Diners are willing to pay just over a third more for a meal in a pub if the service, food and atmosphere are of a high standard, according to new research.
The American Express Hospitality Monitor found that consumers would spend 36% more, equivalent to an extra £3.50 on an average £10.20 meal, for a better gastro pub dining experience.
The price rise was shown to be significantly higher than that for other eating establishments, with people only prepared to spend an en extra 18% for the same experience at a fine dining restaurant.
Kathryn Pretzel-Shiels, head of hotel and restaurants at American Express said: “Britain’s attitude to eating out has changed dramatically in recent times. As our working lives become ever more hectic and stressful, we love nothing more than to relax with a glass of wine and a casual meal to unwind and dust off a busy day.
“Despite the fact that the UK is facing challenging times ahead, people are still eating out, particularly in more casual establishments and this should stand the pub industry in good stead for the coming year.”
The monitor also revealed the extent of the interest in sustainable ingredients, with 42% of consumers influenced by a company’s green credentials when making purchasing decisions.
Britons were found to be willing to pay an extra 26 pence for organic produce, 28 pence for fair trade and 30 pence for locally sourced products, for an item costing £5.
In response, over a quarter of pubs said that they recognised that environmental initiatives enhanced their brand image, with 10% of publicans sourcing products locally where possible , 3% using only or mainly organic ingredients and 7% using mainly fair trade products.
Pretzel-Shiels said: “It is interesting that pubs are beginning to prioritise sourcing local products, which beyond having a positive effect on image and brand, is also better for the environment and can help businesses improve their bottom line through cheaper transportation costs.
“As more ‘gastro-pubs’ focus on the dining experience to increase profits this is a trend that we can expect to gather pace.”
