Eating Out: The Decision Making Process - UK - July 2015

OVERVIEW
What you need to know
Topics covered in this report
EXECUTIVE SUMMARY
The market background
Eating out is a key spending priority
Modest growth for the eating out market
Targeting Britain’s ageing population
A place for a Living Wage?
Launch activity and innovation
New in-store features emphasise the experience of eating out
Clean, bright, lively take on fast food
The role of digital in-store design
Unusual venues – Unlocking new locations
Food presentation trends
The consumer
Factors influencing venue choice
Figure 1: Factors influencing venue choice, April 2015
Attitudes towards restaurant design
Figure 2: Attitudes towards restaurant design, April 2015
Venue enticements
Figure 3: Venue enticements, April 2015
Venue deterrents
Figure 4: Venue deterrents, April 2015
Attitudes towards service
Figure 5: Attitudes towards service when eating out, April 2015
What we think
ISSUES AND INSIGHTS
Investing in restaurant interiors remains key to delivering on atmosphere
The facts
The implications
Showcasing food preparation can re-emphasise the eating out experience
The facts
The implications
Snacking offers further potential for full-service venues
The facts
The implications
Buzzworthy dishes can combat retail competition
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Eating out is a key spending priority
Modest growth for the eating out market
Targeting Britain’s ageing population
A place for a Living Wage?
MARKET DRIVERS
Consumer finances are beginning to improve
Eating out is a key spending priority
Figure 6: Selected consumer spending priorities (after bills), April 2013-April 2015
Modest growth for the eating out market
Targeting Britain’s ageing population
Figure 7: Trends in the age structure of the UK population, 2009-19
Investing in a Living Wage
KEY PLAYERS – WHAT YOU NEED TO KNOW
New in-store features emphasise the experience of eating out
Clean, bright, lively take on fast food
The role of digital in-store design
Unusual venues – Unlocking new locations
Food presentation trends
LAUNCH ACTIVITY AND INNOVATION
New in-store features emphasise the experience of eating out
Clean, bright, lively take on fast food
Paired pack design should appeal to core fast food users
The role of digital in-store design
Unusual venues – Unlocking new locations
The latest food presentation trends
Using presentation to strengthen added-value perceptions
Finding a balance between buzzworthy dishes and gimmickry
THE CONSUMER – WHAT YOU NEED TO KNOW
Price range affects venue choice more than price promotions
Word of mouth is more influential than food critics
Operators risk losing control of brand conversation online
Most customers would pay more for better service
The importance of restaurant interiors
Elevating the experience of eating out by showcasing the chefs’ work
Venue design could help operators drive shorter-stay occasions
Shorter-stay snacking occasions could prompt more regular visits
Using new meal occasions to grow the market
The dangers of cutting corners with cleaning
Digital solutions could help to speed up service
FACTORS INFLUENCING VENUE CHOICE
Price range affects venue choice more than price promotions
Figure 8: Factors influencing venue choice, April 2015
Word of mouth is more influential than food critics
Video content can appeal to those affected by venue atmosphere
ATTITUDES TOWARDS RESTAURANT DESIGN
The importance of restaurant interiors
Figure 9: Attitudes towards restaurant design, April 2015
Elevating the experience of eating out by showing the chefs’ work
Venue design could help operators drive shorter-stay occasions
VENUE ENTICEMENTS
Shorter-stay snacking occasions could prompt more regular visits
Figure 10: Enticements that would encourage more frequent restaurant visits, April 2015
Exploring new meal occasions for growth
Interest in later opening times
VENUE DETERRENTS
The dangers of cutting corners with cleaning
Figure 11: Venue deterrents, April 2015
Digital solutions could help to speed up service
Discerning older diners have high expectations
ATTITUDES TOWARDS SERVICE WHEN EATING OUT
Most diners are willing to pay more for better service
Figure 12: Attitudes towards service when eating out, April 2015
Operators must be part of the brand conversation online
New ways for venues to seek feedback
DATA SOURCES AND ABBREVIATIONS
Data sources