UK consumers are willing to fork out more than a third than they usually would on a pub meal to guarantee a high standard of service, food and atmosphere, research has revealed.
A survey of 1,000 consumers, for American Express's 2008 Hospitality Monitor, showed that punters would be willing to pay an extra £3.50 on an average £10.20 meal.
This is a significantly higher price rise than what could be achieved by other eating establishments. Diners are only prepared to spend an extra 18% for the same experience at a fine-dining restaurant, the survey showed.
Kathryn Pretzel-Shiels, head of hotel and restaurants at American Express, said: "Despite the fact that the UK is facing challenging times ahead, people are still eating out, particularly in more casual establishments and this should stand the pub industry in good stead for the coming year."
The survey also highlighted the increasing awareness of environmental issues, with more than four in 10 of those surveyed claiming to be influenced by an operator's green credentials when making purchasing decisions.
By Daniel Thomas
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