Fighting for a share of consumers’ hard earned cash when there is a recession is no mean feat. So whether it is a restaurant, pub or hotel being run, learning more about what diners actually think about the food served and the service they receive can only help them succeed in such a competitive marketplace.

Research carried out by The Mystery Dining Company (TMDC) recently looked into the pub sector and, following its survey of more than 400 people who regularly eat out, it claims that food quality is what turns people off eating in pubs. However the research also suggests there is significant room for pubs to grow food related sales if they can deliver what customers want.

TMDC works with independent and chain pubs, restaurants and hotels across the UK advising on how to improve customer experiences while reducing overheads and improving effectiveness.

Director Steven Pike says positive responses relating to menu choices, atmosphere and service levels confirm that the role of pubs remains as strong as ever in the UK market, particularly at a community level where convenience and value for money are much sought after.

“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,” he explains.

“Yet, despite these issues with quality, the most popular reason (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 more than 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 a certain experience every time they visit.”

Of the 433 individuals surveyed, 90% visited pubs at least once a month, with 58% visiting at least once a fortnight, and 77% ate meals in pubs at least once or twice a month.

With greater focus on food quality – be that better product sourcing, reducing or revising menus and briefing staff more thoroughly to ensure they can communicate menu items effectively – Pike believes pubs have the opportunity to step up their game and in turn impress their clientele.

Unsurprisingly the arrival of the gastro pub was considered a “good thing” by 80% of those surveyed.

Other areas 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.

“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 desserts were available on the menu, responded positively,” he explains, suggesting that actively marketing shared options can be a useful way to increase spend per head.

With beverages, more than half of the respondents felt there was generally adequate choice when it came to beer, wine and sprits, but the range of hot drinks on offer in pubs was often insufficient.

Previous research conducted by TMDC suggested fewer than three in 10 people chose where to eat based on a specific meal offer. However there are ways for pub operators to encourage them to eat regularly in pubs. In this survey a 72% majority indicated that a complimentary glass of wine with their meal would be enough.

“Rewarding loyalty and making customers feel genuinely welcome can have a significant impact on someone’s experience. Other small gestures such as free bar snacks or an aperitif on arrival rather than special offers are also well received by customers,” Pike adds.

• As part of the Craft Guild’s new benefit package, the Mystery Dining Company is offering members the chance to become a mystery diner. For more information, contact Craft Guild HQ on 0208 948 3870. For more information about TMDC, visit www.mysterydining.com