Download
1 / 31
360 likes | 697 Vues
The role of Fish and Chips in consumers’ takeaway habits. The role of Fish and Chips in consumers’ takeaway habits. Overview The research findings i. Takeaways – part of everyday life ii. Customer satisfaction iii. The solution? Chip Week 2013. Overview.
E N D
The role of Fish and Chips in consumers’ takeaway habits Overview The research findingsi. Takeaways – part of everyday lifeii. Customer satisfactioniii. The solution? Chip Week 2013
Overview But what is happening to fish and chips from a demand perspective? Data from NPD Crest showed that in the 12 months to March 2012, footfall in fish and chip shops decreased by 2.4%. This was against overall growth recorded by the QSR (quick service restaurant) sector. Fish and chips have long been part of the culinary history and heritage of this country - an original British fast food
Overview While fifty years ago fish and chips were the only takeaway in town, in most instances now they are one of several choices for consumers wanting a takeaway meal. But the rapid rise of more cosmopolitan tastes, increased competition and the recession has clearly had an impact on the nation’s favourite takeaway. Potato Council commissioned research* in order to further understand the market and explore: • The role of fish and chips in consumers’ takeaway repertoires • Usage occasions and purchase triggers • Barriers to purchase and areas of potential opportunity * The research used both quantitative (a nationally representative sample size of 1512) and qualitative (focus group) methodology, with fieldwork taking place in June 2012.
Takeaways – part of everyday life Introductions
Takeaways are firmly embedded in household consumption behaviour, with the average household eating fourtakeaways a month. The figure is higher with younger households and decreases through the life-stages. Pre-families enjoy takeaways almost 6 times a month – double that of retired couples
Within this overall figure the average number of fish and chip takeaways was two and a half per month. “Fish and chips is quick and easy , you don’t have to lay the table”
Takeaway consumption has decreased a little over the last year, principally as a money saving measure at a time when household budgets have been squeezed. REASONS FOR LESS: Too expensive/save money - 79% Health/diet - 46% Dine in offers - 14% REASONS FOR MORE: Busy working - 44% Like the food - 37% Family enjoy it - 33% Cheaper than eating out - 33% Easier than eating out - 32% Entertaining - 16% “You can get really good takeaway meals in Tesco – a bag of Indian is £6. If the family is round I get three for £18, whereas a takeaway would have cost us nearly three times that”
There is no regular day for takeaways for most, but for those that do (more likely to be younger life-stages) it is more likely to be a Friday or Saturday. “We always get a takeaway after we’ve done the full shop on a Friday night”
Fish and chips (or a chippy meal) is seen as a functional and simple meal. The key purchase triggers are to save cooking, save time and as a treat. “Fish and chips is a convenience food, Indian is more of a treat”
It also evokes strong emotional connections and is viewed as tasty, traditional and good value food (more so than Indian or Chinese, which are seen as more exotic, more expensive and more of a weekend treat). “You don’t mind queuing because you know it’s going to be fresh”
There is a general perception of a takeaway hierarchy of cost. While there is a view that fish and chips had escalated, in comparison with other takeaways they are still considered one of the cheapest. “Fish and chips used to be the cheap option but not now – it is though still one of the cheapest when you consider what you get” More expensive Indian Thai Japanese Mexican Chinese Pizza “Indian takeaways are clever at trading you up - before you know it you’ve got more than you need and it costs a lot. By the time you have added in starters and mains it gets pretty expensive” “I’ve got three six foot teenage boys and fish and chips fills them up at a third the price of a Chinese” Kebab Chicken Burger Less expensive
Cost and health are the biggest factors affecting frequency of purchase, additional negatives include lack of delivery, variable quality and inconvenient opening hours.
Takeaway use is heaviest with younger consumers yet it is here where fish and chips face their biggest challenge for market share. “Some of them round here are only open a couple of hours over lunch and a couple over tea time” While younger age groups like fish and chips, they are less likely to make them their first choice takeaway because of shorter opening hours, non-delivery and the plethora of choice available. They are also more likely to view fish and chips as unhealthy. “My kids’ first choice wouldn’t be a chippy it would a pizza or a kebab mainly because they can get them when they want them – late at night” “Why are they never open on Sundays – in Yorkshire they close at nine” “I can’t think of a chippy that opens late – it forces you into a Chinese for chips” “If you’re getting a takeaway why drive to get it – the whole point is that it’s a treat”
In general, the satisfaction ratings for ‘quality’, ‘service’ and ‘cleanliness’ are good with combined good and excellent ratings of 70% or more. ‘Service speed’ and ‘convenience’ also score well.
Loyalty is strong, with 63% agreeing with the statement “The chips in my local shop are really tasty and that is why I go back time and again.”
‘Britishness’ and ‘freshness’ are also key to chip shop customers, who expect shops to use British potatoes and serve freshly made chips. “It wouldn’t bother me where an Indian or a Chinese got their stuff from but with a chip shop you somehow expect it to be British”
However, the areas of lower satisfaction are ‘food and drink range’… Satisfaction rating - food and drink range: “You sit down and study an Indian takeaway menu but I can’t imagine ever doing that with a chippy menu even if they had them, there would only be six things on it!”
…and particularly ‘promotional offers’ where 42% said it was ‘poor’ or ‘bad’. Satisfaction rating – promotional offers:
Quantitative results suggest that areas for product improvement include offering other potato formats, a larger range of fish and more sustainable fish. “Why don’t they offer you a variety of fish, a variety of batters”
For almost half of respondents, offers would put local chip shops on a par with other takeaways and the right incentive would probably increase frequency of usage. “You are bombarded with offers from other takeaways – why not fish and chips?”
The most popular offers would be money-off vouchers, buy one get one free (BOGOF) and money-off next purchase deals. “Any help with the cost of feeding my family I would take”
Almost half of customers would like to receive offers as leaflets delivered via door drops – this is consistent across all life-stages. “They just need a big poster in the shop and a leaflet through the door” “It needs to be something you can put on the fridge so you remember”
The advantages of fish and chips “They’ve fed the people of this country for centuries” • Rich emotional heritage • A traditional food • Comparatively good value for money • Filling – good for families • Relatively healthy – mainly because of the fish – compared to other takeaways • Fresh - no hidden ingredients and made on premises “There’s nothing like that smell you get from fish and chips”
Opportunities to drive footfall • Focus on consistent quality • Trial extended opening hours • Introduce limited period promotional deals and offers • Leaflet drops • Delivery options depending on £spend
The biggest annual event to promote chips and chip shops What’s happening: • Sharing research to help shops identify opportunities to drive consumption • Point of sale promotional kits • Choice Chip Awards • High profile, national PR campaign • A platform for local businesses to: • Run offers • Generate local PR • Hold competitions, events and fundraisers Chip Week is a platform for all shops to drive awareness, sales and boost their own publicity
