One of the key trends identified in Bord Bia’s 2015 Quick Service & Food-to-Go Insights report was that today’s younger diner (more specifically the Under 35 Millenials and Generation Zs) are all about ‘having it their way’ when it comes to eating out of home.
What this translates as is recognition that consumers are very visual and want to see their specific order being made. They prefer the ability to select the components that make up their meals in order to create a completely individualised order.
This growing trend for customisation is also reflected by the rise in what is described as ‘menu hacking’. Research recently released by booking service OpenTable confirm that in the UK, almost a third of diners (28%) have revealed that they like to order completely off-menu at a restaurant, with over half of UK diners believing it is their right to order food off-menu.
A further OpenTable survey of UK restauranteurs revealed that 94% of restaurants would accommodate a guest’s requirements and request in order to encourage loyalty.
Build-your-own offerings such as pizzas, salads, burgers, burritos and sandwiches are all benefiting from the priority for customisation, they also provide an element of ‘entertainment’ for the guests.
Maureen Gahan, Ireland Market Foodservice Specialist, Bord Bia – Irish Food Board
For more information please contact Maureen.firstname.lastname@example.org