The majority of restaurant goers (80%) said they expect to spend the same as they did last year when it comes to dining out this Christmas, according to a new survey.
The research by the Mystery Dining Company found that despite rising food cots and an increase in VAT, the majority of restaurant goers said they were unlikely to increase their average budget for a Christmas meal, which was generally between £16 and £35 per head.
It also found that rather than cutting down on the number occasions they went out, half of the 300 people questioned intended to scrutinise menus more closely before choosing where to eat out in order to keep a grip on spending.
Sally Whelan, director at The Mystery Dining Company, said: “Reassuring the customer that they will get value for money will be a crucial factor for restaurateurs this year. Three quarters of respondents said they would consider three to five different restaurants’ menus before making a reservation. This enables them to work out how expensive a meal out will be, taking into account food, drinks and any service charge for larger bookings as well as the menu quality itself. They will ultimately be comparing and contrasting in the hope of ensuring they have the best all-round experience.”
The survey found that 60% were likely to make at least one booking for a group of eight or more during the festive season, while word of mouth recommendations and local knowledge is what 50% of consumers say will help them to create a shortlist of venues.
Whelan warned that having the right information on a website and ensuring that menus are easy to find and well presented is vital.
She said: “70% of people we surveyed said that they would look to access a menu from the venue’s own website when they were considering where to go for a Christmas meal. Only one in five people said they would ask the venue to supply them with one meaning that any venue not giving potential customers easy access to this information are potentially doing themselves out of business.”
