Data from MCA’s Eating Out Panel has shown only 6% of consumers choose an establishment based on promotions, while healthy food choices prompt a similar percentage of visits.
The research, included in the Menu & Food Trends report, highlights that perception of quality is key in driving eating out visits while price and product choice must be right to attract the crucial Millennial market.
When asked for the reasons for choosing an establishment for lunch or dinner, 38% of consumers picked food quality or taste. This was followed by previous experience (33%); great value food and drinks (27%) and convenience (to home – 19%, to location other than home or work – 25%). Low ranking priorities included being family friendly (7%); beverage quality/taste (6%); food safety/cleanliness (5%); not being part of a national chain (4%) and absence of children (2%).
When looking at the breakdown among ages, the over-50s were more concerned with taste and quality of food than the 18-34 bracket (40% compared to 36% - although this was still the top factor for the younger age bracket) and disproportionately based their choice on prior experience (40% compared to 23%).
Meanwhile millennials were shown to be far more concerned with inexpensive prices (21% compared to 16%) and fast service (21% compared to 11%).
Gareth Nash, MCA’s head of consumer insight, said: “Regardless of age, food quality clearly stands out as the main factor attracting customers into eating out establishments. There are obviously a number of other factors which must also come together to ensure a good customer experience – value for money, good service and a nice environment to name a few others – but at the end of the day, the one crucial factor that must be right is the product itself.”
MCA’s Eating Out Panel is a monthly tracker of consumer behaviour, perceptions and trends, providing the UK’s most accurate and insightful continuous dataset on eating out trends. The research is based on over 18,000 in-depth online interviews per quarter and continuous surveys.
