Allegra Strategies recently quizzed over 2,000 consumers for its How Britain Eats 2011 report. It’s research was into how the British public choose to eat.
The overwhelming result is that consumers are being influenced by deals to go out to eat rather than stay in with a takeaway. Just over 22% of the British public choose eating out using ‘meal for two’ deals over takeaways due to the value on offer.
Jamie Olivers, Carluccios and Pizza Express’s popularity in 2011 made Italian the most preferred cuisine. The sector has seen growth of 4% during 2011, with 2,388 restaurants now across the UK, according to Allegra.
However, the majority also claim to be adventurous, with 68% trying food they wouldn’t cook themselves at home.
The report also revealed that as consumers are increasingly less loyal, with only 19% admitting to frequenting a favourite establishment, preferring deals such as those found on ‘group-on’ and sites such as Toptable.
Anya Gascoine-Marco, director of Insight, Allegra Strategies, said it was clear that consumer anxiety over rising costs and governmental austerity measures were having an effect on how Britain eats. “Additionally, the growth in use of technology from a communication, awareness and education perspective means that consumers are more aware of changes and pressures in food shopping, cooking and eating,” she added.
“In response to the worrying economic factors, consumers are seeking counter austerity treats. Consumers still want to indulge themselves on the odd occasion, and this involves eating out and buying treats, dubbed the ‘cupcake factor’. We are also observing the growth in street food concepts, as consumers want to broaden their experiences, but doing so whilst expecting good value for money. Street food delivers all that.”
Just another WordPress site