Table of Contents
Executive Summary
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- Market factors
- Companies, brands and innovation
- The consumer
- Frequency of eating out
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- Figure 1: Frequency of eating out in the last three months, February 2015
- Factors influencing venue choice
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- Figure 2: Factors influencing venue choice, February 2015
- Online restaurant/takeaway research habits
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- Figure 3: Online restaurant/takeaway research habits, February 2015
- Interest in smartphone services for restaurant apps
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- Figure 4: Interest in smartphone services for restaurant apps, February 2015
- Interest in restaurant website features
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- Figure 5: Interest in restaurant website features/content, February 2015
- Attitudes towards restaurant/takeaway websites
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- Figure 6: Attitudes towards restaurant/takeaway websites, February 2015
- What we think
Issues and Insights
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- Digital discounting opportunities
- The facts
- The implications
- Restaurant apps must fit into customers’ lifestyles
- The facts
- The implications
- Using digital services to tap into consumer demand for immediacy
- The facts
- The implications
- Trends towards more digital dining rooms
- The facts
- The implications
Trend Application
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- Immaterial World
- Influentials
- Life Hacking
Market Drivers
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- Key points
- Demographic challenges and opportunities
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- Figure 7: Trends in the age structure of the UK population, 2009-19
- Social media usage
- Consumers’ usage of social media in regards to restaurants remains underdeveloped
- More reasons to visit restaurants’ social media pages needed
- Smartphone usage
- Mobile apps
- ‘Push’ marketing techniques
- Encouraging diners to ‘check in’
- Connecting with a ‘captive audience’ on the go
- Payment methods
- A ‘cashless’ society?
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- Figure 8: Use of payment methods, by selected types of transactions, September 2014
- Usage of mobile apps
Who’s Innovating?
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- Key points
- Online sales and bookings
- New app developments
- Engaging loyalty features
- Frictionless mobile experiences
- Mobile payment technology
- Other convenient payment opportunities
- Incentivising usage of new technology
- Streamlining the process
- One-stop shop apps
- Digital dining options
- Prepaid tables coming to the UK
- In-store developments
- Wi-Fi
- Charging stations
- Digital signage and ordering
- Queue-busting apps
- MyCheck
- Orderella
- Q App
- QikServe
- SwipeStation
The Consumer – Frequency of Eating Out
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- Key points
- Frequency of eating out
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- Figure 9: Frequency of eating out in the last three months, February 2015
- Digitally catering to consumers’ bargain-hunting mentality
- Fostering impulsiveness
- Opportunities for social media sites to be used as another purchasing platform
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- Figure 10: Diners who eat out more than once a week, by frequency of visiting Twitter, February 2015
The Consumer – Factors Influencing Venue Choice
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- Key points
- Factors influencing venue choice
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- Figure 11: Factors influencing venue choice, February 2015
- Direct mail is still relevant in the digital age
- Price promotions
The Consumer – Online Restaurant/Takeaway Research Habits
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- Key points
- Online restaurant/takeaway research habits
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- Figure 12: Online restaurant/takeaway research habits, February 2015
- Jumping on the selfie bandwagon
- Gamification
- Rewarding customers for sharing with cashback
- Collective intelligence
- Recommendations via social media
The Consumer – Interest in Smartphone Services for Restaurant Apps
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- Key points
- Increasing the usefulness of restaurant apps
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- Figure 13: Interest in smartphone services for restaurant apps, February 2015
- Deals applied through apps appeal to more than a quarter of diners
- Digital loyalty schemes provide opportunities for further prompts
- Gamification techniques can help improve engagement with apps
- Student venues play on youths’ interest in apps
- Using apps to garner useful feedback
The Consumer – Interest in Restaurant Website Features
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- Key points
- Interest in restaurant website design features
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- Figure 14: Interest in restaurant website features/content, February 2015
- Using food imagery online to build transparency and create buzz
- Video content can also help build familiarity and authenticity
- It’s not just about the food as marketing the atmosphere comes to the fore with video content online
- Creating more emotive connections with consumers through digital marketing
- Guiding choice to create upselling opportunities
- Attitudes towards restaurant/takeaway websites
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- Figure 15: Attitudes towards restaurant/takeaway websites, February 2015
- A third of diners like to browse restaurant websites in their leisure time
- Video content is helping make the research process more engaging
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