Like it hot? Garlic aficionado? Venturing into veganism? The Italian restaurant group, Vapiano, utilised sales data and consumer research to discover that while personalising your order according to your taste is more popular than ever, there are a number of Brits that still feel hesitant to do so.
Customising your skincare routine, fashion choices and workout regime has become second nature and Vapiano believes that the food you eat shouldn’t be any different – especially when eating out. But often, going ‘off menu’ can be perceived as being difficult or picky, leaving over a third (34%) of Brits not feeling confident to personalise their meal. That’s why Vapiano wants to challenge the notion of ‘fussy eater’ – it’s not at all a bad thing to be.
Permission to personalise
Being able to choose your preferences should feel empowering, and Vapiano’s research highlights the ability to do so is a key element of the dining experience with over three quarters (79%) of those surveyed feeling satisfied with their personalisation decisions.
Brits choose to personalise for a range of reasons, including to suit their taste (65%), loving, or hating a specific ingredient (46%), their own health reasons (17%) dietary restrictions (12%) and cultural reasons (4%). And why shouldn’t they? Gone are the days of limited menus and the inability to craft something totally personal to your palette, as Vapiano encourages consumers to get fussy.
Providing a wide range of customisation options builds a feeling of trust with the restaurant as customers feel heard, understood, and valued. In fact, almost three quarters of diners (73%) are more comfortable making personalisation requests when it’s encouraged to do so by the restaurant, as the fear of inconveniencing staff or holding up a queue is removed. And for the pleasure of a personalised meal, almost half (48%) are willing to pay more.
People want visibility, too. Over three in five (63%) feel more comfortable making personalisation change requests to their food order when they can see the food being made in front of them. At Vapiano, the handmade fresh pizza and pasta is made in an open kitchen, so diners can watch the chef make their meal exactly as they like it – even down to which pasta shape suits them.
Fear of face-to-face
However, in-person personalisation can be daunting for some, with a quarter of us (25%) more likely to feel hesitant personalising their order when dining in person than when ordering food delivery (10%). Sometimes ordering behind a screen can help, adding a layer of anonymity which in turn can encourage people to personalise their dishes without the fear of judgement from others.
Displaying the menu online can also be incredibly helpful for customers, especially as a staggering 79% of those surveyed admitted to viewing a menu before visiting a restaurant. For those who may struggle with social anxiety or fear holding up service staff, the ability to study the menu beforehand and pick out what they want can alleviate some pressure.
Vikki O’Neill, Global Marketing Director, Vapiano said “We live in the era of personalisation, from how you watch your TV to the food you order. Not having the possibility to get what you want and how you want it is no longer a viable option and Vapiano will continue to offer dish personalisation as we have done for the past 20 years.”
Small bites
- Spaghetti saga – Spaghetti has fallen from grace in the UK as it becomes the least ordered pasta shape. Tagliatelle and Fusilli take the top spots
- Hot hot hot! The UK is most likely to order chilli when compared with other countries (62%)
- Feeling cheesy? Just like the French (66%), Brits (63%) are more likely than other countries to request extra Italian hard cheese
- Carbonara and a Chicken Alfredo please! These popular dishes are the most popular across the UK, with a vegan Arrabiata coming in 3rd
- Mad for margherita – the classic dish hits the number one spot for pizza lovers in the UK
- Hold the meat – 15% of Brits are vegetarian or vegan
- Protein power – Almost a quarter of Brits added extra protein to their pasta dishes (chicken, prawn, or beef)
- Calling all garlic lovers! In the UK, a whopping 44% of customers ask for extra garlic
City Servings
- Edinburgh least likely to add garlic (37%) whereas almost half of Londoners (46%) add garlic!
- Mancunians aren’t afraid to personalise, with a quarter of people removing an ingredient compared to Edinburgh (18%) and London (25%)
- Edinburgh has the highest percent of meat free orders (40%), with Manchester 2nd (33%) and London at (28%)
- Edinburgh and Manchester are the most likely to go vegan (19%) compared to London (15%)
