Eating Out: The Digital Consumer - UK - April 2015
“As the mobile platform remains a relatively underdeveloped part of the restaurant market in the UK, there is much scope for operators to use smartphone apps to push more impulsive eating out habits, such as through ‘push’ marketing techniques.”
– Helena Childe, Senior Foodservice Analyst
This report covers the following issues:
- Digital discounting opportunities
- Restaurant apps must fit into customers' lifestyles
- Using digital services to tap into consumer demand for immediacy
- Trends towards more digital dining rooms
Social media use is now well ingrained among UK consumers with just over three quarters of adults aged 16+ having accessed social networks online. Meanwhile, three quarters of UK adults aged 16+ now own a smartphone, and two thirds of internet users aged 16+ accessed the internet via their smartphone in the three months to November 2014. Foodservice operators are now beginning to explore these channels, though their presence remains limited. For example, digital technology is helping brands to insert themselves more seamlessly into consumers’ lifestyles.
Furthermore, in order to capitalise on opportunities from rising consumer confidence in 2015, foodservice operators are also looking to digital solutions to remain top of mind amongst core users and to create additional revenue streams.
This report looks at consumers’ use of and attitudes towards digital technologies and platforms in the foodservice market. It highlights a number of key areas of development in the eating out market at present, such as social media platforms, smartphone technology and website design and their effects on consumer habits.
This can be investigated from a number of angles, however, due to the diverse nature of this subject not all areas can be explored within the remit of this report. This report is primarily based on Mintel’s exclusive primary research of consumer attitudes and Mintel’s observations of the trends in the UK dining out market.
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