Is online on the menu for diners in 2010?
Our Google on the street team have been out talking to consumers once again. This time, the talking point was restaurants...
The internet has dramatically changed how people research where to go for a meal or their takeaway choices. Last year, 62% of diners researched online prior to booking, 80% of these then wanting to book online. It is estimated that by the end of 2010, there will be a 50%-100% increase in the number of people engaging in such behaviour [1].
Online vouchers and promotions are also becoming increasingly widespread. In 2009, searches for "restaurant vouchers" grew by 250% year on year in the UK [2] and this year, one in four customers who have been to a pizza/pasta restaurant within the last three months have been motivated by special promotions or discounts [3].
With a series of specially commissioned vox pops, we listened to consumers' opinions around the following themes:
The Research Process
- How do consumers decide where to go for a meal?
- Are they using the internet to make these decisions?
- Are restaurant user reviews an important factor when deciding where to go?
- Are consumers keen to write reviews?
- Are consumers making restaurant reservations or ordering take away solely online?
- Are they downloading vouchers or using online promotions for a meal?
- Do promotions play a role when they are deciding where to go?
- Do they use mobile internet to find out about restaurants? If so, how are they using mobile internet for this purpose?
[2] Google Insights for Search, December 2009
[3] Mintel, October 2010