Consumers might have to dig deeper in their pockets this year due to the cost of living, but nevertheless, they are determined to celebrate Xmas out in hospitality. According to a recent consumer survey by guest experience expert HGEM, the top three factors for choosing a Xmas venue are (in order of importance): total cost, meal quality and value for money. In contrast, last year, value for money was more important than meal quality, hinting at a return to basics for consumers desiring a decent meal without breaking the bank. The less important factors have not changed position since last year, and they are: location, entertainment value and, finally, a new and exciting place.
In terms of how consumers find their Xmas venue – 68% of consumers would trust a recommendation, 64% would look to Google and 62% would consider a venue that’s tried and tested. Steven Pike, MD of HGEM comments: ‘Given how heavily ‘recommended’ and ‘tried and tested’ venues come into play for customers choosing Xmas venues – a good Net Promoter Score should be a primary focus for operators (if it isn’t already).’ The results suggest an increase in office-sponsored Xmas parties for 2023 (47% of consumers are having work do’s, as opposed to 44% in 2022), which improves affordability for the customer.
The survey also shows that the average budget for a Xmas meal (drinks excluded) this year is £21-£30: this is consistent across all age groups, apart from Gen-Z (18-25) who are looking to spend £31-£40 on average per meal. The +66-age group also bucks the trend, hoping to keep the meal below £20.
In terms of dietary requirements, almost half (46%) of the consumers reported some kind of dietary restrictions, with the majority of those with restrictions being vegetarians (44%), followed by those on a gluten-free diet (19%) and vegans (19%). Whilst it may be practical to have the same menu offering for vegetarians and vegans, providing a dairy option (e.g. cheese) to dairy alternatives (e.g. vegan cheese) would likely increase customer satisfaction for vegetarians.
https://www.hgem.com/uploads/images/Xmas-consumer-report-2023.pdf
