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Eating Out: The Decision Making Process - UK - July 2017

“Special-occasion diners value quality of food more than offers while older diners expect low-priced items. Restaurants are moving away from formal and into homely interior designs to create third spaces for diners to feel at home. Fast food outlets may be attracting diners to visit with free Wi-Fi, but it's more important that they offer friendly and quick customer service. Options to swap healthier sides can help operators push into healthy eating.”
– Trish Caddy, Foodservice Analyst

This Report discusses the following key topics:

  • More can be done to nudge people towards healthy choices
  • Create dishes according to people's preferred seating
  • It's important to encourage over-45s to eat out more

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Table of contents

  1. Overview

    • What you need to know
      • Topics covered in this Report
      • Executive Summary

          • The market
            • UK eating out operators face rising costs in 2017
              • Consumer crutch holding up pub sector
                • Key players
                  • Pret creates zones and expands Veggie format
                    • Pizza Hut’s impactful Twitter campaign
                      • Greggs uses Balanced Choice to expand into new markets
                        • The consumer
                          • Eating out is a rare treat
                            • Figure 1: Frequency of eating out or ordering takeaways/home deliveries, May 2017
                          • Important factors when eating in
                            • Figure 2: Factors influencing choice of venue when eating out/ordering a takeaway/home delivery, May 2017
                          • Seating preferences when eating in
                            • Figure 3: Preference for type of seating arrangement, May 2017
                          • Influence of marketing on consumer behaviour
                            • Figure 4: Influence of marketing on eating out behaviours, May 2017
                          • Menu features that drive interest
                            • Figure 5: Menu features that drive interest, May 2017
                          • What we think
                          • Issues and Insights

                            • More can be done to nudge people towards healthy choices
                              • The facts
                                • The implications
                                  • Create dishes according to people's preferred seating
                                    • The facts
                                      • The implications
                                        • It's important to encourage over-45s to eat out more
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Eating out operators face rising costs in 2017
                                                • Consumer crutch holding up eating out sector
                                                • Market Drivers

                                                  • Dining out remains a key discretionary spending area
                                                    • Figure 6: Selected consumer spending priorities (after bills), November 2009-May 2017
                                                  • Britain’s ageing population
                                                    • Figure 7: Trends in the age structure of the UK population, 2011-16 and 2016-21
                                                  • Smartphone ownership is peaking
                                                    • Figure 8: Ownership of mobile phones, January 2012-December 2016
                                                  • Hospitality recruitment at its most difficult
                                                    • Apprenticeship levy comes into force in April 2017
                                                      • Pizza Hut Restaurants offers full range of apprenticeships
                                                        • Fine dining restaurants cut back opening hours
                                                          • Rising costs on the cards for food operators in 2017
                                                            • Business rates
                                                              • Rising inflation and the weakened Pound
                                                                • National Living Wage and National Minimum Wage
                                                                • Key Players – What You Need to Know

                                                                  • Tossed offers further customisation
                                                                    • Pret A Manger creates zones
                                                                      • Pizza Hut gives away free food
                                                                        • Greggs pushes Balanced Choice into new markets
                                                                        • Launch Activity and Innovation

                                                                          • Refreshing classic British dishes
                                                                            • Stoke House refreshes carvery concept
                                                                              • Claude Bosi introduces set menus and trolleys
                                                                                • Square Pie launches ‘pick ‘n’ mix’ pie bar
                                                                                  • Using customisation to highlight special diets
                                                                                    • Tossed lets diners filter menu options
                                                                                      • Chipotle suggests ingredient combinations
                                                                                        • Restaurant designs hit the home
                                                                                          • Manor-style lounge design
                                                                                            • Quick-service quiet zones
                                                                                              • Using freebies to increase footfall
                                                                                                • #WakeUpToOrganic raises awareness
                                                                                                  • My Prosecco Bar increases dwell time
                                                                                                    • Posting on Twitter in exchange for free food
                                                                                                      • Young’s uses app to boost customer loyalty
                                                                                                        • Additional revenue stream from gift card schemes
                                                                                                          • Healthy eating formats scaling up
                                                                                                            • Greggs eyes expansion in hospitals
                                                                                                              • Pret pushes veggie formats further
                                                                                                                • Restaurant-with-rooms concept gains traction
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • Young people and families are frequent diners
                                                                                                                    • Potential to cater for special occasions
                                                                                                                      • Are fast food diners becoming too reliant on technology?
                                                                                                                        • People are eating on sofas
                                                                                                                          • Understanding diners' behaviour towards marketing
                                                                                                                            • Potential to use customisation to drive menu interest
                                                                                                                            • Frequency of Eating Out

                                                                                                                              • Eating out is a rare treat for most
                                                                                                                                • Family time drives uptake
                                                                                                                                  • Over-45s dine out less frequently
                                                                                                                                    • Figure 9: Frequency of eating out or ordering takeaways/home deliveries, May 2017
                                                                                                                                  • Under-45s order takeaway frequently…
                                                                                                                                    • …but that doesn’t mean that they should have to abandon dining out
                                                                                                                                    • Factors Influencing Choice of Restaurant

                                                                                                                                      • Diners more likely to travel for a special-occasion meal
                                                                                                                                        • Diners value quality of food more than special offers
                                                                                                                                            • Figure 10: Factors influencing choice of venue when eating out/ordering a takeaway/home delivery, May 2017
                                                                                                                                          • Special-occasion diners prefer to take it slow
                                                                                                                                            • Scope for restaurant venues to create space to hang out after a meal
                                                                                                                                              • Potential to attract families to dine at restaurant venues for special occasions
                                                                                                                                                • Figure 11: Factors influencing choice of venue when eating in, by any eating in restaurant venues, May 2017
                                                                                                                                              • Important for fast food outlets to offer friendly and quick customer service
                                                                                                                                                • Free Wi-Fi can attract everyday diners to visit fast food outlets
                                                                                                                                                  • Figure 12: Factors influencing choice of venue for eating in, by any eating in at fast food outlets, May 2017
                                                                                                                                              • Seating Preferences

                                                                                                                                                • Lounge seating appeals to most diners
                                                                                                                                                  • When dining with young children…
                                                                                                                                                    • …those who eat out with friends…
                                                                                                                                                      • …and amongst couples
                                                                                                                                                        • Counter seats can attract more solo diners
                                                                                                                                                          • Figure 13: Preference for type of seating arrangement, May 2017
                                                                                                                                                        • Bistro-style seating appeals to young couples
                                                                                                                                                            • Figure 14: Preference for type of seating arrangement when dining alone, by any eating in restaurant venues, May 2017
                                                                                                                                                          • Communal seating can attract diners with young children
                                                                                                                                                            • Figure 15: MOD Pizza, Leicester Square, London
                                                                                                                                                            • Figure 16: Preference for type of seating arrangement, by any eating in at fast food outlets, May 2017
                                                                                                                                                        • Behaviours Relating to Marketing

                                                                                                                                                          • Diners prefer everyday low prices to loyalty cards
                                                                                                                                                            • Potential for gift cards to drive footfall
                                                                                                                                                              • Diners like venues that take discount cards
                                                                                                                                                                  • Figure 17: Behaviours towards restaurants, May 2017
                                                                                                                                                                • Quiet zones appeal to solo diners at fast food outlets…
                                                                                                                                                                  • Figure 18: Influence of marketing on eating out behaviours, by any eating in at fast food outlets, May 2017
                                                                                                                                                                • …and restaurant venues
                                                                                                                                                                  • Figure 19: Influence of marketing on eating out behaviours, by any eating in restaurant venues, May 2017
                                                                                                                                                                • Fast food outlet diners “check-in” on social media
                                                                                                                                                                  • Fast food diners have used apps that update them with free gifts
                                                                                                                                                                    • Fast food diners turn to the internet for special offers
                                                                                                                                                                        • Figure 20: Influence of marketing on eating out behaviours, by any eating in at fast food outlets, May 2017
                                                                                                                                                                      • Most diners have used paper vouchers
                                                                                                                                                                        • Potential for restaurants to increase e-marketing activities
                                                                                                                                                                            • Figure 21: Influence of marketing on eating out behaviours, by any eating in restaurant venues, May 2017
                                                                                                                                                                        • Menu Interest

                                                                                                                                                                          • Potential to ramp up vegetable portions
                                                                                                                                                                            • Students and young women enjoy customisable dishes
                                                                                                                                                                                • Figure 22: Menu features that drive interest, May 2017
                                                                                                                                                                              • Scope for restaurants to create “feelgood” dishes
                                                                                                                                                                                • Figure 23: Menu features that drive interest, by any eating in restaurant venues, May 2017
                                                                                                                                                                              • Fast food diners are interested in calories on menus
                                                                                                                                                                                • Potential for sandwich shops to sell specials using edible food waste
                                                                                                                                                                                  • Figure 24: Interest in menu features, by any eating in at fast food outlets, May 2017
                                                                                                                                                                                • Interest in smaller portions of classic British dishes
                                                                                                                                                                                  • Figure 25: Menu features that drive interest, by any eating in restaurant venues, May 2017
                                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                  • Abbreviations
                                                                                                                                                                                    • Consumer research methodology

                                                                                                                                                                                    Eating Out: The Decision Making Process - UK - July 2017

                                                                                                                                                                                    US $2,648.76 (Excl.Tax)