Our Shopper Barometer study has identified the current view of the world through the shopper lens, as well as future watching trends and emerging channels to be aware of. Alongside the many shopper challenges highlighted in our main study , a chapter on attitudes towards spend on eating out highlights that the recession is still having an impact. Despite being more flexible with budget, when it comes to eating out, consumers are conscious about their spending. Check out our infographic on eating out habits where we identify how consumers have cut costs by actively reducing the number of times they dine out, whilst also limiting alcohol consumption. We identify: • Key reasons for eating out • Our favourite restaurant chains • Important factors when choosing where to eat • The extent we have cut back on eating out • Attitudes to alcohol consumption For more information contact Noreen Kinsey at SPA Future Thinking noreen.kinsey@spafuturethinking.com T: 01865 336 400

1. Whilst consumer confidence is recovering, our 2014 Shopper Barometer
shows the extent to which behaviours are changed permanently.
Despite being more flexible with budget, when it comes to eating out,
consumers are conscious about their spending. More than half have cut
costs by actively reducing the number of times they dine out and limiting
alcohol consumption when they do.
EATING OUT
The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers.
For further information please contact Shelley Watson, Head of Shopper & Retail T: 01865 336 400 E: shelley.watson@spafuturethinking.com
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
The
Shopper
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20% have
specifically cut
back spending on
eating out
2 in 5 eat out less
often than they used
to... rising to over 1 in
2 for young families
Just 5% eat out
more often than
they used to
On average we eat out 26.5
times per year and spend
£14.90 per head on each outing
Under 35s are most
likely to go out due to
not wanting/being
unable to cook
Over 55s are
more likely to eat
out with friends
than their younger
counterparts
Our favourite outlets
Recognised child-friendly chains and fast
food restaurants lead the way in popularity,
and family situation plays a key role when
choosing a restaurant
Harvester
10%
McDonald’s
8%
FrankieandBenny’s
7%
KFC
7%
PizzaExpress
6%
PizzaHut
6%
Nando’s
5%
Young Families
Young families crave an environment which
can provide quick service and entertainment
for kids. KFC (13%), Pizza Express (8%)
Families
As children grow older a balance is struck
between fast food and more traditional
restaurants. Nando’s (11%), Frankie and
Benny’s (9%), McDonald’s (9%)
Over 55s
Without young kids, this demographic can eat
at a range of restaurants and venture away
from the household names. Harvester (13%),
other un-named (8%)
Special occasion
58%
With friends
47%
Don’t feel like cooking
36%
Something different
24%
Romantic evening
20%
No food at home
6%
Why do we like to eat out?
We are dining out in restaurants every other week, with special occasions
and nights out with friends the driving force behind these visits
Females
consume alcohol
on 1/3 of visits
Males and over 55s
consume alcohol on
50% of visits
On average alcohol
is consumed in 2
out of 5 eating out
occasions
What are we drinking at restaurants?
11%
12%
55%
68%
Wine Beer Spirits Cocktails
Alcohol consumption
Not ordering alcohol is being deployed as a money saving tactic
by many, with 1 in 5 never consuming alcohol in restaurants
55%
66%
76%
Quality
food
Value for
money
Not too
expensive
Important factors when
choosing where to eat
Perhaps more than ever,
restaurants are expected to deliver
on quality and value in order to
provide an enjoyable evening
47%
37%
47%
Convenient
location
Friendly
service
Type
of food