NI diners won’t compromise on quality when eating out – even if it costs them

Research shows that NI diners are still willing to splash out on a quality meal, even if it means going out less

Good news for the Northern Ireland food scene as new research shows that local diners love a good feed and are willing to pay for it!

The research, conducted by leading wholesale and foodservice operator Musgrave MarketPlace, part of Musgrave NI, highlights that food quality and value are top of the menu for consumers when dining out, rather than choosing the cheapest option – proving that price isn’t everything.

The quality of a meal out was the most important factor for all respondents (100%), with value for money following closely behind (85%) and 68% concerned with price. However, 69% of respondents said they were willing to spend a bit more of their hard-earned cash if they felt the experience was worth it, showing that cheap and cheerful just won’t cut it.

With rising bills, tightening purse strings and people having to think more carefully about how to stretch their money, three out of five said they were eating out less than they were last year and two out of five respondents said that cost of living pressures have had a significant impact on their dining out habits in the past 12 months. Gen X are being hit the hardest, with 51% saying the cost of living is significantly impacting their dining out choices.

Consumers are making every meal count, with 43% of respondents indicating they would be more likely to dine out less frequently to save money, than substitute for a cheaper option. With fewer trips out, they are increasingly concerned about ensuring they are getting bang for their buck with 77% feeling more conscious of getting value for money when dining out than before.

However, NI diners are still keen to allow themselves ‘a wee treat’, with 79% of respondents indicating that dining out now feels more like a treat than a regular habit. This reflects the “lipstick effect”, where even in a tough economic climate, consumers continue to spend on smaller indulgences to boost morale.

Gen Z and Millennials are filling restaurants and bars regularly, with 47% dining out weekly, compared to Baby Boomers (48%) and Gen X (58%), who are more likely to eat out every two to four weeks.

The research also highlights that consumers are rarely having a spontaneous meal out. Instead, it is increasingly purposeful, with 39% of respondents describing their behaviour as a mix of special occasions and regular habits, and a further 23% saying they dine out mostly for special occasions. This shift reinforces the idea that eating out is increasingly being seen as a treat, where consumers are willing to spend, but only when the experience feels worth it.

Head of Foodservice and Wholesale for Musgrave Northern Ireland, John McGinnity, said:

“With cost pressures hitting pockets, dining out has become more occasion led for Northern Ireland’s elder generations, with younger generations still eating out regularly and on social occasions. However, it is clear that quality and experience are high on all consumers’ agenda, and venues need to consider the value they are providing for diners, rather than merely keeping the price as low as possible.

“Staying relevant in food wholesale means understanding trends before they fully evolve. We’re seeing a real time shift in dining-out behaviours that is being driven by wider economic pressures and changing social habits.”