Restaurant Brands - UK - June 2009

Restaurant-branded products within the UK retail market remain niche, with factors such as the need for high restaurant brand awareness and competition from established grocery brands acting as significant barriers to entry. However, whilst there are various examples of restaurant-driven retail products that have failed to be sustainable over the years (eg Planet Hollywood), Nando’s sauces/marinades and PizzaExpress salad dressings continue to be market leaders in their respective sectors.

This report is primarily focused on the foodservice/restaurant brand within a grocery retail environment, although it also investigates the impact of ‘designer food’ on consumers by investigating past and current restaurant-driven retail brands as well as briefly exploring the world of celebrity-branded foods. It also examines the impact of the recession on consumer shopping habits both in- and out-of-home, as well as establishing in which food categories consumers are most motivated by branding.

Hypothesis: Can restaurant brands successfully make the transition to the retail sector?

Main issues

Identify which brands have successfully made the transition in the retail market and which have not
Understand the barriers to entry
Capitalise on insight into people’s brand perceptions and examine how celebrity endorsement affects purchasing behaviour.

US $2,552.20 (Excl.Tax)

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Issues in the Market
- Main issues
- Definition
- Abbreviations
Future Opportunities
- Free: Everybody’s favourite price!
- Single-serve culture
- Opportunities for independents too?
Market in Brief
- Changing consumer habits
- Factors which influence consumers’ purchasing decisions
- In which sectors are consumers most committed to particular brands?
- Consumer attitudes towards brands
- Justifying the position of restaurant-branded products
Broader Market Environment
- Key points
- Fewer than one in ten classify themselves as a gourmet
  - Figure 1: Attitudes towards eating, 2004-08
- Capitalising on the recession ‘siege’ mentality
  - Figure 2: Attitudes towards foods, 2004-08
- Reading between the lines
- Significant barriers to entry for new brands
  - Figure 3: Attitudes towards brands, 2004-08
Changing Consumer Behaviour – In-home
- Key points
- Cautious spending doesn’t necessarily mean the cheapest
  - Figure 4: Selected attitudes towards brands, March 2009
- - Figure 5: Further attitudes towards brands, March 2009
- Consumers not necessarily acting as expected
  - Figure 6: Attitudes towards shopping, 2004-08
- How has the recession affected the premium food market?
  - Figure 7: Selected attitudes towards brands, March 2009
- How else are shopping habits changing?
Changing Consumer Behaviour – Out-of-home
- Key points
- Eating out background prior to the current recession
- Eating out market size and segmentation
  - Figure 8: UK eating out market size and forecast, 2004-14
- Eating out as ‘affordable escapism’
  - Figure 9: Eating out market*, by sector, 2001-08
- Recessionary trends
- Consumers increasingly looking for guarantees
- Discount culture
- Adding/spinning value
- Demographic characteristics are determining which sectors of the eating out market are most affected by the recession
- Response from operators
Restaurant to Retail
- Key points
- Brands
- Products
- Distribution options and calculating selling prices
Company Profiles Restaurant to Retail – Brand Experiences
- Key points
- Restaurant-driven products (current)
- Nando’s
  - Figure 10: Nando’s at-home range, 2009
- Nando’s in the eating out market
- Wagamama in-home
  - Figure 11: Wagamama pizza at-home range, 2009
- Wagamama in the eating out market
- PizzaExpress
  - Figure 12: PizzaExpress pizza at home range, 2009
  - Figure 13: UK retail value sales of chilled pizza, 2006-08
- - Figure 14: Brand shares of UK retail value sales of salad dressings, 2007
- PizzaExpress in the eating out market
- Starbucks
- Starbucks in the eating out market
- The Bombay Brasserie
- The Bombay Brasserie in the eating out market
- Shere Khan
- Shere Khan in the eating out market
- Cranks
  - Figure 15: Cranks out-of-home range*, 2009
  - Figure 16: Cranks in-home range*, 2009
- Cranks in the eating out market
- Harry Ramsden’s
- Harry Ramsden’s in the eating out market
- The Wolseley
- Restaurant-driven products (defunct)
- Planet Hollywood
- Planet Hollywood in the eating out market
- T.G.I Friday’s
- T.G.I Friday’s in the eating out market
- Quilon
- Quilon in the eating out market
- Yo!Sushi
- Yo!Sushi in the eating out market
- Distributors
- All About Food Ltd (formerly The Grocery Company)
- A.H. Amar
- Noon Products
Alternative Brand Expansions
- Key points
- Reggae Reggae sauce
- Carluccio’s
- Recipease
- Greg Wallace
- Gilgamesh
Celebrity Branded Products
- Key points
- Celebrity endorsements in food
  - Figure 17: Number of new celebrity branded food products in the UK market, 2003-09*
- - Figure 18: Number of new celebrity branded products in the UK market, by category, 2007-09
  - Figure 19: Brand shares in UK retail value sales of cooking sauces, 2006-08
Factors for Choosing Brands
- Key points
- Promotions drive the purchasing decisions of six in ten consumers
  - Figure 20: Factors influencing choice of brand, March 2009
- Health and wellness
- Speciality and restaurant branding
- Packaging
Manufacturer Brands
- Key points
- ‘Beanz meanz Heinz’
  - Figure 21: Product categories in which only manufacturer/restaurant brands will do, March 2009
Attitudes towards Brands
- Key points
- Trading down…to a point
  - Figure 22: Attitudes towards manufacturer and restaurant brands and own-label, March 2009
- Bargain hunters
- Committed to brands
- Little evidence that consumers want to recreate the restaurant experience in-home
- Justifying the position of restaurant-branded products
Restaurants Brands – Targeting Opportunities
- Key points
  - Figure 23: Restaurant brands target groups, March 2009
- Brand Oblivious
- Budgeting Brand Fans
- Low-priced Focused
- In Brands We Trust
Appendix – Internal Market Environment
- - Figure 24: Lifestyle statements, by gender and age, 2008
  - Figure 25: Lifestyle statements, by gender and age, contd, 2008
- - Figure 26: Lifestyle statements, by gender and age, 2008 (continued)
  - Figure 27: Lifestyle statements, by gender and age, 2008 (continued)
Appendix – Factors for Choosing Brands
- Most popular factors for choosing brand, by detailed demographics
  - Figure 28: Most popular factors for choosing brand, by detailed demographics, March 2009
- Next most popular factors for choosing brand, by detailed demographics
  - Figure 29: Next most popular factors for choosing brand, by detailed demographics, March 2009
- Most popular factors for choosing brand, by factors for choosing brand
  - Figure 30: Most popular factors for choosing brand, by factors for choosing brand, March 2009
- Next most popular factors for choosing brand, by factors for choosing brand
  - Figure 31: Next most popular factors for choosing brand, by factors for choosing brand, March 2009
Appendix – Manufacturer Brands
- Most popular categories for choosing manufacturer brands, by detailed demographics
  - Figure 32: Most popular categories for choosing manufacturer brands, by detailed demographics, March 2009
- Next most popular categories for choosing manufacturer brands, by detailed demographics
  - Figure 33: Next most popular categories for choosing manufacturer brands, by detailed demographics, March 2009
- Other popular categories for choosing manufacturer brands, by detailed demographics
  - Figure 34: Other popular categories for choosing manufacturer brands, by detailed demographics, March 2009
- Remaining categories for choosing manufacturer brands, by detailed demographics
  - Figure 35: Remaining categories for choosing manufacturer brands, by detailed demographics, March 2009
- Most popular categories for choosing manufacturer brands, by factors for choosing brand
  - Figure 36: Most popular categories for choosing manufacturer brands, by factors for choosing brand, March 2009
- Next most popular categories for choosing manufacturer brands, by factors for choosing brand
  - Figure 37: Next most popular categories for choosing manufacturer brands, by factors for choosing brand, March 2009
- Other popular categories for choosing manufacturer brands, by factors for choosing brand
  - Figure 38: Other popular categories for choosing manufacturer brands, by factors for choosing brand, March 2009
- Remaining popular categories for choosing manufacturer brands, by factors for choosing brand
  - Figure 39: Remaining popular categories for choosing manufacturer brands, by factors for choosing brand, March 2009
Appendix – Attitudes towards Brands
- Most popular attitudes towards brands, by detailed demographics
  - Figure 40: Most popular attitudes towards brands, by detailed demographics, March 2009
- Next most popular attitudes towards brands, by detailed demographics
  - Figure 41: Next most popular attitudes towards brands, by detailed demographics, March 2009
- Most popular attitudes towards brands, by factors for choosing brand
  - Figure 42: Most popular attitudes towards brands, by factors for choosing brand, March 2009
- Next most popular attitudes toward brands, by factors for choosing brand
  - Figure 43: Next most popular attitudes toward brands, by factors for choosing brand, March 2009
- Most popular attitudes towards brands, by categories for choosing manufacturer brands
  - Figure 44: Most popular attitudes towards brands, by categories for choosing manufacturer brands, March 2009
- Next most popular attitudes towards brands, by categories for choosing manufacturer brands
  - Figure 45: Next most popular attitudes towards brands, by categories for choosing manufacturer brands, March 2009
Appendix – Restaurants Brands – Targeting Opportunities
- Restaurant brands target groups, by detailed demographics
  - Figure 46: Restaurant brands target groups, by detailed demographics, March 2009
- Restaurant brands target groups, by factors for choosing brand
  - Figure 47: Restaurant brands target groups, by factors for choosing brand, March 2009
- Restaurant brands target groups, by categories for choosing manufacturer brands
  - Figure 48: Restaurant brands target groups, by categories for choosing manufacturer brands, March 2009
  - Figure 49: Attitudes towards brands, by target groups, March 2009