{"id":4807,"date":"2019-04-17T12:30:02","date_gmt":"2019-04-17T09:30:02","guid":{"rendered":"https:\/\/www.weareharrison.com\/?p=4807"},"modified":"2023-11-11T13:00:28","modified_gmt":"2023-11-11T13:00:28","slug":"stadia-industry-falling-short-customer-food-drink-expectations","status":"publish","type":"post","link":"https:\/\/www.weareharrison.com\/stadia-industry-falling-short-customer-food-drink-expectations\/","title":{"rendered":"Stadia Industry Falling Short of Customer Food and Drink Expectations"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\"><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Stadium Hospitality Market Research &quot;}\" data-sheets-userformat=\"{&quot;2&quot;:769,&quot;3&quot;:{&quot;1&quot;:0},&quot;11&quot;:4,&quot;12&quot;:0}\">Stadium Hospitality Market Research <\/span><\/h1>\n\n\n\n<p id=\"paragraph-c689239\" class=\"paragraph-c57bd37\">A new study commissioned by multi-discipline brand and interior design consultancy, Harrison, and data experts, CGA, has revealed that UK sports arenas and stadiums are falling short of customer expectations, failing to keep up with changing consumer habits and when it comes to food and drink, over 50% of consumers rate the food and drink on offer as either \u2018okay\u2019, \u2018poor\u2019 or \u2018awful\u2019.<\/p>\n\n\n\n<p id=\"paragraph-cf0f169\" class=\"paragraph-cc7e745\">The research \u2013 which pairs CGA\u2019s knowledge of Britain\u2019s out of home eating and drinking market with Harrison\u2019s expertise in hospitality architecture, design and branding \u2013 provides a much-needed analysis of the current food and drink provision in stadia across the UK in relation to changing consumer demands.<\/p>\n\n\n\n<p id=\"paragraph-c4c566a\" class=\"paragraph-c6b35af\">The in-depth study also reveals that of the 12.1 million British adults who have visited a major sports arena in the last 12 months, as many as 70% are male and nearly 60% are white-collar workers. Their average monthly eating and drinking outspend is \u00a3113.48 \u2013 27% more than the national average \u2013 and half of them (51%) drink out weekly, compared to a third (33%) of the wider adult population.<\/p>\n\n\n\n<p id=\"paragraph-ccb4562\" class=\"paragraph-cd80b52\">Over 54% consider themselves to be foodies, against a national average of 49%, and more than two in three (71%) say they take a keen interest in food and drink.<\/p>\n\n\n\n<p id=\"paragraph-c76e65d\" class=\"paragraph-c3f2d6e\">What\u2019s more, 68% of stadia consumers say they proactively try to lead a healthy lifestyle and 69% attempt to live in an environmentally-friendly way.<\/p>\n\n\n\n<p id=\"paragraph-c29c716\" class=\"paragraph-c38dc35\">Despite having more disposable income, 42% of consumers cited expensive food and drink as their biggest frustration when visiting stadia, with 38% citing lengthy queues as a common annoyance, and one in five (18%) saying poor Wi-Fi service is a big irritation.<\/p>\n\n\n\n<p id=\"paragraph-c8c63b1\" class=\"paragraph-c6ccaf2\">Commenting on the results, Philip Harrison, founder and marketing director at Harrison, said: \u201cThe findings from this report indicate three very clear demands from stadia consumers: better quality of food and drink, better value and better service.<\/p>\n\n\n\n<p id=\"paragraph-ca4aaff\" class=\"paragraph-c05c740\">\u201cSome stadia \u2013 for example, Wembley or Carrow Road, in Norwich \u2013 are leading the way when it comes to expanding and diversifying their F&amp;B offerings, but many venues have not kept pace with the evolution in out-of-home eating and drinking, and are falling well short of their customers\u2019 expectations. The US is ahead of the curve, their stadia events can be an all-day affair and clearly there are best practices that need to be reflected in the UK.<\/p>\n\n\n\n<p id=\"paragraph-cbbf470\" class=\"paragraph-c2e08bd\">\u201cStadia operators, retailers and designers must meet these changing consumer demands and expectations if they are to improve customer satisfaction and ultimately increase their sales in the years ahead.\u201d<\/p>\n\n\n\n<p id=\"paragraph-c4e01cc\" class=\"paragraph-ca781f9\">Karl Chessell, business unit director for food and retail at CGA, said: \u201cThis report highlights the huge potential for stadia to increase their food and drink sales. CGA\u2019s data shows that consumers have money in their pockets to spend on snacks, meals and drinks as part of their day or evening out\u2014but it is all too often a time-consuming, expensive and poor quality experience. With more than two-thirds of stadia-goers considering themselves knowledgeable about food and drink, it is clear that menus, service and value in many venues are simply not good enough yet.<\/p>\n\n\n\n<p id=\"paragraph-c4f5331\" class=\"paragraph-c8174dc\">\u201cBut our research also shows that things are changing. Forward-thinking stadia in the UK and US, as well as dynamic casual dining and bar brands, show how it is possible to make eating and drinking out compelling and memorable, and technology is adding exciting new ways to improve engagement and efficiency even further. By understanding the key trends and learning from others, all stadia operators can make food and drink a bigger part of their revenues.\u201d<\/p>\n\n\n\n<p id=\"paragraph-c482458\" class=\"paragraph-cabbf14\">A Full white paper available on request via <em><a href=\"https:\/\/www.weareharrison.com\/\">https:\/\/www.weareharrison.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stadium Hospitality Market Research<\/p>\n","protected":false},"author":5,"featured_media":4604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45,43,18],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stadia Industry Market Research | News | Harrison<\/title>\n<meta name=\"description\" content=\"Check out this market research we commissioned, taking a closer look at hospitality in the stadia industry. 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