Consumers will pay more for good pub-grub

Consumers are willing to pay an average of 36% more for a gastro pub meal if the service, food and atmosphere are of a high standard, according to a new survey.

The American Express 2008 Hospitality Monitor revealed that people would pay an extra £3.50 on the average meal price of £10.20 at a gastro pub if the quality was good - significantly higher than the 18% extra consumers would pay for the same experience in a fine-dining restaurant.

"Britain's attitude to eating out has changed dramatically in recent times," said Kathryn Pretzel-Shiels, head of hotel and restaurants at American Express.

"As our working lives become ever more hectic and stressful, we love nothing more than to relax with a glass of wine and a casual meal to unwind and dust off a busy day.

"Despite the fact that the UK is facing challenging times ahead, people are still eating out, particularly in more casual establishments and this should stand the pub industry in good stead for the coming year."

Green issues​

The survey also showed that green issues are becoming more important with 42% claiming to be influenced by a company's green credentials when making purchasing decisions.

Consumers will pay, on average, 26p more for organic produce and 28p more for fair trade goods.

Over a quarter (26%) of pubs recognise that environmental issues enhance their brand image, 10% of licensees source products locally and 3% mainly use organic ingredients while 7% mainly use fair trade products.

Pretzel-Shiels added: "It is interesting that pubs are beginning to prioritise sourcing local products, which beyond having a positive effect on image and brand, is also better for the environment and can help businesses improve their bottom line through cheaper transportation costs.

"As more gastro pubs focus on the dining experience to increase profits this is a trend that we can expect to gather pace."