FAST FOOD V. FINE DINING

A Change in Dining Habits

A survey by analysts Allegra Strategies reveals that consumers are eating out more often than last year, but where they dine is dictated by reduced disposable income. As a result, the low to mid priced eateries are showing the most growth as diners try to spread their money a little further.

One in nine meals are now being eaten out of the home, compared with one in ten last year, and lunches out (the most popular meal to be eaten out with a third of consumers indulging at least once a week) have increased from three in 2010 to four this year.

Discounting has become a permanent fixture with one in two adults regularly using vouchers, up from one in three. Lunch diners are looking for convenience and quality, compared to evening diners who want quality and atmosphere, and all diners are driven primarily by previous experience or recommendation by friends.

Consumers remain concerned about health with the vast majority stating they want to improve their lifestyles. Local sourcing and ethical practices remain important to consumers with more than half preferring to eat at venues with those policies.

The research also found that social media has become "a vital source of consumer engagement" that will encourage higher standards and customer connections.

"Eating out is an important part of UK consumers' everyday lives," said Anya Gascoine Marco, head of food and beverage insight. "The increasing visit frequency shows that regardless of prevailing economic conditions, people are determined to continue to enjoy themselves when they can."

Restaurant-goers in London illustrate the trend. They are eating out as much if not more than they were two years ago despite the increasing cost of meals. The average cost of a meal out in London has gone up 3.7% since 2007 to £40.55, Zagat restaurant guide found. But 82% of the 5,300 London diners questioned said they ate out as much if not more than they did two years ago.

A Zagat spokesman said: "Thanks to an influx of less expensive eateries, 43% say they are going out more and only 18% say less."

The average cost of a meal for one at London's 20 most expensive restaurants was £91.71, a rise of 4.3% on last year, the guide found.
But it remained cheaper than the most expensive restaurants in Tokyo and Paris, where meals cost on average £123.37 and £131.50 respectively.

In a nutshell – currently the expensive establishments are those losing custom as consumers seek out greater affordability, and the more casual dining and fast food eateries are those being frequented by us more often.