The number of full-service restaurants grew faster than demand during the review period, resulting in an overcrowded channel. In 2018, consumers lost confidence in their spending power and cut back on discretionary spending such as dining out.
Dining out is increasingly seen as an experience by consumers, who want more than just a simple meal. Technology is changing the way in which some restaurants take orders, through the installation of iPads at tables.
British consumers have long been exposed to different types of cuisines, due to heavy influxes of migration into the country. Whilst Japanese and Latin American cuisines have become mainstream, palates have increasingly turned to appreciating Levantine food.
The slowdown in consumer spending, coupled with the unsustainability of a too-wide portfolio of restaurants, led big chains to close outlets. Prezzo closed all its Chimichanga restaurants, as well as approximately 80 Prezzo-branded sites.
In an overcrowded channel such as full-service restaurants, customers can choose from a myriad of dining options. During the review period, restaurant chains focused their attention on maximising volumes, rather than on the implementation of a distinctive strategy that could help to attract consumers and retain them.
With fewer people choosing to dine out, full-service restaurants are adapting to also compete in home delivery. The ticket of a delivered meal is typically lower than that ordered at the restaurant, as people tend to only order a main course, cutting back on drinks, starters and desserts.
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