The news comes from wholesaler Bidfood, whose latest Consumer Views Study found that 45% of Brits are ‘actively’ reducing their leisure spending and consequently dining out less than this time last year.

To help establishments attract customers, it has listed the five most highly-rated factors that would ‘encourage customer to dine out more frequently’ below:

• Value for money: 28% want smaller portions of British classics at cheaper prices
• Convenience: 25% look for dining outlets that offer takeaway options cheaper than dining in
• Health: 20% want menu choices that meet their healthy eating goals
• Experiential: 20% are looking for something ‘different’
• Flexibility: 14% want menus available at all times of the day

Insights manager Lucy Pedrick said: “Our aim was to uncover restaurant must-haves, as rated by diners, to help operators attract footfall and ensure their business is future fit in such a competitive market.

“Without a doubt, the biggest deal breaker for consumers today has to be the cost of eating out.

“With decreased disposable income to contend with, people are looking for extra value for money and certainly don’t want their food going to waste – that’s why smaller portions and discounts ranked among the highest in our survey.

“Ultimately, remaining competitive requires outlets to respond quickly to emerging food trends and preferences.”