Bargain-hunting is increasingly replacing brand loyalty when consumers eat out, according to new research.
The quarterly QuickBite survey from industry analyst Horizons shows that customers have become used to shopping around for the many deals and discounts being offered by managed pub operators.
The findings will increase fears that the 'deals culture' will be firmly embedded in the market by the time the economy picks up.
The survey found more than half of respondents (54 per cent) take price into consideration more often than they did six months ago, looking for better value dishes and seeking to reduce their overall meal spend.
Women are particularly cost conscious - 57 per cent compared with 50 per cent of men - when choosing their meal.
Sharing dishes are increasingly popular, with 29 per cent of customers ordering these more often.
Spending on a drink to go with the meal has also been hit, with 28 per cent of respondents now ordering wine by the glass rather than the bottle to reduce costs,.
Paul Backman, Horizons' development executive, said: "While it seems people are continuing to eat out, they are looking for ways to reduce the cost, taking advantage of money-off vouchers and the heavy discounting going on amongst restaurant operators.
"They have also changed the things they are ordering in restaurants - sharing more, drinking wine by the glass and cutting out starters and desserts."
The good news is that the pub remains consumer favourite place to eat out, the first choice for a sit-down meal for 21 per cent of consumers, compared to 15 per cent for fast food outlets, 11 per cent for coffee shops/cafés and 10 per cent for hotel restaurants.
- The next exclusive 'Pub Food In Focus' feature, looking at Horizon's latest data in more detail, will appear in the August 3 issue of The Publican.