Seafood in the Foodservice Sector 13 th March 2015 Presented by: Caroline Hughes & Sam Bannister
Background to the research Our objectives To understand the barriers to increasing the presence of seafood on menus and in the foodservice sector generally To achieve a holistic understanding of the sustainability, provenance and ethical certification needs of foodservice throughout the supply chain In order to fully understand the role of seafood in foodservice we conducted research into each of the following areas: Consumer understanding Trade positioning College and training environments 2
We conducted multiple stages of research Quantitative online Interviews N: 2,000 x 5 minute nat rep survey Instantly mobile app Meal decision making 20 households across the UK Whole family depths 6 selected from app respondents Through the keyhole immersion Going into restaurants Trade tele-depths College days 2 sessions in catering colleges 3
This morning we would like to share our insights from the consumer element of the research Can be one and the same Supplier Head Office Manager We re going to talk you through the appeal of fish and seafood in the customers eyes They are in control of demand, and their lack of appetite for fish is hugely powerful Chef College/lecturer Consumer 4
What do we know about consumers relationship with seafood out of home?
With over half the population claiming to eat out of home at least once a week, the opportunity to encourage more fish consumption is ripe % Frequency eating out of home Includes cafes, takeaways, restaurants, pubs Less than every couple of months, 5% Once a month, 15% Once every few months, 9% Once a fortnight, 17% Once a week, 22% Those with kids in the household, catch up with friends A couple of times a week, 23% Most days, 8% Younger respondents and those living in London, most affluent 55+, more of a limited budget Let s see what they re eating, and where fish fits in the repertoire Q1. On average, how often, if at all, do you eat out of home? Single responses Base: 2012 (All Sample) 6
Unsurprisingly, fish and seafood lose out to more familiar proteins, particularly chicken and beef when choosing from the menu % Foods ever ordered/most likely to order when eating out of home Chicken 34% 87% Chicken is often a safe option Beef 21% 76% Fish Lamb 12% 9% 72% 61% Steak in particular seen as the most treaty menu item Pork Vegetarian option Shellfish 4% 4% 4% 42% 38% 58% Ever order Order most often Vegetarian ordered more by women Game 2% 29% So what are the barriers and drivers to fish and seafood? Q2a: Which of the following foods would you ever order from a menu when eating out of home? Which would you be most likely to order? Multiple responses Base: 2012 (All sample) 7
For those not consuming fish and seafood OOH, sensory elements are the biggest barriers to choosing % Why fish or seafood is not eaten out of home? Don t like the taste Don t like bones Don t like the smell Not sure I ll like it 31% 26% 18% 17% Concerns over freshness/ quality 13% I will only eat fish in certain restaurants, where I trust them to do it right I just prefer other things I m not a fish lover The smell puts me off straight away I can t stand being around fish that s cooking It s just the uncertainty. With other meats you know where you stand. Fish often has flavours and ingredients that you don t know before you even think about the type of fish itself The 3 in 10 (28%) diners who claim never to order fish / seafood don t present a major opportunity. Just ensure they have access to simple options (cut) and flavoursome recipes Q5: Why do you not order fish or seafood when eating out of home? Base: 508 (Those who claim not to order fish or shellfish at Q2a) 8
Motivations for choosing fish OOH indicate it s often seen as a lighter, healthier option vs. other proteins, and it s challenging to cook at home % Reasons for ordering fish and seafood out of the home? Tasty Healthy For a change Something new 28% 17% 15% 9% Lighter than meat - 8% Others at home don t like - 8% Wouldn t know how to cook at home - 6% It s often the part of the menu where you are most likely to find something you haven t tried before You just cant beat a nicely cooked bit of fish in a restaurant the taste is something you can t replicate! It s a healthier choice, compared to red meats or pork. Often the dishes on the whole are healthier less calories and fat in the things with it For me, it s the first thing I look at. It s something we eat less of in the home, so I like to give something a try when I m eating out Q3b: What is the main reason for ordering fish or seafood when eating out of home? (Responses over 5%) Base: 1504 (Those who claim to order fish or shellfish at Q2a) 9
Drivers to fish and seafood OOH: consumers in their own words Vox pops here 10
Among fish eaters, barriers to ordering more often indicate it needs to be accessible and easy to eat % Barriers to eating fish and seafood out of home Don t like bones Too expensive Lack of choice on menu Not a treat vs. other options 35% 34% 29% 17% I love fish, but it s the unknown and once I find a bone in fish, that s me done! There are often cheaper things on the menu Don t know if I ll like it 17% It s not like a piece of beef or chicken, where you know you will like it. It has other things involved, like smell and texture It is, fundamentally, quite a healthy option not good if you want naughty or stodge So fish eaters choose it because it s tasty, new and a change, but they re put off from eating more of it because there s little choice available to them Let s look at this in more detail 18-24 yr olds Encouragingly, consumers show an appetite to see more diverse dishes on menus Q4: What stops you from ordering fish or seafood more often when eating out of home? Base: 1504 (Those who claim to order fish or shellfish at Q2a) 11
Barriers to fish and seafood OOH: consumers in their own words Vox pops here 12
Menus and front of house staff need to work hard to encourage and support Inspired Want to experiment Enjoy diversity Push the taste Trust the expert Diners need information so they can feel reassured they re making the right, informed, decision Net % more likely to choose fish / seafood if There s a description of the taste 44% There s a description of the texture 30% I know what the health benefits are 31% Safe Unfamiliar species avoided Posh food confuses and alienates Light options unsatisfying Fear of unknown It s certainly a balancing act, but the key is to reassure on suitability: taste, flavour and texture, portion size / satisfaction, ease of eat (cuts, preparation). Using ingredients to provide both reassurance and variety 13
So where does sustainability fit in? There is a reason we haven t mentioned it yet It s simply not on the agenda for the majority of diners Few actively seeking out information An element of trust placed in the chain / restaurant / chef to be doing the right thing But on prompting: 49% claim knowing the fish / seafood is from a sustainable source would make them more likely to choose Restaurants can talk about sustainability But the fundamental challenge is to encourage more fish consumption by reassuring on satisfaction, taste, ease of eat, and by pairing fish and seafood with enticing ingredients 14
Encouraging consumers to eat more fish is a big challenge that expands beyond limits of the foodservice sector A dual strategy is needed: Challenge perceptions and educate consumers Move beyond reliance on a fish is healthy message Base communications around benefits to them Fish is tasty, satisfying, enjoyable, it s not just the light, healthy option Broaden repertoires and reduce reliance on ageold favourites Use a positive tone and message Delicious, satisfying alternatives > sustainability Work throughout the consumer journey to raise awareness Retail, education, foodservice 15
So what does this mean for establishments?
It can be a challenge to educate consumers on sustainability and different species in the restaurant environment, but there are other opportunities Let s have a look at the opportunities by establishment type 17
Encourage the use of sustainable fish in the family favourite fish and chips for pub chains How they are being used: Functional on the go, filling a void, cant be bothered to cook Family friendly entertainment for children, quick service Safe option something for everyone, stick to favourites Value for money large, hearty portions How fish features: Fish and Chips as the pub grub favourite Tokenistic healthy option Limited consumer expectation of fish choices species and type of meal Fish and Chips meets consumer needs species is not questioned. Descriptions around size and way of cooking are most motivating e.g. jumbo, hand cut, gourmet - so focus on these 18
High Street Chains can tempt with dish descriptions rather than a species focus How they are being used: Socialising - accessible for larger groups of people Celebrations e.g. work leaving parties, teenage birthday meals Safe option well liked cuisine types, but open to trying new dishes Part of an event e.g. along with cinema Younger audience How fish features: Increasing inclusion of seafood Used as starter / small dishes Specialist / more adventurous ways of cooking Focus on flavour over type of protein Introduce different species/sustainable fish options with a focus on delivering and communicating on an overall tempting meal description 19
Specialist chains should avoid committing to always delivering on specific species How they are being used: Planned/special occasion Can be the full night event A foody choice more thought put into cuisine decision Adult option older families, couples meeting How fish features: More prominent on menu e.g. its own section Naming of species/provenance Some mentions of sustainability Larger variety of main meal options Specials boards Use of specials boards to avoid having to commit to a specific species, and create a distinct sense of specialism around the fish offer 20
Small independents could use trust they have with loyal customers to promote new unique options How they are being used: Default option can be everyday or special A place to take family and friends Relationship with the staff Familiarity with the menu often pre-determined meal decision How fish features: Varies depending on cuisine/ specialism of restaurant Customers often have their favourite dishes here, but trust and relationship built up between staff and customers provides a very real opportunity to encourage/push new options that are unique to their menu 21
Fine dining establishments have authority to push the boundaries How they are being used: Very planned, often researched More of an intimate experience (couples, close friends) All about the food Open to inspiration Keen to try something different/new How fish features: Inclusion of lesser known species Very descriptive Inventive dish design/accompaniments Take advantage of consumer openness to try something new by championing lesser known, sustainable species 22
To summarise Seafood faces strong competition on menus, so although it can raise interest for being seen as something different, it can miss out on cost, variety, size and satisfaction There are ways to increase its appeal though carefully considered accompaniments, improved taste descriptions and more choice would help fish to stand out and be considered a less risky choice for consumers Sustainability and provenance are unlikely to feature in consumer decision making when eating out of the home so there is little demand for this type of information on menus
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