Roadside Catering - UK - September 2008

Abstract

The changing habits of drivers continue to affect the roadside catering market. Consumers no longer want to linger over a large sit-down meal halfway through their journey. The grab-and-go culture is here to stay with most just wanting to get from A to B as soon as possible. Of course, stops are inevitable; research has shown that over 85% of consumers have used motorway services in the last three years, but they are short and unplanned. Even those that do regularly take breaks do not want to stop for long.

The sector continues to struggle with an image of high prices and poor-quality food. Roadside caterers are increasingly looking to high street brands within the catering offer to improve their image by giving the customer confidence in terms of quality, choice and value for money. Moreover, the introduction of healthier menu options, premium-quality lines and a focus on fresh produce are also becoming more prevalent. Highlighting the grab-and-go trend operators are finding that more packaged and handheld products are being bought and snacks are favoured over main meals.

This report explores the hypothesis: “How can roadside and motorway operators harness the power of the high street catering brands?” Will brands create customer loyalty and encourage more planned stops? In what ways can the market persuade customers to extend their visits, increase spend and create new reasons to stop? The report looks at the consumer' s motivation for stopping, their behaviour and use of facilities on-site, identifies current trends, assesses how the market has changed and outlines prospective future developments. It also explores consumer attitudes towards roadside catering and identifies key consumer groups within the market.

Main report issues

• Who are the winners and losers within the market?
• Are MSAs managing to improve their poor reputation?
• The changing shape of MSAs in terms of choice of food offered, format of catering provisions and operators.
• How does government legislation affect roadside caterers?
• Is MSA provision abroad any different to the UK? What lessons can be learnt from other countries?