The state of eating-out Peter Martin, Peach Factory.
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Transcript of The state of eating-out Peter Martin, Peach Factory.
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The state of eating-out
Peter Martin, Peach Factory
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Reaction to recession
People aren’t staying at home Search for affordable luxuries Declining trends
‘Experience seeking’ ‘Green / ethical consumerism’
Growing trends ‘Demand for simplicity’ ‘Discretionary thrift’ ‘Mercurial consumption’
Source: ‘The post-recession consumer’, P Flatters & M Willmott, Harvard Business Review, July-August 2009
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Record year at the movies
£1bn sales in UK in 2009
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Top pub and restaurant chains ahead too
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
May Jun Jul AugSep OctNovDec JanFeb Mar
LFLTotal sales
Six months Easter to Xmas in positive territory
Data from Coffer Peach Business Tracker
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People still eating out
3
1
4
5
10
6
4
3
10
7
21
20
20
21
21
23
24
23
32
26
22
24
39
40
33
39
25
24
22
24
22
22
29
30
17
25
24
24
13
11
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Self service
Fine dining
Pub/bar meals
Fast food restaurant
Bakery/sandwich shop
Coffee shop
Casual dining
Pub restaurant
Daily 2-6 x a week 2-4 x a month Every 2-6 months Rarely (once/twice a year) Never
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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…compared to 2008
3
1
4
5
9
7
4
4
9
9
18
22
19
21
21
23
21
25
33
23
23
23
38
36
34
34
25
23
21
22
21
23
31
31
19
27
26
25
15
14
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Self service
Fine dining
Pub/bar meals
Fast food restaurant
Bakery/sandwich shop
Coffee shop
Casual dining
Pub restaurant
Daily 2-6 x a week 2-4 x a month Every 2-6 months Rarely (once/twice a year) Never
Source: Eating-out and the Consumer 2008, Peach Factory/Harris Interactive (survey February 2008)
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U25s driving eating-out (% eating out at least monthly)
2925
31
42
47
2725
22 23
3539
25
20 21 21 20
30
232428
21
8
16
31
0
10
20
30
40
50
60
70
80
90
100
Casual dining Pub restaurant Pub/bar meals Fast food restaurant Bakery/sandwich shop Coffee shop
16-24 25-34 35-44 45-54 over 55
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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A brand literate nationIncrease in recognition across the board in past 18 months
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Brand awarenessWhich of the following pub and restaurant brands have you heard of?
Over 90% know:McDonald’s; Pizza Hut; Burger King; KFC; Starbucks; Little Chef; Wetherspoons; Wimpy; Subway
Over 80% heard of:Beefeater; Pizza Express; Costa; Harvester; Over 70% know:Brewers Fayre; TGI Fridays; Frankie & Benny’s; Pret a Manger; Caffe Nero; Yates’s
Over 60% heard of:Slug & Lettuce; Nandos; Café Rouge; Garfunkels
Over 50% recognise:Bella Italia; Caffe Uno; Toby
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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Biggest visibility winners• La Tasca - up 19% points• Café Rouge - up 16%• Bella Italia - up 16%• Caffe Nero - up 15%• Carluccio’s - up 15%• Wagamama - up 14%• Toby - up 14%• YO! Sushi - up 12%• Pret - up 11%• Nandos - up 11%
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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People are using brands
1. McDonald’s 40%2. KFC 27%3. Wetherspoon 26%4. Subway 26%5. Pizza Hut 21%6. Burger King 20%7. Starbucks 18%8. Costa 17%9. Pizza Express 16%10. Harvester 16%
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
% eating at in past six months
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People are using brands
11. Brewers Fayre 14%12. Nando’s 13% 13. Frankie & Benny’s 13%14. Beefeater 10%15. Pret 9%16. Caffe Nero 9%17. Café Rouge 9%18. Toby 8%19. Wagamama 8%20. Little Chef 7%Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
% eating at in past six months
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Biggest winners
• Subway +6% pts• Costa +6% • Pizza Express +6%• KFC +5%• Nandos +5%• Wetherspoon +4%• Café Rouge +4%• McDonalds +3%• Wagamama +3%
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
Increase in those visiting in past six months
Value and promotion work
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Brands in growthannouncements only in past few weeks
• M&B to focus on six core brands
• Punch rolling out new concepts
• Nando’s plans for 20plus openings this year,
• Clapham House plans to triple number of GBKs
• Tampopo plans to expand at a rate of three or four sites a year
• Busaba Eathai plans four more sites,
• Giraffe launches Guerilla Burgers a new burger restaurant
• Living Ventures launches Red Door Neighbourhood Bar & Kitchen.
• David Bruce’s Country Food & Dining secures fourth site
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But there’s competition
Operators have to be smart
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How good was the experience?A more mixed picture from a more discerning consumer(% rating experience good or excellent)
Over 75% positive rating:Carluccio’s, Nando’s, Prezzo, Wagamama
Over 70% positive rating:Pizza Express; Beefeater; Harvester; La Tasca
Over 65% positive rating:Café Rouge; Toby; Chef & Brewer; GBK; Table Table; Bella Italia; Pizza Hut; Subway; TGI Fridays; Pret a Manger
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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But not all good newsConsumers much more critical - by and large a dip in experience ratings
Big risers - giving a better experienceCarluccio’s, Nando’s
Big losers - giving a worse experience….some casual dining brands who might be resting on their laurels
Innovation, excitement and giving people a reason to go out…winning through
Source: HARRIS INTERACTIVE / PEACH FACTORY - EATING OUT FIELD SURVEY: 12th August - 20th August 2009
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A few words about pubs….
• Only 25% of adults go to their local for a drink at least twice a month; just 8% weekly
• Over 60% drink at home at least twice a month; 38% weekly
• 65% say they “like traditional pubs”• But not the centre of social lives • Prefer pubs with good food and wine
Source: Eating-out and the Consumer 2008, Peach Factory/Harris Interactive (survey February 2008)
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What bosses are going to do about it
Market imperatives
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Biggest challenges
1. Consumer confidence 2. Economy3. Employee relations4. Access to funding5. Changing customer habits
But are generally optimistic
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Issues for consumers
1. Quality of experience2. Service3. Price 4. Consistency
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Becoming more important
1. Customer service2. Online marketing3. Staff training4. Strong brand identity5. Menu development6. Customer feedback / research
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Technological solutions: Voice recognition to improve drive-thru, carry-out and delivery orders - staying on top of
costs
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Where need to improve
1. Online activity2. Consumer research3. Marketing4. Property / site acquisition5. Staff training and development
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Where invest
1. Service levels2. Food quality3. Marketing and promotions4. Menu development
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Investing in service culture
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The new wallet
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“It is not the strongest of the species that survives, not the most intelligent, but the one most responsive to change.”
Jim Sullivan quoting Darwin
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