The quality of food is the most important factor for 16-24 year olds in the UK when choosing where to eat, according to exclusive research for M&C Report from leading consultancy firm Voxburner.

The research, which was carried out by 1,000 16-24 year olds over a two week period in August, put quality of food 50%, over price 22% and atmosphere and location (both 5%) as the main factor in choosing where to eat.

A social get-together was named by 44% as the most likely reason for them to go out to eat, followed by a treat or reward (25%) or to celebrate a special occasion (14%).

Nando’s was named as the brand that most meet the needs of 16-24 year olds in terms of value for money, followed by JD Wetherspoon (18%), Pizza Hut (12%) and Harvester (8%).

At the same time, the peri peri chicken brand came out on top when asked “in terms of personal values which of the following is “your kind of place”, followed by Frankie & Benny’s and Pizza Hut.

Italian was named as 16 to 24 year olds’ favourite cuisine (35%), followed by Chinese (17%), Indian (11%) and Mexican (8%).

Interestingly, 47% of respondents said that they didn’t follow any restaurant brands on social media, while Facebook was the most popular route to market for those that did, followed by Twitter and Instagram.