Consumers are ordering fewer courses when eating out for dinner, with starters hardest hit, the latest Menu and Food Trends report from M&C Allegra Foodservice has shown.
Analysis of data from the second quarter of 2015, shows the average number of courses being ordered has decreased from 1.73 to 1.58 year on year. The proportion of consumers who order a starter and a main has come down, while the share of people having a main and a dessert has gone up but overall fewer people are ordering all three courses.
The increasing availability and popularity of sharing plates has impacted on the trend.
Opportunities still exist to encourage diners to eat several courses, however, with social occasions and celebrations the most likely. The research suggests that starters and desserts are less likely to be ordered when the consumer is only eating out because they can’t be bothered or are too tired to cook themselves.
In terms of food preferences, chicken remains the number one main dish at dinner time – chosen by one in six customers - but has lost some of its popularity. Fish dishes have overtaken beef dishes (excluding burgers) as the second most popular main. The growth in fish dishes has been driven by growth in fish & chips.
The report shows that customers over the age of 50 are more likely to go for fish dishes, while younger people more often choose burgers and vegetarian dishes.
Curry dishes are the most popular type of chicken main dish and vegetarian main dish and are the third most favoured beef main dish.
Analysis of drivers of food visits show food quality and taste still tops the list for almost 50% of diners. Customer ratings on their perception of low prices in venues have gone up since last year across most of the main channels. When choosing an establishment for dinner, inexpensive prices are most important to younger, male consumers. Under-35s are also more likely to base their choice of venue on the availability of healthy food options.
Looking at favoured brands, Wagamama comes top among consumers for food quality, freshness and menu choice, whereas pubs and fast food outlets outperform in value perceptions. The leading five brands for low prices and value for money are all pubs, with JD Wetherspoon leading in low prices and Toby Carvery in value for money.
For more information about the Menu & Food Trends Report contact Richard Hayman on richard.hayman@mcallegra-fs.com.
