Consumers choose same option whenever eating out, says report
A quarter of British consumers have the same dinner at the same restaurant when they eat out, with half choosing from just two or three lunch options every day, new research has shown.
Britons are creatures of habit when it comes to eating out, and are also most concerned with getting value for money and good quality, according to new analysis of the 2015 Shopper Barometer from business intelligence research consultancy Future Thinking.
The research found that half of consumers always choose from two or three different options for lunch, and 14% of respondents admit to always ordering the same thing.
Almost a third (28%) of the 1,200 consumers asked also said they almost always visit the same restaurant, with 15% saying they usually go to Wetherspoon, followed by Harvester (8%) and Frankie & Benny's (6%).
Eating out in general is also on the up, according to this report: a significant percentage of people say they are eating out more than they used to (7%), and just 29% of consumers said they are eating out less than they used to, compared to 39% saying this in last year's poll.
The average spend per restaurant visit has dropped, however, with the report finding that the overall spend per head had decreased 22.3% to £11.52 (£14.90 in 2014). It concluded that more people are now eating out, but they are looking for a cheaper option.
This overall trend was also picked up last week in another study, the Barclaycard Consumer Spending Report, which found a 17% growth in spending in restaurants in Q1 from (December 2014 to March this year), but a fall in average transaction values.
Noreen Kinsey, head of shopper insight at Future Thinking, commented: "It is clear from the findings that consumers remain conscious of the need for cost-cutting. Outlets should ensure they understand who their audiences are and adapt their offer and pricing strategies accordingly."
Uptick in spending on meals out, says latest consumer report >>
Eating-out growth boosts pubs and restaurants >>