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In-store Catering - UK - November 2010

Increasing emphasis is being placed on in-store catering, both as a revenue stream and as a footfall driver. For example, bookstore retailer Waterstone’s has increased the floor space dedicated to catering in order to help build its reputation as a destination leisure venue; this has in part been motivated by the need to counteract increasing competition from non-traditional online retailers. A similar story is evident amongst high street music retailers (hit by factors such as the trend towards music downloads) and garden centres (which have also suffered from online competition).

  • Tiered pricing structures (offering both a range of value and premium products as well as a core menu) should allow operators to protect margins while also trying to encourage the 50% of consumers who have cut back on their frequency of eating out in the last year, to eat out more often.
  • Fostering loyalty and repeat visits should be a central concern for operators: the emphasis is on operators to actively provide reasons for consumers to visit them such as regular events and this will b crucial to improving on the fifth of in-store catering users who currently state that they primarily use these cafes as a place they regularly visit when shopping.
  • Providing an overall leisure experience (eg play areas for children) should be a central concern for in-store catering operations, particularly considering the fact that it is families who are the most likely to have cut back on eating out in the last year and also to say that they plan their meals out more now.
  • With in-store catering outlets often placed in out of the way locations, operators need to focus on strategies which re-engage with consumers such as taster stalls near the entrance of the shop, which can then drive footfall to the catering outlets.
  • Fast service and snacking formats should be incorporated into the in-store catering offer in order to cater for the 28% of consumers who eat in store primarily to refuel.
  • Operators looking to capitalise on the healthy eating trend must remember that while a third of consumers watch what they eat when eating in store, the number of those interested in seeing calorie counts on menus is much lower at 25%.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Make a habit of it
                • Encouraging spontaneous snacking
                • Market in Brief

                  • Market size
                    • Market segmentation
                      • Consumer purchasing behaviour
                        • The role of branding
                        • Department Stores and Variety Stores

                          • Key points
                            • Department stores
                              • Market overview
                                • Figure 1: Visited a department store, either to shop or just to have a look around, 2006-10
                                • Figure 2: UK: how they shop for clothing, by age and affluence, August 2010
                              • Consumer in-store catering usage
                                • Figure 3: Department stores’ in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                              • In-store restaurant innovation
                                • Company profiles
                                  • Debenhams
                                    • Background
                                      • In-store catering operations
                                        • Financial performance
                                          • Figure 4: Financial performance of Debenhams, 2008 and 2009
                                          • Figure 5: Financial performance of Debenhams, H1 2009 and H1 2010
                                        • Recent developments
                                          • House of Fraser
                                            • Background
                                              • In-store catering operations
                                                • Figure 6: Number of in-store catering facilities, by brand, 2010
                                              • Financial performance
                                                • Figure 7: Financial performance of House of Fraser, H1 2009 and H1 2010
                                              • Recent developments
                                                • John Lewis
                                                  • Background
                                                    • In-store catering operations
                                                      • Financial performance
                                                        • Recent developments
                                                          • Selfridges
                                                            • In-store catering operations
                                                              • Recent developments
                                                                • Variety stores
                                                                  • Market overview
                                                                    • Consumer in-store catering usage
                                                                      • Figure 8: Variety stores’ in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                                                                    • In-store restaurant innovation
                                                                      • Company profiles
                                                                        • Bhs
                                                                          • Background
                                                                            • In-store catering operations
                                                                              • Recent developments
                                                                                • Marks & Spencer
                                                                                  • Background
                                                                                    • In-store catering operations
                                                                                      • Recent developments
                                                                                      • Supermarkets/Grocery Retailers

                                                                                        • Key points
                                                                                          • Supermarket/grocery retailers
                                                                                            • Market overview
                                                                                              • Consumer in-store catering usage
                                                                                                • Figure 9: Supermarket in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                                                                                              • In-store restaurant innovation
                                                                                                • Company profiles
                                                                                                  • Sainsbury’s
                                                                                                    • Background
                                                                                                      • In-store catering operations
                                                                                                        • Recent developments
                                                                                                          • Tesco
                                                                                                            • Background
                                                                                                              • In-store catering operations
                                                                                                                • Waitrose
                                                                                                                  • Background
                                                                                                                    • In-store catering operations
                                                                                                                      • Recent developments
                                                                                                                        • Asda
                                                                                                                          • Background
                                                                                                                            • In-store catering operations
                                                                                                                              • Recent developments
                                                                                                                                • Morrisons
                                                                                                                                  • Background
                                                                                                                                    • In-store catering operations
                                                                                                                                    • Bookstores

                                                                                                                                      • Key points
                                                                                                                                        • Bookstores
                                                                                                                                          • Market overview
                                                                                                                                            • Consumer in-store catering usage
                                                                                                                                              • Figure 10: Bookstores’ in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                                                                                                                                            • In-store restaurant innovation
                                                                                                                                              • Company profiles
                                                                                                                                                • Waterstone’s
                                                                                                                                                  • Background
                                                                                                                                                    • In-store catering operations
                                                                                                                                                      • Menu developments/recent developments/price promotions
                                                                                                                                                      • Garden Centres and DIY Stores

                                                                                                                                                        • Key points
                                                                                                                                                          • Garden centres
                                                                                                                                                            • Market overview
                                                                                                                                                              • Consumer in-store catering usage
                                                                                                                                                                • Figure 11: Garden centres/DIY in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                                                                                                                                                              • In-store restaurant innovation
                                                                                                                                                                • Company profiles
                                                                                                                                                                  • Garden Centre Group (formerly Wyevale)
                                                                                                                                                                    • In-store catering operations
                                                                                                                                                                      • Financial results
                                                                                                                                                                        • DIY stores
                                                                                                                                                                          • Market overview
                                                                                                                                                                            • Alternative catering operations – Retail Concessions
                                                                                                                                                                            • Furniture Stores

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Market overview
                                                                                                                                                                                  • Consumer in-store catering usage
                                                                                                                                                                                    • Figure 12: Furniture stores’ in-store catering outlets visited, by gender, age and socio-economic group, September 2010
                                                                                                                                                                                  • In-store restaurant innovation
                                                                                                                                                                                    • Company profiles
                                                                                                                                                                                      • IKEA
                                                                                                                                                                                        • Background
                                                                                                                                                                                          • In-store catering operations
                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                            • In-Store Catering Contract/Retail Caterers

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Market overview
                                                                                                                                                                                                  • Figure 13: Competitive context of the contract catering market, 2009
                                                                                                                                                                                                • Elior
                                                                                                                                                                                                  • Massarella Catering Group
                                                                                                                                                                                                  • Competitive Context

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Consumer spending priorities
                                                                                                                                                                                                        • Figure 14: Consumer spending priorities, 2009 and 2010
                                                                                                                                                                                                      • Eating out market
                                                                                                                                                                                                        • Figure 15: Eating out market*, by sector, 2005-09
                                                                                                                                                                                                      • Coffee shop market
                                                                                                                                                                                                        • Figure 16: Frequency of visiting coffee shops, 2008-10
                                                                                                                                                                                                      • Sandwich bars
                                                                                                                                                                                                        • Figure 17: Frequency of visiting sandwich bars, 2008-10
                                                                                                                                                                                                      • Shopping centres
                                                                                                                                                                                                        • Figure 18: Visit shopping centres, 2008-10
                                                                                                                                                                                                      • Company profile: Westfield London
                                                                                                                                                                                                        • Catering options
                                                                                                                                                                                                          • Figure 19: Westfield restaurants, 2010
                                                                                                                                                                                                        • Online shopping
                                                                                                                                                                                                          • Figure 20: Attitudes towards shopping and browsing for clothes online, February 2010
                                                                                                                                                                                                          • Figure 21: Attitudes towards clothes purchasing, by age, August 2010
                                                                                                                                                                                                      • Strengths and Weakness in the Market

                                                                                                                                                                                                        • Strengths
                                                                                                                                                                                                          • Weaknesses
                                                                                                                                                                                                          • Market Size and Forecast

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Figure 22: Market size and forecast of the UK in-store catering market, 2005-15
                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                            • Market Share

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Figure 23: Number of retail outlets and in-store catering outlets, by brand/store name, 2006-10
                                                                                                                                                                                                            • Who Visits In-Store Catering Outlets?

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Supermarkets are the most popular in-store catering venues
                                                                                                                                                                                                                  • Figure 24: In-store catering outlets visited, September 2010
                                                                                                                                                                                                                • Supermarkets focused on small store expansion
                                                                                                                                                                                                                  • Bookstores suffering from falling demand and rising competition
                                                                                                                                                                                                                    • Garden centres increasing focus on catering
                                                                                                                                                                                                                    • Reasons for Eating at In-Store Restaurants

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • The need to refuel drives demand for in-store catering
                                                                                                                                                                                                                          • Figure 25: Reasons for eating in in-store restaurants, September 2010
                                                                                                                                                                                                                        • Areas for improvement
                                                                                                                                                                                                                          • Need for more advertising
                                                                                                                                                                                                                            • Are hot plates and counters too old-fashioned?
                                                                                                                                                                                                                              • Seating
                                                                                                                                                                                                                                • Family-oriented dining
                                                                                                                                                                                                                                • Attitudes Towards Eating Out

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Half of consumers have cut back on eating out to save money
                                                                                                                                                                                                                                      • Figure 26: Attitudes towards eating out, September 2010
                                                                                                                                                                                                                                    • Families tend to plan when to eat out more these days
                                                                                                                                                                                                                                      • Healthy eating in restaurants shouldn’t be synonymous with deprivation
                                                                                                                                                                                                                                        • Nearly half eat out in the same places out of habit
                                                                                                                                                                                                                                        • In-Store Catering Targeting Opportunities

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Four target groups
                                                                                                                                                                                                                                              • Figure 27: In-store catering target groups, September 2010
                                                                                                                                                                                                                                            • Apathetic
                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                • In-store catering venues habits
                                                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                                                    • Health-conscious Enthusiasts
                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                        • In-store catering venues habits
                                                                                                                                                                                                                                                          • Marketing message
                                                                                                                                                                                                                                                            • Adventurous Refuellers
                                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                                • In-store catering venues habits
                                                                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                                                                    • Spontaneous Indulgers
                                                                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                                                                        • In-store catering venues habits
                                                                                                                                                                                                                                                                          • Marketing message
                                                                                                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                                              • Figure 28: GfK NOP Consumer Confidence Index, January 1988-September 2010
                                                                                                                                                                                                                                                                              • Figure 29: Monthly food inflation trend, January 2005-July 2010
                                                                                                                                                                                                                                                                              • Figure 30: UK inter-bank, three-month rate+ and selected UK bank rates*, 2001-10
                                                                                                                                                                                                                                                                              • Figure 31: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                                                                                                                              • Figure 32: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                                                                                                                                                              • Figure 33: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                                                                              • Figure 34: UK households, by size, 2005-15
                                                                                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                              • Figure 35: Visit shopping centres, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 36: Frequency of visiting small shopping centres, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 37: Frequency of visiting major shopping centres, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 38: Visited a department store, either to shop or just to have a look around, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 39: Frequency of visiting department store, either to shop or just to have a look around, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 40: Bought anything from a mail order catalogue or associated website in the last 12 months, by demographics, 2010
                                                                                                                                                                                                                                                                          • Appendix – Consumer Spending Priorities

                                                                                                                                                                                                                                                                              • Figure 41: Most popular what extra money is spent on, by demographics, August 2010
                                                                                                                                                                                                                                                                              • Figure 42: Next most popular what extra money is spent on, by demographics, August 2010
                                                                                                                                                                                                                                                                              • Figure 43: Other what extra money is spent on, by demographics, August 2010
                                                                                                                                                                                                                                                                              • Figure 44: Least popular what extra money is spent on, by demographics, August 2010
                                                                                                                                                                                                                                                                          • Appendix – Competitive Context

                                                                                                                                                                                                                                                                              • Figure 45: Frequency of visiting coffee shops, by demographics, 2010
                                                                                                                                                                                                                                                                              • Figure 46: Frequency of visiting sandwich bars, by demographics, 2010
                                                                                                                                                                                                                                                                          • Appendix – Who Visits In-Store Catering Outlets?

                                                                                                                                                                                                                                                                              • Figure 47: Most popular in-store catering outlets visited, by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 48: Next most popular in-store catering outlets visited, by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 49: Other in-store catering outlets visited, by demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 50: Least popular in-store catering outlets visited, by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 51: In-store catering outlets visited, by most popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 52: In-store catering outlets visited, by next most popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 53: In-store catering outlets visited, by other in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 54: In-store catering outlets visited, by least popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                          • Appendix – Reasons for Eating in In-Store Restaurants

                                                                                                                                                                                                                                                                              • Figure 55: Reasons for eating in in-store restaurants, by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 56: In-store catering outlets visited, by most popular reasons for eating in in-store restaurants, September 2010
                                                                                                                                                                                                                                                                              • Figure 57: In-store catering outlets visited, by next most popular reasons for eating in in-store restaurants, September 2010
                                                                                                                                                                                                                                                                              • Figure 58: Reasons for eating in in-store restaurants, by most popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 59: Reasons for eating in in-store restaurants, by next most popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 60: Reasons for eating in in-store restaurants, by other in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                              • Figure 61: Reasons for eating in in-store restaurants, by least popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                          • Appendix – Attitudes towards Eating Out

                                                                                                                                                                                                                                                                              • Figure 62: Attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 63: Attitudes towards eating out (‘I usually order the same thing’, ‘I watch what I eat when I eat out’), by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 64: Attitudes towards eating out (‘I would like to see how many calories are in each dish’, ‘I would like to see more healthy items on the menu’), by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 65: Attitudes towards eating out (‘I prefer smaller courses’, ‘I have cut back on how often I eat out in the last year to save money’), by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 66: Attitudes towards eating out (‘I tend to go to the same places’, ‘I often eat out on the spur of the moment’), by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 67: Attitudes towards eating out (‘I plan when to eat out more these days’), by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 68: In-store catering outlets visited, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 69: In-store catering outlets visited, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 70: In-store catering outlets visited, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 71: In-store catering outlets visited, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 72: In-store catering outlets visited, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 73: Reasons for eating in in-store restaurants, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 74: Reasons for eating in in-store restaurants, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 75: Reasons for eating in in-store restaurants, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 76: Reasons for eating in in-store restaurants, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 77: Reasons for eating in in-store restaurants, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 78: Attitudes towards eating out, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 79: Attitudes towards eating out, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 80: Attitudes towards eating out, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 81: Attitudes towards eating out, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 82: Attitudes towards eating out, by attitudes towards eating out, September 2010
                                                                                                                                                                                                                                                                              • Figure 83: Attitudes towards eating out, by most popular in-store catering outlets visited, September 2010
                                                                                                                                                                                                                                                                          • Appendix – In-Store Catering Targeting Opportunities

                                                                                                                                                                                                                                                                              • Figure 84: In-store catering target groups, by detailed demographics, September 2010
                                                                                                                                                                                                                                                                              • Figure 85: In-store catering target groups, by in-store catering venues used, September 2010
                                                                                                                                                                                                                                                                              • Figure 86: In-store catering target groups, by reasons for eating in in-store restaurants, September 2010
                                                                                                                                                                                                                                                                              • Figure 87: In-store catering target groups, by attitudes towards eating out, September 2010

                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                                                                          • Bents Garden Centre Ltd
                                                                                                                                                                                                                                                                          • Bhs Ltd
                                                                                                                                                                                                                                                                          • British Hospitality Association
                                                                                                                                                                                                                                                                          • Costa
                                                                                                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                                                                                                          • IKEA
                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                          • JD Wetherspoon
                                                                                                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                                                                                          • Krispy Kreme UK
                                                                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                                                                          • Massarella Catering Group
                                                                                                                                                                                                                                                                          • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                                                                                          • Meadowhall Shopping Centre
                                                                                                                                                                                                                                                                          • PizzaExpress Limited
                                                                                                                                                                                                                                                                          • Pret A Manger
                                                                                                                                                                                                                                                                          • Selfridges Retail Ltd
                                                                                                                                                                                                                                                                          • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                                                                          • Waterstones Booksellers

                                                                                                                                                                                                                                                                          In-store Catering - UK - November 2010

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