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UK Foodservice Survey 2012-2013: Impact, Opportunities, and Growth of Social Media and Consumer Review

  • Published:
  • 95 Pages
  • Canadean

Description

Product Synopsis

"UK Foodservice Survey 2012-2013: Impact, Opportunities, and Growth of Social Media and Consumer Review" is a new report by Canadean that analyzes how marketing through social media, marketing budget, impact of consumer review websites, food blogs, and food photography are set to change in 2012-2013. This report provides the reader with a definitive analysis of the role of social media networking, consumer review websites, and food blogs. Furthermore, this report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorised by sector, revenue, and senior level respondents.

Introduction and Landscape

Why was the report written?

This report is the result of an extensive survey drawn from Canadean's exclusive panel of 196 leading senior UK industry foodservice operators.Most secondary research reports are based on general industry drivers and do not understand the industry executives' attitude and changing behaviours, creating a gap in presenting the business outlook of the foodservice industry. In an effort to bridge this gap, Canadean created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the UK foodservice industry.

What is the current market landscape and what is changing?

According to 52% of respondents, their organizations had advertised in social media networking websites within the last 0-14 days of taking this survey, thereby underlining the importance of this channel as an effective medium of communication with consumers

What are the key drivers behind recent market changes?

Respondents observe 'increased brand awareness' ,'cost efficient marketing', and 'real time feedback' as top three key benefits of marketing through social media

What makes this report unique and essential to read?

"UK Foodservice Survey 2012-2013: Impact, Opportunities, and Growth of Social Media and Consumer Review" is a new report by Canadean that analyzes the role of marketing through social media networking websites , consumer review websites , marketing budget, and how the impact of food blogs and food photography is set to change in 2012-2013. This report provides the reader with a definitive analysis of the role of social media networking, consumer review websites, and food blogs. Furthermore, this report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorised by sector and revenue.

Key Features and Benefits

Reflects the principal trends regarding the utility of social media that will shape the UK foodservice industry in the next 24 months.

Forecasts the possible changes in marketing budget trends of foodservice operators in social media networking and consumer review websites, and lists key marketing and promotional channels.

Examine the key benefits and leading challenges of social media in the UK food service industry with respect to company, turnover, and senior level respondents.

Identifies what are the key social media websites in the UK foodservice industry.

Observes the key consumer review websites and examines the authenticity of the contents provided by them.

Key Market Issues

Overall, 62% of respondents view 'increased brand awareness' as the key benefit of social media. Additionally, 59% and 46% of respective respondents also cite 'cost efficient marketing' and 'real time feedback' as the top benefits of marketing through social media. Moreover, 43% and 42% of respective respondents identify 'monitoring of consumer habits' and 'identification of new service opportunities' as other key benefits.

Overall analysis by turnover reveals that organizations with high revenue consider 'increased brand awareness' as the key benefit of marketing through social media websites. In contrast, 58% and 68% of respondents from organizations with turnover less than GBP999,999 and GBP1 million-GBP9.99 million respectively, identify 'cost efficient marketing' as the key benefit of social media and networking. Additionally, foodservice operators with revenue of GBP50 million or more, consider 'cost efficient marketing' as a chief benefit of social media marketing, as confirmed by 63% of respondents, along with 'monitoring of consumer habits'.

The survey results reveal that 55% of respondents feel that 'lack of or no control over what employees share' emerges as the biggest challenge among organizations who market through social media. Respondents also identify 'filtering inaccurate, biased, and extreme information' and 'measuring return on investment as other key barriers for social media marketing, as confirmed by 53% and 42% of respondents respectively.

In all, 52% of respondents consider consumer review websites 'additional sources of consumer opinions'. An additional 51% agree that a consumer review website 'helps in product/service improvement'. Furthermore, 49% of respondents also consider consumer review websites as 'enhanced knowledge of customer base'.

Analysis shows a clear difference in the pattern of visits to consumer review websites between profit and cost sector operators. While profit sector operators prefer visiting consumer review websites frequently, cost sector operators visit review websites only when required. In all, 7% of profit sector respondents prefer to visit consumer review websites 'every time', as compared with no respondents from the cost sector. Additionally, 33% of respondents from the profit sector go to review websites 'very frequently', as compared with only 10% of cost sector operators.

Key Highlights

The survey results reveal that overall, 45% of respondents consider social media 'significantly useful', while 38% identify social media as 'slightly useful'. Significantly, the wide reach of social media and networking at minimal cost allows operators to reach audiences they might have overlooked through conventional marketing methods. Furthermore, if used intelligently, social media brings brand recognition and appeal, which makes it more useful than marketing through conventional methods.

Overall, 45% and 38% of respondents from profit and cost sector companies respectively, consider social media in UK foodservice 'significantly useful', whereas 42% of respondents from the cost sector and 38% from the profit sector consider social media networking only 'slightly useful'. Interestingly, the similarity in the opinion of both groups is striking, considering the basic differences in business models of profit and cost sector companies, wherein profit sector companies are expected to be more aggressive in using social media, given their focus on profit and costs.

The survey reveals that 'Facebook', 'Twitter', and 'LinkedIn, with 82%, 71%, and '55%' of responses respectively, are the top three social media websites. Facebook had over 900 million active users until April 2012, while the UK alone had 30 million active users till February 2012. Furthermore, 49% of the UK population uses Facebook, making it a lucrative channel for consumer interaction and communication.

Responses reveal that only 4% of UK foodservice operators refer to online review websites 'every time', whereas 23% of respondents visit consumer review websites 'very frequently'. Additionally, 40% of respondents agree that they only 'visit as required', while 19% 'rarely visit' consumer review websites, and 9% 'never visit at all'. Overall, 63% of respondents either visit online review websites vey frequently or only as required.

Overall analysis reveals that 'Tripadvisor.co.uk', 'Scores on the Doors', and 'UK Restaurant Guide' are the top three consumer review websites with 33%, 19%, and 13% of mentions from respondents respectively.

Table of Contents

1 Introduction

  • 1.1 What is this report about?
  • 1.2 Definitions
  • 1.3 Methodology
  • 1.4 Profile of survey respondents

2 Executive Summary

3 Social Media in the UK Foodservice Industry

  • 3.1 UK Foodservice Industry: Utility of Social Media
    • 3.1.1 Utility of social media by company type
    • 3.1.2 Utility of social media by turnover
    • 3.1.3 Utility of social media by senior level respondents
  • 3.2 UK Foodservice Industry: Marketing and Advertisement through Social Media
    • 3.2.1 Marketing and advertisement through social media by company type
    • 3.2.2 Marketing and advertisement through social media by turnover
    • 3.2.3 Marketing and advertisement through social media by senior level respondents
  • 3.3 Social Media in the UK Foodservice Industry: Major Benefits
    • 3.3.1 Major benefits of social media by company type
    • 3.3.2 Major benefits of social media by turnover
    • 3.3.3 Major benefits of social media by marketing and advertisement activity
  • 3.4 Social Media in the UK Foodservice Industry: Principal Challenges
    • 3.4.1 Principal challenges of social media by company type
    • 3.4.2 Principal challenges of social media by turnover
  • 3.5 UK Foodservice Industry: Key Social Media Websites
    • 3.5.1 Key social media websites by company type
    • 3.5.2 Key social media websites by senior level respondents

4 Consumer Review Platforms in the UK Foodservice Industry

  • 4.1 Frequency of Visit to Consumer Review Websites: UK Foodservice Operators
    • 4.1.1 Frequency of visit to consumer review websites by company type
    • 4.1.2 Frequency of visit to consumer review websites by senior level respondents
  • 4.2 Key Benefits of Consumer Review Websites in the UK Foodservice Industry
    • 4.2.1 Key benefits of consumer review websites by company type
    • 4.2.2 Key benefits of consumer review websites by senior level respondents
  • 4.3 Most Popular Consumer Review Websites in the UK Foodservice Industry
    • 4.3.1 Most popular consumer review websites by company type
    • 4.3.2 Most popular consumer review websites by senior level respondents
  • 4.4 Authenticity of Consumer Review Websites in the UK Foodservice Industry
    • 4.4.1 Authenticity of consumer review websites by frequency of visit to consumer review websites

5 Food Blogs and Food Photography in the UK Foodservice Industry

  • 5.1 UK Foodservice Industry: Importance of Food Blogs and Food Photography
    • 5.1.1 Importance of food blogs and food photography by company type
    • 5.1.2 Importance of food blogs and food photography by turnover
  • 5.2 UK Foodservice Industry: Major Food Blogs
    • 5.2.1 Major food blogs by company type
    • 5.2.2 Major food blogs by turnover
    • 5.2.3 Major food blogs by senior level respondents

6 Appendix

  • 6.1 Survey Results - Closed Questions
  • 6.2 About Canadean
  • 6.3 Disclaimer

List of Tables

  • Table 1: Total UK Foodservice Industry Survey Respondents by Channel, 2012
  • Table 2: Operator Respondents by Job Role (%), 2012
  • Table 3: Operator Respondents by Company Turnover (%), 2012
  • Table 4: Utility of Social Media in the UK Foodservice Industry (%), 2012
  • Table 5: Utility of Social Media in the UK Foodservice Industry by Company Type (%), 2012
  • Table 6: Utility of Social Media in the UK Foodservice Industry by Buyers (%), 2012
  • Table 7: Utility of Social Media in the UK Foodservice Industry by Company Turnover (%), 2012
  • Table 8: Utility of Social Media in UK Foodservice: Senior Level Respondents (%), 2012
  • Table 9: Marketing and Advertisement Through Social Media in UK Foodservice (%), 2012
  • Table 10: Marketing and Advertisement Through Social Media by Company Type (%), 2012
  • Table 11: Marketing and Advertisement Through Social Media to Buyers (%), 2012
  • Table 12: Marketing and Advertisement Through Social Media by Turnover (%), 2012
  • Table 13: Marketing and Advertisement Through Social Media by Senior Level Respondents (%), 2012
  • Table 14: Major Benefits of Social Media in the UK Foodservice Industry (%), 2012
  • Table 15: Major Benefits of Social Media in the UK Foodservice Industry by Company Type (%), 2012
  • Table 16: Major Benefits of Social Media in the UK Foodservice Industry to Buyers (%), 2012
  • Table 17: Major Benefits of Social Media in the UK Foodservice Industry by Turnover (%), 2012
  • Table 18: Major Benefits of Social Media by Marketing and Advertisement Activity (%), 2012
  • Table 19: Principal Challenges of Social Media in the UK Foodservice Industry (%), 2012
  • Table 20: Principal Challenges of Social Media by Company Type (%), 2012
  • Table 21: Principal Challenges of Social Media to Buyers (%), 2012
  • Table 22: Top Social Media Websites: Average Monthly Visits (Number of Visits), 2012
  • Table 23: Key Social Media Websites by Company Type (%), 2012
  • Table 24: Key Social Media Websites by Senior Level Respondents (%), 2012
  • Table 25: Frequency of Visit to Consumer Review Websites: UK Foodservice Operators (%), 2012
  • Table 26: Frequency of Visit to Consumer Review Websites by Company Type (%), 2012
  • Table 27: Frequency of Visit to Consumer Review Websites by Buyers (%), 2012
  • Table 28: Frequency of Visit to Consumer Review Websites by Senior Level Respondents (%), 2012
  • Table 29: Key Benefits of Consumer Review Websites in the UK Foodservice Industry (%), 2012
  • Table 30: Key Benefits of Consumer Review Websites by Company Type (%), 2012
  • Table 31: Key Benefits of Consumer Review Websites to Buyers (%), 2012
  • Table 32: Key Benefits of Consumer Review Websites by Senior Level Respondents (%), 2012
  • Table 33: Most Popular Consumer Review Websites in UK Foodservice (%), 2012
  • Table 34: Most Popular Consumer Review Websites by Company Type (%), 2012
  • Table 35: Most Popular Consumer Review Websites by Buyers (%), 2012
  • Table 36: Most Popular Consumer Review Websites by Senior Level Respondents (%), 2012
  • Table 37: Authenticity of Consumer Review Websites in the UK Foodservice Industry (%), 2012
  • Table 38: Authenticity of Consumer Review Websites by Frequency of Visit (%), 2012
  • Table 39: Importance of Food Blogs and Food Photography in UK Foodservice (%), 2012
  • Table 40: Importance of Food Blogs and Food Photography by Company Type (%), 2012
  • Table 41: Importance of Food Blogs and Food Photography to Buyers (%), 2012
  • Table 42: Importance of Food Blogs and Food Photography to Revenue (%), 2012
  • Table 43: Major Food Blogs in the UK Foodservice Industry (%), 2012
  • Table 44: Major Food Blogs in the UK Foodservice Industry by Company Type (%), 2012
  • Table 45: Major Food Blogs in the UK Foodservice Industry by Buyers (%), 2012
  • Table 46: Major Food Blogs by Turnover (%), 2012
  • Table 47: Major Food Blogs by Senior Level Respondents (%), 2012
  • Table 48: Major Food Blogs by Senior Level Respondents (%), 2012

List of Figures

  • Figure 1: Utility of Social Media in the UK Foodservice Industry (%), 2012
  • Figure 2: Utility of Social Media in the UK Foodservice Industry by Company Type (%), 2012
  • Figure 3: Utility of Social Media in the UK Foodservice Industry by Buyers (%), 2012
  • Figure 4: Utility of Social Media in the UK Foodservice Industry by Company Turnover (%), 2012
  • Figure 5: Utility of Social Media in UK Foodservice: Senior Level Respondents (%), 2012
  • Figure 6: Marketing and Advertisement Through Social Media in UK Foodservice (%), 2012
  • Figure 7: Marketing and Advertisement Through Social Media by Company Type (%), 2012
  • Figure 8: Marketing and Advertisement Through Social Media to Buyers (%), 2012
  • Figure 9: Marketing and Advertisement Through Social Media by Turnover (%), 2012
  • Figure 10: Marketing and Advertisement Through Social Media by Senior Level Respondents (%), 2012
  • Figure 11: Major Benefits of Social Media in the UK Foodservice Industry (%), 2012
  • Figure 12: Major Benefits of Social Media in the UK Foodservice Industry by Company Type (%), 2012
  • Figure 13: Major Benefits of Social Media in the UK Foodservice Industry to Buyers (%), 2012
  • Figure 14: Major Benefits of Social Media in the UK Foodservice Industry by Turnover (%), 2012
  • Figure 15: Principal Challenges of Social Media in the UK Foodservice Industry (%), 2012
  • Figure 16: Principal Challenges of Social Media by Company Type (%), 2012
  • Figure 17: Principal Challenges of Social Media to Buyers (%), 2012
  • Figure 18: Principal Challenges of Social Media by Turnover (%), 2012
  • Figure 19: Top Six Social Media Websites (%), 2012
  • Figure 20: Key Social Media Websites (%), 2012
  • Figure 21: Key Social Media Websites by Company Type (%), 2012
  • Figure 22: Key Social Media Websites by Senior Level Respondents (%), 2012
  • Figure 23: Frequency of Visit to Consumer Review Websites: UK Foodservice Operators (%), 2012
  • Figure 24: Frequency of Visit to Consumer Review Websites by Company Type (%), 2012
  • Figure 25: Frequency of Visit to Consumer Review Websites by Buyers (%), 2012
  • Figure 26: Frequency of Visit to Consumer Review Websites by Senior Level Respondents (%), 2012
  • Figure 27: Key Benefits of Consumer Review Websites in the UK Foodservice Industry (%), 2012
  • Figure 28: Key Benefits of Consumer Review Websites by Company Type (%), 2012
  • Figure 29: Key Benefits of Consumer Review Websites to Buyers (%), 2012
  • Figure 30: Key Benefits of Consumer Review Websites by Senior Level Respondents (%), 2012
  • Figure 31: Most Popular Consumer Review Websites in UK Foodservice (%), 2012
  • Figure 32: Most Popular Consumer Review Websites by Company Type (%), 2012
  • Figure 33: Most Popular Consumer Review Websites by Buyers (%), 2012
  • Figure 34: Most Popular Consumer Review Websites by Senior Level Respondents (%), 2012
  • Figure 35: Authenticity of Consumer Review Websites in the UK Foodservice Industry (%), 2012
  • Figure 36: Authenticity of Consumer Review Websites by Frequency of Visit (%), 2012
  • Figure 37: Importance of Food Blogs and Food Photography in UK Foodservice (%), 2012
  • Figure 38: Importance of Food Blogs and Food Photography by Company Type (%), 2012
  • Figure 39: Importance of Food Blogs and Food Photography to Buyers (%), 2012
  • Figure 40: Importance of Food Blogs and Food Photography to Revenue (%), 2012
  • Figure 41: Major Food Blogs in the UK Foodservice Industry (%), 2012
  • Figure 42: Major Food Blogs in the UK Foodservice Industry by Company Type (%), 2012
  • Figure 43: Major Food Blogs in the UK Foodservice Industry by Buyers (%), 2012
  • Figure 44: Major Food Blogs by Turnover (%), 2012
  • Figure 45: Major Food Blogs by Senior Level Respondents (%), 2012
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