Steve Gotham, Director of Insight, has worked in catering and hospitality business, consumer and market research with specialist interest in consumer insight, competitor benchmarking and key performance indicators. He carries out Commercial Due Diligence assignments for clients, and leads all bespoke research projects and market entry studies. Steve’s team produce the MCA annual market reports and all brand analysis. Prior to that, Steve worked for several years in retail analysis, for Verdict Research, where he was Head of Analysis & Publications across the retail spectrum. He started his career with Sainsbury’s, where his roles included Store Location Research and Competitor Intelligence. Steve has an MBA from City University and is a member of the Market Research Society.
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Call me old-fashioned and a tad unadventurous if you will, but I am rather quite partial to the long-established delights of fish and chips. A moist and slightly sweet tasting cod fillet in light but crunchy batter, with some nicely seasoned thick-cut chips, minty mushy peas and chunky tartare sauce – delightful! One of the things about go-to products though, is that they become something of a KVI – a Known Value Item.
Working not far from McDonald’s new take-away only concept store, simply called “to go” on Fleet Street, I had taken a healthy interest in the media coverage about the new format. So in many ways I knew what to expect. I was aware that it would not have any seating, or toilets, and that product ordering and payment would be via wall-mounted slimline touchscreen kiosks only. I had also read that that there would be a reduced menu within a reduced size outlet. What I had not expected is that there would be a price premium to pay.
Using key consumer insights from MCA’s Eating Out Panel, to what extent are UK customers feeling and acknowledging the love for Pizza Hut Restaurants?