UK BRANDED PUBS AND RESTAURANTS ARE POPULAR
When it comes to eating-out, the British public is increasingly turning to branded chains. New research from Peach Factory, the market consultancy, shows that consumers are ever more brand literate.
Not only are people familiar with a broader range of restaurant and pub concepts, but are visiting them more often too. “Whether it’s down to value, promotions or reassurance, high-profile names are gaining ground in the down-turn,” said Peach Factory’s Peter Martin
However, there is a warning in the survey results. Although, brand recognition and visits are up across the board, “experience” ratings were patchier – and overall down on 18 months ago.
“The implication is that consumers are becoming more discerning and critical – and expect ever more for their hard-earned cash. Those chains that did best on experience were also generally those that saw an increase in people using them,” added Martin.
“Chains may be well placed to benefit from tougher times, but they will have to work harder to get customers through the door. Brands that are actively offering something different appear to be those winning custom. Doing what they have always done will not cut it with customers,” he said.
The research was carried out for Peach Factory by Harris Interactive, the international research specialist, It interviewed a representative sample of over 2,000 adults during August, 2009.
Specifically, it asked which brands people had heard of (from a list of 38 leading names), which they had eaten at in the past six months, and of those how did they rate their experience (from excellent to terrible).
Brand-literate Britain
McDonald’s and Pizza Hut are the nation’s most recognised brands, with 95% of the population having heard of them. Over 90% of people also know the likes of Burger King, KFC, Starbucks, Subway and Wetherspoons, the country’s highest profile pub chain.
Over 80% also recognize the likes of Pizza Express, Costa and Harvester, while over 70% are familiar with names such as Caffe Nero, Frankie & Benny’s and Pret a Manger.
Almost all brands increased visibility since the last time the research was conducted 18 months ago. The biggest gainers were generally casual dining concepts, including La Tasca, Café Rouge. Bella Italia, Carluccio’s, Wagamama, YO! Sushi and Nandos – reflecting their continued roll-outs.
Top 10 brands – for awareness
(% of public that had heard of)
1. McDonalds 95%
2. Pizza Hut 95%
3. BK 94%
4. KFC 94%
5. Starbucks 92 %
6. Little Chef 92 %
7. Wetherspoon 91%
8. Wimpy 91%
9. Subway 90%
10. Beeefeater 88%
(Source: Peach Report/Harris Interactive, August 2009)
Brand visits increase
McDonalds is the public’s most popular eating out destination, followed by KFC, JD Wetherspoon and Subway. Consumers were asked which brands they had eaten out at in the past six months – 40% said they had been to a McDonalds. These top four also saw some of the biggest increases in popularity.
“It is testament to the Wetherspoon’s commitment to food as well as drink that it is now up there with the big fast food brands as a favoured place to eat-out. The research also underlines Subway’s rapid climb up the popularity ladder,” said Peach Factory’s Peter Martin.
Pizza Hut and Pizza Express are top casual dining chains, with Harvester most popular pub restaurant. Pizza Express, Costa and Subway saw the biggest increases, all up 6% points, followed by KFC and Nandos, ahead 5% points. Wetherspoon, Café Rouge, McDonalds, Carluccio’s and Wagamama also saw significant increases.
Top 10 brands – for visits
(% visiting to eat in past six months)
1. McDonalds 40%
2. KFC 27%
3. Wetherspoon 26%
4. Subway 26%
5. Pizza Hut 21%
6. Burger King 20%
7. Starbucks 18%
8. Costa 17%
9. Pizza Express 16%
10. Harvester 16%
(Source: Peach Report/Harris Interactive, August 2009)
Delivering “experience” – the real battleground
Ranked by the percentage of customers that rated their experiences either “excellent” or “good”, Carluccio’s, the Italian restuarnt group, comes out on top with an impressive 81% positive mark. Wagamama and Prezzo come next with 80%, with Nando’s fourth with 79%. Completing the top five is Pizza Express with a positive mark of 74%.
Others rated highly, with positive marks of over 70%, are Beefeater, Harvester and La Tasca. Those with positive marks of 65% or more include: Café Rouge, Toby, Chef & Brewer, Gourmet Burger Kitchen, Table Table, Bella Italia, Pizza Hut, Subway, TGI Fridays and Pret a Manger.
“The biggest danger for the sector is complacency, however,” added Peach Factory’s Peter Martin. Only a handful of brands saw their experience ratings improve on 18 months ago. The biggest winners were Carluccio’s (up 5% points) and Nando’s (up 4% points).
“Branded chains are in a good place – the public like and understand them. But their fickleness and ever growing demands should keep everyone in the market on their toes.”
Positive experience ratings
(% of brand users rating experience good or excellent)
1. Carluccios 81%
2. Wagamama 80%
3. Prezzo 80%
4. Nandos 79%
5. Pizza Express 74%
6. Beefeater 73%
7. Harvester 72%
8. La Tasca 71%
9. Café Rouge 70%
10. Toby 70%
(Source: Peach Report/Harris Interactive, August 2009)
For more comment contact:
Peter Martin, Peach Factory
01704 550383(office)
07889 209896 (mobile)
peter@peach-factory.com
About Peach Factory:
Peach Factory is a market consultancy, providing insight, analysis and access to the eating-out and drinking-out markets. It produces sector research and operates the Peach Network business network for senior executives across the sector and the Peach Report website – see www.peach-report.com
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