Over-55s hold greatest influence over where to drink and eat

10-May-2023 - Last updated on 10-May-2023 at 10:02 GMT

Note for on-trade: operators that can capitalise on these influencers will gain an advantage

Customers aged over 55 are the key decision makers when it comes to choosing which hospitality venues to visit, new research has revealed.

Data from the latest GO Technology report from tech provider Zonal and insight firm CGA by NIQ, shows 40% of ‘influencers’ are aged above 55 – almost double the number who are aged under 25 years old (21%).

The survey of more than 5,000 UK adults shows younger and digital-savvy respondents do not necessarily hold the power when it comes to going out for food and drink yet the majority of consumers (61%) admit they are either solely or sometimes influenced by others when choosing whether to go out and the choice of venue when visiting the on-trade.

The report also discovered the value of these influencers – this group spends more time in the on-trade – a third (32%) drink out weekly – and, on average, spend £10 a month more on eating and drinking out than non-decision makers. They also tend to visit more venues than those who are more influenced than influencer, visiting an average of more than seven different brands in the past six months.

Proximity to home

When it comes to factors influencing which venues consumers visit, aspects such as proximity to home (47%), value for money (35%), and serving a customer’s favourite food or drink (26%) come out on top.

Meanwhile, the most important sources of information when it comes to venue recommendations are:

1) Recommendations from friends, families and colleagues (56%)

2) Combination of sources (27%)

3) The press (26%)

4) Friends’ recommendations on social media (25%)

5) Social media via brands, reviews or bloggers (21%)

Zonal chief sales and marketing officer Olivia FitzGerald said: “With the cost-of-living crisis squeezing consumer spending habits, it’s vital operators have a good understanding, not only of the key drivers influencing customers’ decisions when it comes to eating and drinking out, but also who the decision makers are.”

Demographic key to operators

She continued: “Interestingly, those aged over 55 are highly influential – a reminder that it is not just the young who wield purchasing power and operators would benefit in engaging this age group as much as others.

“Operators who can capitalise on these influences and influencers, and shape their communication, marketing and overall experience with these factors in mind, will ultimately gain that important advantage in an increasingly competitive market.”

Karl Chessell, director - hospitality operators and food, EMEA, CGA by NIQ, added: “With spending so tight and competition so intense, it’s more important than ever to understand the influences behind visits to pubs, bars and restaurants.

“Our research highlights how the cost-of-living crisis has sharpened people’s focus on price and made convenience and familiarity more important. These factors all play to the advantage of managed pub and restaurants groups, who tend to offer better value, accessibility and trust than independents.”