Hamilton, market research consultant to carry out the Study of the Restoration of Catalonia. Habits of behavior and trends, which have been promoted by the Department of Business and Knowledge of the Generalitat of Catalonia with the objective of providing an x-ray of the demand and preferences of consumers in the restaurant offer in order to provide coneixement and strengthen the competitiveness of the sector in Catalonia.
The report analyzes aspects such as the motives of consumption, the attributes that are valued when triating types of offer (establishment, take away or delivery); preferences in gastronomic offer; the despesa mitjana per moment de consum; I go into depth in the paper of the new technologies and evaluations on the offer.
At the presentation, the main conclusions were highlighted that “sortim send out of the house 3.5 cops per week and the 90% of the Catalans spend on restoration the mateix or more than they spend less on restoration”. As he explained, “as we study data that corroborate intuitions but in others, especially the segments by generations, they provide clues about how the new generations relate to restoration. For example, millennials are more prone to formats such as delivery and take away in relation to other age groups. They are facts that, in all cases, quantify what we intuit that we will pass and we will have to study and we will be able to act.”
Muntsa Vilalta, general director of Comerç, has recalled the importance of the sector to Catalonia with 43,000 establishments, 40,000 companies and 185,000 workers, which represent 6% of the total employment.
The report, prepared by Hamilton, has obtained the information based on an online survey carried out in November 2017 with a sample of 937 residents of Catalonia, between 18 and 75 years old, who appear at least once a week . The distribution of the sample has been weighted by age and geographical area. The study analyzes 6 moments of consumption according to the following: having a snack between weeks; esmorzar cap de semana; dinar between weekdays; dinar in weekly cap; soup between weekdays; soup in weekday cap. The data have allowed information to be maintained according to 3 age segments: boomers (1946-1964), generation X (1965-1980) and millennials (1981-2000).
Catalans spend 3.5 pesos per week and score 7.3 for the offer
One of the main conclusions of the study is that Catalans earn 3.5 times a week. In relation to the population, 27.1% of the population has increased, while 60.3% has remained unchanged compared to the previous six months. In this sense, the service on the most recent increase has been the restaurant (31%), followed by delivery (23.6%), and take away (4.2%). On the other hand, Catalans score the restaurant offer a 7.3 and a 59.9% ensuring that it is superior to the other countries they have visited. The main things that Catalans enjoy away from home are souping at weekends (57.1%) and having lunch between weekends (55%). On the other hand, they prefer to stay home to eat on weekdays—only on 17.4%—and have lunch on weekends, when the fan only leaves home on 19.6%.
The highest mitjà ticket is generally available in this week's cap, with Generation X and millennials spending €22.1 on mitjana. Boomers prefer the weekly dinar option for a higher average rate of €21.9. On the other hand, the needs of Catalans (49.5%) are restaurants for the recommendations of friends or family members and at 35.2% they search the internet when searching for restaurants.
Moments of consumption
1.- Have lunch between weeks: The 55% has lunch between weeks, for work, social or logistic reasons if you spend €3.46
A 55% of the Catalans is waiting between weeks. What fa al motius, is a moment of non-social consumption, mainly a 29% ho fa for work reasons, tot i a 27% aprofita para reunite amb els amics, and a 26,2% fa aquest consum per motius pàctics (“ I don't have any time of fer-me l'esmorzar"). In relation to age ranges, generation Follow the boomers who fan for social reasons. The millennial generation (15.3%) is the one that most opts for this moment of consumption and today for practical reasons.
The bars, traditional cafeterias and fringes are the first option (74.9%); Follow the bars, cafes and modern restaurants at a distance (34.9%). Fast-food is listed below 14.1% of the surveys. A 74% of consumers usually always visit the local mateix, with a high level of loyalty. The average ticket is €3.46, an allowance that is homogeneous among the different age segments.
2.- Spend week's cap: 19.6% spend on holiday, the boomers meitat
19.6% of the population spends time away from home on weekends, and mainly for social reasons or because it simply pleases them: 38.2% likes to get away from home, 34.1% is unprofitable to please their friends , and a 30% costs both. By age segments, boomers are the ones who are most excited outside the home on weekends, followed by millennials. Generation
The cafeterias, traditional bars and fleques (69.7%) are also the most difficult places to have lunch at the festival, followed by the modern establishments (37.5%) and the fast-food (17.2%). At this moment of consumption it is necessary to maintain fidelity, with a 62%, even if a 37.7% prefers to be exchanged locally. The ticket costs €6.9, double what is spent between weekdays.
3.- Dinar between weeks: 49.7% is spent between weeks for work and logistics reasons and €13.7 is spent on establishment
According to the analysis, the dinar, the time limit (34.8%) and the labor events (25.4%) are the main reasons why the needs of the Catalans (49.7%) are between weeks, tot i that the 25.9% also ho fa because it pleases. The type of service used is distributed així: for 10 àpats, Catalans spend 3.73 pesos at an establishment, 1.34 pesos for take away, and 0.9 pesos for delivery. The subtraction (4.2), go home or don't care about the food to the lloc de treball. Sense displacing the restaurant establishment, delivery and take away are more popular among millennials. For every 10 àpats, 2.6 dine in stabliment, 1.27 cops use delivery and 2 take away).
Regarding the culinary offer, the establishment most used is the traditional bar restaurant (68.3%), the fast-food (45.2%), the artesà restaurant (43.3%, the tapes restaurant (40%) and l'italià (30.6%). Per edats, the traditional tea bar-restaurant with its main audience is generation In these stores it is €11.5: €11.1 in delivery, €9.6 in take away, and €13.7 in establishment. Per generational franges, the boomers fan major despesa in the restaurants (13, €9), while millennials generate a higher ticket for delivery (€11.6) and take away (€10).
4.- Dinar weekly cap: The 41.7% dina out of the house the weekly caps, for pleasure or social reasons, and spends €19.5 in establishment
The weekend cap is 41.7% of the Catalans leaving home. Unlike working days, on these holidays the main motivation is pleasure (33.2% “more pleasant to eat outside”), followed by social relationships (dinner with the family -31.8%-, parella -28.4%-, i friends -24,1%-). The distribution of the types of services used in the week is: 4.7 cops out of 10 is determined by establishment; 0.9 cops out of 10 is the option for delivery, and 0.8 cops out of 10 is the option for take away. The dinar at home is 3.6 cops. As in the dinar between weekdays, the millennials are above the mitjana in the choice of delivery at this moment of consumption (1.48 cops out of 10), while the gay boomers do not use these types of service (0.22 cops/ 10 for delivery and 0.49 cops/10 for take away).
For culinary offerings, the bar-restaurant continues to be the main option for weekday caps (59.4%), although to a lesser extent than the restaurants, followed by fast-food (52.9%), the tapes bar (51 .5%), and the artesà restaurant (50.6%). The mig ticket is €14.5: €12 for delivery, €12.1 for take away, and €19.5 for establishments.
5.- Sopar between weeks: A 17.3% soup fora between weeks, most millennials, I ho fan for comfort, socialize and with an alternative
The study indicates that sopar fora between weekends is the most frequent habit among consumers. Just a 17.3% soup fora between weekdays, and in a 27.6% ho fa per comoditat (“I don't like cooking”), a 26.6% looks for an alternative to home cooked meals, and the 21.1% aprofita per Soup the family. Regarding the type of service: 3 copies out of every 10 choose to join an establishment, 1 out of 10 chooses the delivery option, and only 0.9 copies are used for take away. Sopar a casa or fet a casa is the choice of 5 cups out of 10. By age, millennials are the ones who think the most about these foods, they are especially fond of avoiding cooking (33.4%) and try fast-food with at first option. Generation The boomers are the ones who know how to cook (27.5%).
Regarding the culinary offering preferences at this moment of consumption, the first option is fast-food (53.9%), followed by tapes (50.5%), the traditional bar (49.4%), and the restaurant artesà (41.9%). The mig ticket is €15.8 (€13.1 for take away; €15.7 for home delivery; and €18.8 for the establishment).
6.- Sopar cap de weekenda, the thing that most fans of Catalans and on is spending more diners
A 57.1% from the enquestats usually blows out the week's cap. A 38.9% ho fa with the parella, a 35.6% gaudeix fent l'àpat outside the house, and a 35.2% soup with friends. At this point of consumption, 4.9 cups out of 10 prefer to buy from an establishment 1.1 cups are opted for delivery, and 0.8 out of 10 prefer take away. This moment of consumption presents low fidelity; The 63% does not repeat establishments because it is nice to vary (51.1%) and try different culinary cultures (27.8%).
Per franges d'edat, generation Millennials are the next age segment that provides soup outside, both on parella (40.5%) or friends (37%), and are also fond of fast-food. Boomers are the ones that least supply soup on holidays, today be with your partner, family or friends (36.9%). Among the culinary offering preferences are the tapes bar (57.2%); follow fast-food (56.4%); i the traditional bar restaurant (55%). The mig ticket is €15, to the extent that divergences are appreciated according to the types of service: the take away ticket is €11.8, at home €12.1, and in establishment bids end at €21, the discount is higher elevated.
Types of service
a) Restoration establishment: the average of Catalans scores between 8 and 10
In the dinars between weeks, the quality-price ratio (21.3%), the menus (21.2%), the speed (21.1%), and the confidence in the service (18.8%) are valued above all. The dinars in festiu are also important the quality-price ratio (23.7%), the speed (21.3%), the quality (19.3%) and the trust in the service (18.9%). , the previous factors are that it remained cheap, (14.7%) and in the soups in the week's cap, in canvi, s'introdueix with a factor the varietat (21.1%). -Casolà is the preferred option for dinner and soup during the week. In Canvi, the fast-food restaurant is the first option for soup during the week.
The average rating of the restaurants is 7.3. It should be noted that most of the Catalans (53.4%) give a very high score (8-10), while the 28.8% values between 6-7 and only the 17.8% scores between 0 and 5.
Catalans spend €11.7 on the Mitjana take away service. Així mateix, the 14.2% spends more than it spends less, and the 39.3% has maintained the despesa. Among the factors in the choice of take away, the most important are the speed (49.3%), the bones offered (39%), the quality menu (36.2%), the variety (35.5%), The menu has low prices (35.4%), the complete menus (32.7%), and the broken menus (30.7%). Per age, Generation
Analyze the cuisine offer at take away, the most popular is fast-food, at all times of consumption. The preferences are complete with the prepared dishes, Japanese cuisine, ethnic cuisine (Indian, Chinese, Mexican...), Italian cuisine and tapes. Regarding possible shortcomings in the take away offer, 4 out of 10 Catalans consider that there is no shortage of beef. Among those who do encounter problems, consider that there is little offer of fast-food (16.3%), Japanese dishes (15.8%), organic (12.4%) and healthy (12.4%). Millennials are the segment that most suffers from this undersupply.
The rating of the take away offer is 5.8: the 28.3% is between 8 and 10, the 31.8% between 6 and 7, and the 39.9% between 0 and 5. Val a dir that the mitjana note presents significant differences by age ranges: the boomers – who are the ones who opt for this type of service – are the ones who value it the most (5.2). On the other hand, the youngest generations give a higher score—millennials a 6.1 and generation
c) Delivery: €12.7 ticket, a popular option among millennials
The mig ticket for home delivery is €12.7. In relation to groceries, 23.6% of Catalans spend more on food than they spend on home delivery. This statement focuses on the 33% among millennials. The attributes for triar served at home are the fast (45.1%), the good offers (38.1%), the quality food at low prices (35.2%), and the quality food in general (33.9%) . As in the take away, millennials are the most sensitive to factors linked to the price. Of the new band, generation
In relation to the culinary offering, the traditional bar-restaurant (54.7%), and the tapes (43.5%), encapsulate the preferences, followed by the Italian cuisine (31.2%) and the arts and crafts (30 ,5%). When asked whether the offer is adequate, 4 out of 10 respondents consider that there are no gaps. This perception is common among boomers (55.9% considers it sufficient) while only 2 out of every 10 millennials do not miss out. Among those who do find themselves lacking quelcom, the main lack is the perception of home-delivered fast food—especially for millennials—following the undersupply of artisanal, ecological, ethnic and Japanese food.
Catalans give a 5.9 to the offer of home-delivered meals. It is worth saying that the 29.9% of the surveys rate the delivery between 8 and 10, the 30.3% between 6-7, and the 39.8%, between 0 and 5. Com passa in the take away, the mitjana score is veu affected by the low rating (5.4) that in fan of the boomers, who are the ones who use this type of service. On the other hand, Generation X gives a score of 6.1 and millennials a 6.2.
Uses of ICT: the time of Catalans tria pel 'boca-orella' and 35.2% per internet
The 49.5% of Catalans follows the recommendations of friends, family or friends to triar restaurant. The 35.5% decideix anar-hi because it passesa per davant, and the 35.3% because it comes to home. The 35.2% searches for information on the internet, which is expected to end at 48.7% among millennials. In generation
The most used applications-websites-xarxes are Trip Advisor (51.6%), follow El Tenedor (44%), Google Maps (39.8%), Facebook (27.9%), Restaurantes.com (26%) and Instagram (17 ,8%). Differences are seen depending on age: boomers mostly consult Trip Advisor (64.1%), and El Tenedor (56.5%) while younger generations diversify more in the areas of consultation.
Catalans use the internet to look at the menu (37.4%), discover our establishments (36%), consult opinions (35.5%), get discounts (32.3%) and reserve prices (23.9%). As far as the device is used, the mobile supports the game: 70.9% consults and gives opinions through its mobile, and 42.4% normally uses the computer. The differences by age are significant: boomers use the computer mostly (70.5%) and the mobile (42.6%). But generation This trend is emphasized by millennials, who prefer 79.5% for mobile phones and 32.5% for computers.
http://ccam.gencat.cat/web/.content/02_actualitat/noticies/comerc/2018/documents/estudi-restauracio.pdf
