Restaurants need to adapt to consumers’ perception of value

15th January 2010, 10:22am

The main focus for the UK’s restaurant industry in 2010 will be adapting to the continuing change in consumers’ perception of value, which does not always mean offering cheaper dishes, according to Christie + Co, the specialist property agent and advisor.

The task facing operators is to understand this change, which has taken place during the recession, through concentrating on operational efficiencies, stripping out costs and raising levels of service.

Simon Chaplin, Head of Restaurants at Christie + Co, said: "The demand for value from consumers will last until after the recession and well into the recovery period. Consumers have become more strategic in where they plan to eat out, researching the best deals. Brand loyalty is being replaced by consumers switching between different operators, searching out the best deal for that day or week."

In line with a stabilisation in demand for fast-food, will be the continuing growth in demand from consumers for healthier food concepts, alongside growing interest in food labelling, food miles and ethical issues, such as where food has been sourced and how. The Food Standards Agency's current consultation process, regarding calorie labelling on menus and the published results of the scheme, will also highlight the healthy eating issue.

Chaplin continued: "Operators will also look to strip back factors that customers may not value and allow them to undertake part of the dining occasion themselves. For example Nando's, the fast-casual chicken concept, has pulled back its in-store activities to three distinct parts: greeting and seating customers, serving the food and clearing the table. The rest of the experience, including laying the table, is left to the customer. The growing demand will also continue for all-you-can-eat concepts, highlighted by the success of Whitbread's Taybarns pub/restaurants.

"The eating out market is predicted to continue to grow over the next 12 months and beyond. However, operators will need to evolve and be agile enough, whether through new marketing, new business models or greater use of technology, to keep up with consumer expectations."

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