NIQ’s latest On-Premise User Survey (OPUS) shows the scale of the opportunity here, with two in five (40%) of all consumers going out to eat or drink on special occasions. Birthdays account for 60% of these visits, with date nights (13%) and anniversaries (12%) among the many other events that bring people out.
Making it special
But what exactly motivates these celebrating consumers? When it comes to venue choice, OPUS indicates that it is a combination of quality, convenience and value. Just over two in five (43%) are influenced by food quality, while location (35%) ranks second. Price (30%) and value for money (28%) matter too. Smaller but still significant factors include atmosphere, past experiences and recommendations.
OPUS also shows how most guests want memorable experiences rather than luxury ones. The number of consumers who prefer moderately special but not extravagant experiences (39%) is three times as high as those who want high-end celebrations (13%). Relaxed and intimate occasions (37%) are far more prevalent than luxurious ones (11%). There’s a role for formal restaurants, but comfortable venues like casual dining restaurants and food-led pubs have a much bigger share of special occasions.
The role of drinks
Drinks are integral to special occasions, and brands that meet guests’ mindsets can generate substantial sales. Nearly half (47%) of those buying drinks on special occasions say they are doing so to celebrate, which makes it the second biggest factor behind enjoyment (53%). Still wine (28%) is the most commonly sought alcoholic drinks category on these occasions, ahead of cocktails (23%), lager (22%) and sparkling wine (18%). Most popular of all are soft drinks (31%) – a reminder that not all consumers require alcoholic options to celebrate.
Whatever they choose, consumers are ready to treat themselves. Half (51%) say they are likely to pay extra for a better-quality drink when out for a special occasion – a sign of the potential for premiumisation. They are also ready to explore and experiment. More than four in ten are willing to try new brands (43%) or new flavours (42%) on special occasions, which makes them an excellent moment to secure trial.
Trust matters
However, British consumers will only premiumise and experiment if the quality and value are high enough. More than half (53%) of those seeking venues for special occasions always prefer to visit a pub, bar or restaurant they know and trust, while only 15% opt for places they have never tried. When guests are spending more than usual, they want to be certain they will get a good experience.
This need extends to planning. On average, consumers book venues for special occasions 13 days in advance, reflecting their desire to minimise risk and maximise the likelihood of having a good time.
How to make it even better
Encouragingly, most consumers get what they want when they celebrate in Britain’s On-Premise. More than nine in ten (92%) were satisfied with their most recent special occasion and a third (33%) say it was perfect, with no room for improvement.
Nevertheless, expectations are high and there is potential to make experiences even better. Around one in seven (15%) would like to have more space in crowded venues, while better quality food (15%), special offers (14%), more food options (14%) and better table service (13%) could all improve things.
The view from NIQ
“The On-Premise sits right at the heart of special occasions in Britain. It’s where people go to celebrate big moments in life and achieve experiences and memories that simply can’t be replicated at home. With spending so tight, these visits present some of the best opportunities to secure trial and trade-up. But while they’re ready to spend, consumers have very high standards, and venues and brands need to deliver dependably good quality and value. If they properly understand celebratory needs and execute special occasions well, they will bring guests back again and again.”
Katie Lawton, Insights Manager – UK&I BevAl On Trade, NielsenIQ
Learn more
NIQ’s On-Premise User Survey delivers unrivalled insights into British consumers’ behaviours and needs on special occasions and all other types of visits to pubs, bars and restaurants. Based on a nationally representative sample of around 2,000 consumers, OPUS helps suppliers, manufacturers and operators track trends and seize opportunities to grow sales and share.
Download more information to learn more about OPUS
