Pre-bookings rise as consumers open to mandatory deposits

Consumers are putting much more planning into eating and drinking out post-lockdown, CGA’s new Consumer Pulse survey has found.

According to the survey, the majority of consumers pre-booked ahead of returning to hospitality venues in the ten days after the sector reopened, with only a quarter (28%) of consumers returning without reservations.

The research also found that 5% of adults had made a reservation and didn’t turn up, without informing the venue, and a further 5% ended up cancelling their reservation.

However, despite one in six failing to fulfil a reservation, there is an acceptance among consumers for mandatory deposits on pre-booking, with over half (58%) saying they would be happy to pay a £5 per head deposit.

Among those who admitted to cancelling or not showing up, surprisingly, the willingness to pay a deposit jumps to 78%, although 19% of the total sample suggested that it would be off-putting.

The survey showed some optimistic signs of recovery, revealing that a third (34%) of consumers returned to the on-trade in the first ten days from reopening.

“The pandemic has triggered a seismic shift in consumer behaviour from spontaneity to planning,” said Rachel Weller, CGA’s head of consumer research and marketing. “This has positive implications for operators who can provide a smooth booking process and great experience, but unfortunately it will also increase the number of no-shows.

“Highlighting the damage this can do to recovering businesses, and convincing people that it is safe to eat out, may ease the problem, but it’s clear that all operators are going to need to adjust quickly to this new era of advance planning and mandatory deposits may just be the solution.”