An Overview of the Foodservice Consumer

Abstract

This chapter provides the second part of the introduction to foodservice and focuses on the “demand side,” that is the consumer, in order to offer a better understanding, thereby putting the foodservice industry into context.

The number of people eating out of the home has increased worldwide although the rate of increase varies with the Asia-Pacific region increasing at the fastest rate. Although there are little reliable international comparative data, it would seem that in many countries, the amount of money spent on eating out is similar to that spent on eating at home.

The possible reasons for people eating out are identified, and approaches to meet this demand center either on putting the focus on the consumer and building the product (and service) around those reasons or putting the emphasis on the product then identifying consumers for those products and services. In most cases, though, consumers, when dining out, are not only looking for food, drink, and service that meet and satisfy their expectations but they are also looking for other factors, which here and elsewhere are often referred to as experiences. A number of factors synergistically, create that experience. More recently, these ideas have been developed and brought together describing the situation as the experience economy.

This chapter in looking at the consumer when eating out considers factors such as the growth and size of the eating out market, along with current patterns of eating out; the frequency of eating out and what establishments are chosen; the most important factors driving decisions; and the time taken to eat out.

However, a note of caution is offered, principally the fact that meals eaten out of the home may be less healthy than those cooked at home, and foodservice operators will need to consider all of the issues involved as they move forward.