RSM UK’s Consumer Outlook found the figure increased to 58% for Gen Z consumers.
Furthermore, more than a fifth (22%) of consumers prioritise value for money the most, followed by food and drink quality (20%) and price (19%).
The survey found more than a third (35%) were planning on eating and drinking out less in light of the current cost-of-living pressures and the same percentage (35%) said they were looking to cut back on takeaways.
Operators warned
RSM UK partners and head of leisure and hospitality Saxon Moseley said: “It’s clear discounting works as a quick fix to entice customers through the door, particularly during quieter periods of trading.
“However, it must be short, sharp and targeted or it can be damaging in the long run. With multi-buy offers such as buy one, get one free, operators are forfeiting 100% of the revenue of the second meal immediately eating into thin margins.
“Given that discretionary incomes continued to be squeezed, it’s no surprise hospitality venues that offer great value for money will win over consumers.
“But its encouraging the quality of a meal when dining out is of equally high importance, meaning operators shouldn’t compromise on quality in order to cut costs.”
Exceptional experiences
Moseley added: “Time and time again, dining out is often the first area consumers cut back on during economic downturns, as a quick and easy way to save money.
“That said, consumers still crave exceptional experiences, being entertained and opportunities to socialise as a way of escapism.
“This highlights there will always be a place for the hospitality industry on our local high streets but operators nee to continuously think of new, innovative ways to compete in an increasingly challenging environment.”
Previous data from RSM’s consumer survey in January showed most (57%) believed tips should go to waiting staff only.
Just over a third (36%) said gratuities should go directly to the server who looked after their table while 21% preferred a pool shared among all front of house staff.
