The fiercely competitive leisure market presents challenges for both chain and independent venues and each have their selling points. The guarantee and reassurance that a well-known chain can offer is weighed up against the individuality and authenticity of an independent venue. However, regardless of the type of venue, quality of product and customer friendliness are key factors for consumers when making their choice.

From the trade perspective, chains can provide security, financial weight and the power of the brand, whereas independent operators thrive on their freedom, greater operational flexibility and the ability to cater for their local clientele.

The fiercely competitive leisure market presents challenges for both chain and independent venues and each have their selling points. The guarantee and reassurance that a well-known chain can offer is weighed up against the individuality and authenticity of an independent venue. However, regardless of the type of venue, quality of product and customer friendliness are key factors for consumers when making their choice.

From the trade perspective, chains can provide security, financial weight and the power of the brand, whereas independent operators thrive on their freedom, greater operational flexibility and the ability to cater for their local clientele.

This report considers the question “Do consumers want familiarity or authenticity?” It assesses the current status of the leisure market and how chains and independents are dealing with the impact of the current recession, unravels the pros and cons of both types of operation, identifies current trends and innovations, and outlines future developments.