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Eating Out: The Decision Making Process - UK - July 2013

“Product innovation is a key strategy to ensure that eating out operators do not lose further share of the ‘leisure pound’ by putting the excitement back into what is essentially a leisure experience.”

– Helena Spicer, Senior Foodservice Analyst

Some questions answered in this report include:

  • How can operators reduce their vulnerability to consumer cutbacks?
  • How can product/flavour innovation support the market?
  • How can restaurants leverage ingredient sourcing more effectively?
  • How can restaurants combat low loyalty levels amongst diners?

This report analyses the decision making process that consumers use to decide on venue and dish choice when eating out of home. Mintel’s findings indicate that operators need to engage with diners on levels other than price in order to improve on low levels of brand loyalty, which is a distinct issue in the market at present. For example, menu innovation is now rife in this increasingly competitive and mature marketplace, with current food fashions, including gourmet junk food and artisan pastries, designed to reignite consumers’ enthusiasm for spending on eating out. Meanwhile, menu concepts such as chip flights (selection of different chips and dips) enable operators to offer diners affordable variety, which helps to offset the mounting sense of recession- and menu-fatigue. Going forward, the key is to determine which of these food trends and fashions are rooted in longer term trends.

The report also addresses the issues of menu labelling in the wake of the 2013 horsemeat scandal.

Definition

In this report, Mintel investigates the factors affecting consumers’ decision making process in terms of eating out venues and the choice of dish. The scope of this report is the eating out market within the UK, eg fast food venues, coffee shops, pub catering, independent and chain restaurants, in-store restaurants, hotel catering etc (but excluding commercial catering, eg canteens, contract catering).

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Companies, brands and innovation
                • Discounting still prevalent but creativity has stepped up
                  • Tailored store formats to suit alternative distribution channels
                    • Establishing brand personality through store design and food presentation
                      • A new breed of micro-restaurant
                        • The consumer
                          • Factors influencing venue choice
                            • Figure 1: Factors influencing venue choice, April 2013
                          • Attitudes towards venue choice
                            • Figure 2: Attitudes towards venue choice, April 2013
                          • Factors influencing dish choice
                            • Figure 3: Factors influencing dish choice, April 2013
                          • Ingredients influencing dish choice
                            • Figure 4: Ingredients influencing dish choice, April 2013
                          • Menu enticements
                            • Figure 5: Menu enticements, April 2013
                          • What we think
                          • Issues in the Market

                              • How can operators reduce their vulnerability to consumer cutbacks?
                                • How can product/flavour innovation support the market?
                                  • How can restaurants leverage ingredient sourcing more effectively?
                                    • How can restaurants combat low loyalty levels amongst diners?
                                    • Trend Application

                                        • Using pop-ups to add an ‘experiential’ element to big brands
                                          • Tasting platters could bolster sales in niche product categories
                                            • Putting a positive spin on sourcing
                                            • Market Drivers

                                              • Key points
                                                • Restaurants need to build on consumers’ rising optimism
                                                  • Figure 6: GfK NOP Consumer Confidence Index, monthly, January 2007-June 2013
                                                  • Figure 7: Trends in consumer spending priorities (after bills), December 2012 – June 2013
                                                • The eating out market
                                                  • Discounting
                                                    • Menu innovation
                                                      • Figure 8: Selected attitudes towards eating out, April 2013
                                                    • Events
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • New casual dining formats offer flexibility and speed
                                                          • Increasing visibility with the target audiences
                                                            • Online restaurant services facilitate new group dining experiences
                                                              • Localised store design takes shape
                                                                • Small, intimate restaurants
                                                                • Factors Influencing Venue Choice

                                                                  • Key points
                                                                    • Specific targeting needed to appeal to different age groups
                                                                      • Figure 9: Factors influencing venue choice, April 2013
                                                                    • Under-25s lack confidence but are enthusiastic about eating out
                                                                      • Brand personality trends: creating a ‘buzz’ around a brand
                                                                        • Lifestyle branding: engaging with 25-34-year-olds
                                                                          • The habitual nature of older diners
                                                                          • Attitudes towards Venue Choice

                                                                            • Key points
                                                                              • Loyalty and spontaneity of visits are issues for the eating out market
                                                                                • Figure 10: Attitudes towards venue choice, April 2013
                                                                              • Creating personable, engaging brands
                                                                                • Product specialists: separating the durable from the flash in the pan
                                                                                  • The planning process
                                                                                    • The horsemeat scandal has created more opportunities than problems for many
                                                                                      • An increasingly digital age
                                                                                      • Factors Influencing Dish Choice

                                                                                        • Key points
                                                                                          • Balancing low confidence whilst combating menu fatigue
                                                                                            • Figure 11: Factors influencing dish choice, April 2013
                                                                                          • Variety dishes offer diners ‘safe adventure’
                                                                                            • House specialities and seasonal dishes hold particular appeal for the over 55s
                                                                                              • Opportunities from flexible menus
                                                                                                • The role of healthy eating when dining out
                                                                                                  • Ingredients influencing dish choice
                                                                                                    • Figure 12: Ingredients influencing dish choice, April 2013
                                                                                                  • Local versus regional sourcing
                                                                                                    • Know your consumer
                                                                                                    • Menu Enticements

                                                                                                      • Key points
                                                                                                        • Variety is a key attraction for consumers
                                                                                                          • Figure 13: Menu enticements, April 2013
                                                                                                        • ‘Chip flights’ balance diners’ sense of adventure with their price sensitivity
                                                                                                          • Build your own
                                                                                                            • Upscaling low cost dishes
                                                                                                              • Gourmet junk food
                                                                                                                • Gourmet doughnuts and éclairs
                                                                                                                  • Historical/British dishes, offal & exotic/unusual meats
                                                                                                                    • Offal
                                                                                                                      • Historical/traditional British dishes
                                                                                                                        • Exotic/unusual meats
                                                                                                                          • Hard shakes
                                                                                                                            • Man Vs Food
                                                                                                                            • Appendix – Factors Influencing Venue Choice

                                                                                                                                • Figure 14: Factors influencing venue choice, April 2013
                                                                                                                                • Figure 15: Most popular factors influencing everyday meal, by demographics, April 2013
                                                                                                                                • Figure 16: Next most popular factors influencing everyday meal, by demographics, April 2013
                                                                                                                                • Figure 17: Other factors influencing everyday meal, by demographics, April 2013
                                                                                                                                • Figure 18: Most popular factors influencing special occasion, by demographics, April 2013
                                                                                                                                • Figure 19: Next most popular factors influencing special occasion, by demographics, April 2013
                                                                                                                                • Figure 20: Other factors influencing special occasion, by demographics, April 2013
                                                                                                                                • Figure 21: Factors influencing dish choice, by most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 22: Factors influencing dish choice, by next most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 23: Factors influencing dish choice, by other factors influencing everyday meal, April 2013
                                                                                                                                • Figure 24: Factors influencing dish choice, by most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 25: Factors influencing dish choice, by next most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 26: Factors influencing dish choice, by other factors influencing special occasion, April 2013
                                                                                                                                • Figure 27: Ingredients influencing dish choice, by most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 28: Ingredients influencing dish choice, by next most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 29: Ingredients influencing dish choice, by other factors influencing everyday meal, April 2013
                                                                                                                                • Figure 30: Ingredients influencing dish choice, by most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 31: Ingredients influencing dish choice, by next most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 32: Ingredients influencing dish choice, by other factors influencing special occasion, April 2013
                                                                                                                                • Figure 33: Menu enticements, by most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 34: Menu enticements, by next most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 35: Menu enticements, by other factors influencing venue choice, April 2013
                                                                                                                                • Figure 36: Menu enticements, by most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 37: Menu enticements, by next most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 38: Menu enticements, by other factors influencing special occasion, April 2013
                                                                                                                                • Figure 39: Menu enticements, by most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 40: Menu enticements, by next most popular factors influencing everyday meal, April 2013
                                                                                                                                • Figure 41: Menu enticements, by other factors influencing everyday meal, April 2013
                                                                                                                                • Figure 42: Menu enticements, by most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 43: Menu enticements, by next most popular factors influencing special occasion, April 2013
                                                                                                                                • Figure 44: Menu enticements, by other factors influencing special occasion, April 2013
                                                                                                                            • Appendix – Attitudes towards Venue Choice

                                                                                                                                • Figure 45: Attitudes towards venue choice, April 2013
                                                                                                                                • Figure 46: Most popular attitudes towards venue choice, by demographics, April 2013
                                                                                                                                • Figure 47: Next most popular attitudes towards venue choice, by demographics, April 2013
                                                                                                                                • Figure 48: Attitudes towards venue choice, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 49: Attitudes towards venue choice, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 50: Factors influencing venue choice, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 51: Factors influencing venue choice, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 52: Attitudes towards eating out, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 53: Attitudes towards eating out, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 54: Ingredients influencing dish choice, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 55: Ingredients influencing dish choice, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 56: Menu enticements, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 57: Menu enticements, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 58: Menu enticements, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 59: Menu enticements, by next most popular attitudes towards venue choice, April 2013
                                                                                                                            • Appendix – Factors Influencing Dish Choice

                                                                                                                                • Figure 60: Factors influencing dish choice, April 2013
                                                                                                                                • Figure 61: Most popular factors influencing dish choice, by demographics, April 2013
                                                                                                                                • Figure 62: Next most popular factors influencing dish choice, by demographics, April 2013
                                                                                                                                • Figure 63: Other factors influencing dish choice, by demographics, April 2013
                                                                                                                                • Figure 64: Factors influencing dish choice, by most popular factors influencing dish choice, April 2013
                                                                                                                                • Figure 65: Factors influencing dish choice, by next most popular factors influencing dish choice, April 2013
                                                                                                                                • Figure 66: Factors influencing dish choice, by other factors influencing dish choice, April 2013
                                                                                                                                • Figure 67: Factors influencing dish choice, by most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 68: Factors influencing dish choice, by next most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 69: Factors influencing dish choice, by other attitudes towards eating out, April 2013
                                                                                                                                • Figure 70: Ingredients influencing dish choice, by most popular factors influencing dish choice, April 2013
                                                                                                                                • Figure 71: Ingredients influencing dish choice, by next most popular factors influencing dish choice, April 2013
                                                                                                                                • Figure 72: Ingredients influencing dish choice, by other factors influencing dish choice, April 2013
                                                                                                                            • Appendix – Ingredients Influencing Dish Choice

                                                                                                                                • Figure 73: Ingredients influencing dish choice, April 2013
                                                                                                                                • Figure 74: Most popular ingredients influencing dish choice, by demographics, April 2013
                                                                                                                                • Figure 75: Next most popular ingredients influencing dish choice, by demographics, April 2013
                                                                                                                                • Figure 76: Ingredients influencing dish choice, by most popular ingredients influencing dish choice, April 2013
                                                                                                                                • Figure 77: Ingredients influencing dish choice, by next most popular ingredients influencing dish choice, April 2013
                                                                                                                                • Figure 78: Ingredients influencing dish choice, by most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 79: Ingredients influencing dish choice, by next most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 80: Ingredients influencing dish choice, by other attitudes towards eating out, April 2013
                                                                                                                            • Appendix – Menu Enticements

                                                                                                                                • Figure 81: Menu enticements, April 2013
                                                                                                                                • Figure 82: Menu enticements – hard shakes (alcoholic milkshakes), by demographics, April 2013
                                                                                                                                • Figure 83: Menu enticements – Historical/traditional British dishes and ‘build your own’ , by demographics, April 2013
                                                                                                                                • Figure 84: Menu enticements – Spicy food challenge (eating very hot/spicy food) and exotic/unusual meats, by demographics, April 2013
                                                                                                                                • Figure 85: Menu enticements – Offal and chip flight (selection of different chips and dips), by demographics, April 2013
                                                                                                                                • Figure 86: Menu enticements – Gourmet ‘junk’ food and gourmet doughnuts/eclairs etc, by demographics, April 2013
                                                                                                                                • Figure 87: Menu enticement – Oversized eating contest (extra-large dish which has to be eaten in a set time), by demographics, April 2013
                                                                                                                                • Figure 88: Menu enticements, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 89: Menu enticements, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 90: Menu enticements, by most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 91: Menu enticements, by next most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 92: Menu enticements, by other attitudes towards eating out, April 2013
                                                                                                                                • Figure 93: Menu enticements, by frequency of eating in a restaurant, April 2013
                                                                                                                                • Figure 94: Menu enticements, by most popular menu enticements, April 2013
                                                                                                                                • Figure 95: Menu enticements, by next most popular menu enticements, April 2013
                                                                                                                                • Figure 96: Menu enticements, by most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 97: Menu enticements, by next most popular attitudes towards venue choice, April 2013
                                                                                                                                • Figure 98: Menu enticements, by most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 99: Menu enticements, by next most popular attitudes towards eating out, April 2013
                                                                                                                                • Figure 100: Menu enticements, by other attitudes towards eating out, April 2013
                                                                                                                                • Figure 101: Menu enticements, by frequency of eating in a restaurant, April 2013

                                                                                                                            Companies Covered

                                                                                                                            • All Star Lanes
                                                                                                                            • Beefeater
                                                                                                                            • Drake and Morgan
                                                                                                                            • Facebook, Inc.
                                                                                                                            • Geronimo Inns
                                                                                                                            • Gondola Holdings PLC
                                                                                                                            • Heston Blumenthal
                                                                                                                            • Hungry Horse
                                                                                                                            • Itsu
                                                                                                                            • Jamba Juice Company
                                                                                                                            • La Tasca Restaurants Ltd
                                                                                                                            • Loch Fyne Restaurants Ltd
                                                                                                                            • McDonald's Restaurants Limited (UK)
                                                                                                                            • Nandos UK
                                                                                                                            • PizzaExpress Limited
                                                                                                                            • Select Service Partner
                                                                                                                            • Smashburger Master LLC
                                                                                                                            • Twitter, Inc.
                                                                                                                            • Young & Co.'s Brewery plc

                                                                                                                            Eating Out: The Decision Making Process - UK - July 2013

                                                                                                                            £1,995.00 (Excl.Tax)