The survey, of more than 400 people, also suggested that there is significant room for pubs to continue to grow food-related sales if they can deliver what the customer wants. Director Steven Pike commented: "Nearly two thirds of respondents cited poor food quality as the number one reason for choosing not to eat in pubs. This ranked significantly higher than other turn offs such as clientele, poor service and menu choice." "Yet, despite these issues with quality, the most popular reason (at 49%) for choosing to eat in a pub rather than a restaurant was the menu itself. Classic meals such as fish and chips, bangers or pie with mash, homemade lasagne and Sunday Roasts remain firm favourites with over 90% of the group. "Even though, as a nation, we've become more discerning about food, it's important to understand that customers still want a pub to be a pub and they are seeking out a certain experience every time they visit." Other areas that Pike believes pubs should address in order to improve profitability include menu design; such as ensuring there are dishes on both starter and dessert menus which can be shared, as well extending the variety of non-alcoholic beverages available. Pike added: "56% of people said they would normally only order a single course in a pub, however, the same group, when asked if they would be more likely to order an extra course if shared platters or shared desserts were available on the menu, responded positively." Meanwhile with beverages, more than half of the respondents felt that although there was generally adequate choice when it came to beer, wine and sprits, the range of hot drinks on offer in pubs was often insufficient. The Mystery Dining Company currently works with independent and chain pubs, restaurants and hotels across the UK advising on how to improve the customer experience while reducing overheads and improving effectiveness. For more information visit www.mysterydining.com