Bidfood: Price overtakes quality as number one consumer priority this festive season
Price has overtaken quality for the first time as the number one priority for consumers when eating out this festive season.
A survey of 2,000 adults, undertaken by BidFood and market research firm 3Gem, found that 57% of consumers will consider price, and 47% will factor in quality, when deciding where to dine out.
This has shifted from last year, when 41% of consumers stated quality was their number one most important consideration when choosing where to eat out, while 38% said price was their main concern.
To help operators balance the two, Bidfood launched its festive menu on Tuesday (11 July) and said it developed dishes that aim to balance a sense of luxury while still bringing value for money, such as short rib of beef with rich French onion gravy and sticky toffee Christmas pudding with toffee sauce.
This shift in priorities comes as consumers and operators face another challenging year due to the cost-of-living crisis.
Despite the concern over price increases, the research found 44% of consumers plan to go out for food and drink at least once a week this year, with one in three stating that food and drink is typically their main way of socialising.
Speaking at the event, Vicky Tripp, campaign and brand manager at Bidfood, said while consumers are concerned about price, they will still want to spend a little more than normal when eating out as consumer confidence often increases over the festive period.
With 45% of those surveyed likely to order a premium hot drink this Christmas, she said operates could add value by infusing them with alcohol or creating more elaborate concotions of traditional classics like hot chocolate.
The report also found consumers want to see choice on the menu. It suggested operators would benefit from having a range of non-festive ‘winter warmers' options such as a hearty slow cooked lamb and root vegetable stew, to accompany the more traditional Christmas dishes.
Although many associate Christmas with turkey, pigs in blanket, and ham, operators should be cautious not to discard meat-free options this festive season, as the research revealed a quarter of people would find a meat-free dish appealing.
This includes vegetarians and vegans, but also environmentally aware and health-conscious consumers who have contributed to the meat reduction trend.
Tripp added: "With a variety of products, both old and new, the Bidfood 2023 range aims to assist operators with their Christmas menu development plans as well as offering great food to consumers as we head into the winter months."
Image: Shutterstock/Christmas party Piyada Jaiaree
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