TGI Fridays, Five Guys amongst "most fun" hospitality brands: study
New research suggests that ‘fun’ is a key element many guests look for when deciding where to visit.
Customers consider TGI Fridays and Five Guys amongst the “most fun” hospitality brands in the UK, according to a new report from OC&C Strategy Consultants.
In the report’s pub and restaurant category, TGI Fridays UK garnered an average fun score of 70%, with 65% of respondents giving the chain a 4 or 5 out of 5 fun rating. Brands in the top fun quartile enjoy repeat monthly visits from nearly 30% of their guests, whilst the same figure for the bottom quartile of brands is 17%.
Five Guys, categorised in the fast food segment, had a 61% average fun score, with 46% of respondents giving the chain a 4 or 5 out of 5 fun rating.
“More fun brands typically benefit from a higher number of positive personal recommendations, better reviews and stronger brand loyalty,” OC&C Strategy Consultants associate partner David Foster explained.
“These factors are becoming even more important in a world where guests are increasingly looking online for inspiration when deciding where to go, are visiting a greater variety of brands and are less convinced by old-fashioned value-based promotions.”
Foster added that they are seeing a shift in generational behaviour, with millennials and Gen Z-ers “increasingly demanding, less brand loyal and are preferring to spend money on experiences rather than products.”
“Understanding how to offer more fun experiences should be a high priority for brands wanting to appeal more strongly to these generations and gain competitive advantage,” Foster said.
The OC&C Fundex also identified the best overall leisure brands in the UK according to guests, with Wagamama and Subway winning in the Best Restaurant and Best Fast Food and Food-to-go categories respectively.
Photo credit: TGI Fridays UK Facebook
