New Zealanders are feeling positive and ready to support the hospitality sector in 2022, according to a new report from CGA, the global On Premise data and insights consultancy.
As part of CGA’s global expansion programme, a host of best-in-class insight solutions are being launched in New Zealand, all dedicated wholly to the On Premise channel.
The first of these research programmes to launch in March 2022 is their monthly On Premise Consumer Pulse, which checks in on around 500 New Zealand On Premise visitors to understand their recent behaviour, how they feel about the channel (including any COVID-related restrictions), and their intention for visits in the month ahead.
Key research findings:-
- 89% of New Zealand consumers surveyed have visited the On Premise already in 2022. While there are lingering concerns around COVID-19, the vast majority of these consumers are eager to get back to bars and restaurants – with 78% planning to visit the same or more often than they did in 2021.
- 51% of New Zealand consumers would feel more comfortable visiting the On Premise if social distancing was maintained, while mandatory masks (49%) and table service only (32%) also ranked highly. Keeping these standards high has never been more important.
- However, the vast majority of Kiwis surveyed are keen to engage with the channel right now and 1 in 5 (21%) intend to visit the On Premise more over the months ahead than last year.
CGA’s managing director, Americas and Asia Pacific, Scott Elliottsaid: “There is little doubt that the hospitality industry in New Zealand has been hit hard by the pandemic but this latest research suggests that consumers do want to come back and the tide is beginning to turn.
“Right now, the key to success for suppliers will be to take learning from other markets a little further down this path. In other developed On Premise markets, the suppliers who have been able to best help their customers navigate a new guest path to purchase – especially in the areas of maximising visit spend via digital and server advocacy/upselling – have gained space, share and loyalty.
“Now is the time though, not in 12 months. Based on our experience around the world, there is no doubt that once the hospitality sector has returned to a more traditional trading pattern, the suppliers who were most proactive in their investment at this resurgent stage have seen the greatest benefits. These gains are proving hard to displace by the late-returners.”
In June, CGA will launch BeverageTrak, a sales tracking solution that will allow suppliers to understand how their brands sell in bars and restaurants across New Zealand by the hour.
This advanced sales tracking solution allows supplier to understand the brand-level performance and competitive opportunity by trading period (Happy Hour, Weekend Brunch etc), day of week and for specific events (holidays, sporting events etc) to help build local sales and activation strategies.
Data source:
Consumer research: Survey conducted over 9 – 14 February, 2022 of 503 respondents across New Zealand, who have visited On Premise venues since the start of 2022. The collection was a nationally representative sample of consumers across age, gender and region.
