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Eating Out: The Decision Making Process - UK - July 2014

“Recommendations from family/friends are key influencers in venue choice, whilst online review sites populated with customer-generated content are also now popular among diners. Operators are encouraged to embrace the new era and promote peer-to-peer reviews and, where possible, create their own legion of brand ambassadors.”

– Helena Spicer, Senior Foodservice Analyst

Some issues convered in this report include:

  • Relaxation is a key consumer demand when dining out
  • Discounting – The double-edged sword
  • Creating brand ambassadors

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Market factors
                • Companies, brands and innovation
                  • The consumer
                    • Consumer expectations of dining out occasions
                      • Figure 1: Consumer expectations of dining out occasions, April 2014
                    • Attitudes towards planning a meal out
                      • Figure 2: Attitudes towards planning a meal out, April 2014
                    • Usage of money-off/discount vouchers
                      • Figure 3: Usage of money-off/discount vouchers, April 2014
                    • Attitudes towards money-off/discount vouchers
                      • Figure 4: Attitudes towards money-off/discount vouchers, April 2014
                    • Online restaurant habits
                      • Figure 5: Online restaurant habits, April 2014
                    • What we think
                    • Issues and Insights

                        • Relaxation is a key consumer demand when dining out
                          • The facts
                            • The implications
                              • Discounting – The double-edged sword
                                • The facts
                                  • The implications
                                    • Creating brand ambassadors
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Tailoring promotions to create better standout and build brand loyalty
                                              • Putting the ‘experience’ back into the eating out experience
                                                • Access Anything, Anywhere
                                                • Market Drivers

                                                  • Key points
                                                    • Rising confidence bodes well for the eating out market…
                                                      • Figure 6: GfK NOP consumer confidence index, monthly, January 2007-May 2014
                                                    • …but operators still have to contend with consumers’ cautious mentality
                                                      • Figure 7: Selected consumer spending priorities (after bills), June 2010-June 2014
                                                    • Menu development remains key in engaging consumers
                                                      • Figure 8: Selected attitudes towards eating out, by age, November 2013
                                                    • Play Ethic can help operators to refocus consumers on the experience
                                                      • Playful elements as part of the venue
                                                        • Playful elements on the menu
                                                          • Ageing population poses a challenge
                                                            • Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                          • Eating out market – Selected sector trends
                                                            • Discounting is ‘the new norm’ for pizza/pasta restaurants
                                                              • Emerging ethnic concepts focus on lifestyle positioning
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Bolder store designs
                                                                    • Immersive dining
                                                                      • Stripped-back interiors…
                                                                        • …adopted also by mainstream operators
                                                                          • Scope to trademark interior features?
                                                                            • Multifaceted venues
                                                                              • All-day dining concepts
                                                                                • Loungers
                                                                                  • Bill’s
                                                                                    • Drake & Morgan
                                                                                      • Established operators look to all-day dining
                                                                                      • Consumer Expectations of Dining Out Occasions

                                                                                        • Key points
                                                                                          • Significant minority of diners are looking for relaxed dining experiences
                                                                                              • Figure 10: Consumer expectations of dining out occasions, April 2014
                                                                                            • Even fine dining begins to relax
                                                                                              • Londoners most likely to show healthy eating concerns
                                                                                                • Brands look to ‘fresh’ and ‘real’ food
                                                                                                  • Brands promote protein
                                                                                                    • Everyday meal expectations
                                                                                                      • Special-occasion meal expectations
                                                                                                      • Attitudes Towards Planning a Meal Out

                                                                                                        • Key points
                                                                                                          • A quarter of diners think it’s exciting to plan a meal out – More engaging websites hope to create a competitive edge
                                                                                                            • Figure 11: Attitudes towards planning a meal out, April 2014
                                                                                                          • Video content aims to engage diners
                                                                                                            • Brands use videos to build transparency, awareness and excitement
                                                                                                              • Video content sparks marked interest among consumers
                                                                                                                • Diners to European and American venues show most interest in real images
                                                                                                                  • Young diners are more likely to see planning as a hassle and to look for shortcuts
                                                                                                                    • Location-based services can help diners navigate venue choice…
                                                                                                                      • …catering to impulse diners in particular
                                                                                                                        • Faster service formats
                                                                                                                          • Prepayment should appeal to men
                                                                                                                            • App-controlled café makes the whole ordering process electronic
                                                                                                                              • A quarter of diners pay heed to online reviews
                                                                                                                                • Diners look for reassurance
                                                                                                                                  • Operators should embrace the conversation
                                                                                                                                    • A picture is worth a thousand words…
                                                                                                                                      • Recommendations appeal to ABs and family
                                                                                                                                      • Money-off/Discount Voucher Habits

                                                                                                                                        • Key points
                                                                                                                                          • Usage of money-off/discount vouchers
                                                                                                                                            • Figure 12: Usage of money-off/discount vouchers, April 2014
                                                                                                                                          • Making promotions more engaging
                                                                                                                                            • Loyalty schemes remain little used
                                                                                                                                              • Attitudes towards money-off/discount vouchers
                                                                                                                                                • Discounting – The double-edged sword
                                                                                                                                                  • Figure 13: Attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                • The younger generation are the most discount-led
                                                                                                                                                  • Savvy consumerism is here to stay
                                                                                                                                                  • Online Restaurant Habits

                                                                                                                                                    • Key points
                                                                                                                                                      • A new generation of tech-savvy, money-savvy diners
                                                                                                                                                        • Figure 14: Online restaurant habits, April 2014
                                                                                                                                                      • Third-party online order sites forge a mainstream presence
                                                                                                                                                        • Youngsters and Londoners are top online users
                                                                                                                                                          • Attempting to win the fight for Britain’s bargain hunters
                                                                                                                                                            • Making loyalty apps more meaningful
                                                                                                                                                              • Making dining out faster – Payment apps
                                                                                                                                                                • Pressure for rewards for using apps?
                                                                                                                                                                  • Making fast food faster – Ordering
                                                                                                                                                                    • The next generation?
                                                                                                                                                                      • Gamification developments
                                                                                                                                                                        • More foodservice operators offer games…
                                                                                                                                                                          • …but few consumers take an interest
                                                                                                                                                                            • Engaging imagery
                                                                                                                                                                            • Appendix – Consumer Expectations of Dining Out Occasions

                                                                                                                                                                                • Figure 15: Consumer expectations of dining out occasions, April 2014
                                                                                                                                                                                • Figure 16: Most popular consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
                                                                                                                                                                                • Figure 17: Next most popular consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
                                                                                                                                                                                • Figure 18: Other consumer expectations of dining out occasions – Everyday meal, by demographics, April 2014
                                                                                                                                                                                • Figure 19: Most popular consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
                                                                                                                                                                                • Figure 20: Next most popular consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
                                                                                                                                                                                • Figure 21: Other consumer expectations of dining out occasions – Special occasion, by demographics, April 2014
                                                                                                                                                                            • Appendix – Attitudes Towards Planning a Meal Out

                                                                                                                                                                                • Figure 22: Attitudes towards planning a meal out, April 2014
                                                                                                                                                                                • Figure 23: Most popular attitudes towards planning a meal out, by demographics, April 2014
                                                                                                                                                                                • Figure 24: Next most popular attitudes towards planning a meal out, by demographics, April 2014
                                                                                                                                                                                • Figure 25: Attitudes towards planning a meal out, by most popular attitudes towards planning a meal out, April 2014
                                                                                                                                                                                • Figure 26: Attitudes towards planning a meal out, by next most popular attitudes towards planning a meal out, April 2014
                                                                                                                                                                                • Figure 27: Attitudes towards planning a meal out, by fast food restaurants visited, April 2014
                                                                                                                                                                                • Figure 28: Attitudes towards planning a meal out, by most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 29: Attitudes towards planning a meal out, by next most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 30: Attitudes towards planning a meal out, by frequency of eating out, April 2014
                                                                                                                                                                                • Figure 31: Attitudes towards planning a meal out, by most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 32: Attitudes towards planning a meal out, by next most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 33: Online restaurant habits, by most popular attitudes towards planning a meal out, April 2014
                                                                                                                                                                                • Figure 34: Online restaurant habits, by next most popular attitudes towards planning a meal out, April 2014
                                                                                                                                                                            • Appendix – Money-off/Discount Vouchers

                                                                                                                                                                                • Figure 35: Usage of money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 36: Most popular types of money-off/discount voucher used, by demographics, April 2014
                                                                                                                                                                                • Figure 37: Most popular types of money-off/discount voucher used, by demographics, April 2014 (continued)
                                                                                                                                                                                • Figure 38: Next most popular types of money-off/discount vouchers used, by demographics, April 2014
                                                                                                                                                                                • Figure 39: Types of money-off/discount vouchers used, by most popular types of money-off/discount vouchers used, April 2014
                                                                                                                                                                                • Figure 40: Types of money-off/discount vouchers used, by next most popular types of money-off/discount vouchers used, April 2014
                                                                                                                                                                                • Figure 41: Types of money-off/discount vouchers used, by fast food restaurants visited, April 2014
                                                                                                                                                                                • Figure 42: Types of money-off/discount vouchers used, by most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 43: Types of money-off/discount vouchers used, by next most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 44: Types of money-off/discount vouchers used, by frequency of eating out, April 2014
                                                                                                                                                                                • Figure 45: Attitudes towards money-off/discount vouchers, by most popular types of money-off/discount vouchers used, April 2014
                                                                                                                                                                                • Figure 46: Attitudes towards money-off/discount vouchers, by next most popular types of money-off/discount vouchers used, April 2014
                                                                                                                                                                              • Attitudes towards money-off/discount vouchers
                                                                                                                                                                                • Figure 47: Attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 48: Most popular attitudes towards money-off/discount vouchers, by demographics, April 2014
                                                                                                                                                                                • Figure 49: Next most popular attitudes towards money-off/discount vouchers, by demographics, April 2014
                                                                                                                                                                                • Figure 50: Attitudes towards money-off/discount vouchers, by most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 51: Attitudes towards money-off/discount vouchers, by next most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 52: Attitudes towards money-off/discount vouchers, by fast food restaurants visited, April 2014
                                                                                                                                                                                • Figure 53: Attitudes towards money-off/discount vouchers, by most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 54: Attitudes towards money-off/discount vouchers, by next most popular restaurants visited, April 2014
                                                                                                                                                                                • Figure 55: Attitudes towards money-off/discount vouchers, by frequency of eating out, April 2014
                                                                                                                                                                                • Figure 56: Online restaurant habits, by most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                                • Figure 57: Online restaurant habits, by next most popular attitudes towards money-off/discount vouchers, April 2014
                                                                                                                                                                            • Appendix – Online Restaurant Habits

                                                                                                                                                                                • Figure 58: Online restaurant habits, April 2014
                                                                                                                                                                                • Figure 59: Online restaurant habits – Ordered a takeaway online from a restaurant brand’s website, by demographics, April 2014
                                                                                                                                                                                • Figure 60: Online restaurant habits – Ordered a takeaway online via a third-party site, by demographics, April 2014
                                                                                                                                                                                • Figure 61: Online restaurant habits – Pre-ordered food before arriving at restaurant/café, by demographics, April 2014
                                                                                                                                                                                • Figure 62: Online restaurant habits – Used a restaurant loyalty app^, by demographics, April 2014
                                                                                                                                                                                • Figure 63: Online restaurant habits – Watched a video on a restaurant’s website, by demographics, April 2014
                                                                                                                                                                                • Figure 64: Online restaurant habits – Used a PayPal payment for a restaurant/takeaway, by demographics, April 2014
                                                                                                                                                                                • Figure 65: Online restaurant habits – Used an app which stores all your vouchers across brands in one app/digital wallet^, by demographics, April 2014
                                                                                                                                                                                • Figure 66: Online restaurant habits – Ordered food/drink from your table without waiters, by demographics, April 2014
                                                                                                                                                                                • Figure 67: Online restaurant habits – Used a mobile app to pay a restaurant bill^, by demographics, April 2014
                                                                                                                                                                                • Figure 68: Online restaurant habits – Played a restaurant brand’s online game/app^, by demographics, April 2014
                                                                                                                                                                                • Figure 69: Online restaurant habits, by most popular online restaurant habits, April 2014
                                                                                                                                                                                • Figure 70: Online restaurant habits, by next most popular online restaurant habits, April 2014

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Beefeater
                                                                                                                                                                            • Drake and Morgan
                                                                                                                                                                            • Gondola Holdings PLC
                                                                                                                                                                            • Mitchells & Butlers Plc

                                                                                                                                                                            Eating Out: The Decision Making Process - UK - July 2014

                                                                                                                                                                            £1,995.00 (Excl.Tax)