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Taste of the Nation with Added Taste

The second wave of the Taste of the Nation survey has now been successfully launched at the Deloitte headquarters, London, to a number of the industry's leading players.  Carried out by BDRC Continental in conjunction with business advisory firm Deloitte, the research tracks the trends and patterns of consumer eating and drinking out behaviour.

This latest wave of research confirmed earlier predictions by reporting an increase in consumer going out behaviour during 2011.  Although highlighting the resilience of the industry in challenging economic conditions, moving forward into 2012, consumer outlook is not so positive.  It has never been more important for retailers to better understand their customers and focus their energies accordingly.

Click on the links below to find out more, or contact Max Clapham 020 7400 0385 or Jon Young 020 7400 1010

To accompany Taste of the Nation, BDRC Continental is delivering three 'deep-dive' Added Taste reports:

  • Added Taste: Coffee, sandwich shops and quick service
  • Added Taste: Pubs, bars and clubs
  • Added Taste: Casual and formal dining


The reports consist of brand-specific data results and rich, granular sector insight not included in the public study. Features include:

  • Net Promoter Scoring
  • Comprehensive brand benchmarking across a range of metrics
  • Additional charts and market data to assist strategic business planning


The Added Taste reports will help inform:

  • Market entry / exit strategies
  • Location planning
  • Service and product proposition development
  • UK communication and marketing strategies

The first customised Added Taste reports are available to order at £1250 per report combining insight from the first two editions of Taste of the Nation with predictions for early 2012.

With Taste of the Nation, you will receive sector trends in eating and drinking out behaviour, based on a robust sample over two waves of c.6000 Britons:

  • Two waves of sector data, providing two accurate forecasts of market engagement by geography, age, gender and other sub-groups of interest
  • Detail on what and where sector growth and sector contraction lies
  • The implications for sector company's growth strategies and outlet site planning


Evaluation of the customer experience and Net Promoter Score (NPS) brand benchmarking

  • Find out how brands compare to their competitors, what types of establishment are customers recommending and why
  • How does NPS and spend per head vary demographically and by visit type, e.g. eat-in v. takeaway, planned v. unplanned, lunchtime v. evening?
  • What are the implications for product and service positioning, and what can be done to improve net promoter scores?


Motivations for visiting and importance of marketing communications

  • Beyond price, what motivates customers to choose one sector outlet over another, and what are the critical factors that will deter them from visiting in the future?
  • How influential are marketing communications and word of mouth in customers' decision making process, and what brands have the best cut-through media?
  • What are the implications for sector operators' marketing and advertising strategies?

All respondents to the survey were asked to evaluate their most recent experience at two of our sector category destinations. From this we have an accurate picture of the composition of each of our sectors.

Inevitably the larger the footprint of the brand in the UK, the more times it was evaluated by our respondents.

Brands / establishments styles with base sizes sufficient for NPS comparisons in the first Added Taste: Coffee, Sandwich Shops and Quick Service report include:

Branded Coffee / Sandwich Shops:

  • Costa Coffee
  • Starbucks
  • Caffè Nero
  • Greggs
  • Net other coffee / sandwich shop chains

 

'Independent' coffee / sandwich shops:

  • Independent boutique coffee shops
  • Café / sandwich shops at visitor destinations
  • Traditional local café

 

Branded quick service restaurants:

  • McDonald's
  • Burger King
  • Kentucky Fried Chicken
  • Subway
  • Net other quick service branded outlets

 

'Independent' quick service restaurant styles:

  • Local fish and chip shop

  • Local takeaways

All respondents to the survey were asked to evaluate their most recent experience at two of our sector category destinations. From this we have an accurate picture of the composition of each of our sectors.

Inevitably the larger the footprint of the brand in the UK, the more times it was evaluated by our respondents.

Brands / establishments styles with base sizes sufficient for NPS comparisons in the first Added Taste: Pubs, Bars and Clubs report include:

Branded pub chains

  • JD Wetherspoon

  • Brewers Fayre

  • Toby Carvery

  • Beefeater Grill

  • Crown Carveries

  • Hungry Horse

  • Net other branded pub chains

 

'Independent' pub styles

  • The country pub

  • The city centre pub

  • The local pub

 

Bars

  • Lloyds Bar

  • Slug & Lettuce

  • All Bar One

  • Pitcher and Piano

  • Revolution

  • Net other chains

  • 'Independent' bars

 

Clubs

  • Oceana

  • Tiger Tiger

  • Liquid

  • Local club

  • Private members club

All respondents to the survey were asked to evaluate their most recent experience at two of our sector category destinations. From this we have an accurate picture of the composition of each of our sectors.

Inevitably the larger the footprint of the brand in the UK, the more times it was evaluated by our respondents.

Brands / establishments styles with base sizes sufficient for NPS comparisons in the first Added Taste: Casual and Formal Dining report include:

Casual dining brands

  • ASK

  • Café Rouge

  • Frankie and Benny's

  • Harvester

  • Nando's

  • Pizza Express

  • Pizza Hut (sit down)

  • Prezzo

  • TGI Friday's

  • Net other brands

 

'Independent' casual dining styles

  • Local Italian / Indian / Chinese restaurant

  • Other non-chain casual dining restaurants

 

Formal dining styles

  • French

  • Japanese

  • Modern British

  • Middle Eastern

  • Modern European

Please click here to view Deloitte's press release announcing the launch of Taste of the Nation. A PDF version of the Winter 2011 Taste of the Nation Summary Report can be found here.