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Eating Out: The Decision Making Process - UK - August 2018

“Visits to foodservice venues are driven mostly by discounts, which puts pressure on operators to maintain trading levels. While promotional activities remain prevalent, there is potential for these to be specifically targeted at celebratory occasions. Meanwhile, chain operators can’t rely solely on the convenience of their high street locations. Instead, chains must demonstrate a clear brand image and win customers’ trust to engage with diners.”

- Trish Caddy, Foodservice Analyst

This report will look at the following areas:

  • Visits are driven mostly by discounts
  • So, what makes eating out special?
  • How do chains win back customers?

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Table of contents

  1. Overview

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

          • The market
            • Confidence holding up but many remain cautious
              • Rising costs remain a huge concern
                • Low unemployment could boost eating OOH
                  • ‘One You’ campaign likely to boost healthier choices
                    • Companies and brands
                      • Brands setting an ethical example
                        • New on menus - lighter dishes or snacks
                          • New retail opportunities
                            • Promotions that drive re-visits
                              • The consumer
                                • More Brits eat in at a restaurant than order a takeaway
                                  • Figure 1: Participation in eating out, May 2018
                                • Frequent takeaways on a par with frequent restaurant visits
                                  • Figure 2: Frequency of eating out, May 2018
                                • Retirees unfazed by spending squeeze
                                  • Figure 3: Changes in frequency of eating out-of-home, May 2018
                                • Reformulating recipes to improve diets
                                  • Figure 4: Healthy factors to encourage usage, May 2018
                                • Too expensive for most
                                  • Figure 5: Attitudes towards eating out, May 2018
                                • Opportunities to target over-45s and rare users
                                  • Figure 6: Interest in eating out concepts, May 2018
                                • What we think
                                • Issues and Insights

                                  • Visits are driven mostly by discounts
                                    • The facts
                                      • The implications
                                        • So, what makes eating out special?
                                          • The facts
                                            • The implications
                                              • How do chains win back customers?
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Confidence holding up but consumers remain cautious
                                                      • Rising costs put pressure on operators
                                                        • UK unemployment could boost eating OOH
                                                          • OOH meals less appealing to ageing population
                                                            • ‘One You’ campaign aims to switch diners on to healthier eating
                                                            • Market Drivers

                                                              • Confidence holding up but many remain cautious
                                                                • Figure 7: Trends in how respondents would describe their financial situation, June 2009-June 2018
                                                              • Rising costs continue to put pressure on operators
                                                                • Business rates
                                                                  • National Living Wage and National Minimum Wage
                                                                    • UK unemployment levels remain low
                                                                      • Figure 8: Employment and unemployment, by gender, 2012-22
                                                                    • OOH meals less appealing to ageing population
                                                                      • Figure 9: Change in age structure of the UK population, 2012-17 and 2017-22
                                                                    • Britain’s new diet goals
                                                                        • Figure 10: Attitudes towards eating out, by healthy factors to encourage usage, May 2018
                                                                      • Deposit return scheme
                                                                      • Companies and Brands – What You Need to Know

                                                                        • Brands setting an ethical example
                                                                          • New on menus - lighter dishes or snacks
                                                                            • New retail opportunities
                                                                              • Promotions that drive re-visits
                                                                              • Launch Activity and Innovation

                                                                                • Moral brands
                                                                                  • E-bikes for food deliveries
                                                                                    • Paperless digital billing
                                                                                      • Plastic free eateries
                                                                                          • Figure 11: Food packaging made from recycled material, by Vegware
                                                                                          • Figure 12: Reusable coffee cups and takeaway containers made from rice husk by Eco to go™
                                                                                        • Commitment to food hygiene
                                                                                          • Figure 13: Trend in selected food attitudes, April 2016-November 2017
                                                                                        • Menu focus
                                                                                          • Lighter dishes or snacks
                                                                                            • Opportunities in retail
                                                                                              • Start-up trials
                                                                                                • Food courts and food hubs
                                                                                                  • Partnerships
                                                                                                    • Self-serve stations
                                                                                                      • Figure 14: Example of a self-serve drinks bar
                                                                                                    • Using promotional activities to build engagement
                                                                                                      • Gaming
                                                                                                        • Discounts
                                                                                                          • Loyalty
                                                                                                            • Cash back
                                                                                                            • The Consumer – What You Need to Know

                                                                                                              • More Brits eat in at a restaurant than order a takeaway
                                                                                                                • Frequent takeaways on a par with frequent restaurant visits
                                                                                                                  • Retirees appear unfazed by spending squeeze
                                                                                                                    • Reformulating recipes to improve diets
                                                                                                                      • Too expensive for most
                                                                                                                        • Opportunities to target over-45s and rare users
                                                                                                                        • Participation in Eating Out

                                                                                                                          • Restaurant visits lead in terms of frequency of use
                                                                                                                            • Figure 15: Participation in eating out, May 2018
                                                                                                                        • Frequency of Eating Out

                                                                                                                          • Frequent takeaways on a par with frequent restaurant visits
                                                                                                                            • Figure 16: Frequency of eating out, May 2018
                                                                                                                          • Out-of-home meals are a rare treat for over-45s
                                                                                                                          • Changes in Frequency of Usage

                                                                                                                            • Core groups are boosting out-of-home sales
                                                                                                                                • Figure 17: Changes in frequency of eating out-of-home, May 2018
                                                                                                                              • Retirees appear unfazed by spending squeeze
                                                                                                                                • Consumers with a tight budget have cut back on out-of-home spending
                                                                                                                                • Healthy Factors to Encourage Usage

                                                                                                                                  • Industry steps up efforts to tackle growing obesity levels
                                                                                                                                      • Figure 18: Healthy factors to encourage usage, May 2018
                                                                                                                                    • Plant-based eating grows in popularity
                                                                                                                                      • Figure 19: Trends in healthy food factors, April 2016-November 2017
                                                                                                                                    • Reformulating recipes to improve diets
                                                                                                                                      • Majority of diners do not embrace free-from products
                                                                                                                                        • Figure 20: Trend in selected food attitudes, April 2016-November 2017
                                                                                                                                      • Affluent diners are drawn to natural produce
                                                                                                                                        • Figure 21: Attitudes towards eating out, by healthy factors to encourage usage, May 2018
                                                                                                                                    • Attitudes towards Eating Out

                                                                                                                                      • Seasonal and aspirational menus likely to prompt repeat visits
                                                                                                                                        • Figure 22: Attitudes towards eating out, May 2018
                                                                                                                                      • Chains are trusted by under-45s when in an unfamiliar place
                                                                                                                                        • Targeting opportunities around value
                                                                                                                                            • Figure 23: Attitudes towards eating out, by healthy factors to encourage usage, May 2018
                                                                                                                                          • Potential for independents to reign the market
                                                                                                                                            • Figure 24: Attitudes towards eating out, by healthy factors to encourage usage, May 2018
                                                                                                                                          • Big spenders drive demand for sustainable packaging – CHAID analysis
                                                                                                                                            • Figure 25: Eating Out: The Decision Making Process – CHAID – Tree output, May 2018
                                                                                                                                        • Interest in Eating Out Concepts

                                                                                                                                          • Opportunities to target over-45s and rare users
                                                                                                                                            • …with options to customise their own meals
                                                                                                                                              • Figure 26: Interest in eating out concepts, May 2018
                                                                                                                                            • …fixed-price set menus
                                                                                                                                              • …and all-you-can-eat
                                                                                                                                                • Figure 27: Interest in eating out concepts, by changes in frequency of eating in at restaurants, May 2018
                                                                                                                                              • Opportunities to retain core customers
                                                                                                                                                • …with loyalty schemes
                                                                                                                                                  • …and meal deals
                                                                                                                                                    • Power sockets can help increase dwell time
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Consumer research methodology
                                                                                                                                                            • CHAID Methodology
                                                                                                                                                              • Figure 28: Eating Out: The Decision Making Process – CHAID – Table output, May 2018

                                                                                                                                                          Eating Out: The Decision Making Process - UK - August 2018

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