The Taste of the Nation report found that consumers expect all aspects of the eating-out experience to be the same whether they use a voucher or not. They don’t want to compromise; they just want to save money.
It found that Generation Y (aged 18-34), which is the least affluent segment, prioritises value for money above the quality of food and drink, whereas the baby boomers (aged 55-plus) place much more emphasis on quality.
Those resident in London were more likely to prioritise quality over value.
The key is to know your customer, keep a tight rein on GP and, as Flaum says, charge as much as you reasonably can.
That said, it’s Christmas and hopefully consumers old and young will dig a little deeper to enjoy it to the full, while saving a little for the January dearth.