The majority of Australian consumers will visit a hospitality venue over the course of December according to CGA by NielsenIQ’s new On Premise Consumer Pulse Report.
Throughout the year the percentage of Australian consumers visiting venues has remained stable with 54 per cent visiting at least once a week. Consumers have been spending more per visit, which is mostly due to the price increases in food and drink, however one in three have been spending more to treat themselves while one in four have had more special occasions to celebrate.
Ahead of Christmas and New Year’s Eve, 74 per cent of Australian consumers are planning to visit the On Premise over the course of December, with over half planning small gatherings with friends and/or family, 45% visiting for Christmas celebrations, and just over a third (38 per cent) visiting pubs, bars and restaurants for their Work Christmas party.
James Phillips, client solutions director – ANZ, said: “Christmas and New Year’s is always a significant sales period for the On Premise, and this year looks likely to return to pre-pandemic levels of visitation as consumers visit their favourite pubs, bars and restaurants to celebrate. However, the festive season also marks a time of trial and experimentation for consumers – many are planning to visit different types of venues, and with a quarter yet to finalise their plans, there’s huge opportunities for operators to sway the final choice in venues.
“Drinks suppliers should also capitalise on this period, by promoting more premium options whilst consumers are treating themselves for celebratory occasions.”
The festive season sees an uptick in visitation, with 48 per cent of consumers agreeing they go out to pubs, bars and restaurants more often during this time and the same proportion typically visit different types of venues during the festive season too.
While nearly three-quarters of Australian consumers who intend to visit a hospitality venue over the festive period have already pre-planned or booked their visits, this leaves a significant segment who are still open to influence from operators.
Christmas celebrations are more likely to be planned and booked in advance, while consumers are yet to pre-book New Year’s Eve parties – a significant occasion and opportunity for bars across the country.