Night Out (The): Is One Venue Enough? - Ireland - November 2007

Table of Contents

• Issues in the Market
• Key themes in the market
• Definition
• Abbreviations
• Insights and Opportunities
• Consumers won' t travel far for a night out
• Healthy eating stays at home when consumers go out
• A little culture goes a long way
• Market in Brief
• The smoking issue
• Diversity important to the restaurant market
• TV is the biggest threat
• New innovations will make bar queues a thing of the past
• On-trade continues to suffer
• Eating and drinking are highest priority
• One venue is enough
• Money restrains younger consumers
• Internal Market Environment
• Key Points
• Smokers' reaction to the ban
  • Figure 1: Smoking participation, by gender and age, 1998 & 2002
• Competition arising from the ban
• Consumers forced to get more health conscious
• The link between alcohol and crime
• Security is desirable
• Consumers expect a certain standard of dress code
  • Figure 2: Agreement with statements about dress code, by all adults, 2007
• Getting to and from a venue
  • Figure 3: Agreement with statements about transport, 2007
• Zero planning for a night out
• Drinkers are moving in-house
  • Figure 4: Per capita consumption (18+) of alcoholic beverages, on-trade and off-trade, NI and RoI, 2000-05
• It pays to drink at home
  • Figure 5: Off-trade and on-trade price changes, RoI, 2005-06
• Drink promotions are effective
  • Figure 6: Breakdown of the cost of a pint of beer, 2007
• Food important to pubs
• Restaurants become more diverse
  • Figure 7: Market size of food and alcohol sales in restaurants, NI & RoI, 2000-06
  • Figure 8: Market size of ethnic restaurants and takeaways, £m, 2001-11When does the weekend begin?
• Thursday
• Friday
• Saturday
• Fast food' s role in a night out
• Women rationalize eating habits
• Theatres rely on state funding
• Opportunity for other revenue streams
  • Figure 9: Theatre income, by source, RoI, 2003
• Broader Market Environment
• Key Points
• Unemployment falls as consumer confidence grows
  • Figure 10: Health of the economy, NI and RoI, 2002-07
  • Figure 11: Indexed leisure expenditure, NI and RoI, 2002-05
• Drop in household sizes may be beneficial
  • Figure 12: Number of households, by size, NI and RoI, 2000-05
• Population statistics
  • Figure 13: Population change, by age group, NI, 2000-20
• In NI:
• In RoI:
  • Figure 14: Population change, by age group, RoI, 2000-20
• Postponing commitment means more nights out
  • Figure 15: Average age at marriage, men and women, NI and RoI, 2000-05
  • Figure 16: Average age of women at birth of first child, NI and RoI, 1991-2005
• Competitive Context
• Key Points
• Television is the biggest competitor for leisure time
  • Figure 17: Top leisure priorities, by gender, NI & RoI, 2005
• Over-55s are biggest TV viewers
  • Figure 18: Hours of TV watched per week, 2007, UK & NI
• Spending on TV
  • Figure 19: Retail sales of television sets, 2001-05
• Gamers grow up
  • Figure 20: Sales of video game hardware/software and PC games, NI, RoI, 2002-06
  • Figure 21: Have you bought computer and video systems and games in the last 12 months, NI and RoI, 2003 and 2005
• Online gambling works up a storm
• DVDs: a cheap alternative to cinema?
  • Figure 22: Sales of DVD and VCRs, NI and RoI, 2002-05
• Bars and clubs competing with in-home drinking
  • Figure 23: Market value and volume, on- and off-trade, all-Ireland, 2000-06
• Adding value to compete
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Who' s Innovating?
• Key Points
• Avoiding the queues at the bar
• On-trade premises now have the opportunity to install a wine ' jukebox'
• Employ queue-busters
• New music technology for the on-trade
• Silent dating
• Loyalty cards
• Cinemas not actively trying to innovate
• Market Value and Forecast
• Key Points
• Out-of-home spending continues to increase
  • Figure 24: Market size and forecast of total out-of-home dining/socializing spend, 2000-11
• On-trade is on the slippery slope
  • Figure 25: On-trade market value and volume, NI & RoI, 2000-12
• RoI
• Cinema thrives despite piracy and increased DVD popularity
  • Figure 26: Cinema market value, by admissions, 2000-10
• Movies may possibly see simultaneous cinema and home release
• Cinema prices set to continue rising.
• Mobile bar service
• Companies and Products
• Key Points
• Pubs
  • Figure 27: Number of pubs in NI and RoI, 2000-05
• NI
  • Figure 28: Pubs owned by selected pub groups in NI, 2006
• Botanic Inns
• Beannchor Group
• Carmichael Group
• RoI
  • Figure 29: Pubs owned by selected pub groups in RoI, 2006
• Capital Bars
• Fitzgerald Group
• Thomas Read Group
• Restaurants
  • Figure 30: Number of restaurants in NI and RoI, 2005 and 2006
• Rankin Group
• Jury' s/Doyle Hotel Group
• Cinemas
  • Figure 31: Cinema infrastructure, NI and RoI, 2006
  • Figure 32: Main RoI & NI cinemas by site and screen number, 2007
• Ward Anderson
• VUE
• Storm Cinemas
• Cineworld Cinemas
• United Cinemas International
• Movie House Cinemas
• Theatre
• NI
  • Figure 33: Selection of theatres and seat numbers, NI, 2004
• Recent expansion to the Grand Opera House
• RoI
  • Figure 34: Selection of theatres and seat numbers, RoI, 2004
• Bowling
  • Figure 35: NI bowling alleys, 2007
  • Figure 36: RoI bowling alleys, 2007
• The Consumer -- Where People Go
• Key Points
  • Figure 37: Participation in night out activities, NI and RoI, 2007
• Restaurant culture alive and kicking in NI
• Dining out popular with middle aged consumers
  • Figure 38: Frequency of consumers visiting restaurants in the evening, NI and RoI, 2006
• Ethnic food goes mainstream
  • Figure 39: Type of restaurant visited in the evening in the last three months, NI and RoI, 2006
• RoI consumers flock to the pub
• Staying in, but at someone else' s house
• Cinema -- aimed at the under-25s?
  • Figure 40: Going to the cinema, by age, NI and RoI, 2007
• Silver screen for silver consumers
• Clubbing to death
• Lonely hearts club
  • Figure 41: Visits to night clubs, by marital status, NI & RoI 2006
• Club culture
  • Figure 42: Visiting of students to cultural events, GB, 2004 & 2006
• Consumer -- Attitudes Towards Nights Out
• Key Points
• One venue IS enough
  • Figure 43: Consumer attitiudes towards nights out in relation to venue NI and RoI, 2007
• The calm before the storm
• Money isn' t everything
  • Figure 44: Consumer attitiudes towards nights out in relation to money NI and RoI, 2007
• Budget restrains younger consumers
  • Figure 45: Agreement with statement, My nights out are really restricted by the money I have, NI & RoI, by age, 2007
• Appealing to students
• RoI consumers put off by pub prices...
  • Figure 46: Agreement with statement, I think drinking in pubs is getting too expensive, NI & RoI, by work status, 2007
• ...but not enough to stop visiting multiple venues
• Too much effort for consumers
  • Figure 47: Consumer attitiudes towards nights out in relation to ' effort involved' , NI and RoI, 2007
• Travel woes
  • Figure 48: Agreement with statement, I don' t like to travel far for a night out, NI & RoI, by age, 2007
• Staying in a cheap ' night out' ?
  • Figure 49: Agreement with statement, I don' t usually go out much, by socio-economic group, NI & RoI, 2007
• Dressing up for the night catwalk
• Irish consumers prefer alcohol and atmosphere
  • Figure 50: Consumer attitiudes towards nights out in relation to ' effort involved' NI and RoI, 2007
• Alcohol isn' t a key ingredient to a good night out... for some
  • Figure 51: Agreement with statement, I don' t need alcohol to have a good time, NI & RoI, by gender, 2007
• Atmosphere draws in the crowds
• Where everybody knows your age
• Consumer Typologies
• Key Points
• NI
  • Figure 52: NI Target groups according to attitudes towards nights out, 2007
• Music Nuts (17% of NI consumers)
• Coffee Lovers (16% of NI consumers)
• Elder Non-drinkers (25% of NI consumers)
• Booze Hounds (42% of NI consumers)
• RoI
  • Figure 53: RoI Target groups according to attitudes towards nights out, 2007
• Bar-hoppers (15% of RoI consumers)
• Penny Pinchers (20% of RoI consumers)
• Age Cliques (33% of RoI consumers)
• Shut-ins (32% of RoI consumers)
• Appendix
• Regional definitions
• Conversion factors
• Exchange rate
• Population 2006
  • Figure 54: BMRB Target Group Index (TGI) sample sizes
  • Figure 55: MORI sample sizes
• Abbreviations
• Population tables
  • Figure 56: Forecast population change, in thousands, by age, NI, 2000-20
  • Figure 57: Forecast population change, in thousands, by age, RoI, 2000-20
• Employment statistics
  • Figure 58: Percentage in employment, by age group, NI and RoI, 2000-05
• Consumer activities
  • Figure 59: Visit restaurant, by all demographics, NI and RoI, 2007
  • Figure 60: Type of restaurant visited in the evening in the last three months, NI and RoI, 2004 &2006
  • Figure 61: Visit a pub in the evening, by all adults, NI and RoI, 2007
  • Figure 62: Visit a friend' s house, by all adults, NI and RoI, 2007
  • Figure 63: Go to the cinema, by all demographics, NI and RoI, 2007
  • Figure 64: Go to a night club, NI and RoI, 2007
  • Figure 65: Amount of time spent studying on an average weekday, students, GB, 2004 & 2006
• Consumer Attitudes
  • Figure 66: Agreement with statement -- I like to visit more than one place on a night out, NI and RoI, 2007
  • Figure 67: Agreement with statement --I like to go to a quiet place first before going somewhere else afterwards, NI and RoI, 2007
  • Figure 68: Agreement with statement, I like to go to a quiet place first before going somewhere else afterwards, NI & RoI, by employment status, 2007
  • Figure 69: Agreement with statement --My nights out are really restricted by the money i have, NI and RoI, 2007
  • Figure 70: Agreement with statement --I don' t need alcohol to have a good time, NI and RoI, 2007
  • Figure 71: Agreement with statement --I think drinking in pubs is getting too expensive, NI and RoI, 2007
  • Figure 72: Agreement with statement --I' d choose a pub or club based on the music it plays, NI and RoI, 2007
  • Figure 73: Agreement with statement --I don' t want to have to dress up to go out, NI and RoI, 2007
  • Figure 74: Agreement with statement -- Money restricts me from going to more than one venue on a night out, NI and RoI, 2007
  • Figure 75: Agreement with statement --I don' t like to travel far for a night out, NI and RoI, 2007
  • Figure 76: Agreement with statement --I prefer to go places where the crowd is my own age, NI and RoI, 2007
  • Figure 77: Agreement with statement --I usually don' t go out much, NI and RoI, 2007
  • Figure 78: Agreement with statement --I don' t like going places where there is a dress code, NI and RoI, 2007
  • Figure 79: Agreement with statement --I would visit more places if more taxis/transport was available, NI and RoI, 2007
• Cluster tables
  • Figure 80: Activity clusters, NI, 2007
  • Figure 81: Cluster demographics, NI, 2007
  • Figure 82: Activity clusters, RoI, 2007
  • Figure 83: Cluster demographics, RoI, 2007