Consumers are eager for authentic experiences in Britain’s On Premise—and CGA by NIQ’s BrandTrack service shows how venue operators and marketing teams can deliver them.
Top-class authenticity delivers a host of benefits, including positive brand perception, greater satisfaction, competitive advantage over rivals and with every 2% of a brand’s consumer base that describes them as authentic, consumer satisfaction at the brand increases 1%. It’s not always easy to achieve, but BrandTrack’s latest results show high quality and staying true to a brand’s roots are key.
Asked what authenticity means to them, more than two in five (42%) consumers cite consistent quality—making it the top factor. With consumers’ spending still under pressure and their expectations so high, venues have to ensure that authentic experiences never disappoint.
The two next most important associations with authenticity—a traditional menu (38%) and an atmosphere that reflects a cuisine’s place of origin (29%)—are both linked to the heritage of the brand. Interior design that represents the culture (21%) and service that reflects the place of origin (19%) are important too.
BrandTrack also highlights the risks of delivering unauthentic experiences. Nearly a quarter (23%) of consumers say authentic means a venue should not be overly commercialised or advertised, and the same number (23%) associate it with ownership by someone who has ties to the culture. If guests feel that a venue’s heritage is manufactured rather than genuine, they may soon turn away. Family-run operations can have an advantage in delivering authentic experiences, while the loyalty of customers, practice of cultural traditions, background music and signature dishes can all contribute further to the overall feeling of authenticity.
Authenticity in restaurants starts with the food, and more than half (53%) of BrandTrack respondents think it needs to use traditional ingredients and have a taste and flavour that reflects the cuisine’s origin. Traditional cooking methods (48%), consistent quality (42%) and a presentation of dishes that reflects the cuisine’s cultural roots (29%) are all important as well.
Décor is an important aspect of authenticity, with more than two thirds (70%) of consumers saying aesthetics and décor are important in their choice of venue. Whilst nostalgia or retro themed venues appeal to just over half (51%) of consumers, and a similar number are attracted by nostalgic or retro food (52%) or drink (48%).
Andy Dean, CGA by NIQ client director, said: “Restaurants, pubs and bars that evoke a sense of place and trigger fond memories are among Britain’s most successful venues. However, it’s not easy to stay fully faithful to the heritage of a country or cuisine, and consumers will soon grow cynical if they don’t feel they are getting genuine experiences. Pinpointing the principles that create authenticity is essential to delivering guest satisfaction, brand identity and, ultimately, greater revenue. Our BrandTrack insights provide leaders and teams with the building blocks of the emotional connections and authentic experiences that millions of consumers crave.”
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