Italian restaurant chain discounts pull in consumer spend
By John Reynolds, marketingmagazine.co.uk, Thursday, 06 October 2011 10:00AM
PizzaExpress, Carluccio's and Jamie Oliver's Italian restaurant chain are leading a surge in affection for Italian food, according to fresh research on eating habits in the UK.
The 'How Britain Eats' survey, by Allegra Strategies, revealed that eating habits have changed over the past year, and are influenced by the fortunes of high-street brands.
One of the key findings was the resurgence of Italian food. It was identified as the country's favourite national cuisine to eat out of home this year, having been third in 2010. Traditional British food occupied the top spot last year, but has dropped to number two.
The reason for the change, according to Allegra Strategies, is the increased number of Italian restaurant chains, such as Zizzi, PizzaExpress, Carluccio's and Jamie's Italian, on the UK's high streets.
The study claimed that pizza chains, in particular, are benefiting from 'strong promotional activity', which can result in eating out becoming cheaper than eating at home. Another major finding of the study was that Marks & Spencer's 'Meal for two for £10' deal was more popular than Tesco's 'Meal for Two for £9' and Asda's 'Indian Meal for £4'.
One of the reasons for the popularity of such purchases, according to the study, is that they are 'cheaper than eating out or take-away', and are helped by the bottle of wine often available as part of such deals.
The research placed Sainsbury's (18%) ahead of Asda (15%) in terms of consumer visit share. Tesco was confirmed as the dominant supermarket, with 31% share.
'Convenience' emerged as the major motivator when consumers select their main food-shopping destination, ahead of 'value for money' and 'ease of car parking', the survey found.
Other considerations included the lure of 'special offers' and whether the supermarket is a 'pleasant place to shop'.
The study was based on a survey of 2000 UK consumers.
This article was first published on marketingmagazine.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Senior Account Manager - Branding up to £39k Network Career Consultants £30000 - £39000 per annum, London (Central), London (Greater)
- Project Manager Emma & Rachael & You £40,000, London (Central), London (Greater)
- Senior Press Officer Ball & Hoolahan £32,000 per annum, London (Greater) / London (Central), London (Greater)
- Head Of Strategy & Consumer Insight Ball & Hoolahan £75,000 + Car/Car Allowance, South West England
- Want a tactical ad? Should have gone to Specsavers
- Maxus confirmed as world's fastest growing media agency
- Greenpeace dresses up cats to help save tigers from extinction
- Why 2014 won't be the year of mobile advertising
- ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup
- Palestinian and Israeli bereaved families unite for 'anti-conflict' film