Italian restaurant chain discounts pull in consumer spend

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 countrys 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, Carluccios and Jamies Italian, on the UKs 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 & Spencers Meal for two for £10 deal was more popular than Tescos Meal for Two for £9 and Asdas 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 Sainsburys 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.

via Italian restaurant chain discounts pull in consumer spend – Marketing news – Marketing magazine.

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About Norman Cescut

I love my job because I simply believe in what I do and I love to do it. I love traveling, both for business and pleasure. Meeting different people and cultures has always fascinated me, it enriches me. I love laughing, enjoying good food, my BBQ is highly appreciated by all of them. I love dancing and I love taking portraits. I’m in love with life. . - Owner & CEO at DESITA, the International Retail & Foodservice Consultancy Company specialized in shop concept design, franchising and sustainability. - Vice President, National and International Coordinator of IREF Italia, the European Franchise & Partnership Network Organization. - MENAFA Ambassador to Italy (Middle East and North Africa Franchise Association) - International Franchise Academy member and part of its Knowledge Tank. - Creator & founder of ECOFFEE the sustainable coffee shop project & related sustainable entrepreneurship platform. - Representative for the sustainable business in Italy of HH Abdul Aziz bin Ali Al Nuaimi, aka “Green Sheikh”, member of the Ruling Family of the Emirate of Ajman – UAE.

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