London is experiencing an eating out boom and Londoners are more likely to choose healthy meals and be looking for something new and different, according to new research.
Consumers in London are 52% more likely to be motivated to seek a "light and healthy meal" compared to the rest of the country, and 49% more likely to be motivated by recommendations. More than a third (34%) are more likely to be looking for "something new and different" and 24% are more inclined to satisfy a "special taste or craving".
Overall, Londoners are less motivated to choose food according to location or habit in comparison to the rest of the country, the report showed.
Similarly, over 73% of consumers in the capital are in the higher socio-economic groups of A, B, or C1, compared to six in ten nationally, and those visiting foodservice outlets in London are 21% more likely to be in full-time employment. The average bill in London per visit - defined as one person buying food or drink â' is at £5.38 compared to £4.62 for Britain as a whole, and age-wise, almost a third (28%) of outlet visits in London are made by people in the 25-34 age range, compared to 20% across the rest of the country.
Muriel Illig, account manager at the NPD Group, said: "London is experiencing a foodservice boom compared to the rest of Britain. Remove London's robust contribution and Britain's foodservice industry would register a flat performance over the year to end of June 2015."
However, Illig warned that the capital was still very competitive and that new small restaurant chains and street food operators needed to continue to innovate, adding: "Londoners have become very demanding. Anybody operating any foodservice outlet in the capital needs to continually inject excitement and innovation into their offering while ensuring excellent service."
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