Consumers continue to prioritise eating out for their extra money but not at any cost. For example, both location and price range have increased in importance when it comes to venue choice for a special occasion meal in the last year as recessionary pressures continue to bite. Meanwhile, cuisine type and ambience have both increased in importance in the last year when it comes to where diners choose to eat out for an everyday meal as their tolerance of mediocre meals declines and their demand for operators to deliver on the experience of eating out increases.
Wary of some offers proliferated by the industry and increasingly demanding of what constitutes value for money, today’s diners are showing a growing ‘research mentality’ with more than six in ten having checked menus online to look at dishes or prices. Whilst this forces operators to be more transparent, it also raises opportunities to entice consumers and regain brand loyalty. Efforts by operators to do this are another key trend in a market dogged by low brand commitment eg through engaging diners through brand conversation strategies through media such as social media platforms. Across the board, younger consumers are the most likely to be committed to particular brands, making them prime targets for loyalty mechanisms: hence efforts from brands such as YO! Sushi to appeal to this demographic through social media and ‘gamification’ tends.

Consumers continue to prioritise eating out for their extra money but not at any cost. For example, both location and price range have increased in importance when it comes to venue choice for a special occasion meal in the last year as recessionary pressures continue to bite. Meanwhile, cuisine type and ambience have both increased in importance in the last year when it comes to where diners choose to eat out for an everyday meal as their tolerance of mediocre meals declines and their demand for operators to deliver on the experience of eating out increases.
Wary of some offers proliferated by the industry and increasingly demanding of what constitutes value for money, today’s diners are showing a growing ‘research mentality’ with more than six in ten having checked menus online to look at dishes or prices. Whilst this forces operators to be more transparent, it also raises opportunities to entice consumers and regain brand loyalty. Efforts by operators to do this are another key trend in a market dogged by low brand commitment eg through engaging diners through brand conversation strategies through media such as social media platforms. Across the board, younger consumers are the most likely to be committed to particular brands, making them prime targets for loyalty mechanisms: hence efforts from brands such as YO! Sushi to