Customers like to check out a pub menu online before deciding where to eat, a new survey shows.
The findings of the poll, conducted for the Mystery Dining Company (TMDC), shows that around 70 per cent of consumers like to read or download a menu before eating out.
However, people have less faith in online booking - around 90 per cent prefer to reserve their table over the phone.
The results are a timely reminder that a good website is a vital marketing tool for pubs looking to generate increased food business.
TMDC director Steven Pike said: "Online menus allow consumers to gauge the restaurant's style of offering and pricing, something which for many is an important consideration when dining out.
"Eating out should be an enjoyable experience, therefore, knowing in advance that the menu appeals to their own tastes or that the final bill isn't going to cause shock helps to build a sense of anticipation."
When it comes to making the booking, "initial contact with a venue's staff over the telephone allows the potential customer to be able to assess friendliness and warmth as well as effectiveness of service," said Pike.
The survey also confirmed that word-of-mouth is the best publicity, with nearly half of the 400 respondents saying a recommendation would be the deciding factor.
Location is the key for 20 per cent of potential customers, with just 15 per cent saying that special offers such as 2-for-1 discounts are the biggest influence when deciding where to eat.