The on-trade has been hit hard by the pandemic with the goalposts continuously being moved, however the latest edition of CGA’s 2021 Consumer Forecast provides optimism for the future. The survey explores attitudes to the on-trade during lockdown.
The results confirmed that consumers are really missing hospitality experiences with 80% prioritising a visit to the on-trade within a few weeks of opening.
Consumers have missed socialising and going out to eat and drink, 59% said they “can’t wait to go out again”. Confidence is also due to increase steeply in line with the rollout of vaccinations.
The first to return are likely to be younger and higher spenders on eating and drinking out. Engaging these consumers who value the quality of the experience along with safety will be an important factor for success.