What We Know About Guests Returning To Bars & Restaurants According To Nielsen

By Neat Pour Staff |

Since the start of the quarantine, we have heard the same mantra: reopening is not the end of the struggle, it’s the beginning. Well, with reopening underway (for better or worse) in all fifty states, we’re starting to get some data on what that reopening will look like.

Nielsen (yes, the TV ratings people, but also the people tracking those off-premises sales figures we keep hearing) just released a study on consumer behavior regarding reopened bars and restaurants.

The research focused on five states that reopened bars and restaurants earlier than most: Texas, Florida, Georgia and Tennessee. In some sections, the study specifically focuses on the cities of Miami, Tampa, Orlando, Houston and Dallas. A sample size of 1300 people was polled over Memorial Day weekend.

The polling found that about a third of consumers have gone out to a bar or restaurant in the last week. Mainly, these guest frequented chain restaurants (40%), with independent operated dining landing second (35%). Sports bars finished third (21%) and among respondents who were only looking for drinks the category ranked first. Premium bars (15%) and fine dining restaurants (18%) bought up the rear.

Notably, a plurality of the guests returning to restaurants were aged 21 to 34-years-old. Those who did not return overwhelmingly cited safety as their primary driver. A small group, around 10%, said that during the quarantine they learned that they preferred cooking ofd drinking at home.

Nielsen’s summation quoted below.

• It appears likely that visitation is up within cities, as 33% of consumers from the major cities in Texas and Florida have gone out to eat in a bar/restaurant in the last two weeks.

• Promisingly a large number have had a high frequency of visits upon return to the On Premise; 34% of consumers having visited 3 times or more in the last two weeks.

• The top venue for consumers returning to the On Premise appears to be casual dining chains (40%), followed by independent restaurants (35%).

• 88% of consumers who had visited the On Premise stated they were satisfied with their overall experience, showing that the occasion is not being affected negatively by safety measures

• The top occasion consumers have visited bars and restaurants for, are to have drinks with food (42%) and for relaxed/quiet drinks (32%). This shows the current mood of occasions is generally more low-tempo

• Those who have not returned to the On Premise highlighted outdoor seating (41%) and social distancing measures (40%) as the most encouraging features for them to return. This reveals that confined spaces may be a deterrent to consumers returning to the On Premise.

• However, features which would impact the consumer experience rank lower. Things such as disposable utensils, masks or visors for visitors all fall to the bottom of encouraging factors

. 88% of consumers who visited the on-premise space during this recent timeframe stated they were satisfied with their overall experience.

. 34% of consumers have visited the on-premise space 3 times or more in the last two weeks.

. The top venue for consumers returning to the on-premise appears to be casual dining chains (40%), followed by independent restaurants (35%).

. The top occasions consumers have visited bars and restaurants for are to have drinks with food (42%) and for relaxed/quiet drinks (32%). This shows the current mood of occasions is generally more low-tempo.

. Returning to the on-premise for drinking is significantly more popular with younger consumers. 27% of 21-34s have returned for a drink, compared to 16% of 35-54s and just 6% of over 55+s.

. 33% of consumers from the major cities in Texas and Florida have gone out to eat in a bar/restaurant in the last two weeks. 16% have also been in the on-premise for a drinking occasion.

. Those who have not returned to the on-premise highlighted outdoor seating (41%) and social distancing measures (40%) as the most encouraging features for them to return.

. Of those who have not returned to the on-premise space to eat or drink, 45% say they need more time to feel comfortable visiting these places, 22% are self-isolating and 19% are worried about their financial concerns.

Read the full report here.

Liked it? Take a second to support Neat Pour on Patreon!
Share

Read Next

Guinness Uses Spoiled Beer To Fertilize Christmas Trees

“Basically what we do is we take all the keg beer back and we decant it and we disperse the product through a number of environmentally sustainable routes. The vast majority of the beer goes to willow and Christmas tree plantations”

By Neat Pour Staff