Diners in the north and south east are the most likely to spend more on meals out with an average of £113 a month, according to a new survey from Pragma Consulting, which shows “safe” diners spend the least on meals.
Helene Mills, director at Pragma, said: “In the crowded F&B space, the key thing that will drive success is effectively matching the proposition to the wants and needs of the target audience. This work has shed light on some of the softer elements which influence where consumers choose to eat and drink. Segmenting the audience by mind-set provides a useful framework against which we can consider concept relevance, as well as highlighting elements which may need to be flexed or adapted in regional expansion.”
The survey found the majority of UK diners (42%) fall into the ‘safe’ category preferring to eat traditional food at reliable establishments. It is on average the eldest group with an average age over 46 years and the least affluent of the dining groups. These diners eat out the least often and spend the least when they do.
The poll found that “indulgent diners” – those who spend more on meals out – make up 14% of the respondents and are mostly (57%) male. This is the smallest segment found in the survey but the most valuable to the restaurant sector. These diners spend the most and visit a range of restaurants each month.
Pragma suggests retailers tailor their offer geographically following results that show strong regional variations in responses. The south west had the highest proportion of safe diners with 47% of respondents in this region compared to 36% in London and similar figures in the north and central England.
These health-concious diners eat out the most frequently at 6.8 times a month spending an average of £64, are on average 44 years old and 57% are female. Thai cuisine and health foods such as pomegranate, coconut water and quinoa are particularly popular amongst diners in this segment.
The numbers of people identifying themselves as indulgent diners is proportionally highest in the south east (16%) and the north (17%) suggesting these regions are the most viable areas to open restaurants in these parts of the country.
Pragma said: “These differences highlight the fact that food and drink brands need to consider the different consumer mindsets when planning location strategy, menu flexibility, price architecture and communications in order to target the appropriate audience.”
