Omne presented the exclusive findings from the research at the Arena Summer Event in London—and here are five of the top takeaways.
1 Branded works best at front of house
Industry professionals who spoke to CGA made a strong case for branded products over own-label ones at the front of house. Prioritising these enhances the operator’s own brand and adds to impressions of a premium offering. Recognisable brands reassure guests they will get a good experience and can boost loyalty. For operators, they can command higher prices and margins.
2 Brands deliver consistency
Brands also provide competitive advantages at the back of house. Operators value their consistent quality that ensures customer satisfaction with food and drink, and they appreciate the reliable availability of branded items. Businesses also perceive brands to have better sustainability practices—though the premium that is paid for branded items is an important consideration.
3 Sustainability is essential
CGA by NIQ’s research consistently shows how important sustainability is to consumers now. Around two thirds (68%) of British consumers now try to lead an environmentally friendly lifestyle, and nearly half (47%) say they proactively choose sustainable food brands when they can. Sustainability and responsibly sourced ingredients are no longer just a nice-to-have for consumers—they’re a non-negotiable part of the out-of-home eating journey. Brands and venues that can communicate their good sustainability practice have a competitive advantage.
4 Operators are looking for brand support
Food operators value the help of the brands, suppliers and wholesalers they use. Partners can provide general advice on strategies and market or menu trends, and CGA by NIQ’s Business Confidence Survey shows leaders appreciate practical support in areas like menu engineering, sustainability, staff training and marketing. CGA can facilitate this support by giving suppliers expert consumer and sales insights to share.
5 Brand affinity needs constant reinforcement
A brand’s reputation starts when people develop an attraction to it—but this can fade over time. Credentials on things like sustainability and ethics, and clear differentiation from competitors, are essential.
CGA’s bespoke research services are led by experts in the out-of-home field and use best-in-class sources and methodologies. Investigations are tailored to the needs of clients and deliver targeted, actionable insights that support brand-specific goals. Research is completely collaborative from conception to final output, and can be supplemented with wider contextual knowledge from CGA’s suite of solutions and resources. To discover more and discuss bespoke projects, contact the CGA team.
