Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Companies, brands and innovation
- Brand research
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- Figure 1: Attitudes towards and usage of brands in the restaurant sector, September 2012
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- Figure 2: Restaurant brand personality – macro image, September 2012
- Who’s innovating?
- The consumer
- Frequency of eating out
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- Figure 3: Frequency of eating out (excluding venues other than restaurants), October 2011 and October 2012
- Factors influencing where diners eat out
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- Figure 4: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
- Incentives for visiting new restaurants
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- Figure 5: Incentives for visiting new restaurants, October 2012
- Online restaurant habits
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- Figure 6: Online restaurant habits, October 2012
- Use of and attitudes towards price promotions
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- Figure 7: Use of and attitudes towards price promotions, October 2012
- What we think
Issues in the Market
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- How can operators emphasis the ‘experience’ of eating out to drive footfall apart from discounting?
- How can foodservice operators more effectively target younger diners?
- How can operators target the over-45s most effectively?
- What role can gift vouchers play in encouraging footfall?
Trend Application
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- Maximising the potential of your ‘brand conversation’
- Fostering emotional investment from diners
- Access Anything Everywhere
Market Drivers
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- Key points
- The new ‘norm’
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- Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2007-November 2012
- Consumer spending priorities: dining out holding its own for now
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- Figure 9: Trends in consumer spending priorities (after bills): dining out, November 2009-October 2012
- Figure 10: Trends in consumer spending priorities (after bills), January-October 2012
- Eating out market
- Continued growth in product specialists
- Tailored formats and widening distribution channels
- Demographic trends
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- Figure 11: Trends in the age structure of the UK population, 2012 and 2017
- Figure 12: Forecast adult population trends, by lifestage, 2007-17
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- Figure 13: UK households, by size, 2007-17
- Growing demand for ‘snippets of information’ on the go
Competitive Context
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- Key points
- Growth of savvy consumerism
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- Figure 14: Selected grocery shopping habits, March-October 2012
- Figure 15: Agreement with the statement ‘I treat myself to indulgent food at home more instead of eating out at restaurants’, March-October 2012
- A fifth of consumers are buying more indulgent food at home rather than eating out at restaurants
- Value for money, not mediocre meals: adding interest and variety
- Capitalising on global street food flavour trends
Who’s Innovating?
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- Key points
- Rebranding and repositioning exercises
- Regaining lost loyalty
- Lifestyle branding and fostering emotional engagement
- Experiential dining
Brand Research
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- Brand map
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- Figure 16: Attitudes towards and usage of brands in the restaurant sector, September 2012
- Correspondence analysis
- Brand attitudes
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- Figure 17: Attitudes, by restaurant brand, September 2012
- Brand personality
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- Figure 18: Restaurant brand personality – macro image, September 2012
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- Figure 19: Restaurant brand personality – micro image, September 2012
- Brand experience
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- Figure 20: Restaurant brand usage, September 2012
- Figure 21: Satisfaction with various restaurant brands, September 2012
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- Figure 22: Consideration of restaurant brands, September 2012
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- Figure 23: Consumer perceptions of current restaurant brand performance, September 2012
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- Figure 24: Restaurant brand recommendation – Net Promoter Score, September 2012
- Brand index
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- Figure 25: Restaurant brand index, September 2012
- Figure 26: Restaurant brand index vs. recommendation, September 2012
- Target group analysis
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- Figure 27: Target groups, September 2012
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- Figure 28: Restaurant brand usage, by target groups, September 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Frequency of Eating Out
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- Key points
- Four in five consumers have eaten out at least once in the last three months
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- Figure 29: Frequency of eating out (excluding venues other than restaurants), October 2011 and October 2012
- Boosting family dining by appealing to kids
- Restaurant to retail
- 24% of consumers eat out once a week or more, rising to 35% when including fast food/coffee shop purchases
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- Figure 30: Frequency of eating out, including and excluding venues other than restaurants, October 2012
Factors Influencing Diners’ Venue Choice
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- Key points
- Young consumers looking for guidance, older ones looking for sure things
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- Figure 31: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
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- Figure 32: Factors influencing where diners eat out, everyday meals, October2011 and October 2012
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- Figure 33: Selected factors influencing where diners eat out for an everyday meal, by age, October 2012
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- Figure 34: Factors influencing where diners eat out, by special occasion meals, October 2011 and October 2012
- Drinks trends can capture the attention of a younger audience
Incentives for Visiting New Restaurants
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- Key points
- Discounts and family/friends’ recommendations most likely to persuade diners to try a new restaurant
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- Figure 35: Incentives for visiting new restaurants, October 2012
- North West most receptive to price promotions and gift vouchers
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- Figure 36: Selected incentives for visiting new restaurants, by region, October 2012
- Free samples sway students whilst venues need direct mail to connect with infrequent older diners
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- Figure 37: Selected incentives for visiting new restaurants, by age, October 2012
- Drive buzz to engage with frequent diners
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- Figure 38: Incentives for visiting new restaurants, by frequency of eating out (excluding fast food etc), October 2012
Online Restaurant Habits
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- Key points
- Growing ‘research mentality’
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- Figure 39: Online habits related to restaurants, October 2012
- Smartphone usage
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- Figure 40: Selected online restaurant habits related to booking, October 2012
- Restaurant vouchers
- Lost art of direct response/restaurant feedback?
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- Figure 41: Online restaurant habits, ‘gave a restaurant feedback’, ‘shared photos’, ‘wrote a restaurant review’, October 2012
- Driving brand conversation and engagement
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- Figure 42: Online restaurant habits, ‘signed up to a restaurant newsletter’, ‘participated in a competition’, ‘followed a restaurant on social media’, October 2012
- Facilitating brand conversation eg through ‘Gamification’ trends
- Demographic differences
Usage of and Attitudes towards Price Promotions/Vouchers/Discounting
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- Key points
- Little stigma attached to discounts in the modern eating out market
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- Figure 43: Use of and attitudes towards price promotion, October 2012
- Generational differences in attitudes towards discounting
- Men are more likely to think you get what you pay for and be voucher sceptics
Eating Out Targeting Opportunities
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- Key points
- Review Receptive diners are also frequent diners
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- Figure 44: Diners receptive to reviews, by frequency of eating out (including fast food etc), October 2012
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- Figure 45: Diners receptive to reviews, by age, October 2012
- Figure 46: Diners receptive to reviews, by location and socio-economic group, October 2012
- Researching mentality extends to price consciousness and bargain hunting as well
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- Figure 47: Use of and attitudes towards price promotion, by people receptive to reviews, October 2012
Appendix – Brand Research
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- Figure 48: Brand usage, September 2012
- Figure 49: Brand commitment, September 2012
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- Figure 50: Brand momentum, September 2012
- Figure 51: Brand diversity, September 2012
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- Figure 52: Brand satisfaction, September 2012
- Figure 53: Brand recommendation, September 2012
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- Figure 54: Brand attitude, September 2012
- Figure 55: Brand image – macro image, September 2012
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- Figure 56: Brand image – micro image, September 2012
- Figure 57: Profile of target groups, by demographics, September 2012
- Figure 58: Psychographic segmentation, by target groups, September 2012
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- Figure 59: Brand usage, by target groups, September 2012
- Brand index
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- Figure 60: Brand index, September 2012
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Appendix – Frequency of Eating Out
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- Frequency of eating out (including venues other than restaurants)
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- Figure 61: Frequency of eating out (including venues other than restaurants), October 2012
- Figure 62: Frequency of eating out (including venues other than restaurants), by detailed demographics, October 2012
- Frequency of eating out (excluding venues other than restaurants)
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- Figure 63: Frequency of eating out (excluding venues other than restaurants), October 2012
- Figure 64: Frequency of eating out (excluding venues other than restaurants), by detailed demographics, October 2012
Appendix – Factors Influencing Where Diners Visit
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- Figure 65: Factors influencing where diners eat out, by everyday and special occasion dining, October 2012
- Figure 66: Most popular factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
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- Figure 67: Next most popular factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
- Figure 68: Other factors influencing where diners eat out, by everyday meal dining, by detailed demographics, October 2012
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- Figure 69: Most popular factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
- Figure 70: Next most popular factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
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- Figure 71: Other factors influencing where diners eat out, by special occasion dining, by detailed demographics, October 2012
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Appendix – Incentives for Visiting New Restaurants
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- Figure 72: Incentives for visiting new restaurants, October 2012
- Figure 73: Most popular incentives for visiting new restaurants, by detailed demographics, October 2012
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- Figure 74: Next most popular incentives for visiting new restaurants, by detailed demographics, October 2012
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- Figure 75: Incentives for visiting new restaurants, by most popular incentives for visiting new restaurants, October 2012
- Figure 76: Incentives for visiting new restaurants, by next most popular incentives for visiting new restaurants, October 2012
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- Figure 77: Incentives for visiting new restaurants, by most popular online restaurant habits, October 2012
- Figure 78: Incentives for visiting new restaurants, by next most popular online restaurant habits, October 2012
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- Figure 79: Incentives for visiting new restaurants, by other online restaurant habits, October 2012
- Figure 80: Incentives for visiting new restaurants, by most popular use of and attitudes towards price promotion, October 2012
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- Figure 81: Incentives for visiting new restaurants, by next most popular use of and attitudes towards price promotion, October 2012
- Figure 82: Incentives for visiting new restaurants, by frequency of eating out (excluding venues other than restaurants), October 2012
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Appendix – Online Restaurant Habits
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- Figure 83: Online restaurant habits, October 2012
- Figure 84: Online restaurant habits – checked menus online to look at dishes, by detailed demographics, October 2012
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- Figure 85: Online restaurant habits – checked menus online to look at prices, by detailed demographics, October 2012
- Figure 86: Online restaurant habits – looked for/found restaurant vouchers/discounts/promotions, by detailed demographics, October 2012
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- Figure 87: Online restaurant habits – booked a table through the restaurant’s website, by detailed demographics, October 2012
- Figure 88: Online restaurant habits – gave a restaurant feedback, by detailed demographics, October 2012
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- Figure 89: Online restaurant habits – read a restaurant review by restaurant critic, by detailed demographics, October 2012
- Figure 90: Online restaurant habits – signed up to a restaurant newsletter, by detailed demographics, October 2012
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- Figure 91: Online restaurant habits – used a smartphone app to find the nearest branch, by detailed demographics, October 2012
- Figure 92: Online restaurant habits – participated in a competition operated by a restaurant, by detailed demographics, October 2012
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- Figure 93: Online restaurant habits – read a restaurant review in a blog/comparison site, by detailed demographics, October 2012
- Figure 94: Online restaurant habits – followed a restaurant on social media, by detailed demographics, October 2012
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- Figure 95: Online restaurant habits – shared photos/videos I’d taken of restaurant/meal, by detailed demographics, October 2012
- Figure 96: Online restaurant habits – wrote a restaurant review, by detailed demographics, October 2012
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- Figure 97: Online restaurant habits – booked a table through a comparison site, by detailed demographics, October 2012
- Figure 98: Online restaurant habits – used a smartphone app to place an order/book a table, by detailed demographics, October 2012
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Appendix – Usage of and Attitudes towards Price Promotions/Vouchers/Discounting
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- Figure 99: Use of and attitudes towards price promotion, October 2012
- Figure 100: Most popular use of and attitudes towards price promotion, by detailed demographics, October 2012
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- Figure 101: Next most popular use of and attitudes towards price promotion, by detailed demographics, October 2012
- Figure 102: Use of and attitudes towards price promotion, by frequency of eating out (including fast food etc), October 2012
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- Figure 103: Use of and attitudes towards price promotion, by most popular use of and attitudes towards price promotion, October 2012
- Figure 104: Use of and attitudes towards price promotion, by next most popular use of and attitudes towards price promotion, October 2012
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- Figure 105: Online restaurant habits, by most popular use of and attitudes towards price promotion, October 2012
- Figure 106: Online restaurant habits, by next most popular use of and attitudes towards price promotion, October 2012
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Appendix –Eating Out Targeting Opportunities
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- Figure 107: Diners receptive to reviews, by detailed demographics, October 2012
- Figure 108: Frequency of eating out (including venues other than restaurants), by diners receptive to reviews, October 2012
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