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Consumers expect choice at Easter

Consumers expect choice at Easter

Easter may be synonymous with lamb, but consumers prefer beef and chicken with their Sunday roast, according to new research by OnePoll.

For the research, which was commissioned by Unilever Food Solutions (UFS), 1000 consumers were asked to name their ideal Easter Sunday meal. A roast dinner was the clear winner, with 55% naming it their top choice. But, while chicken and beef were named the top varieties, with 32% and 31% respectively, lamb scored a lowly 17%, followed by a vegetarian roast at 13%.

The survey respondents picked out good value (41%) as the most important factor when choosing where to eat on Easter Sunday. When asked how much they would be prepared to pay for their food, most respondents said between £11-£20 per person, while 29% said between £21-£30.

Bad or poor value food was picked as the one thing most likely to spoil their Easter Sunday experience, followed by rowdy customers (52%).

UFS commissioned the research to build understanding of what consumers want from pubs over the Easter weekend. The findings have been used to create a new Pub How to Guide, written by UFS’ pub expert Chris Barber.

Chris Barber said: “Easter weekend is an excellent opportunity for pubs to attract extra diners, with added value menus, treats or activities. Pub chefs may automatically think about spring lamb for their Easter menus but it can be expensive. Our research shows chicken and beef are likely to go down just as well with diners, but it’s important to think about other ways that you can entice customers and stand out from the competition.

“Pubs can consider offering simple treats like Easter eggs, providing entertainment for the children or offering a discount for repeat visits. These were all picked out by survey respondents as things that would make them more likely to choose a particular pub or restaurant.

UFS’ latest Pub How to Guide, the fourth in its series, has been developed to help independent pubs reap rewards from the Easter weekend.

The guide, which can be downloaded from, reveals insight into what consumers are looking for over the Easter weekend and includes creative ideas that will appeal to the whole family.

When asked to name their ideal Easter meal, respondents chose the following meals:

  • Roast dinners (55%)
  • Steak (13.80%)
  • Fish and chips (10.70%)
  • Pie and mash (5.70%)
  • International cuisine, e.g. Indian or Chinese (4.7%)
  • Italian food (4.2%)
  • Burger and chips (3.20%)
  • Other (1.8%)
  • BBQ (1%)
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