                                                                                                      • Five key eating out target groups
                                                                                                                        • 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

                                                                                                                                  • Figure 35: Frequency of eating out, October 2011
                                                                                                                                  • Figure 36: Frequency of eating out, by detailed demographics, October 2011
                                                                                                                              • Appendix – Expenditure on Eating Out

                                                                                                                                  • Figure 37: Expenditure on eating out, October 2011
                                                                                                                                  • Figure 38: Expenditure on eating out, everyday meals, by detailed demographics, October 2011
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                              • Appendix – Factors Influencing Where Consumers Eat Out

                                                                                                                                  • Figure 43: Factors influencing where consumers eat out, October 2011
                                                                                                                                  • Figure 44: Most popular factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 45: Next most popular factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 46: Other factors influencing where consumers eat out, everyday meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 47: Most popular factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 48: Next most popular factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 49: Other factors influencing where consumers eat out, special occasion meals, by detailed demographics, October 2011
                                                                                                                                  • Figure 50: Factors influencing where consumers eat out for everyday meals, by frequency of eating out, October 2011
                                                                                                                                  • Figure 51: Factors influencing where consumers eat out for everyday meals, by expenditure on eating out everyday meals, October 2011
                                                                                                                                  • Figure 52: Factors influencing where consumers eat out for special occasion meals, by frequency of eating out, October 2011
                                                                                                                                  • Figure 53: Factors influencing where consumers eat out for special occasion meals, by expenditure on eating out for everyday meals, October 2011
                                                                                                                              • Appendix – Usage of and Attitudes towards Price Promotions/Vouchers

                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • Figure 62: Usage of and attitudes towards price promotions, by expenditure on eating out for special occasion meals, October 2011
                                                                                                                              • Appendix – Attitudes towards Ethical Catering

                                                                                                                                  • Figure 63: Attitudes towards ethical catering, October 2011
                                                                                                                                  • Figure 64: Attitudes towards ethical catering, by detailed demographics, October 2011
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                              • Appendix – Menu Enticements

                                                                                                                                  • Figure 69: Menu enticements, October 2011
                                                                                                                                  • Figure 70: Menu enticements that use British ingredients, by detailed demographics, October 2011
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • 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
                                                                                                                                  • Figure 89: Menu enticements, by other any important menu enticements, October 2011
                                                                                                                              • Appendix – Eating out Targeting Opportunities

                                                                                                                                  • Figure 90: Target groups, by detailed demographics, October 2011
                                                                                                                                  • Figure 91: Frequency of eating out, by target groups, October 2011
                                                                                                                                  • Figure 92: Expenditure on eating out, by target groups, October 2011
                                                                                                                                  • Figure 93: Factors influencing where consumers eat out, by target groups, October 2011
                                                                                                                                  • 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
                                                                                                                                  • Figure 96: Menu enticements, by target groups, October 2011

                                                                                                                              Companies Covered

                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                              • Asda Group Ltd
                                                                                                                              • Ben & Jerry's (UK)
                                                                                                                              • Brewers Fayre
                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                              • Co-operative Group
                                                                                                                              • Council of Mortgage Lenders
                                                                                                                              • Domino's Pizza UK & IRL, plc
                                                                                                                              • Facebook, Inc.
                                                                                                                              • Frankie & Benny's
                                                                                                                              • Gfk NOP
                                                                                                                              • Giraffe
                                                                                                                              • Gondola Holdings PLC
                                                                                                                              • Gourmet Burger Kitchen
                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                              • Groupon, Inc.
                                                                                                                              • Haché Burger Connoiseurs Ltd
                                                                                                                              • Heston Blumenthal
                                                                                                                              • Hungry Horse
                                                                                                                              • J. Sainsbury
                                                                                                                              • Kantar Media
                                                                                                                              • KFC Ltd (UK)
                                                                                                                              • Lidl (UK)
                                                                                                                              • Marks & Spencer
                                                                                                                              • McDonald's Restaurants Limited (UK)
                                                                                                                              • Office of Fair Trading
                                                                                                                              • Paramount Restaurants
                                                                                                                              • Pizza Hut
                                                                                                                              • PizzaExpress Limited
                                                                                                                              • Red Bull UK
                                                                                                                              • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                              • Starbucks Coffee Company UK Ltd
                                                                                                                              • Sustainable Restaurant Association
                                                                                                                              • Tesco Plc
                                                                                                                              • Virgin Media Ltd
                                                                                                                              • Virgin Mobile
                                                                                                                              • Waitrose Ltd
                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                              • Zizzi

                                                                                                                              Eating Out: The Decision Making Process - UK - December 2011

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