What are consumers’ pet hates when ordering a roast dinner?

By Alice Leader contact

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What's the beef: potatoes lead the way striking 47% of negative reviews
What's the beef: potatoes lead the way striking 47% of negative reviews

Related tags: Roast dinner

New research has revealed the British roast dinner is the top meal to drive both positive or negative reviews, with beef being the deal breaker.

Feed it Back​ collected data from thousands of online and social reviews across the sector, revealing the word ‘beef’ being cited in 28% of positive reviews, but comparatively driving 42% of all negative reviews too.

Feed It Back CEO Carlo Platia said: “Beef – often the most premium meat on the menu – is a make or break plate item that will leave guests feeling satisfied or disappointed.

He continued: “Tracking guest sentiment during a busy Sunday service is very challenging without the use of technology, but by utilising technology to analyse feedback, operators can get to the bottom of what customers really think about their offer, focusing specifically on deciding factors, such as beef.”

The insight shows that the way the beef is cooked is crucial to consumers, with the word ‘cook’ featuring in 18% of positive reviews.

How the beef was cooked

The guests who were dissatisfied with how their beef was cooked, often referred to the meat being tough.

Other meats, such as chicken and pork, were less likely to garner a positive review and accounted for 6% and 4% of positive reviews respectively.

However, both meats account for 21% of negative reviews, indicating that customers aren't wowed by the product.  

Whether mashed, roasted, dauphinoise or boiled, potatoes, the research showed, are an element that operators need to get right.

Condiments, meanwhile, strike 47% of negative reviews across the sector.

Yorkshire puddings are also a key driver of negative reviews accounting for 27% of all bad feedback.

The main gripes were around availability and execution with focus on the product being greasy.

Without gravy

And of course, no roast dinner would be complete without gravy.

But any negative review showed customers focusing on the condiment being tasteless or watery – with quantity also playing an important role.

But it still manifests to be a key element, bringing 14% of positive reviews.  

Platia said: “As a cornerstone of British cuisine, the humble roast dinner is a much-loved dish across the country and one that Brits are very passionate about.

"For many, heading out for a roast on a Sunday is a special occasion and the insight clearly shows that consumer expectations are very high."

Related topics: Food trends

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