Technology has increasingly become more entwined in trips to pubs, bars, and restaurants in Australia – but online platforms are even playing a large part when consumers decide where to go.
CGA by NielsenIQ’s latest research reveals 59 per cent of Aussie On Premise consumers use online platforms to decide where to visit for food-led visits, while over 40 per cent use these platforms to plan drink-led occasions too.
This month, CGA by NielsenIQ’s Australia On Premise Consumer Pulse looked at the behaviours and motivations of 750 consumers and how they are interacting with venues online.
In the last month, consumers in Australia’s On Premise have visited venuves more often – with 89 per cent visiting for food-led occasions , and 46 per cent going out for drinks.
When it comes to planning visits to the channel, consumers are more likely to interact with online platforms to help plan food-led occasions (59 per cent of consumers) and 20 per cent of consumers are using these platforms for planning drink-led occasions as well.
James Phillips, Director of Client Solutions: Asia Pacific, said: “An active online presence has become essential for hospitality venues in Australia, with consumers wanting to share their experiences and feel part of a larger community. Even online content that traditionally drives Off Premise behaviours, such as cocktail making videos, can form part of a strategy to drive footfall to hospitality venues. Recruiting bartenders or drinks ambassadors to post this type of content online can both increase drinks sales in the Off Premise but also encourage consumers to buy the same drink at a pub, bar, or restaurant.”
CGA On-Premise found that 86 per cent of consumers who use online platforms when planning their visit are likely or very likely to visit a venue they discovered online.
The research demonstrates that it is essential that venues have an active online presence across multiple channels for reach and top promote engagement. Social media channels are used frequently as a source of information but CGA On-Premise found that consumers are most likely to use search engines for hospitality-related content, seeking posts about the venue itself, food and drink options, and promotional deals. A presence here is essential for driving footfall, says CGA On-Premise.
Consumers can also be swayed by celebrity endorsement – with over 1 in 5 Australian consumers stating they have bought a drink brand that is associated with a celebrity or influencer – and 25 per cent buying food or drink that a celebrity/influencer has posted about. However, it’s not just fame that can influence the consumer decision making process. Half of consumers view hospitality-related content from local food and drinks blogs – highlighting the impact of consumer advocacy.
These consumers aren’t just looking for recommendations for drinks and food in the On Premise – they also rely on online content to shape their experiences at home with 55 per cent of these consumers viewing online drinks-making tutorials. However, after viewing these online posts, 45 per cent bought the same drink when out in the On Premise and 43 per cent felt encouraged to go out to a hospitality venue.
The latest Australia Consumer Pulse Report is available here.
CGA is a Corporate Partner of the Drinks Association.
