Britons begin to turn their backs on fast-food culture

by Max Gosney Health conscious consumers are snubbing "junk food" offers at pubs and restaurants, according to a new industry report. The Key Note report claims that the relatively slow growth in the restaurant market is due to the increasing spotlight on obesity levels. The category recorded low market value in 2003 and 2004 as consumers rejected fast food offerings, says the survey. Key Note claimed this trend, which has forced fast-food outlets, including McDonald's, to introduce healthier alternatives to their menu and abandon super-size meal offers, has hindered the entire catering trade. However, it says that despite changing customer tastes, pubs and restaurants will enjoy long-term growth as eating out continues to thrive among young people. The report predicts that the restaurant category will grow 23% between 2004 and 2008 to £15bn though fast-food operators will continue to lose market share. Eateries are witnessing a change in customer demands, claims Andrew Tyrrell, head chef at the Coach & Horses at Ray Street in Clerkenwell, London. "I think people are becoming more concerned about what they are eating," he said. "They want to know that chefs have used the finest ingredients. However you cannot always get quality food that is quick, convenient and cheap." Britons have become more adventurous with their diets according to Matt Appleton, head chef at the Three Tuns in Romsey, Hampshire. "I think slowly the public is becoming more European in their approach to dining out. They are willing to take more time to appreciate good food." But some classic British dishes remain a national favourite, said Huw Davies, licensee at the Riverside Inn in Cheddar, Somerset. "Having seen the amount of chips we cooked up over the bank holiday weekend I don't think palates have changed too much just yet," he said.