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Diners less interested in money-off vouchers

Published:  01 August, 2011

Consumers have cut back on eating out, and money-off vouchers are becoming less important when it comes to choosing a venue, according to new research.

Consumers have cut back on eating out, and money-off vouchers are becoming less important when it comes to choosing a venue, according to new research.

The QuickBite survey comissioned by foodservice consultancy Horizons shows a 26% year-on-year decline in the number of times people eat out. On average consumers now eat out just once a week compared with last year when they were eating out 1.4 times a week.


In addition, using discount vouchers for meals was only cited as an influence for 11% of diners, 14% said recommendation was the main factor is choosing a venue, one third choose a venue out of habit and 22% said their choice was spontaneous.


More than two thirds of respondents (70%) say they had eaten out at least once in the previous fortnight with 48% doing so at least twice. One third (32%) said it was more convenient to eat out and one quarter said they would rather not prepare food at home.


The main reasons given for dining out were being sociable (28%) , 23% did so for a special occasion and 17% because it represented good value for money.


"The results of the survey demonstrate that while consumers may have cut back on their eating out spend, it is still a very strong habit for reasons of convenience, sociability and value for money. The fact diners are still eating out at least once a week demonstrates that eating out is entrenched in our way of life and is no longer necessarily seen as a treat," said Emma Read, director of marketing and business development at Horizons.


Spending on eating out has risen 9% year-on-year with an average meal in the last two weeks now costing £12.69 (including drinks) up from £11.53 in last year's survey, reflecting a rise in food prices.


The younger generation eats out most often, with 82% of 18-24-year-olds eating out at least once in the previous two weeks, spending an average of £12.67. But 25-34-year-olds spend most per head at £13.35 with 74% of this age group eating out at least once in the previous two weeks.

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