Why hospitality matters: New GO Technology insights from CGA and Zonal

Hospitality is at the heart of Britain’s social life, brings communities together and creates lasting memories.
Download the report
Download the report

Those are among the takeaways from the latest in the GO Technology series of reports from CGA by NIQ and Zonal, which is available now. Using an in-depth survey of 5,000 nationally representative consumers, it highlights the enduring role of pubs, bars and restaurants in people’s lives and the reasons why hospitality is such a special industry—providing businesses with vital intelligence to boost guests’ spending and loyalty.


‘The Value of Hospitality’ report reveals that despite mounting pressure on their spending, consumers remain eager to go out whenever they can. Two thirds (65%) say eating and drinking out is as important in their social life as it was before the cost-of-living crisis—rising to 71% of those aged 65 or over, for whom pubs, bars and restaurants have been a lifelong source of socialising. The inflation crisis has made many people even more determined to sustain hospitality venues, with 72% of those who go out weekly agreeing they want to support their local businesses.


These consumers recognise that hospitality has a unique power to bind cities, towns and villages together. Two in three (64%) think the sector plays an important role in their local community—rising to 71% of consumers who visit weekly.


The research from CGA and Zonal highlights hospitality’s particular importance to people in marking special occasions and creating lasting memories. It reveals the top factors that encourage people to go out to eat or drink rather than stay at home—like high quality food, service, value for money and atmosphere—and highlights the role of technology in delivering consistently good experiences.


Karl Chessell, business unit director – hospitality operators and food, EMEA, CGA by NIQ, says: “This GO Technology research is a timely reminder of hospitality’s special place in people’s hearts. Eating and drinking out isn’t just a nice-to-have but an essential part of life, even—or perhaps especially—during a cost-of-living crisis. It’s also encouraging to see how people’s affection for hospitality translates into support. They recognise the value of restaurants, pubs and bars in their communities and as employers, and they want to see them thrive.”


Tim Chapman, Chief Commercial Officer, Zonal “Despite a squeeze on spending, hospitality is and remains an integral part of Britain’s social life, with socialising with friends and celebrating special moments, topping the list of consumers priorities when it comes to eating and drinking out.


“Delivering special experiences that can’t be recreated at home and consistently delivering on the fundamentals of hospitality — like high-quality, good-value food and drink and excellent service — is key to encouraging repeat visits and driving loyalty. This is easier said than done, but operators who invest in their teams and the technology that is needed to smooth workflows and increase efficiencies, will ultimately reap the rewards.”


‘The Value of Hospitality’ report from CGA and Zonal provides many more insights into the role of pubs, bars and restaurants in people’s lives, and what operators and suppliers can do to encourage them to eat and drink out rather than at home. Click here to download the full report for free.


GO Technology is based on an exclusive survey of 5,000 nationally representative British consumers. To discuss the research and ways CGA by NIQ helps businesses drive loyalty, email client director Andy Dean at andy.dean@nielseniq.com.    

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