New research from CGA reveals how suppliers and operators in Australia’s On Premise can capitalise on subtle but significant changes in the way consumers find and engage with drinks brands and venues.
The deep OPUS dive into the opinions of around 3,000 consumers in Australia reveals that more than two in five (43%) are more likely to plan their hospitality visits in detail than they did before COVID. This has created a surge in reservations, with half (51%) and a third (32%) of consumers now more likely to pre-book tables for food and drink respectively.
Safety-conscious people have also turned to apps and other digital solutions to reduce contact, and a third (34%) of all consumers now say they prefer to use technology to order and pay—though the majority (66%) still like to interact with staff. It has created a three-way split in the way people want to order—between table service (42%), at the bar (30%) and via a phone or tablet (23%).
Another growing divide is appearing between those wanting premium experiences after so long in lockdown, and those who have been financially hit and are now seeking value. Just over half (55%) of consumers now think value for money is an important factor in their choice of where to eat or drink out—almost exactly the same number who say the same about the quality of food (54%).
These COVID-related changes give suppliers and operators new points at which to influence people’s buying decisions. With CGA’s research showing that nearly half (47%) only decide what to drink when they step foot in a venue, and nearly as many (44%) seeking to experiment with new drinks, there is clear potential for brands and operators to encourage trial.
“As Australia’s On Premise settles into a new normal, there are some great opportunities to intervene on people’s paths to purchase,” says Graeme Loudon, CGA’s managing director, EMEA & APAC. “Increases in pre-visit research and app-based ordering have created a new digital battleground for visibility and influence, while polarisation in finances is altering brand choices. In both these dynamics, striking the right balance is key—between traditional and digital styles of service, and between premium and value offers. Suppliers and operators who can work together to stay on top of consumers’ fast-changing needs, and respond with the right digital offer and appropriate range, will be well placed to grow in 2022.”
CGA’s in-depth research contains many more insights into the latest consumer behaviour and market trends in Australia’s On Premise. To learn more about the exclusive analysis, and how it can support the sales and marketing strategies of all suppliers and operators, click here and contact graeme.loudon@cgastrategy.com. To watch Graeme Loudon’s recent presentation introducing the research, click here.
