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Eating Out: The Decision Making Process - UK - December 2012

“More than six in ten diners state that price promotions would encourage them to try a new restaurant, highlighting the unsurprising appeal of discounts as consumer budgets remain under pressure. However, a similar percentage states that recommendations from friends/family would make them more likely to visit, suggesting that using diners themselves as brand ambassadors could be an effective strategy.”

– Helena Spicer – Senior Foodservice Analyst

Some questions answered in this report include:

  • How can operators emphasis the ‘experience’ of eating out to drive footfall apart from discounting?
  • How can foodservice operators more effectively target younger diners?
  • How can operators target the over-45s most effectively?
  • What role can gift vouchers play in encouraging footfall?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Companies, brands and innovation
                • Brand research
                  • Figure 1: Attitudes towards and usage of brands in the restaurant sector, September 2012
                  • Figure 2: Restaurant brand personality – macro image, September 2012
                • Who’s innovating?
                  • The consumer
                    • Frequency of eating out
                      • Figure 3: Frequency of eating out (excluding venues other than restaurants), October 2011 and October 2012
                    • Factors influencing where diners eat out
                      • Figure 4: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
                    • Incentives for visiting new restaurants
                      • Figure 5: Incentives for visiting new restaurants, October 2012
                    • Online restaurant habits
                      • Figure 6: Online restaurant habits, October 2012
                    • Use of and attitudes towards price promotions
                      • Figure 7: Use of and attitudes towards price promotions, October 2012
                    • What we think
                    • Issues in the Market

                        • How can operators emphasis the ‘experience’ of eating out to drive footfall apart from discounting?
                          • How can foodservice operators more effectively target younger diners?
                            • How can operators target the over-45s most effectively?
                              • What role can gift vouchers play in encouraging footfall?
                              • Trend Application

                                  • Maximising the potential of your ‘brand conversation’
                                    • Fostering emotional investment from diners
                                      • Access Anything Everywhere
                                      • Market Drivers

                                        • Key points
                                          • The new ‘norm’
                                            • Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2007-November 2012
                                          • Consumer spending priorities: dining out holding its own for now
                                            • Figure 9: Trends in consumer spending priorities (after bills): dining out, November 2009-October 2012
                                            • Figure 10: Trends in consumer spending priorities (after bills), January-October 2012
                                          • Eating out market
                                            • Continued growth in product specialists
                                              • Tailored formats and widening distribution channels
                                                • Demographic trends
                                                  • Figure 11: Trends in the age structure of the UK population, 2012 and 2017
                                                  • Figure 12: Forecast adult population trends, by lifestage, 2007-17
                                                  • Figure 13: UK households, by size, 2007-17
                                                • Growing demand for ‘snippets of information’ on the go
                                                • Competitive Context

                                                  • Key points
                                                    • Growth of savvy consumerism
                                                      • Figure 14: Selected grocery shopping habits, March-October 2012
                                                      • Figure 15: Agreement with the statement ‘I treat myself to indulgent food at home more instead of eating out at restaurants’, March-October 2012
                                                    • A fifth of consumers are buying more indulgent food at home rather than eating out at restaurants
                                                      • Value for money, not mediocre meals: adding interest and variety
                                                        • Capitalising on global street food flavour trends
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Rebranding and repositioning exercises
                                                              • Regaining lost loyalty
                                                                • Lifestyle branding and fostering emotional engagement
                                                                  • Experiential dining
                                                                  • Brand Research

                                                                    • Brand map
                                                                        • Figure 16: Attitudes towards and usage of brands in the restaurant sector, September 2012
                                                                      • Correspondence analysis
                                                                        • Brand attitudes
                                                                          • Figure 17: Attitudes, by restaurant brand, September 2012
                                                                        • Brand personality
                                                                          • Figure 18: Restaurant brand personality – macro image, September 2012
                                                                          • Figure 19: Restaurant brand personality – micro image, September 2012
                                                                        • Brand experience
                                                                          • Figure 20: Restaurant brand usage, September 2012
                                                                          • Figure 21: Satisfaction with various restaurant brands, September 2012
                                                                          • Figure 22: Consideration of restaurant brands, September 2012
                                                                          • Figure 23: Consumer perceptions of current restaurant brand performance, September 2012
                                                                          • Figure 24: Restaurant brand recommendation – Net Promoter Score, September 2012
                                                                        • Brand index
                                                                          • Figure 25: Restaurant brand index, September 2012
                                                                          • Figure 26: Restaurant brand index vs. recommendation, September 2012
                                                                        • Target group analysis
                                                                          • Figure 27: Target groups, September 2012
                                                                          • Figure 28: Restaurant brand usage, by target groups, September 2012
                                                                        • Group One – Conformists
                                                                          • Group Two – Simply the Best
                                                                            • Group Three – Shelf Stalkers
                                                                              • Group Four – Habitual Shoppers
                                                                                • Group Five – Individualists
                                                                                • Frequency of Eating Out

                                                                                  • Key points
                                                                                    • Four in five consumers have eaten out at least once in the last three months
                                                                                      • Figure 29: Frequency of eating out (excluding venues other than restaurants), October 2011 and October 2012
                                                                                    • Boosting family dining by appealing to kids
                                                                                      • Restaurant to retail
                                                                                        • 24% of consumers eat out once a week or more, rising to 35% when including fast food/coffee shop purchases
                                                                                          • Figure 30: Frequency of eating out, including and excluding venues other than restaurants, October 2012
                                                                                      • Factors Influencing Diners’ Venue Choice

                                                                                        • Key points
                                                                                          • Young consumers looking for guidance, older ones looking for sure things
                                                                                            • Figure 31: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
                                                                                            • Figure 32: Factors influencing where diners eat out, everyday meals, October2011 and October 2012
                                                                                            • Figure 33: Selected factors influencing where diners eat out for an everyday meal, by age, October 2012
                                                                                            • Figure 34: Factors influencing where diners eat out, by special occasion meals, October 2011 and October 2012
                                                                                          • Drinks trends can capture the attention of a younger audience
                                                                                          • Incentives for Visiting New Restaurants

                                                                                            • Key points
                                                                                              • Discounts and family/friends’ recommendations most likely to persuade diners to try a new restaurant
                                                                                                • Figure 35: Incentives for visiting new restaurants, October 2012
                                                                                              • North West most receptive to price promotions and gift vouchers
                                                                                                • Figure 36: Selected incentives for visiting new restaurants, by region, October 2012
                                                                                              • Free samples sway students whilst venues need direct mail to connect with infrequent older diners
                                                                                                • Figure 37: Selected incentives for visiting new restaurants, by age, October 2012
                                                                                              • Drive buzz to engage with frequent diners
                                                                                                • Figure 38: Incentives for visiting new restaurants, by frequency of eating out (excluding fast food etc), October 2012
                                                                                            • Online Restaurant Habits

                                                                                              • Key points
                                                                                                • Growing ‘research mentality’
                                                                                                  • Figure 39: Online habits related to restaurants, October 2012
                                                                                                • Smartphone usage
                                                                                                  • Figure 40: Selected online restaurant habits related to booking, October 2012
                                                                                                • Restaurant vouchers
                                                                                                  • Lost art of direct response/restaurant feedback?
                                                                                                    • Figure 41: Online restaurant habits, ‘gave a restaurant feedback’, ‘shared photos’, ‘wrote a restaurant review’, October 2012
                                                                                                  • Driving brand conversation and engagement
                                                                                                    • Figure 42: Online restaurant habits, ‘signed up to a restaurant newsletter’, ‘participated in a competition’, ‘followed a restaurant on social media’, October 2012
                                                                                                  • Facilitating brand conversation eg through ‘Gamification’ trends
                                                                                                    • Demographic differences
                                                                                                    • Usage of and Attitudes towards Price Promotions/Vouchers/Discounting

                                                                                                      • Key points
                                                                                                        • Little stigma attached to discounts in the modern eating out market
                                                                                                          • Figure 43: Use of and attitudes towards price promotion, October 2012
                                                                                                        • Generational differences in attitudes towards discounting
                                                                                                          • Men are more likely to think you get what you pay for and be voucher sceptics
                                                                                                          • Eating Out Targeting Opportunities

                                                                                                            • Key points
                                                                                                              • Review Receptive diners are also frequent diners
                                                                                                                • Figure 44: Diners receptive to reviews, by frequency of eating out (including fast food etc), October 2012
                                                                                                                • Figure 45: Diners receptive to reviews, by age, October 2012
                                                                                                                • Figure 46: Diners receptive to reviews, by location and socio-economic group, October 2012
                                                                                                              • Researching mentality extends to price consciousness and bargain hunting as well
                                                                                                                • Figure 47: Use of and attitudes towards price promotion, by people receptive to reviews, October 2012
                                                                                                            • Appendix – Brand Research

                                                                                                                • Figure 48: Brand usage, September 2012
                                                                                                                • Figure 49: Brand commitment, September 2012
                                                                                                                • Figure 50: Brand momentum, September 2012
                                                                                                                • Figure 51: Brand diversity, September 2012
                                                                                                                • Figure 52: Brand satisfaction, September 2012
                                                                                                                • Figure 53: Brand recommendation, September 2012
                                                                                                                • Figure 54: Brand attitude, September 2012
                                                                                                                • Figure 55: Brand image – macro image, September 2012
                                                                                                                • Figure 56: Brand image – micro image, September 2012
                                                                                                                • Figure 57: Profile of target groups, by demographics, September 2012
                                                                                                                • Figure 58: Psychographic segmentation, by target groups, September 2012
                                                                                                                • Figure 59: Brand usage, by target groups, September 2012
                                                                                                              • Brand index
                                                                                                                • Figure 60: Brand index, September 2012
                                                                                                            • Appendix – Frequency of Eating Out

                                                                                                              • Frequency of eating out (including venues other than restaurants)
                                                                                                                • Figure 61: Frequency of eating out (including venues other than restaurants), October 2012
                                                                                                                • Figure 62: Frequency of eating out (including venues other than restaurants), by detailed demographics, October 2012
                                                                                                              • Frequency of eating out (excluding venues other than restaurants)
                                                                                                                • Figure 63: Frequency of eating out (excluding venues other than restaurants), October 2012
                                                                                                                • Figure 64: Frequency of eating out (excluding venues other than restaurants), by detailed demographics, October 2012
                                                                                                            • Appendix – Factors Influencing Where Diners Visit

                                                                                                                • Figure 65: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
                                                                                                                • Figure 66: Most popular factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
                                                                                                                • Figure 67: Next most popular factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
                                                                                                                • Figure 68: Other factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
                                                                                                                • Figure 69: Most popular factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
                                                                                                                • Figure 70: Next most popular factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
                                                                                                                • Figure 71: Other factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
                                                                                                            • Appendix – Incentives for Visiting New Restaurants

                                                                                                                • Figure 72: Incentives for visiting new restaurants, October 2012
                                                                                                                • Figure 73: Most popular incentives for visiting new restaurants, by detailed demographics, October 2012
                                                                                                                • Figure 74: Next most popular incentives for visiting new restaurants, by detailed demographics, October 2012
                                                                                                                • Figure 75: Incentives for visiting new restaurants, by most popular incentives for visiting new restaurants, October 2012
                                                                                                                • Figure 76: Incentives for visiting new restaurants, by next most popular incentives for visiting new restaurants, October 2012
                                                                                                                • Figure 77: Incentives for visiting new restaurants, by most popular online restaurant habits, October 2012
                                                                                                                • Figure 78: Incentives for visiting new restaurants, by next most popular online restaurant habits, October 2012
                                                                                                                • Figure 79: Incentives for visiting new restaurants, by other online restaurant habits, October 2012
                                                                                                                • Figure 80: Incentives for visiting new restaurants, by most popular use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 81: Incentives for visiting new restaurants, by next most popular use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 82: Incentives for visiting new restaurants, by frequency of eating out (excluding venues other than restaurants), October 2012
                                                                                                            • Appendix – Online Restaurant Habits

                                                                                                                • Figure 83: Online restaurant habits, October 2012
                                                                                                                • Figure 84: Online restaurant habits – checked menus online to look at dishes, by detailed demographics, October 2012
                                                                                                                • Figure 85: Online restaurant habits – checked menus online to look at prices, by detailed demographics, October 2012
                                                                                                                • Figure 86: Online restaurant habits – looked for/found restaurant vouchers/discounts/promotions, by detailed demographics, October 2012
                                                                                                                • Figure 87: Online restaurant habits – booked a table through the restaurant’s website, by detailed demographics, October 2012
                                                                                                                • Figure 88: Online restaurant habits – gave a restaurant feedback, by detailed demographics, October 2012
                                                                                                                • Figure 89: Online restaurant habits – read a restaurant review by restaurant critic, by detailed demographics, October 2012
                                                                                                                • Figure 90: Online restaurant habits – signed up to a restaurant newsletter, by detailed demographics, October 2012
                                                                                                                • Figure 91: Online restaurant habits – used a smartphone app to find the nearest branch, by detailed demographics, October 2012
                                                                                                                • Figure 92: Online restaurant habits – participated in a competition operated by a restaurant, by detailed demographics, October 2012
                                                                                                                • Figure 93: Online restaurant habits – read a restaurant review in a blog/comparison site, by detailed demographics, October 2012
                                                                                                                • Figure 94: Online restaurant habits – followed a restaurant on social media, by detailed demographics, October 2012
                                                                                                                • Figure 95: Online restaurant habits – shared photos/videos I’d taken of restaurant/meal, by detailed demographics, October 2012
                                                                                                                • Figure 96: Online restaurant habits – wrote a restaurant review, by detailed demographics, October 2012
                                                                                                                • Figure 97: Online restaurant habits – booked a table through a comparison site, by detailed demographics, October 2012
                                                                                                                • Figure 98: Online restaurant habits – used a smartphone app to place an order/book a table, by detailed demographics, October 2012
                                                                                                            • Appendix – Usage of and Attitudes towards Price Promotions/Vouchers/Discounting

                                                                                                                • Figure 99: Use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 100: Most popular use of and attitudes towards price promotion, by detailed demographics, October 2012
                                                                                                                • Figure 101: Next most popular use of and attitudes towards price promotion, by detailed demographics, October 2012
                                                                                                                • Figure 102: Use of and attitudes towards price promotion, by frequency of eating out (including fast food etc), October 2012
                                                                                                                • Figure 103: Use of and attitudes towards price promotion, by most popular use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 104: Use of and attitudes towards price promotion, by next most popular use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 105: Online restaurant habits, by most popular use of and attitudes towards price promotion, October 2012
                                                                                                                • Figure 106: Online restaurant habits, by next most popular use of and attitudes towards price promotion, October 2012
                                                                                                            • Appendix –Eating Out Targeting Opportunities

                                                                                                                • Figure 107: Diners receptive to reviews, by detailed demographics, October 2012
                                                                                                                • Figure 108: Frequency of eating out (including venues other than restaurants), by diners receptive to reviews, October 2012

                                                                                                            Companies Covered

                                                                                                            • Bluewater Shopping Centre
                                                                                                            • Brasserie Blanc
                                                                                                            • Chiquito
                                                                                                            • Corney & Barrow
                                                                                                            • Costa
                                                                                                            • Facebook, Inc.
                                                                                                            • Frankie & Benny's
                                                                                                            • Greggs Plc
                                                                                                            • La Tasca Restaurants Ltd
                                                                                                            • Little Chef
                                                                                                            • Starbucks Coffee Company UK Ltd
                                                                                                            • Strada
                                                                                                            • Subway
                                                                                                            • Wagamama Ltd

                                                                                                            Eating Out: The Decision Making Process - UK - December 2012

                                                                                                            US $2,583.33 (Excl.Tax)