What customers really want

Research suggests that restaurant and pub chains may be under-estimating the public's appetite for healthier food.

Peter Martin presents results at the last Peach Factory seminar Despite a widespread acknowledgement that the eating out experience in the UK has substantially improved over the past five years, consumers still want higher standards, particularly when it comes to service, according to new Peach Factory research

The survey also underlines the key role that women are playing in shaping the out-of-home food market.

The results come from a survey of 2,000 consumers by the Peach Factory market consultancy and international research specialist Harris Interactive this March. They are contained in a new Eating-out and the consumer report.

So what are consumers saying?

The Peach Factory/Harris poll found that health is a big issue. The availability of healthy items on the menu was rated as 'important' for the majority of eaters out and for a significant minority a 'must have'.

In casual dining restaurants, 66% of people said healthy options were important, including 34% who said it was either 'very important' or 'absolutely essential'. Only 16% of those surveyed thought it not important.

For pub restaurants, the figures were similar with 63% rating it important, including 29% believing it very important or essential. Even, for fast food restaurants, 54% thought healthy alternatives important, with only 25% not concerned.

Women are the main drivers in this area, with, for example, 76% thinking healthy choices 'important', and 41% 'very important' or 'absolutely essential' for casual dining menus. Men might not be so concerned, but the majority still believe the issue important.

'The main conclusion is that consumers are becoming ever more demanding and expect high standards across the board'

Although, there are regional variations, the importance of having healthy options is recognised right across Britain.

When it comes to health specifics, the most public concern when eating out centres on fat, salt and sugar reduction, with 21% of all adults being 'extremely' or 'very' concerned and another 48% 'fairly' or 'somewhat' concerned. The figures for women rise respectively to 33% and 49%.

Local sourcing of produce and organic food were rated less important with 15% and 11% of people being extremely or very concerned. (See table). However, those 'not at all concerned' were in a minority across the board. Even when it came to general 'green' and environmental issues, 69% had some concerns when eating out. Only 31% said they weren't bothered.

Again, women show more concern across all these issues. The importance of this is that in most situations, women are more likely than men to make the choice of where to eat, rather than leaving it to their partner or friends. The only exceptions are when it comes to fast food and pubs.

Said Peach Factory founder Peter Martin: 'The main conclusion of this new research is that consumers are becoming ever more demanding and expect high standards across the board. Despite the concerns over health issues and healthier food when eating out, traditional issues such as quality, service and value still rate higher when it comes to influencing the choice of restaurant.

'The danger for restaurant and pub operators is in concentrating on the top three or four market drivers and overlooking those issues, such as health, that come lower down the list, but are still very important to customers. The truth is that they are all vital. In this research, the number of healthy options on a menu still rates 3.1 out of 5 in importance.'

People believe that compared to five years ago the quality and range of eating-out in the UK has improved significantly. In all, 62% agree with that view; only 11% disagree. The highest approval rating comes from women and the 25-34 age group. Perhaps surprisingly, those living in the South East of England, excluding London, are least likely to see an improvement, possibly demonstrating the strides that the eating-put market has taken away from its traditional southern stronghold?

But the public is not yet satisfied, with 66% agreeing that pubs and restaurants should be doing more to improve the eating-out experience. Women are again more demanding than men.

To be specific, consumers say they most want (in order) cleaner restaurants, more efficient service, lower prices and friendlier service. But that's not to say other issues are not important. Almost half the population (47%) say they are extremely or very interested in more healthy options, with another 41% either somewhat or fairly interested. Only 12% are not interested.

The 'Eating-out and the Consumer' report is published by Peach Factory, price £490 (plus VAT). For details contact Christine Martin on 07810 884100.