A study promoted by Host indicates consumers that eat out are increasingly aware and “progressive”: seeking high quality, impeccable service and an authentic dining experience. And new formats could create new opportunities in the marketplace
 
 
 
Milan, 21 October 2011– Progressive. Dynamic. Social. Educated and “mobile”. This is the profile of the typical consumer that dines away from home out that emerged from the study entitled The Hospitality Scene: consumer expectations and habits, promoted by Fiera Milano and Host, to be presented and discussed today during the event’s inaugural convention, featuring speeches from Enrico Pazzali, the managing director of Fiera Milano SpA, Gianpiero Cantoni, President of the Fondazione Fiera Milano, Carlo Sangalli, President of Confcommercio, and Monica Fabris, sociologist. Experts taking part in the debate will include Roberto Boscolo, Boscolo Hotels, Federico Grom, Gelaterie Grom, Leonardo Massa (MSC Crociere) and Davide Oldani (Ristorante D’O).
 
The results of the study have revealed that consumers who frequently eat out have a rather high level of education and often work in “mobile” professions. Characteristics that translate into an increased openness to experimentation, curiosity and willingness to try something new. And, most importantly, the ability to share important life experiences through relationships and social networks, making them one of the most “viral” targets.
 
And what do these progressive consumers expect from the outdoor experience? The study confirms that a radical transformation is taking place on what it means to eat out: meals are seen less as a necessity and more as an experience. Even at lunchtime consumers tend to have the same expectations they have at dinner, seeking out gratification, pleasure and fun with a preference for places that offer this opportunity. Therefore, not just the quality of the food, but the preparation of the personnel, the atmosphere of the location and the care of the equipment, attention to the overall offering and the variety of the menus.
 
Interesting cues for Operatorsemerged from the results of the study: the satisfaction index, proportional to the degree of innovation offered, clearly indicates to businesses their need to aim for comprehensive quality service, also by going beyond traditional formats, to fully satisfy consumer expectations.
 
 
An important counter-trendalso emerged from the study. The price variable is not perceived as an element that “drives” the consumer’s choice, but is increasingly linked to quality variables: the people interviewed declared that they are not always willing to sacrifice quality to obtain a lower price.
 
In an overall sense, the trend indicated by the study signals a demand for an original, unique and exciting format that not only increases the fidelity of existing clients, but also attracts new potential targets.
 
 
 
 
PRESS OFFICE FOR THE EVENT:
Rosy Mazzanti - Fiera Milano S.p.A.
tel. 02 4997.7456 e-mail rosy.mazzanti@fieramilano.it
Elisa Vittozzi - Fiera Milano S.p.A.
tel. 02 4997.7456 e-mail elisa.vittozzi@fieramilano.it