Restaurants and pubs have raised their menu prices by 6% in the past six months as they seek to pass on increasing food costs to customers and off-set the expense of running special offers such as meal deals and voucher offers.
Biggest rise since survey started in 2006
Horizons’ latest biannual Menurama research, which tracks menu changes across 116 chain hotels, pubs, restaurants and quickservice outlets, reveals that over the past six months average dish prices have seen the biggest rise of any six month period since the survey launched in 2006.
The average price of a dish across all outlets has risen 6.4% year-on-year, from £6.29 to £6.69, with a 5.7% rise in the past six months. The average cost of a starter is now £5.59 (up 5.6% in the past six months), a main course is now £10.62 (up 7%) and a dessert averages at £4.20 (up 4.2%). These rises are significantly above RPI inflation of 2.7% [January 2013].
Rise of ‘premiumisation’
The Menurama survey also shows an increasing ‘premiumisation’ of dishes on menus, such as All Bar One’s handmade beef and coriander burger, Best Western’s sausage and caramelised red onion bap, Ember Inns’ fish goujonettes, and Frankie & Benny’s salt and pepper scampi.
“Operators are adding twists to old favourites to make them stand out on the menu – they are getting better at describing dishes too, so what was once listed as an ‘apple pie’ is now a ‘Cox’s apple pie’, and nachos are ‘home fried nachos’,” added Horizons’ director of services Nicola Knight.
Food provenance descriptions
The survey noted a rise in food provenance statements, such as ‘local sourcing’, ‘free range’, ‘home made’ and other quality assurances and a growth in the number of British dishes listed such as Eton mess and Bakewell tart (Hilton), Start Bay crab risotto (Jamie’s Italian), and Gloucester Old Spot sausage & mash (Slug & Lettuce).
Describing a menu ingredient as ‘local’ has become one of the top five terms used on menus, joining ‘homemade’, ‘free range’, ‘organic’ and ‘sustainable’ as the most frequently used terms. The use of food provenance labels has risen nearly 18% since summer 2010.
More trends
Other trends the Menurama survey identified include the continued growth of meals for sharing whether they are smaller, taster platters such as beef sliders (All Bar One), mini burgers (Varsity) or combo desserts (Wagamama), or main courses for several people such as Carluccio’s 23oz dry-aged rump steak to shred and share.
The Mexican influence also continues its march, moving from well-known dishes to less mainstream ones such as duck tostada and huevos rancheros Mexican breakfast (Giraffe) and beef and bean tostada flatbread (Slug & Lettuce).
“Menus are really reflecting the changing nature of how British consumers eat out – the fact dining out is a treat, that it’s a chance to indulge in something more luxurious than you would have at home and for many it’s a chance to share food with friends. But at the same time there is concern about the food they are eating, so provenance and reassurance is increasingly important,” concluded Knight.
About Horizons
Horizons helps its clients make better business decisions by providing accurate and detailed information about the foodservice market, its trend, and opportunities. The company provides consultancy services, workshops and statistical information based on its model of the sector and database of key accounts across Europe.
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