HOW WE SHOPTHE FOOD EDIT

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CONTENTS

1 FOREWORD

3 INTRODUCTION

4 EATING IN: BEDROOMS, DELIVEROO & INSTAGRAM

8 EATING OUT: SOLO DINERS, FAST FOOD & SILENCE

12 FOOD & TECH: ROBOTS, HOLOGRAMS & DROPPED PHONES

14 FOOD ATTITUDES: DRUNCH, JAM FANTASIES & EATING INSECTS

18 FOOD STORES: COFFEE SNOBS, COOKIE DOUGH & VEGGIE BUTCHERS

20 IN SUMMARY

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I am delighted to introduce How We Shop: The Food EditThis is an incredibly exciting era in food and dining. The way we eat, cook, dine out and shop is changing at speed, and it’s clear that the Millennial generation is making big changes to our relationship with food, from recipe delivery boxes to pop-up avocado bars to apps that let you order without queuing.

Westfield is at the forefront of this transformative time, where the advent of revolutionary changes in technology, society and the lives of consumers will continue to impact on our sector. The successful retailers of the future will be the ones who best recognise and adapt to these changes.

Bringing together quantitative research across 12 regions, this report is part of Westfield’s ongoing commitment to creating the best retail experiences in the world, by understanding what consumers want and what retailers and restauranteurs need to do to stay ahead of the evolving world of food retail.

The sectors we’ve looked at in depth - eating out, eating in, technology, food attitudes and high street food, begin to give us a picture of what modern consumers want the future of food shopping and consumption to look like.

Several key trends are already being adopted at Westfield, and we know that our retailers and restaurateurs will be inspired and galvanised by the findings.

Westfield will continue to work with retailers, consumers and experts in the coming years to understand where retail should be heading, what consumers want most from their shopping and dining experiences, and what’s coming next.

FOREWORD

Myf Ryan, Chief Marketing Officer, Westfield UK and Europe

INTRODUCTION

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The food retail business is fast-moving and ever-changing. It’s driven by consumer demand, trends, and how different cities, age groups and even genders define their relationship with food. As one of the leading global authorities on retail, Westfield is always at the vanguard of change.

In the How We Shop: The Food Edit report, Westfield fuses its grasp of the key factors influencing shopper behaviour, human needs and social behaviour with an in depth exploration of what’s coming next, and how our relationship with shopping and eating is evolving.

The report uncovers consumer behaviour, attitudes and needs across five key trends.

In a year where our attitude towards dining has changed rapidly and food has become a statement of self-expression, retailers must continuously adapt to meet these consumer’s needs. The findings of this report are surprising, fascinating — and testimony to Westfield’s position at the forefront of retail research.

EATING IN – We are still a nation of soap addicts, wrapping up our evening meal at home by 6.39pm; plenty of time to catch up on our favourite programmes

EATING OUT – Of the 32million meals eaten out each week, 1 in 4 are eaten alone as we seek serene and relaxing dining experiences

FOOD & TECH – In our hunt for the perfect food snap, it is revealed that we have dropped 6 million handsets into our dinner

FOOD ATTITUDES – In 2017 we are coconut crazy and hungry for protein - looking to nature’s larder for healthy ingredients such as insects and cauliflower

FOOD STORES – Location, location, location, our food origins are increasingly important, as we seek our locally sourced farmers market stores and veggie butchers

Read on to discover how we’re consuming now, and the eating trends that will shape the future of dining.

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Eating at home has changed – and the days of queuing at the chippie on Friday nights are on the way out. With eating in becoming as delicious as eating out, we’re now turning to more sophisticated deliveries.

EATING IN: BEDROOMS, DELIVEROO & INSTAGRAM

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Over 80% are ‘ordering in’ from restaurants at least monthly – the Deliveroo generation expect to eat whenever and whatever they fancy.

Men order in more frequently than women – 36% order a restaurant takeaway at least weekly, while only 30% of women do the same.

Londoners are the biggest fans of ‘let’s not cook tonight’ at 60% more likely than the rest of Britain to order food to their home. A further 1 in 5 (and an impressive 26% in London) order in when they’re entertaining at home. For most of us, though, our safe space is in a dressing gown, with a box set and a fork, whether we’ve cooked it ourselves or not.

Nearly 90% of adults cook and eat at home at least 4 days a week, 60% cook and eat at home 6 or 7 days a week.

When it comes to home cooking, there may be more recipe apps than ever, but the average Brit is confident with just 14 recipes – men have 11 in their repertoire, and women believe they can cook 15 dishes competently.

It’s still gender differences that really stand out when it comes to home cooking. A huge 60% of women still think that cooking — from prep to serving up — is their job, while just 40% of men think it’s down to them, and 50% of women are also still taking responsibility for clearing and washing up, too – although 40% of men insist they’re doing the chores themselves. No, passing the pepper doesn’t count.

EATING IN — AS GOOD AS EATING OUT

OLD-SCHOOL TAKEAWAY vs RESTAURANT DELIVERY56% UNDER-40sorder from a restauranteach month, 70% morethan the over-40s

33% OVER-40s

81% UNDER-40sorder from a traditional takeaway each month vs

62% OVER-40s

1 in 5 admit to ordering in because they just don’t want to dine alone in a restaurant, though ‘comfort’ is the main reasonfor using delivery services

Netflix may also be to blame, with

43% confessing they’d rather eat in front of a screen

Then there’s plain laziness,

32% can’t be bothered to get dressed up togo out

THE DELIVEROO GENERATION

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For both men and women, it’s weekends when the cooking really matters. We spend 19% longer cooking when we’re off work – during the week it’s a 32 minute rush, but at weekends home cooks will linger for around 40 minutes.

Awareness of meal delivery boxes such as Gousto and Hello Fresh is relatively high, at 62%, though just 5% of us have taken the plunge and used them, almost half of under-40s are still keen to try.

London’s use of meal delivery services is also double the national average at 19%.

WHERE IN THE HOMEARE WE EATING?

19%

DINING ROOM

45%

LOUNGE

23%

KITCHEN

10%

BEDROOM

OLD-SCHOOL TAKEAWAY vs RESTAURANT DELIVERY28% UNDER-40sand

60% UNDER-29sopt for a sophisticatedrestaurant delivery service

40% UNDER-40sorder from a traditional takeaway vs just

25% OVER-40s

TOP REASONS FOR ORDERING IN1 in 5 admit to ordering in because they just don’t want to dine alone in a restaurant, though ‘comfort’ is the main reason for using delivery services

Net�ix may also be to blame, with 43% confessing they’d rather eat in front of a screen

Then there’s plain laziness, 32% can’t be bothered to get dressed up to go out

THE NATION’S AVERAGE EVENING MEAL TIME

6.39pm weekdays

6.48pm weekends

7.06pm weekdays

7.22pm weekends

HOW LONG DO WE SPEND ACTUALLY EATING?

?Eating at home 30mins

Dining out 90mins

Londoners spend on average 5mins longer than the rest of the nation to eat a meal29% wolf our food down in under 15mins after work which might explain why easy recipe box services are a popular idea

The nation’s average evening meal time of 6.39 means it’s all overin time to watch the 7.30 soaps

UK LONDON

HOW LONG DO WE SPEND ACTUALLY EATING?EATING AT HOME DINING OUT

Londoners spend on average 5mins longer than the rest of the nation to eat a meal

29% wolf our food down in under 15mins after work which might explain why easy recipe box services are a popular idea

30min 90min

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#INSTAFOOD AT HOME When we do cook, almost half of us claim to put a lot of effort into how we present food — 54% of Londoners have the Masterchef gene when it comes to displaying their creations, putting extra care into the presentation of their homemade dishes.

For a quarter of us, though, it’s all about Instagram and gaining likes to show our expertise in the kitchen.

• 25% of us post our home cooked meals on social channels

• Under 40s lead the way, 32% choose to share meal times versus just 16% of over 40s

• Men are more likely to share than women

54% of Londoners claim to channel Masterchef when it comes to food presentation

28% 23%

2EATING OUT: SOLO DINERS, FAST FOOD & SILENCE

Eating out is still one of Britain’s favourite activities, with over half the country visiting a restaurant during the week. But with more choice than ever, we’re becoming increasingly particular when eating out; from who we chose to dine with, to the atmosphere of a restaurant and portion size, we explore what it takes to create the perfect dining out experience.

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WHO ARE WE EATING WITH?Younger people are increasingly happy to eat out alone with almost half of under 40s flying solo at least once a month (47%) in the UK at large.

72% dine out socially with friends at least

once a month

56% of Londoners are happy to eat out

alone at least once a month

46% of men are conformable eating in a

restaurant alone, compared to 35% of women

Surprisingly, it’s not all about street food and pop ups. When it comes to choosing a restaurant,almost everyone is positive about restaurant chains, particularly 18 – 29s who also favour fast-food and lots of fish. Over-40’s look for restaurants to suit the whole family, and tend to opt for the trusted gastro pubs and family-run bistros.

Londoners are slightly more experimental, being the most likely to choose an independent restaurant, twice as likely to visit a pop-up and big lovers of street food.

MOST POPULAR RESTAURANTTYPES BY PREFERENCE1 Restaurant chains (51%)2 Fast-food chains (41%)3 Family-friendly restaurant (41%)4 Gastro-pub (40%)5 Bottomless dining (25%)6 Local independent restaurant (20%) 7 Fine dining restaurant (19%)8 Family-run bistro (19%)9 Romantic restaurant (16%)10 Street food (14%)11 Experimental (7%) 12 Pop-up restaurant (5%)

65% wantless overwhelming

portion sizes

61% wantmore attention

from staff

57% like to dine with a

large group

59% wantthe opportunity

to BYOB

54% wanta serene mealwith no music

54% wanta menu with

plenty of choice

40% want beautiful

presentation

40% wantsufficient time

between courses

THE PERFECT RESTAURANT EXPERIENCEWhen we do eat out - singly or together - we’re very specific about what we want.

But what makes the perfect restaurant experience?

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THE NATION’S FAVOURITE CUISINES1 Italian2 Chinese3 traditional British4 Indian5 modern British

Italian remains the nations’ favourite cuisine when eating out, followed by Chinese, Traditional British and Indian food. But tastes are changing — under-30s prefer Italian, American and Mexican cuisine above old favourites Indian and traditional British, while 30-39s are less likely to choose Chinese, modern British or Thai, and love Greek, Turkish and Vietnamese flavours.

Over 40s are more likely to prefer traditional and modern British, Indian, Steakhouses and Thai but they’re not keen on American, Mexican and Japanese foods.

Meanwhile, foodventurous Londoners opt for Seafood, Spanish, Greek, French, Japanese, Turkish, Caribbean, African, Lebanese, Portuguese and Malaysian, and are less keen on Chinese, traditional British, Indian, Steakhouse and American food.

Bad news for famous types — celebrity associations don’t work. Only 1 in 5 have chosen a restaurant due to a famous chef.

CUSTOMER SERVICECustomer service is a crucial element of eating out. Waiters advising on choices is important to just under half (49%), with 18-29s (54%) and Londoners (54%) more open to advice. An unsure 43% want guidance on drinks, with under 40s (48%) and Londoners (52%) again more willing to ask for input. Almost half would rather they were only approached by staff when asked but a similar proportion (44%) would like regular checking to see if they’re happy.

72% believe the quality of service is one of the most important aspects of a restaurant experience

76%

say delivering the bill when asked is the most important aspect of customer service

HOW LONG WILL WE WAIT FOR A TABLE?

Nearly all diners are happy to eat out without booking in advance, (99%) and will spend up to 23 minutes waiting for a table – only an impatient 10% will give up after 10 minutes, but just 11% will wait longer than half an hour- nobody likes to be ignored.

23 min

KEYBOARD WARRIORSOnline reviews are a huge part of the dining experience with 1 in 3 now taking to the boards like Trip Advisor after a meal.

And while three-quarters believe that restaurants should be able to defend their reputation (77%),

7 in 10 think customers should have the right to have their say online without restrictions; though 64% agree they are impressed when a restaurant replies to every review.

Nearly half, however, think people only leave reviews after a bad experience.

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++++++++++++++++++++++++++9% of the bill is the average tip(Only 10% of diners leave 15% or more)++++++++++++++++++++++++++

ATTITUDES TO TIPPINGAfter eating, less than a tenth of diners think a service charge should be added automatically to their bill

-----------------------------------------------8% are happy with the practice

22% would accept it for larger tables

43% of under 29s are in favour

70% want no service charge at all

16% are tight fisted and never tip (even for good service)

THE LONG WAIT99% of Brits are happy to wait up to 23 minutes for a table

3FOOD & TECH: ROBOTS, HOLOGRAMS & DROPPED PHONES

Technology continues to influence how we consume and our attitudes towards food. With people increasingly making food choices based on how photogenic and shareable food is, and restaurants embracing technology for a smoother dining experience, we delve deeper into how tech is shaping the food world.

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PHONE, FOOD, FAUX PASFor many of us, phones are an ever-present element of eating in or out, but how we use them is changing. The vast majority claim to only check their phones sparingly when eating out and 31% claim to completely switch their phone off during meals. However, 16% keep their phone on, answer calls and check their messages occasionally; even though only 9% think we should do this. Only 5% will admit to keeping the phone on throughout their meal, checking their messages or posting as often as they want to.

32%

of 18 – 29s keep their phone by their side and check messages throughout dinner

66% of people long for others to stop

checking their phones when eating

46% believe phones should be banned

from restaurants

Aside from social concerns, another good reason for ditching the mobile is keeping it safe.

A clumsy 6 million of us have either dropped their own phone in food or drink when out or know someone who has. This has happened to 18% of under 30s, 11% of under 40s, and an unlucky 14% of Londoners.

TABLET TABLESFrom interactive menus built into tables, to self-serve payment methods, there are plenty of ways restaurants are embracing technology. But what changes are we ready for, and which technologies are really enhancing our experience?

Artificial intelligence is a big topic when discussing technology in the restaurant environment, but only 29% of us feel ready for a robotic waiter, and even less (26%) would like a robotic chef to prepare our meal. Despite this, half of us would be willing to eat at restaurants without waiters if it meant we could cut costs.

Over half also want a restaurant where we can pay without waiters, using an on-table tablet.

In general, diners would like more control over the booking experience – two thirds fancy restaurants where they can choose their table online, while an app that enables advance orders at McDonald’s or Starbucks appeals to 65% of under 40s.

46% of 18 – 29s would like to see

holograms of menu dishes

43%

of Londoners would love to watch a live stream from the kitchen while their dish is prepared

43% of Londoners would also be open to

paying via selfie (facial recognition)

6million

Eating is evolving and meals are merging. As young people grab food-on the go, and restaurants enjoy the rise of the ‘drunch’, we explore the trends that are shaping the foodie scene.

4FOOD ATTITUDES: DRUNCH, JAM FANTASIES & EATING INSECTS

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FOOD FADS OR STAPLESWhat we eat is changing too, with the nation as a wholebecoming more ‘foodventurous’. The biggest food trend of 2017 is food that incorporates coconut, 58% now hunt out coconut oil, water, milk or flour to replace more traditional alternatives.

As a health conscious nation, foods high in protein are on the up. When we are aren’t enjoying delicacies such as insects, 34% of us enjoy protein balls or shakes on the go, and 38% replace the humble potato with veggie chips. 14% of the nation haven’t sampled insects but would be keen to try!

A quarter of us now turn to health aisles for acai bowls and trendy matcha powder but only 14% of the UK would consider trying trendy Hawaiian poke bowls.

There are differences between men and women too, with 39% of men keen on protein foods compared with just 30% of women, and 31% enjoying pickled and fermented foods – 9% more than women.

Over-40s are less likely to get involved in new food trends, with only 16% having tried an avocado.

Under 30s are deemed the most ‘foodventurous’:• 58% opt for non dairy milk• 32% go for pizza bases and rice made from cauliflower• 34% have tried kimchi• 39% eat dessert for breakfast• 21% have even tried eating insects• 31% have sampled obscure types of sushi, including donut and taco

Coconut products

Alternative milks (almond or goats)

Insects

Protein packed foods(protein balls/shakes)

Veggie Chips

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CONSUMER AS PRODUCERThere’s a new breed of Good Lifers – though they’re more interested in theory than practice. Though many have a strong desire for self-sufficiency, few people are managing it.

The most popular activities includehome growing herbs, vegetables andfruit, juicing and baking bread, with75% of us strongly interested in theseactivities, but only 1 in 4 of us haveactually given it a go.

But while we may dream of making jams and smoking our own fish, only 15% or less have actually done either — or pickling, making muesli, and smoking meat or fish.

BRUNCH OR DRUNCH?Eating is evolving – the traditional three meals a day are gradually fusing into new ones.

But if brunch is big, drunch could be set to get even bigger- it’s a regular monthly date for 65% of under 29s and 64% of Londoners, 42% of under 29s have it weekly, while 51% of all adults eat drunch at least monthly and 32% weekly.

MONTHLY BRUNCHERS

Adults 18-29s Londoners

WEEKLY BRUNCHERS

Londoners Under 29s Nationally

64% 75% 77%

56% 54% 45%

Just 27% grow their own herbs, but 64% would like to, while 72% want to make their own bread but only 26% actually do.

Jam makers are just 14% of the population, but wannabe jam makers total 57%.

It seems we’re a nation longing for more time to make and grow our food.

It’s not all about fancyrestaurants or the convenienceof takeaways, shopping stillplays an important part whenit comes to food, but we’rebecoming increasingly fussyabout what vendors provide.

5FOOD STORES: COFFEE SNOBS, COOKIE DOUGH& VEGGIE BUTCHERS

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COFFEE CULTURECoffee never goes out of fashion- but over 1 in 3 (35%) would go out of their way to buy coffee from an independent coffee shop. This is even more important to 30-39 year olds (40%) and Londoners (also 40%).

In fact, Londoners value good quality coffee more than any other region of the country and the majority are ‘coffee snobs’ — 63% of Londoners agree that it is important for them to drink good quality coffee, a whole 10% higher than the rest of the country.

SUSTAINABILITY + HEALTHWhen it comes to food shopping, sustainability is a fast growing concern. Almost 7 in 10 of us would love to see more local produce available to buy.

London is also most interested in healthy food stores. There’s great support for these kind of outlets in the capital, including:

Top 10 Desired Shops1 Farmers market store (68%)2 Butcher with locally sourced meat (65%)3 Artisan bakery (46%)4 Cupcake shop (44%)5 Bagel bakery (43%)6 Doughnut store (42%)7 Juice Bar (42%)8 Smoothie bar (41%)9 Organic-only greengrocer (38%)10 Cookie dough bar (34%)

Juice bars (51% to 42%)

Smoothie bars (49% to 41%)

Organic only greengrocer (47% to 38%)

Vegetarian butcher (38% to 29%)

Avacodo bar (32% to 22%)

52% of women would

rather meet for coffee than alcohol

against just

42% of men

23%28%

28% 23%

FOOD STORES AND PROVIDORES

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1 Each week in the UK, we eat out

over 32million times

2 When dining in we are upgrading our

traditional takeaways, with 80% now ordering restaurant deliveries from the comfort of our sofa or bed (as revealed by 1 in 4 Londoners)

3 Our soap obsession guides our meal

times at home, wolfing our dinner in less than 15 mins at 6.39pm during the week; leaving plenty of time to catch our favourite programmes

4 Small kitchens and a tempting array

of choice make Londoners the most foodventurous, 7 in 10 dine out each week, and are more likely to visit pop up restaurants

5 1 in 4 of the meals eaten out are

done so alone, as we crave serene and quiet environments – over half in London (56% of all evening meals)

6 We dine alone but still look to share

our meal times with others via social channels; our obsession with snapping our meals has resulted in 6 million handsets dropping into our dinner

7 The tip battle continues with 70% of

Brits believing that there should be no service charge at the end of the meal

8 Get ready for the ‘brunch generation’

as over half (54%) of all under- 29s enjoy tucking into the egg and Prosecco-fest each week

9 We are ready for a tech revolution,

holographic menus are the order of the day to avoid food envy

10 In 2017 we are coconut crazy and

hungry for protein, looking for natural ingredients such as cauliflower- based carbs and insects

11 We want to get closer to food, both

in making our own artisan products, but also in transparency over the food miles of our meals

IN SUMMARY

So there we have it, 2,000 of the UK’s foodies have revealed all about their dining journey, from where they choose to eat, to how they choose to tip, we now have a clear idea of what our consumer’s want when it comes to their dining experiences.

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RESEARCH METHODOLOGYThe How We Shop: The Food Edit is all about understanding the future of food and dining. As a part of The Food Edit report an online survey was conducted in the UK market between 8-19th May 2017. The survey was rolled out nationally, with a total of 2000 respondents aged 18 and over. To ensure results reflect reality as closely as possible, the respondents were sampled to represent the real demographic distribution with respect to age, gender and geographic place of residence in each market. Focusing on emerging trends, the sample was capped at adults 18-59, ensuring larger samples of some of the younger age groups.

Images courtesy of:iStock photo, ShutterWorxShutterstock and Issy Croker