Ignore tableware and pay later

Ignore tableware and pay later
Steelite International

Steelite International

Standard Supplier 21st January 2013
Steelite International

Steelite International

Standard Supplier

Ignore tableware and pay later

Survey highlights the importance of good tableware in diner satisfaction
 
 
Restaurants, cafes and hotels risk losing out on profits and repeat business by ignoring table presentation, according to an independent survey commissioned by Steelite International this month.
 
The survey, carried out by OnePoll involved 2000 regular diners from across the UK.  The results demonstrate the significance of good tableware for the majority of the eating out public, which may come as a wake up call to operators who compromise on table presentation.
 
Stylish tableware drives business
The survey found that 81% of respondents consider the quality of tableware is important or very important when choosing to eat out and 70% appreciate a well-presented table.
 
Matching the offer
Tableware can also be used to help justify price points, with 60% of diners expecting a higher level of tableware the more they pay for a meal.  This number increases to 69% of those aged 55 and over – a group which eats outs at least once per week[1].  
 
Diners also consider the style and design of tableware to be important factors. Three quarters of diners believe that it is important for the style of tableware to reflect the establishment, which is key for anyone wanting to create a specific theme or atmosphere for their venue.
 
Chris Proud, Head of Marketing and Design at Steelite International says, “The danger is for hospitality businesses to treat tableware as an afterthought, but the survey proves that operators need to consider the presentation of their dishes as part of their restaurant’s overall design and as part of ongoing menu development.  Those that don’t could be waving goodbye to repeat business.”
 
Simon Hulstone, Head Chef at the Michelin starred Elephant restaurant and brasserie in Torquay and captain of the Steelite sponsored English Culinary Team, is a great believer in the power of good tableware, “At The Elephant we have fine dining in The Room and a more relaxed style in the Brasserie.  Along with the menu and the dishes available, we use tableware presentation as a way to distinguish the two styles and often invest in new pieces to keep our dishes up to date and increase their visual appeal.”
 
Poor tableware presents a risk to business
Whilst stylish tableware is likely to leave diners with a positive impression, poor table presentation could lead to lost custom.  42% of diners are unlikely to return to an establishment if the table is poorly presented and this figure is higher among males.
Almost half (48%) of respondents saying that they would complain if the tableware was chipped. 
 
These and more findings from the survey are available in the White Paper, “What inspires diners in the UK?”  To receive your copy, go to www.steelite.com/home/news-and-events
 
 

[1] Allegra Strategies, Eating Out in the UK, July 2012

In these challenging times…

The Staff Canteen team are taking a different approach to keeping our website independent and delivering content free from commercial influence. Our Editorial team have a critical role to play in informing and supporting our audience in a balanced way. We would never put up a paywall and restrict access – The Staff Canteen is open to all and we want to keep bringing you the content you want; more from younger chefs, more on mental health, more tips and industry knowledge, more recipes and more videos. We need your support right now, more than ever, to keep The Staff Canteen active. Without your financial contributions this would not be possible.

Over the last 12 years, The Staff Canteen has built what has become the go-to platform for chefs and hospitality professionals. As members and visitors, your daily support has made The Staff Canteen what it is today. Our features and videos from the world’s biggest name chefs are something we are proud of. We have over 500,000 followers across Facebook, Twitter, Instagram, YouTube and other social channels, each connecting with chefs across the world. Our editorial and social media team are creating and delivering engaging content every day, to support you and the whole sector - we want to do more for you.

A single coffee is more than £2, a beer is £4.50 and a large glass of wine can be £6 or more.

Support The Staff Canteen from as little as £1 today. Thank you.