sports venue catering 2016brakes-source.co.uk/assetfiles/sports_venue_catering_2016.pdf · sports...

Copyright 2015 YouGov plc.

1

Sports Venue Catering

2016

Sports Venue Catering 2016 Reproduction Prohibited


2

About YouGov

Founded in London in 2000, YouGov is considered the pioneer of online market research. With offices

throughout the UK, the United States, Europe, the Middle East, Africa and Asia, YouGov is one of the world’s top 25 research companies according to the respected Honomichl Global Top 25 Report.

Through YouGov’s proprietary panel of approximately 3 million consumers worldwide and bespoke research

methodology, we collect unique consumer insight.

From the very beginning, we have been driven by one simple idea: The more people participate in the decisions made by the institutions that serve them, the better those decisions will be. We are constantly

engaged in developing new technologies and methodologies to enable collaborative decision-making.

YouGov’s suite of proprietary data products includes: BrandIndex, the daily brand perception tracker; YouGov Omnibus, the fastest, most cost effective way to obtain answers from both national and selected samples; and

YouGov Profiles, a new tool for media planning, segmentation and forecasting.

For more information about our services, please see http://www.yougov.com/

About YouGov Reports

YouGov Reports, part of YouGov plc, is a provider of comprehensive business intelligence. We offer a powerful type of consumer-driven market intelligence reports and an online information platform,

designed to help your business make better and quicker decisions.

Our analysts are highly qualified and, on average, each draws on over 15 years industry experience to deliver analysis, comment, opinion and advice on the latest market trends and conditions across a range of sectors

including Finance, Food & Drink, Retail, Health & Beauty, Lifestyles, and Technology.

For more information about our services, please see http://reports.yougov.com/

No part of this report may be stored or reproduced (either electronically or mechanically or otherwise) without the express prior

permission of YouGov.

This report relies on data, conclusions and recommendations from primary and secondary sources (including third parties) that were

gathered in good faith. Although believed to be accurate, this information is not guaranteed and, as such, YouGov can accept no liability

for action taken based on any information in this report.

Your payment for this report is for one hard copy and one electronic copy only. If you would like additional hard or electronic copies of this

report, or any of its sections, please contact us to purchase them separately.

PUBLISHED BY:

YouGov Plc, 50 Featherstone Street, London, EC1Y 8RT T: +44 (0)20 7012 6063, F: +44 (0)20 7012 6001, E: [email protected]

http://www.yougov.com/

http://reports.yougov.com/

mailto:[email protected]



3

Table of Contents Table of Figures ............................................................................................................................................................................................... 5 Introduction & Scope ...................................................................................................................................................................................... 7

Report coverage .................................................................................................................................................................................. 7 Report Summary ............................................................................................................................................................................................. 9

Report overview .................................................................................................................................................................................. 9 Fewer sports venue visitors in 2015 .................................................................................................................................................... 9 Sourcing food ...................................................................................................................................................................................... 9 Fast food dominates .......................................................................................................................................................................... 10 Food buyers feeling ripped off........................................................................................................................................................... 10 Improved levels of service ................................................................................................................................................................. 11 Mixed views on food ......................................................................................................................................................................... 11 Encouraging more people to eat will be difficult ............................................................................................................................... 11

Background ................................................................................................................................................................................................... 13 Changes in eating out habits ............................................................................................................................................................. 13 Effect of a rise in income ................................................................................................................................................................... 14

Sports Venue Visiting .................................................................................................................................................................................... 15 Key findings ....................................................................................................................................................................................... 15 Usage of sports venues ...................................................................................................................................................................... 15 Types of sports venues visited ........................................................................................................................................................... 17 Frequency of visiting.......................................................................................................................................................................... 18 Most recent sports venue visit .......................................................................................................................................................... 19 Timing of visit .................................................................................................................................................................................... 21 Season tickets .................................................................................................................................................................................... 21 Occasion type .................................................................................................................................................................................... 22 Where the event was watched .......................................................................................................................................................... 22 Eating habits of sports venue visitors ................................................................................................................................................ 23 Healthy eating priorities .................................................................................................................................................................... 24 Eating out habits ................................................................................................................................................................................ 25

Eating at Sports Venues................................................................................................................................................................................. 26 Key findings ....................................................................................................................................................................................... 26 Food expectations ............................................................................................................................................................................. 26 Source of food when at sporting venues ........................................................................................................................................... 29 Eating at specific venues.................................................................................................................................................................... 30 Major football club visitors ................................................................................................................................................................ 30 Eating at last visit to a major sports venue ........................................................................................................................................ 31 Spend on food ................................................................................................................................................................................... 32 Who food is bought for ..................................................................................................................................................................... 33 Fast food spending ............................................................................................................................................................................ 34 Types of fast food bought .................................................................................................................................................................. 35 Spending on snacks ........................................................................................................................................................................... 36 Cold food ........................................................................................................................................................................................... 37 Drinking ............................................................................................................................................................................................. 38 Spend on drinking .............................................................................................................................................................................. 39 Where food is purchased................................................................................................................................................................... 40 Queues .............................................................................................................................................................................................. 40 Where food is eaten .......................................................................................................................................................................... 42 When food is eaten ........................................................................................................................................................................... 43

Opinions on Food Provision ........................................................................................................................................................................... 44 Key findings ....................................................................................................................................................................................... 44 Overall satisfaction ............................................................................................................................................................................ 44 Attitudes in detail .............................................................................................................................................................................. 45 The overall picture ............................................................................................................................................................................. 45 Pricing issues ..................................................................................................................................................................................... 48 Sports venue visitors ......................................................................................................................................................................... 48 Service ............................................................................................................................................................................................... 50 Sports venue visitors ......................................................................................................................................................................... 51 Words associated with staff .............................................................................................................................................................. 52 Words associated with surroundings................................................................................................................................................. 53 Food .................................................................................................................................................................................................. 54 Sports venue visitors ......................................................................................................................................................................... 55 Fulfilment of expectations – value for money ................................................................................................................................... 58 Fulfilment of expectations – quality of food ...................................................................................................................................... 60 Comparisons to food available elsewhere ......................................................................................................................................... 61 Comparisons to food available elsewhere – value for money ........................................................................................................... 61 Comparisons to food available elsewhere – service .......................................................................................................................... 62 Comparisons to food available elsewhere – quality of the food ........................................................................................................ 63 Former food buyers ........................................................................................................................................................................... 64 Those who didn’t buy on the day ...................................................................................................................................................... 65



4

Looking Ahead ............................................................................................................................................................................................... 66 Key findings ....................................................................................................................................................................................... 66 Eating behaviour on next visit ........................................................................................................................................................... 66 What sports venue visitors want ....................................................................................................................................................... 69 Improvements to the catering ........................................................................................................................................................... 71 Arousing interest ............................................................................................................................................................................... 73 Opinions on future food provision..................................................................................................................................................... 74 Type of food sold ............................................................................................................................................................................... 76

Market Trends ............................................................................................................................................................................................... 77 Future Developments .................................................................................................................................................................................... 78 Expected spend ............................................................................................................................................................................................. 78 Forecast ......................................................................................................................................................................................................... 79 Appendix – Questionnaire ............................................................................................................................................................................. 80



5

Table of Figures Figure 1 Eating out during the day compared with 12 months ago, 2011-2015 ................................................................................ 13 Figure 2 Impact on eating out habits of having more money, 2011-2015 .......................................................................................... 14 Figure 3 Sporting venue visits for sporting or other events, 2011-2015 ............................................................................................ 16 Figure 4 Use of sport venues for sport or other events, men and women by age, 2011-2015 .......................................................... 16 Figure 5 Type of sports venue visited in last two years, 2013 and 2015 ............................................................................................ 17 Figure 6 Frequency of visiting sports venues, by venue type, 2013 and 2015 ................................................................................... 18 Figure 7 Type of sports venue visited most recently, by those who have visited two or more types of sports venue in the last two

years, 2013 and 2015 ........................................................................................................................................................... 19 Figure 8 Type of sports venue visited most recently .......................................................................................................................... 20 Figure 9 Most recent visit to a major sports venue, 2013 and 2015 .................................................................................................. 21 Figure 10 Type of event attended on last visit to major sports venue, 2013 and 2015 ........................................................................ 22 Figure 11 Where event at major sports venue was watched from, 2013 and 2015 ............................................................................. 22 Figure 12 Healthy eating habits of sports venue visitors ...................................................................................................................... 23 Figure 13 Attitudes towards food ........................................................................................................................................................ 24 Figure 14 Eating out habits of sports venue visitors ............................................................................................................................. 25 Figure 15 Agreement/disagreement with statements regarding expectations of food in major sports venues/stadiums .................. 27 Figure 16 Agreement with statements regarding expectations of food in major sports venues/stadiums, by those who have visited a

major football club, cricket club, rugby club or racecourse in the last two years ................................................................. 28 Figure 17 Eating arrangements at attendance at last sporting event, 2011-2015................................................................................ 29 Figure 18 Food buying habits, by type of major sports venue visited in the last two years ................................................................. 30 Figure 19 Food consumption during most recent visit to a major sports venue, 2013 and 2015 ......................................................... 31 Figure 20 Food consumption on the most recent visit to a major sports venue, football/rugby groups versus venues with longer

events ................................................................................................................................................................................... 32 Figure 21 Food categories bought and average spend, 2013 and 2015 ............................................................................................... 32 Figure 22 Who food is bought for ........................................................................................................................................................ 33 Figure 23 Amount spent on fast food inside the venue at last visit ..................................................................................................... 34 Figure 24 Fast food purchased inside the venue at last visit, 2013 and 2015 ...................................................................................... 35 Figure 25 Amount spent on snacks inside the venue at last visit ......................................................................................................... 36 Figure 26 Types of snack food bought, 2013 and 2015 ........................................................................................................................ 36 Figure 27 Amount spent on cold food inside the venue at last visit ..................................................................................................... 37 Figure 28 Drinking at the most recent visit, 2013 and 2015 ................................................................................................................. 38 Figure 29 Purchasing of drinks inside the stadium/venue during last visit, 2013 and 2015 ................................................................. 39 Figure 30 Amount spent on drink inside the stadium/venue during last visit, by category ................................................................. 39 Figure 31 Source of food purchased within major sports venues, 2013 and 2015 ............................................................................... 40 Figure 32 Time spent queuing to purchase food .................................................................................................................................. 41 Figure 33 Where food is eaten, 2013 and 2015 ................................................................................................................................... 42 Figure 34 When food is eaten, by food type ........................................................................................................................................ 43 Figure 35 Most likely type of food to be eaten at major sports venues and when, by gender ............................................................ 43 Figure 36 Whether food buyers got what they wanted ....................................................................................................................... 45 Figure 37 Agreement with statements regarding eating at sports venues, 2011-2015 ........................................................................ 46 Figure 38 Significant changes in agreement with statements regarding eating at sports venues, 2011 versus 2015 .......................... 47 Figure 39 Agreement/disagreement with statements regarding pricing at sports venues, 2011-2015 .............................................. 48 Figure 40 Agreement/disagreement with statements regarding pricing at major sports venue, by sports venue visitors, 2013 and

2015 ..................................................................................................................................................................................... 49 Figure 41 Agreement/disagreement with statements regarding service at sports venues, 2011-2015 .............................................. 50 Figure 42 Agreement/disagreement with statements regarding service at major sports venues, by sports venue visitors, 2013 and

2015 ..................................................................................................................................................................................... 51 Figure 43 Words associated with staff when spending money on food during last visit to major sports venues, 2013 and 2015 ....... 52 Figure 44 Words associated with surroundings where food was bought/eaten, 2013 and 2015 ........................................................ 53 Figure 45 Agreement/disagreement with statements regarding the food served at sports venues, 2011-2015 ................................. 54 Figure 46 Agreement/disagreement with statements regarding the food served at major sports venues, by sports venue visitors,

2013 and 2015 ...................................................................................................................................................................... 56 Figure 47 Words associated with food eaten on last visit to a sports venue, 2013 and 2015 .............................................................. 57 Figure 48 Fulfilment of expectations regarding the value for money of the food, 2013 and 2015 ...................................................... 59 Figure 49 Fulfilment of expectations regarding the quality of food, 2013 and 2015............................................................................ 60 Figure 50 How value for money of the food in major sports venues compares with similar food elsewhere, 2013 and 2015 ............ 61 Figure 51 How service when buying food in major sports venues compares with similar food elsewhere, 2013 and 2015 ................ 62 Figure 52 How quality of the food bought in major sports venues compares with similar food elsewhere, 2013 and 2015 ............... 63 Figure 53 Reasons for no longer buying food at major sports venues, 2013 and 2015 ........................................................................ 64 Figure 54 Reasons for not buying food on most recent visit, 2013 and 2015 ...................................................................................... 65 Figure 55 Likelihood of eating at next sports event attended, 2011-2015 ........................................................................................... 67 Figure 56 Likelihood of eating at next sports event attended 2013 and 2015 ..................................................................................... 68 Figure 57 Words/phrases that sports venue visitors think would make them more likely to eat/buy food at a sports venue, 2013 and

2015 ..................................................................................................................................................................................... 73 Figure 58 Most popular words/phrases that sports venue visitors think would make them more likely to eat/buy food at a sports

venue, food buyers by usage of positive and negative words associated with the food ...................................................... 74 Figure 59 Agreement with statements concerning future food provision, 2013 and 2015 .................................................................. 75



6

Figure 60 Agreement/disagreement with statements regarding the type of food that should be sold at sports venues, 2013 and 2015 ..................................................................................................................................................................................... 76

Figure 61 Household consumption expenditure on restaurants, cafes, etc., 2011-2015 ..................................................................... 77 Figure 62 Estimated total annual spend on food and drink in sports venues, 2013 and 2015 ............................................................. 77 Figure 63 Amount sports venue visitors are prepared to spend on food for themselves at their next visit, 2013 and 2015 ............... 78 Figure 64 Amount sports venue visitors are prepared to spend on food for themselves at their next visit, food buyers by use of

positive and negative words associated with surroundings, staff and food ......................................................................... 79



7

Introduction & Scope Following the YouGov Reports publications Sports Venue Catering 2011 and Sports Venue Catering 2013, the 2016 iteration of this report gives the most recent picture of the UK sports venue catering market. Attendance at the UK’s national network of top-level sporting venues means that there is a large volume of potential customers for buying out-of-home food. However, only just under a third of attendees of events at major sports venues actually purchase food while there, meaning that a significant potential source of revenue remains untapped, especially in a situation where the wider eating out market is showing strong growth. Nevertheless, the vast majority of sports visitors go to venues to watch sport, not to eat, and they are never going to be an easy target, especially as many regard the food available as overpriced and of poor quality.

Report coverage

This report examines the UK sports venue catering market. It identifies where consumers have eaten, their reason for visiting a sporting venue when they have eaten, their attitudes towards the

food provided and what can be done in future to improve the catering experience. The survey questioned 3,859 nationally representative adults aged 16 and over, among whom 507 have ever attended a sporting event and ate food and/or a meal last time they were there. This was directly comparable to surveys run in 2011 and 2013. In addition, a further survey was conducted among 1,027 adults aged 16 and over who have visited a sports venue in the last two years, which was directly comparable to the previous survey in 2013. The questions asked covered the following topics: Nationally representative survey Eating out habits Usage of sporting venues Source of food when attending sporting events Attitude to food bought in sports venues Future eating at sports venues Sports venue visitors’ survey Type of sports venues visited Frequency of visiting sports venues/stadiums Eating habits Usage of outlets for eating out Usual food buying habits at major sports venues/stadiums Expectations of food available at major sports venues/stadium Food and drink consumption and expenditure at the most recent visit to a major sports

venue/stadium Reasons for buying or not buying food at the most recent visit to a major sports venue/stadium Opinions on food purchased at the most recent visit to a major sports venue/stadium Comparison of food purchasing expectations to reality at the most recent visit to a major sports

venue/stadium Wish lists for the future



8

Methodology A full list of questions that were asked in the YouGov Reports survey is provided in the Appendix. Cross-tabulated results to these questions are available for subscribers to this report – please contact us on 020 7012 6063 if you would like detailed tables.



9

Report Summary

Report overview

The verdict that sports venue visitors feel they are being ripped off by food pricing occurs throughout this report. This conclusion can be drawn from the high levels of agreement to statements specifically on pricing, from prior expectations and how they are met and from the comparison with similar food sold elsewhere. Equally damning are many of the comments made spontaneously when visitors were asking to think about how they would like the food offering improved. In other areas, it is obvious that progress has been made – particularly with regard to service standards and the actual food available. However, the danger is these improvements will all count for nothing in an atmosphere poisoned by resentment over the prices being charged.

Fewer sports venue visitors in 2015

The proportion of people going to sports venues is lower in 2015 compared with 2013, which was boosted by the 2012 Olympics. Major venue visiting continues to be dominated by those going to football grounds, although rugby, cricket and horse racing are also very popular. The vast majority of people who go to major sports venues do so to watch the main sport which that venue is known for/regularly hosts with non-sport usage marginal. Key facts

34% of the nationally representative sample visited a sporting venue in 2015, compared with 38% in 2013.

In 2015, 42% of those who had visited any sports venue in the last two years had been to a major football venue.

87% of visitors to major venues in 2015 had been to watch the main sport which that venue is known for/regularly hosts.

Sourcing food

Only around a third of major sports venue visitors bought food within the venue on their most recent visit, with many people either eating at home before and/or afterwards, bringing food from home, and/or buying food outside the venue. Those who went to venues which host all day events such as cricket were more likely than those who went to football/rugby venues to have bought food there, but they were also much more prone to have bought picnics. Key facts

Just 32% bought food from the venue on their last visit, compared with 60% who ate food at home or brought it with them.

47% of those who visited a venue which hosts longer events bought food there, compared with 21% who went to a football/rugby ground.

But 43% of the former group took food from home to eat.



10

Fast food dominates

Those who buy food are most likely to have bought fast food, especially burger and/or chips, although pie and hotdogs are also popular among those who purchased at a football/rugby ground. Only around half of those who bought food said it was what they wanted, with some two in five saying it was close. However, nearly a quarter said it wasn’t what they wanted but they needed to get something. Thus it is clear that satisfaction with the largely fast food offering is not very good. It is also the case that sports visitors are much more likely to buy a drink than food, with just over half doing this. Spending is especially notable on alcoholic beverages, especially in venues which host longer events. Key facts

22% of those who visited a major venue bought fast food, 11% snacks, 7% cold food and 6% hot meals on a plate.

33% bought alcoholic beverages, 24% hot beverages and 21% soft drinks/bottled water.

54% of food buyers said it was what they wanted, 21% that it wasn’t quite what they wanted but was close and 23% that it wasn’t what they wanted but they needed to get something.

Food buyers feeling ripped off

Agreement that food is overpriced and disagreement that it is good value for money continue to be widely held sentiments, and have actually become more widespread since the previous surveys. The strength of feeling on this issue is demonstrated by the significant proportions who continue to expect poor value for money and then have it confirmed in reality; the proportion who think that it is worse than when buying similar food elsewhere; and the number who give it as a reason for no longer buying food. Furthermore, adverse comments on price were common when sports venue visitors were asked to say spontaneously how they thought the food offering could be improved. Key facts

In 2015, 69% of food buyers at major venues agreed that ‘the food was overpriced’ and 56% disagreed that it was ‘good value for money’.

Some 46% of this group expected the value for money to be poor and then found that it was.

59% think that the value for money is worse in major sporting venues than when buying similar food elsewhere.

71% of those who used to buy food from major sports venues but no longer do so say this is because it was very poor value for money.



11

Improved levels of service

On a more positive note, there was a significant rise in the proportion of those who agree that the service was good. Furthermore, over three quarters of food buyers cite at least one positive word they associate with the staff who served them, with the most popular words being ‘friendly’, ‘hardworking’ and ‘polite’. However, there was a notable level of dissatisfaction with queuing and the length of time it took to get served as well as some concerns that the tables were not clean enough. Key facts

In 2015, 61% of food buyers agreed that ‘the service was good’, compared with 42% in 2013.

But 51% agreed that ‘the queues were too long’ and 43% that ‘it took too long to get served’.

Mixed views on food

There has been a significant rise in the proportion who agree they enjoy eating at the sports venue. Furthermore, the proportion associating the grudging ‘all right’ with the food they ate has dipped and there have been rises in the much more enthusiastic ‘hot’, ‘tasty’ and/or ‘appetising’. But given the two opposing facts that the food available is heavily dependent on fast food and a high proportion of sports venue visitors are ABC1s who claim to be healthy eaters, there are still some concerns. There is a significant proportion who agrees that the quality of the food was not high enough and/or there are not enough healthy options and these complaints were also key themes among the spontaneous comments. Key facts

In 2015, 33% of food buyers agreed ‘I enjoyed eating there very much’, compared with just 20% in 2013.

38% cited ‘tasty’ in 2015, compared with 24% in 2013, while ‘appetising’ changed from 15% to 21%.

But also in 2015, 34% agreed that ‘there were not enough healthy options’, while 33% felt that ‘the quality of the food wasn’t high enough’.

Encouraging more people to eat will be difficult

Although with only a third of major sports venue visitors buying food, there would seem to be a huge area of potential to increase sales, this is more limited than might be thought. Many visitors’ primary interest is what they go to see in the first place and they are not interested in, and may even resent, attempts to persuade them to spend on food. In terms of increasing the take-up of food among those who are interested, food retailers are walking a delicate tightrope of keeping their traditional customers happy while also offering more exciting, modern alternatives.



12

Key facts

72% agree (with 32% agreeing strongly) that ‘it’s expensive enough to get into a match/event in the first place without being pressured or made to spend more’.

50% agree that ‘sports venues should stick to basic food they can do well, not try and sell pretentious snacks/meals’ but 37% agree ‘the food at sports venues is old fashioned – they need to sell food that people like today’.



13

Background Eating out at sports venues will reflect general consumer habits. The following figures therefore look at current consumer attitudes to eating out.

Changes in eating out habits

Adults surveyed were asked how their eating out habits during the day has changed compared with twelve months ago. Results are shown next.

Figure 1 Eating out during the day compared with 12 months ago, 2011-2015

Source: YouGov Sports Venue Catering Surveys (27 July-1 August 2011, 24-30 October 2013 and 17-24 November 2015)

There have been considerable changes in eating out habits since the previous survey, with a higher proportion of people noting a change in the last 12 months. The most marked adjustment has been the fall in the proportion who say they eat out less than 12 months ago, no doubt reflecting the improved economic circumstances of many people. Indeed, there has been a rise in the proportion who say they eat out more although there is also a rise in the proportion who say they eat out to the same extent but pay more due to price rises. However, the move to eating out more is strongly skewed towards the youngest consumers, especially women (27% of the latter say this as do 22% of men).

2011 2013 2015

Base: nationally representative UK adults aged 16+ 2,039 4,195 3,859

Nothing has changed 39% 38% 32%

I eat out less than I did 12 months ago 38% 31% 19%

I eat out the same now as I did 12 months ago but it costs more as prices have gone up 6% 8% 14%

I eat out more than I did 12 months ago 4% 4% 13%

I am more likely to take a packed lunch now than I was 12 months ago 2% 5% 5%

I eat out as much as I did 12 months ago but I choose cheaper food outlets 4% 4% 5%

I eat out less than 12 months ago but I choose better quality food outlets 2% 3% 4%

I am more likely to buy food to eat at work/college now than I was 12 months ago 2% 2% 3%

None of these/don’t know 4% 5% 5%



14

Effect of a rise in income

Survey participants were then asked: “If you had a bit more money to spend on food outside of the home each week, which would you say most applies to you?” Topline results are shown next.

Figure 2 Impact on eating out habits of having more money, 2011-2015

2011 2013 2015

Base: nationally representative UK adults aged 16+ 2,039 4,195 3,859

I wouldn’t change the way I eat – I would use the money for other things 45% 48% 47%

I would eat out more often than I do now 34% 28% 24%

I would eat in more expensive restaurants/cafes than I do now 5% 6% 7%

I would eat at the same places but choose more expensive dishes 4% 5% 4%

I would eat in the same way I do now but have more snacks during the day 2% 3% 2%

It makes no difference to me – my work/college canteen/restaurant/cafe is subsidised 2% 2% 2%

None of these/Don't know 8% 9% 14%


Just under half of consumers would not change the way they eat, indicating that their choices on eating out are linked to other factors. Those aged 40+ are the most likely to say this, with women especially prone to doing so, reflecting the fact that eating out (or not) is often linked to lifestyle. There has been a further drop in the number who say they would eat out more, indicating that as economic circumstances have improved many who would eat out more are already doing so.



15

Sports Venue Visiting This section looks at how many people visit sports venues and who goes where.

Key findings

Usage of sports venues

The nationally representative sample were asked if they ever attend a sporting event or other event at a sports venue.



16

Figure 3 Sporting venue visits for sporting or other events, 2011-2015


Data suggest that there has been a drop in the proportion visiting sports venues, with only just over a third now going to these settings. However, it should be remembered that 2013 data included those who had been to Olympic/Paralympic events. Men continue to be far more likely to go, and the skew towards them has intensified in the 2015 data. However, it is also notable that the proportion of men aged 16-24 who go has also dropped significantly, while there has been a rise in the proportion of men aged 40-54.

Figure 4 Use of sport venues for sport or other events, men and women by age, 2011-2015

Men 16-24 25-39 40-54 55+

2011 49% 52% 48% 37%

2013 46% 56% 51% 38%

2015 35% 54% 54% 40%

Women

2011 29% 35% 32% 20%

2013 34% 36% 31% 21%

2015 25% 26% 24% 16%

Base: nationally representative UK adults aged 16+ – 2,039 in 2011, 4,195 in 2013 and 3,859 in 2015


Base: nationally representative UK adults aged 16+ – 2,039 in 2011, 4,195 in 2013 and 3,859 in 2015

36% 38%34%

62% 60%

65%

2% 2% 1%

2011 2013 2015

0%

10%

20%

30%

40%

50%

60%

70%Yes

No

Wouldrather notsay

Changes in the profile of sports venue visitors will need to be taken account of when it

comes to menu choices.



17

ABC1s continue to be more likely than C2DEs to visit a sporting venue (39% versus 27% respectively) as are those who live in London (40%). However, the peaks that were seen in the 2013 survey for Scotland and Wales have disappeared (especially for the latter), meaning that attendance as whole is much more skewed towards Londoners than previously.

Types of sports venues visited

Those who have been to a sports venue in the last two years were asked about which type they had visited.

Figure 5 Type of sports venue visited in last two years, 2013 and 2015

Source: YouGov Sports Venue Catering Surveys (24-30 October 2013 and 17-24 November 2015)

Sports venue visiting continues to be dominated by local sport club venues and major football club venues, with an increase in the proportion who have visited the former compared with the previous survey. The drop in the proportion who have visited ‘other sports stadium/arena’ no doubt reflects the number who had been to Olympic/Paralympic events in the previous survey. The fact that London is the site of many major venues means that it is pre-eminent across many major sports. However, those living in the North are also particularly likely to visit major cricket venues, while rugby venues are popular among those in the South (and also especially among the small group who live in Wales). Major football venues are popular across the board but are less so in the South (just 33% have been to one).

Base: UK adults aged 16+ who have visited a sports venue in the last two years –1,106 in 2013 and 1,027 in 2015

14%

4%

6%

7%

13%

16%

17%

42%

53%

24%

3%

9%

9%

15%

15%

15%

45%

44%

Other sports stadium/arena

Major golf tournament venue

Major motor/bike racing venue

Major tennis venue

Major racecourse venue

Major cricket club venue

Major rugby club venue

Major football club venue

Local sports club venue (any kind)

0% 10% 20% 30% 40% 50% 60%

2013

2015



18

With the exception of tennis, visitors are more likely to be men than women, although the difference is most marked for football (48% of men versus 28% of women). Going to a football venue is popular among all men, but does dip among those aged 55+ (55% of those aged up to 54, 44% of those aged 55+). Other major venues show less of a differential. In contrast, the female visitors to major sporting venues are most likely to be aged 25-39.

Frequency of visiting

Those who mention each type of sports venue were asked how often they go there.

Figure 6 Frequency of visiting sports venues, by venue type, 2013 and 2015

Sample

size:

Rarely – once in the last

two years

Sporadically – around

once a year

Occasionally – 2-5 times in the last two years

Regularly – around once

a month (during the season) in

the last two years

Often – around once

a week (during the season) in

the last two years

Local sports club – 2013 444 13% 14% 27% 21% 25%

local sports club – 2015 548 14% 14% 24% 21% 27%

Major football club – 2013 458 24% 21% 30% 15% 10%

Major football club – 2015 436 17% 21% 34% 14% 13%

Rugby – 2013 157 22% 29% 34% 8% 6%

Rugby – 2015 170 21% 23% 39% 14% 4%

Cricket club – 2013 157 30% 37% 23% 7% 3%

Cricket club – 2015 168 21% 30% 37% 10% 2%

Racecourse – 2013 148 27% 35% 28% 8% 1%

Racecourse – 2015 135 22% 27% 41% 9% 1%

Tennis – 2013* 87 43% 44% 10% 3% -

Tennis – 2015* 67 49% 36% 12% 3% -

Motor/bike racing – 2013* 90 29% 28% 30% 11% 2%

Motor/bike racing – 2015* 59 19% 42% 32% 5% 2%

Other – 2013 242 58% 17% 14% 5% 5%

Other – 2015 141 32% 28% 21% 11% 9%

Base: those who have visited each type of venue in the last two years

*low and very low sub-samples Source: YouGov Sports Venue Catering Surveys (24-30 October 2013 and 17-24 November 2015)

Most of the visitors to the major venues do not do this on a frequent basis, although nearly half of those who mention local sports clubs do so. Even those who go to major football clubs are most likely to do so occasionally with the number who go less often outweighing those who go more often.

Visits to major football grounds dominate major venue visiting – but it is the venues which

host longer all day events such as cricket and racing where consumers will have the

greatest need for food.



19

Visitors to major rugby, cricket and/or racecourse venues are also more prone to going occasionally. However, rugby, cricket and racecourse venues now have an increased proportion who go occasionally rather than sporadically, with visits to rugby matches in 2015 likely to have been boosted by the World Cup. In contrast, tennis and motor/bike race visitors show a tendency to go less often, while as previously mentioned the drop in visitors to other venues is due to the effect of the Olympic year on the 2013 data.

Most recent sports venue visit

Those sports centre visitors who had visited more than one type of venue in the last two years were asked which they had visited most recently. Results are presented next.

Figure 7 Type of sports venue visited most recently, by those who have visited two or more types of sports venue in the last two years, 2013 and 2015


Local sports clubs and major football venues are most likely to be mentioned in this context, with a significant increase in those who mention the former. These responses clearly demonstrate the pre-eminence of football grounds among major venues. However, it also shows that many of the sports venue visitors are most likely to have been to a small local venue than to one of the majors.

The fact that many sports venue visitors do not go often may encourage them to want to

treat themselves while they are there and make the most of the experience. Food retailers

may benefit from letting people know what is available when they book and perhaps

offering the opportunity to prepay along with their entry ticket.

Base: UK adults aged 16+ who have visited two or more types of sports venue in the last two years – 504 in 2013 and 465 in 2015

2%

6%

1%

2%

2%

6%

6%

9%

29%

38%

2%

10%

1%

4%

4%

8%

8%

7%

27%

31%

Don’t know/can’t remember

Other



Major tennis venue






0% 10% 20% 30% 40%

2013

2015



20

Results for all visitors, when asked which of the venues they had visited the most recently, are very similar.

Figure 8 Type of sports venue visited most recently

Source: YouGov Sports Venue Catering Survey (17-24 November 2015)

Base: 1,027 UK adults aged 16+ who have visited a sports venue in the last two years

1%

8%

1%

3%

4%

5%

6%

9%

26%

38%

None of these

Other sports stadium/arena



Major tennis venue






0% 10% 20% 30% 40%



21

Timing of visit

Those who had been to a major sports venue were asked when their last visit took place.

Figure 9 Most recent visit to a major sports venue, 2013 and 2015


Visitors in 2015 have made their most recent visit within a nearer time frame than those surveyed in 2013. In particular, there has been a significant fall in the percentage whose last visit was more than a year ago. Men are much more likely than women to have been in the last month (34% versus 16% respectively), with the latter being far more prone than men to have been 7-12 months ago/more than a year ago (19% compared with 22%). Visitors to major football venues, racecourses and/or rugby venues are the most likely to have been in the last month (around four in 10 say this).

Season tickets

As was the case in 2013, only a minority of sports venue visitors are season ticket holders (13%). However, those who have been to a major football venue are more likely to hold a season ticket (22%), as are those who have been to a major cricket club (18%) and/or a racecourse (17%). Season ticket holders are highly likely to have made their most recent visit to a major venue within the last month (74%).

Base: UK adults aged 16+ who have visited a sports venue in the last two years –1,106 in 2013 and 1,027 in 2015

26%

20%

17%

13%

23%

29%

24%

16% 15% 15%

Within thelast month

2-3 monthsago

4-6 monthsago

7-12 monthsago

More than ayear ago

0%

5%

10%

15%

20%

25%

30%

35%

2013 2015



22

Occasion type

Those who had been to a major sports venue were also asked about the type of event they had attended.

Figure 10 Type of event attended on last visit to major sports venue, 2013 and 2015

2013 2015

Base: UK adults aged 16+ who have visited a major sports venue in the last two years 907 816

To watch the main sport which that venue is known for/regularly hosts 82% 87%

To watch another sport which the venue does not regularly host 5% 7%

A tour of the venue (i.e. stadium tour) 3% 1%

A concert 3% 1%

A corporate event (including watching a match/game/race, etc.) 1% 0%

A corporate event (not including watching a match/game/race, etc.) 1% 1%

Other event 4% 2%


The last visit for the vast majority of visitors was to watch the main sport which that venue is known for/regularly hosts, with a rise in the proportion who say this since 2013. Very few people have been there most recently for a purpose other than sport. Those who have been the most recently and/or hold a season ticket are the most likely to say they have been to watch the main sport.

Where the event was watched

Those who went to a concert/sporting event were asked where they watched it from.

Figure 11 Where event at major sports venue was watched from, 2013 and 2015

2013 2015

Base: UK adults aged 16+ who have been to a concert/sporting event in a major venue 832 791

Reserved seat in stand 65% 70%

Seat in stand without numbers 14% 10%

Standing/sitting in open area (e.g. by the side of a race track) 12% 13%

Private box 2% 2%

Family/friends/directors seating area/box 2% 1%

Bar/restaurant 1% 1%

Other 3% 3%

Don’t know/not applicable 2% 1%


Most visitors sat in a reserved seat in the stand, with the proportion doing so rising in 2015. Those who had been to a football/rugby venue were more likely to say this (89%), with nearly four in 10 visitors to other types of venue saying they watched while standing/sitting in an open area.



23

Eating habits of sports venue visitors

The sports venue visitors were asked about how healthily they believe they eat. They were asked to do this on a scale from one to seven, where one means very unhealthy and seven is very healthy. Results are shown next.

Figure 12 Healthy eating habits of sports venue visitors


Far more of the sports venue visitors regard their eating habits as healthy than unhealthy although one in five are neutral. It is also the case that visitors are far more likely to be at the lower end of the healthy scale than the top. However, compared with results for a nationally representative survey conducted for the YouGov Reports Healthy Eating 2015 publication, it seems that sports venue visitors are slightly more likely to be healthier eaters than the population as a whole: there was a slightly higher proportion who scored six or seven and a lower number of mentions for four of five.

Use of reserved seating may make it easier to buy food as visitors do not need to worry

about losing their space if they leave it to make a purchase.


1%

4%

7%

20%

36%

24%

6%

1%

0%

10%

20%

30%

40%

The fact that sports venue visitors may be more interested in eating healthily should be a

vital consideration when planning food choices for them.



24

Healthy eating priorities

The sports venue visitors were asked which of list of statements applied to them.

Figure 13 Attitudes towards food

I prepare most meals from scratch 56%

I am careful not to eat too much added sugar 54%

I eat a balanced diet 54%

I am careful about how much salt I eat 51%

I am careful about how much saturated fat I eat 44%

I eat at least 5 portions of fruit or vegetables a day 41%

I do not eat too much red meat 40%

I am careful not to have too many calories each day 26%

I try not to eat too much carbohydrate 20%

I avoid refined carbohydrates 14%

I have health concerns that mean I must avoid certain foods 14%

I try to eat organic foods as much as possible 12%

I follow a specific diet or regime 6%

None of these 5%

Don't know/rather not say 1%



Over half of sports venue visitors say they prepare most meals from scratch, are careful not to consume too much added sugar, eat a balanced diet and/or are careful about how much salt they eat. These results reinforce the fact that sports venue visitors generally prioritise healthy eating.

Women visitors are much more likely than men to mention many of these statements, especially the preparation of meals from scratch (70% versus 50% respectively). It is notable, however, that when it comes to sugar and salt, men are just as likely as women to be careful. Visitors to different venues have some varying priorities. For example, those who have been to a cricket venue are most likely to be careful about sugar (60%) while those who have been to a racecourse are most concerned about calories (33%). Those who have been to a football ground are often at the lower end of the range of responses, notably the preparation of meals from scratch and eating a balanced diet.

Sports venue visitors’ general eating habits will affect their taste buds and they may

instinctively reject food that does not conform to what they are used to, even if they are

not consciously trying to eat healthily when out and about.



25

Eating out habits

Visitors to sports venues were asked how often they eat out. Results are shown next.

Figure 14 Eating out habits of sports venue visitors


The majority of sports venue visitors do eat out but over half do so on an infrequent basis. C2DE visitors are more likely to say this, with 39% eating out less often than once a month (versus 24% of ABC1s). Those who have been to a major cricket club and/or a major rugby club venue are the most likely to eat out frequently (36% of the former and 33% of the latter do so once a week or more). Racecourse visitors are the most likely to go at fortnightly intervals (29%), with many of the key football venue visitors also saying this (26%).


7%

17%

21%

26%

28%

2%

More thanonce aweek

Once aweek

Once afortnight

Once amonth

Less oftenthan oncea month

Never

0%

10%

20%

30%



26

Eating at Sports Venues This section looks at the food buying habits of visitors to major sports venues.

Key findings

Food expectations

Those respondents who had been to a major sports venue in the last two years were asked whether they agree or disagree with a range of statements regarding their expectations about the food that would be on offer the last time they visited a venue/stadium. Topline results are shown in Figure 15.



27

Figure 15 Agreement/disagreement with statements regarding expectations of food in major sports venues/stadiums

Agree

strongly Agree

slightly

Neither agree nor disagree

Disagree slightly

Disagree strongly

Don’t know

Only fast food would be available 33% 34% 12% 11% 5% 5%

The food would be unhealthy 21% 42% 21% 7% 4% 5%

The service would be fast and efficient 10% 32% 29% 16% 7% 6%

I would enjoy eating there 6% 24% 33% 22% 10% 5%

There would be a good choice of different types of food 6% 19% 26% 32% 12% 5%

The food would taste great 5% 19% 37% 25% 8% 6%

The portions would be generous 3% 14% 35% 33% 9% 7%

The quality of the food would be excellent 3% 12% 32% 34% 15% 5%

The food might make me ill 2% 8% 26% 25% 32% 7%

The food would be good value for money 3% 6% 14% 36% 37% 5%

Base: 816 UK adults aged 16+ who have visited a major sports venue in the last two years


There is a low level of expectation about the food available, with many visitors thinking that only fast/unhealthy food would be available and very few people agreeing with the positive statements. Furthermore, there is a widespread belief that the food will be poor value for money. However, many do agree (if only slightly) that the service will be fast and efficient and there is a significant proportion who agree they would enjoy eating there. It is also the case that there is only a very low level of concern about the food causing an actual problem (i.e. making someone ill). There is no significant difference from the results for 2013, indicating that attitudes have remained consistent. Those who have been to a major football venue are the least likely to agree that they would enjoy eating in a major sports venue/stadium (just 26% say this) and the most likely to agree that the food would be unhealthy compared with other venue attendees. In contrast, racecourse visitors are the least likely to expect only fast food and/or unhealthy food (55% for fast food and 57% for unhealthy). Higher expectations among racecourse goers are also suggested by their relatively high level of agreement to the more positive statements, although they also remain widely sceptical about the expected value for money. The overall results are strongly influenced by the fact that football visitors are highly likely to disagree that the quality of food will be excellent (51%), although a higher proportion of rugby visitors also say this (55%). Football visitors also have the highest level of disagreement that there would be a good choice (49%).



28

Figure 16 Agreement with statements regarding expectations of food in major sports venues/stadiums, by those who have visited a major football club, cricket club, rugby club or racecourse in the last two years

Major football

club venue

Major rugby club

venue

Major cricket

club venue

Major racecourse

venue

Base: UK adults aged 16+ who have visited a specific sports venue in the last two years 436 170 168 135

Only fast food would be available 74% 72% 71% 55%

The food would be unhealthy 70% 65% 67% 57%

The service would be fast and efficient 41% 44% 40% 43%

I would enjoy eating there 26% 31% 31% 30%

There would be a good choice of different types of food 18% 23% 8% 34%

The portions would be generous 17% 24% 18% 26%

The food would taste great 23% 24% 19% 26%

The quality of the food would be excellent 12% 11% 15% 19%

The food would be good value for money 7% 7% 8% 9%


Generally low levels of expectations mean that venues which are serious about providing better food

may need to advertise this to visitors before they arrive.



29

Source of food when at sporting venues

Those respondents in the nationally representative survey who ever attend a sporting event were asked about their eating arrangements the last time they did this.

Figure 17 Eating arrangements at attendance at last sporting event, 2011-2015


The proportion who eat a meal at the venue has continued to rise and now accounts for nearly four in 10. The change since the last survey has been mainly among those who buy something on the way with the numbers of those who take their own packed lunch remaining stable. ABC1s are more likely than C2DEs to eat a meal/food at the venue (42% versus 34% respectively) and those aged 25+ are much more likely to do so than the youngest consumers. However, all those under 40 are the most prone to buying food on the way, with the youngest men especially prone to doing this (33%).

Base: adults aged 16+ who ever attend a sporting event – 715 in 2011, 1,583 in 2013 and 1,294 in 2015

26% 26%

21%

33%33%

29%

17%

28%

39%

23%

18%

27%

Eat a meal at thevenue

Buy somethingon the way to

eat there

Take your ownpacked lunch

None of these

0%

10%

20%

30%

40%

50%

2011 2013 2015



30

Eating at specific venues

Those who have visited each type of major sport venue in the last two years were then asked about their food buying habits at that particular venue.

Figure 18 Food buying habits, by type of major sports venue visited in the last two years

Football Rugby Cricket Racecourse

Base: UK adults aged 16+ who have visited each type of venue 436 170 168 135

I always buy food at this type of venue 5% 6% 15% 25%

I sometimes buy food at this type of venue 16% 21% 21% 20%

I occasionally buy food at this type of venue 32% 31% 37% 27%

I used to buy food in the past but have stopped doing so 11% 5% 5% 3%

I have never bought food at this type of venue 26% 29% 15% 14%

My food is provided when I visit this type of venue 4% 4% 4% 5%

None of these 6% 4% 2% 4%

Don’t know 0% 1% 1% 1%


As can be seen in Figure 18, the most common type of response for major sports venue visitors is that they occasionally buy food at this type of venue. Cricket visitors are the most likely to say this while football and rugby both have a high proportion who have never bought food. Furthermore, just over one in 10 football club visitors say they have stopped buying food. Racecourse visitors are by far the most likely to say they always buy food, although this still only represents a quarter of visitors. The fact that there is a particular issue with food at football grounds is also suggested by the fact that comparison with the previous survey suggests that there is a move to buying food there less often. In 2013, 25% of football venue visitors purchased food there on an always/sometimes basis, compared with 21% in 2015. In contrast, racecourse visitors are much more likely to say they always buy food than they were in 2013 (11%).

Major football club visitors

Male visitors are the most likely to say they occasionally buy food at football grounds (33%) with women being more prone to never buying (32%). Purchasing levels are also higher among younger visitors (38% of those aged 25-39 occasionally buy).



31

Eating at last visit to a major sports venue

Those who have visited a major sports venue in the last two years were asked about their eating arrangements on their most recent visit.

Figure 19 Food consumption during most recent visit to a major sports venue, 2013 and 2015


Despite the indications from the results among the nationally representative that eating at sports venues is increasing, there is little sign of it among the visitors sample, with home-based food continuing to be the most common form of eating. There is a strong link to the visitor’s general eating out habits, with those who only eat out once a month/less often than once a month being much more likely than more frequent eaters both to eat a meal at home before the match/event and/or to take food from home to eat. This is also reflected in the fact that both C2DEs and older consumers are more prone to consuming home sourced food. It is also notable that a significant proportion buys food outside the venue before going in, with younger men especially prone to doing this (21%). Those whose most recent visit was to a football venue are the most likely to have had a meal at home beforehand (50%) with rugby visitors also more likely than other types of visitors to say this (35% versus 19% of those going to venues which host longer events).

2013 2015

Base: UK adults aged 16+ who have been to a major venue 907 816

I had a meal at home before I went 35% 35%

I took food from home to eat 24% 21%

I bought food outside the venue before I went in 16% 18%

I bought food at the venue before the match/event 11% 10%

I bought food at the venue during the match/event (not during a break in the match/event) 8% 8%

I bought food at the venue during a break in the match/event 12% 15%

I bought food at the venue after the match/event 3% 2%

I ate at home after the match/event 19% 18%

I ate a sit-down meal that was provided as part of the event 4% 4%

I ate take-away style food that was provided as part of the event 3% 3%

None of these/Don't know 3% 6%

2015

Any meals at home before/after the

event, or food brought from home to

eat at the event – 60%.

Any food bought at the venue – 32%.

The need for food when visiting sporting venues is demonstrated by the high proportion

who buy it outside the venue. Their ability to do this means that most sporting venues do

not have the luxury of a completely ‘captive audience’. This is especially the case for those

going to shorter events such as concerts, and football/rugby.



32

Visitors to venues which host events which last for long periods of time such as cricket are the most likely to take food from home to eat, but are also the most likely to buy food during the event.

Figure 20 Food consumption on the most recent visit to a major sports venue, football/rugby groups versus venues with longer events

Football/rugby

grounds Venues with

longer events

I had a meal at home before I went 46% 19%

I took food from home to eat 9% 43%

I bought food outside the venue before I went in 22% 11%

I bought food at the venue before the match/event 10% 8%

I bought food at the venue during the match/event (not during a break in the match/event) 3% 17%

I bought food at the venue during a break in the match/event 8% 25%

I bought food at the venue after the match/event 1% 5%

I ate at home after the match/event 19% 14%

I ate a sit-down meal that was provided as part of the event 3% 6%

I ate take-away style food that was provided as part of the event (e.g. burger, pie, sandwiches) 1% 6%

None of these 7% 2%

Don’t know 0% 1%

Any food bought at venue 21% 47%

Base: 816 UK adults aged 16+ who have been to a major venue


Spend on food

Visitors who had bought food in the major venue were asked how much they had spent in four different categories. Figure 21 shows the percentage buying out of the total number who has visited a major venue and the average spend by the buyers in each category.

Figure 21 Food categories bought and average spend, 2013 and 2015

2013 2015

%

buying Average spend % buying

Average spend

Fast food, e.g. burgers, pies, chips 21% £6.84 22% £6.86

Snacks, e.g. confectionery, crisps 10% £4.48 11% £4.09

Cold food, e.g. sandwiches 9% £6.81 7% £6.29

Hot meals on a plate 6% £10.35 6% £11.22

Base: UK adults aged 16+ who have been to a major venue – 907 in 2013 and 816 in 2015




33

Fast food remains the most commonly bought category, with just over one in five visitors to major venues doing so. Average spend on this food type remains stable in contrast to snacks and cold food, where it has fallen and hot meals where it has increased.

Who food is bought for

One reason why average spend is fairly low could be the fact that, as shown next, food buyers are most likely to be purchasing for themselves only rather than for other people.

Figure 22 Who food is bought for

Myself 77%

Partner/spouse 32%

Other friends/relatives 26%

Older children (aged 12+) 8%

Young children (under 12) 7%

Other 0%

Don’t know 2%

Base: 257 adults aged 16+ who bought food inside the venue during their most recent visit


It is also notable that the incidence of purchasing for children is quite low, although those who visited football/rugby venues are more likely to do this.

The fact that the most commonly bought food is fast food suggests that this is largely what

is available. Yet it is being offered to an audience where 66% claim to be healthy eaters.

Thus it is unsurprising that such a low proportion actually buy food in the venue.



34

Fast food spending

The bands for the amount spent on fast food are shown below. These data are based on those who bought any food inside the venue.

Figure 23 Amount spent on fast food inside the venue at last visit


Most of those who bought fast food spent between £5.01 and £10. However, a significant number spent less, although very few spent more. Male food buyers are more likely than women to buy from this category (45% of the latter spent nothing), but those who do so spend more on average (£7.38 versus £6.70 among men). Food buyers at grounds which host longer events tend to spend more on average on this category than those who were at a football/rugby venue (£7.41 versus £6.33).

Base: 257 UK adults aged 16+ who bought food inside the venue during their most recent visit

Nothing, 30%

£0.01-£5, 23%

£5.01-£10, 36%

£10.01-£15, 7%£15+, 3%



35

Types of fast food bought

The types of fast food that were bought at the last visit are shown next.

Figure 24 Fast food purchased inside the venue at last visit, 2013 and 2015

2013 2015

Base: UK adults aged 16+ who bought food inside the venue during their most recent visit 289 257

Chips 23% 26%

Burger 25% 23%

Pie/pie and mash 16% 14%

Hot dog 11% 14%

Fried fish 7% 7%

Sausage roll, pasty, etc. 5% 5%

Ethnic food e.g. Chinese, Indian 3% 5%

Pizza 5% 3%

Baked potato 2% 3%

Fried chicken 2% 2%

Pasta 1% 2%

Soup 1% 1%


Chips and/or burgers remain the most popular type of fast foods, although pie and hot dogs are also significant, especially in football/rugby venues. Burgers are also more likely to be mentioned by these visitors, with those who go to venues which host longer events having a slightly wider repertoire. Men are the most prone to mentioning burgers (27% versus 14% of women), but women are almost equally as likely to eat chips.



36

Spending on snacks

The data for snacks are shown next.

Figure 25 Amount spent on snacks inside the venue at last visit


Most snack buyers spent up to £5, although a significant proportion spent more than this. Women are more likely to buy in this category (just 55% of female food buyers did not spend anything versus 69% of men). Food buyers who go to venues with longer events are both slightly more likely to buy snacks and to spend more than those who go to football/rugby venues (£4.64 versus £4.02). Their increased likelihood to buy cakes, etc. and/or ice cream is likely to be a key factor here.

Figure 26 Types of snack food bought, 2013 and 2015

2013 2015


Confectionery 7% 6%

Crisps 9% 6%

Cakes/pastries/scones 6% 6%

Ice cream 5% 4%



Nothing, 65%

£0.01-£5, 26%

£5+, 9%



37

Cold food

Those who spent money on cold food (such as sandwiches) were almost equally divided as to whether they spent more or less than £5. However, with one in ten of food buyers purchasing hot sandwiches/paninis, etc. (versus 14% cold sandwiches/rolls/baguettes/wraps), there may be some confusion here which means that the total spend is underestimated.

Figure 27 Amount spent on cold food inside the venue at last visit


Women are particularly likely to be cold sandwich buyers (28% versus 8% of men), with hot and cold sandwiches most popular at venues which host longer events.


Nothing, 77%

£0.01-£5, 9%

£5.01-£10, 11%£10.01-£15, 3%



38

Drinking

Detailed results for drinking are shown next.

Figure 28 Drinking at the most recent visit, 2013 and 2015


There is a much higher level of drink purchasing than food at the venue, with over half of visitors buying. However, there is still a significant proportion who bring drinks from home/buy outside the venue. Those whose last visit was to a rugby venue are the most likely to have bought a drink there before the event (56%), with a significant proportion also buying during the event or during a break. Football visitors are less likely to do so, with the tighter restrictions on drinking alcohol during football matches likely to be behind this difference. This may also explain why football visitors are among the most likely to buy a drink outside the venue before going in (26%). Bringing drinks from home is most popular among those going to longer events (many of whom will also be bringing in food). However, data suggest that cricket visitors are also highly likely to buy drinks during the event.

2013 2015

Base: adults who have been to a major venue 907 816

I took something to drink from home to the match/event 14% 22%

I bought a drink outside the venue before I went in 10% 20%

I bought a drink at the venue before the match/event 19% 30%

I bought a drink at the venue during the match/event (not during a break in the match/event) 13% 17%

I bought a drink at the venue during a break in the match/event 20% 22%

I bought a drink at the venue after the match/event 5% 5%

I had a drink/drinks that were provided as part of the event 4% 7%

None of these 2% 13%

Don’t know 1% 0%

2015 Any drink bought at the

venue – 52%

Drinks buyers could perhaps be given a voucher/code to encourage them to buy food as

well.



39

Spend on drinking

The visitors who had bought drinks in the major venues were asked how much they had spent in three different categories. The figure below shows the percentage buying out of the total number who had visited a major venue and the average spend by the buyers in each category.

Figure 29 Purchasing of drinks inside the stadium/venue during last visit, 2013 and 2015

2013 2015

% buying Average spend % buying

Average spend

Alcoholic drinks 25% £9.58 33% £10.79

Hot beverages 22% £3.62 24% £3.87

Soft drinks/bottled water 22% £3.68 21% £3.90

Base: adults who have been to a major venue – 907 in 2013 and 816 in 2015


Data suggest that there has been a significant rise in the proportion of sports visitors buying alcoholic beverages and in the average amount spent. Furthermore, while there has been little change in the proportion of visitors buying other types of drink, the average amount spent has also risen.

Figure 30 Amount spent on drink inside the stadium/venue during last visit, by category


Unlike the other two categories, a significant proportion of drinks buyers spent £15 or more on alcoholic drinks, with those attending venues which host longer events especially likely to do so. Among this group, 16% spent between £15.01-£25 and 9% more than this. Those who went to football/rugby grounds are much more likely to only spend up to £10 (42%).

Base: 426 UK adults aged 16+ who bought a drink inside the venue during their most recent visit

37%

15%

23%

10%

15%

54%

34%

11%

1% 0%

30%

8%

1% 0% 0%0%

10%

20%

30%

40%

50%

60%

Nothing £0.01-£5 £5.01-£10 £10.01-£15 £15+

Alcoholic drinks Hot Beverages Soft drinks/bottled water



40

Those at venues which host longer events are also likely to spend more on hot beverages and/or soft drinks (£4.31 for hot beverages and £5.33 on soft drinks).

Where food is purchased

Those who had bought food on their last visit to a major sports venue were asked where in the venue they had done so.

Figure 31 Source of food purchased within major sports venues, 2013 and 2015

2013 2015


Fast food stand 54% 50%

Food court 25% 30%

Bar 10% 14%

Café 12% 8%

Mobile salesperson 4% 7%

Restaurant 9% 6%

Vending machine 2% 2%

Other 2% 2%

None of these 1% 2%


Fast food stands are still the most popular source. However, there has been a rise in the usage of food courts and a suggestion that bars are also becoming more popular. Fast food stands are most likely to be mentioned by those who visited a football/rugby venue (52% versus 45% of those who went to a venue with longer events), while the opposite is true for food courts and bars/restaurant/cafés. Fast food stands are most likely to be used by those who buy food before the match/event (57%), while food courts are more prone to be used during the match/event.

Queues

Nearly eight in 10 (78%) of those who bought food said they had to queue to do so. However, for the most part, this tended to be only for up to five minutes, with a minority having to queue for 11 minutes or more.

The increased popularity of food courts could pave the way for more varied types of food.



41

Figure 32 Time spent queuing to purchase food


The fact that only a minority queues for more than 10 minutes means that for the majority the queuing time is acceptable (73%). However, 24% say it is not, which is a significant proportion of customers.

Base: 200 adults aged 16+ who bought food inside the venue during their most recent visit and had to queue

10%

47%

29%

8%

4% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Up to 2minutes

Between 2-5minutes

6-10 minutes 11-15 minutes More than 15minutes

Don’t know/can’t remember

Queuing is a significant problem but modern technology should allow this to be cut to a

minimum – with a range of options available such as pre-ordering and pre-paying.



42

Where food is eaten

The food buyers were then asked where they ate the food they purchased.

Figure 33 Where food is eaten, 2013 and 2015

2013 2015

Base: UK adults aged 16+ who bought food inside a major venue during their most recent visit 289 257

At my seat 34% 38%

Standing/sitting in open area e.g. by the side of a race track 31% 24%

Walking around 14% 18%

Standing at a food stand 12% 10%

Sitting at a food stand 11% 7%

Café 7% 6%

Sit down restaurant 6% 7%

Bar 4% 4%

Family/friends/directors seating area/box 1% 1%

Private box - 2%

None of these 3% 2%

Don’t know 1% 0%


Most people continue to eat from where they watch the event rather than where the food is bought. However, there has been a move away from standing/sitting in open areas towards either eating at a seat while watching the game/event and/or walking around. However, C2DE visitors are more likely than ABC1s to eat at their seat (43% versus 37% respectively) while the latter are slightly more prone to eat at a food stand. There are also clear differences by gender – men are more likely to stand/sit in the open area (27% versus 17% of women), to eat while walking around (20% versus 13%) and/or to stand at a food stand. Women on the other hand are more prone to eat at their seat (43% versus 36% of men) or in a café.

The fact that many eat at their seat would seem to be an ideal opportunity for deliveries of

food directly to the seat and/or mobile food venues. This would also help to deal with the

queuing issue.



43

When food is eaten

Buyers of the different types of food were asked when they had eaten it.

Figure 34 When food is eaten, by food type

Fast food Snacks Cold food Hot food on

a plate

Before the sport/event started 21% 2% 6% 7%

During an interval/break 31% 14% 12% 9%

During the sport/event (i.e. not in an interval/break) 15% 21% 12% 5%

After the sport/ at the end 2% 3% 1% 4%

Did not eat any 30% 60% 69% 74%

Don’t know 1% 1% 1% 1%

Base: 257 UK adults aged 16+ who bought food inside a major venue during their most recent visit


During an interval break is the most popular time for eating food, although snacks are most likely to be consumed during the sport/event. Fast food is also highly likely to be eaten beforehand with a significant proportion also eating during the sport/event. However, the proportion doing so has also declined since the 2013 survey (when 20% did this). Nevertheless, the proportion eating fast food during the interval/break and/or beforehand has also risen since 2013 (from 25% and 16% respectively). There are some differences in consumption by gender and the most likely food to be eaten is summarised next.

Figure 35 Most likely type of food to be eaten at major sports venues and when, by gender

Men Women*

Fast food, interval/break (37%) Snacks, during (26%)

Fast food, before (22%) Cold food, during (21%)

Snacks, during (18%) Fast food, before (20%)

Fast food, during (13%) Fast food, during (18%)

Snacks, interval/break (13%) Fast food, interval/break (17%)


*small sub-sample Source: YouGov Sports Venue Catering Survey (17-24 November 2015)



44

Opinions on Food Provision This section looks at the attitudes of those who buy food at sports venues.

Key findings

Overall satisfaction

Food buyers were asked whether the type of food they bought was what they wanted. Just over of half of those who bought food said it was what they wanted, with the remainder being split between those who said it was close and those who said they had to get something.



45

Figure 36 Whether food buyers got what they wanted


Attitudes in detail

Survey participants were asked whether they agreed or disagreed with a range of statements concerning all aspects of catering in sports venues. This was carried out on two separate bases. Firstly, those from a nationally representative sample who have ever attended a sporting venue and who ate a meal at the venue the last time they attended a sport event there. This is directly comparable to the surveys carried out in 2011 and 2013 and enables the change over the 5 year time frame to be compared. Results are also shown for the visitors’ surveys of 2013 and 2015.

The overall picture

Data from the nationally representative surveys are shown below to demonstrate how opinions have changed.


Yes, it was what I wanted, 54%

It wasn’t quite what I wanted,

but it was close, 21%

It wasn’t what I wanted but I

needed to get something, 23%

Don’t know, 3%



46

Figure 37 Agreement with statements regarding eating at sports venues, 2011-2015


The most widespread opinion is that the food is overpriced, with three quarters of respondents agreeing with this in 2015. This is a significant increase on the previous years and suggests that far from addressing this issue, food retailers are actually making matters worse. Furthermore, it is also apparent that dissatisfaction has increased in other areas. More people agree that it took too long to be served (despite the results shown earlier which suggested that there is not a general issue over queuing). However, there was also a rise in the proportion who agree that the service is good, suggesting that there is considerable variation here. There is also higher agreement with the negative statements regarding the food offerings and lower agreement with the positive ones, in most cases wiping out the progress that appeared to have been made in 2013. Figure 38 shows the most significant changes over the whole 5 year period. With the exception of the statement regarding service, results strongly suggest that the levels of customer satisfaction with sports venue catering have decreased.

Base: UK adults aged 16+ who ever attend sports venues and ate there on their last visit – 188 in 2011, 518 in 2013 and 507 in 2015

20%

23%

29%

30%

32%

32%

37%

38%

40%

45%

46%

50%

75%

33%

21%

23%

49%

47%

33%

23%

42%

49%

50%

40%

48%

66%

31%

21%

20%

27%

28%

28%

36%

35%

48%

36%

34%

47%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

The food was good value for money

The tables were not clean enough

I found it hard to find something I like

The food was of a high standard

There was a good choice of food outlets

I enjoyed eating there very much

The quality of the food wasn’t high enough

There was a good choice of food

The cafe/bar/restaurant was very clean and tidy

The service was good

It took too long to get served

The queues were too long

The food was over priced

2011

2013

2015



47

Figure 38 Significant changes in agreement with statements regarding eating at sports venues, 2011 versus 2015

Source: YouGov Sports Venue Catering Surveys (27 July-1 August 2011 and 17-24 November 2015)

Base: UK adults aged 16+ who ever attend sports venues and ate there on their last visit – 188 in 2011 and 507 in 2015

-11%

-8%

8%

9%

9%

12%

-15% -10% -5% 0% 5% 10% 15%







% point change 2011-15



48

Pricing issues

The more detailed results for the statements regarding pricing are shown next.

Figure 39 Agreement/disagreement with statements regarding pricing at sports venues, 2011-2015

Strongly

agree Agree

Neither agree nor

disagree Disagree Strongly disagree

Don’t know


2011 25% 42% 21% 9% 3% 2%

2013 29% 37% 16% 14% 2% 1%

2015 36% 39% 12% 9% 3% 2%


2011 6% 25% 17% 33% 19% 2%

2013 10% 23% 18% 34% 13% 1%

2015 5% 15% 22% 37% 19% 2%



The number who disagree that the food was good value for money is no doubt directly connected to the feeling that the food was overpriced, although slightly higher numbers do agree with the latter than disagree with the former. The change for both statements is mainly among those who feel strongly on the issue suggesting that significant price increases have occurred. The degree to which the prices are inflated is suggested by the fact that ABC1s are just as likely as the less affluent C2DEs to have an issue here – indeed, the ABC1s are actually more prone than the C2DEs to disagree that the food is good value for money (59% versus 48% respectively).

Sports venue visitors

Results for those who had visited a sports venue in the last two years and had bought food on their last visit to a major venue are shown next, together with the results of a further statement “the portions offered were generous”.



49

Figure 40 Agreement/disagreement with statements regarding pricing at major sports venue, by sports venue visitors, 2013 and 2015

Strongly

agree Agree

Neither agree nor disagree Disagree

Strongly disagree

Don’t know


2013 29% 42% 19% 7% 2% 2%

2015 32% 37% 21% 8% 2% 1%


2013 6% 16% 19% 35% 22% 2%

2015 5% 17% 21% 35% 21% 1%

The portions offered were generous

2013 6% 16% 43% 28% 5% 3%

2015 6% 28% 41% 18% 5% 2%

Base: UK adults aged 16+ who bought food inside a major venue during their most recent visit– 289 in 2013 and 257 in 2015


As with the larger sample, sports venue visitors feel strongly that the food that is available is over-priced and does not offer good value for money. However, with only the two years’ worth of data, a change in views is less apparent. Furthermore, there has been a rise in the proportion who agrees the portions offered were generous. Those who had bought food from a food court were particularly likely to strongly agree that the food was overpriced (42%) and/or disagree that the food was good value for money (28%).

There is no doubt that the prices charged are a significant cause of complaint at sports

venues. The dissatisfaction with this issue is likely to override any other improvements/

changes that are made.



50

Service

More detailed results for service are shown in Figure 41.

Figure 41 Agreement/disagreement with statements regarding service at sports venues, 2011-2015

Strongly

agree Agree


Strongly disagree

Don’t know


2011 10% 37% 25% 20% 7% 2%

2013 14% 34% 23% 24% 4% 3%

2015 21% 28% 21% 22% 7% 1%


2011 5% 29% 30% 26% 8% 2%

2013 10% 30% 18% 30% 7% 4%

2015 13% 33% 18% 28% 7% 1%


2011 5% 31% 44% 15% 4% 1%

2013 11% 39% 31% 14% 3% 3%

2015 8% 37% 35% 15% 4% 1%


2011 6% 42% 37% 10% 2% 4%

2013 11% 38% 30% 12% 3% 6%

2015 7% 32% 35% 18% 2% 5%


2011 5% 16% 39% 21% 8% 13%

2013 5% 16% 30% 29% 8% 11%

2015 6% 17% 34% 21% 7% 16%



The significant rise in agreement that the queues were too long has come mainly from those who feel strongly about this. However, findings are not all negative. Although a high proportion think it took too long to get served, a significant percentage actively disagree and there are also many people who agree that the service was good (although the rise from 2011 was trimmed back slightly in 2015). It is also the case that far more people agree that the outlet was very clean and tidy compared with those who agree the tables were not clean enough.

Women are much more likely than men to agree that the queues were too long (57% versus 46% respectively) and/or that it took too long (53% versus 42%), but are also the most prone to agreeing that the service was good (52% versus 42%).

Although service levels would seem to have improved, the data for the clean and tidy

statements suggests that there is still more that needs doing in this area of the business.



51

Although there is little difference in response on waiting times between the socio-economic groups, ABC1s are much less inclined than C2DEs to say the service was good (41% versus 54% respectively) and more likely to say the tables were not clean enough (27% versus 15%), which may reflect the differences in general eating out habits.


Results for those who had visited a sports venue in the last two years and had bought food on their last visit to a major venue are shown next.

Figure 42 Agreement/disagreement with statements regarding service at major sports venues, by sports venue visitors, 2013 and 2015

Agree

strongly Agree

slightly


Disagree slightly

Disagree strongly

Don’t know


2013 17% 30% 28% 19% 5% 1%

2015 12% 21% 23% 27% 16% 1%


2013 7% 28% 27% 24% 12% 3%

2015 11% 15% 23% 32% 18% 1%


2013 8% 34% 40% 13% 3% 2%

2015 21% 40% 26% 7% 4% 1%


2013 9% 30% 43% 9% 3% 6%

2015 15% 31% 32% 10% 2% 11%


2013 2% 10% 37% 21% 7% 22%

2015 0% 9% 25% 19% 11% 37%

Base: UK adults aged 16+ who bought food inside a major venue during their most recent visit – 289 in 2013 and 257 in 2015


The visitors’ results suggest that there has been a significant improvement in waiting times over the last two years. Furthermore, there has been a marked rise in agreement that the service was good, including a very strong upturn in those who agree strongly. Furthermore, only a minority think that the tables were not clean enough, with a rise in agreement that the outlet was very clean and tidy. Although there is little difference overall in the agreement about queues being too long between those who ate at a fast food stand and those who ate in a food court, a higher proportion of customers of the former type agree strongly while food court customers are much more likely to strongly agree that the service levels were good. There is also a higher overall agreement by customers of food courts that the outlet was clean and tidy (53% versus 43% of fast food stand users). Those who attended football/rugby venues were more likely than those who went to venues which host longer events to agree that the queues were too long (34% versus 26%), but the former are more likely to agree that the café/bar/restaurant was clean and tidy (54% versus 47%).



52

Words associated with staff

Those who had visited a sports venue in the last two years and had spent money on food during their last visit were asked which of a list of words they would associate with the staff who served them. Results are shown next.

Figure 43 Words associated with staff when spending money on food during last visit to major sports venues, 2013 and 2015


As in the 2013 survey, the views on staff are overwhelmingly positive, with the most commonly cited words being ‘friendly’, ‘hardworking’ and/or ‘polite’. Just over three quarters of food buyers used a least one positive word, with just 14% mentioning a negative one.


8%

1%

2%

2%

2%

2%

4%

7%

8%

11%

14%

25%

27%

32%

40%

40%

44%

8%

1%

4%

1%

1%

2%

4%

7%

7%

8%

11%

20%

34%

24%

34%

36%

39%

0% 10% 20% 30% 40% 50%

None of these/Don't know

Touchy

Rude

Reluctant

Lazy

Awful

Scruffy

Difficult to understand

Great

Bored

Warm

Smart

Helpful

Agreeable

Rushed

Polite

Hard working

Friendly

2013

2015

Any positive – 77% Any negative – 14% Only positive – 72% Only negative – 10%



53

There has also been a rise in the level of mentions of many of the positive words, although there is also a significant upturn for ‘rushed’ and a drop in the percentage who cite ‘agreeable’. It is also notable that those who have bought from a fast food stand are the most likely to mention ‘friendly’ (48% versus 38% of food court buyers) although they are less likely to see the staff as ‘helpful’ (19% versus 30%).

Words associated with surroundings

Sports venue visitors were also asked about which of a list of words they associate with the surroundings where they bought their food.

Figure 44 Words associated with surroundings where food was bought/eaten, 2013 and 2015



11%

2%

3%

4%

7%

7%

11%

15%

16%

16%

18%

24%

31%

47%

10%

2%

3%

4%

5%

5%

7%

13%

11%

17%

14%

11%

23%

24%

44%

0% 10% 20% 30% 40% 50%


Quiet

Restful

Hot

Dirty

Boring

Stressful

Cold

Uncomfortable

Comfortable

Soulless

Fun

Clean

Buzzy

Noisy

2013

2015




54

There has been a significant rise in the proportion of people who cite ‘buzzy’ and/or ‘fun’. Thus although the most used word remains the undesirable ‘noisy’, it is clear that some providers have succeeded in harnessing this factor and actually benefiting from it. As in 2013, as well as ‘noisy’, some food buyers do make outright criticisms, with a number who find the surroundings ‘soulless’ and/or ‘uncomfortable’. One reason for the success of food courts may be found in the fact that food buyers who use them are much more likely than users of fast food stands to say they are ‘comfortable’ (20% versus 8%) and are less prone to say they are ‘noisy’ (47% versus 55%). However, the word ‘soulless’ is also more likely to be associated with them (25% for food courts versus 14% for food stands).

Food

Results for food based statements are shown next.

Figure 45 Agreement/disagreement with statements regarding the food served at sports venues, 2011-2015

Strongly

agree Agree


Strongly disagree

Don’t know


2011 5% 30% 25% 31% 7% 2%

2013 9% 33% 18% 32% 7% 1%

2015 7% 30% 20% 31% 10% 1%


2011 6% 30% 33% 20% 8% 2%

2013 7% 26% 24% 33% 8% 2%

2015 12% 25% 30% 24% 7% 2%


2011 4% 24% 41% 22% 7% 2%

2013 11% 22% 37% 23% 5% 3%

2015 9% 23% 43% 20% 4% 1%


2011 6% 22% 26% 31% 9% 5%

2013 9% 28% 20% 33% 8% 3%

2015 9% 23% 20% 35% 12% 2%


2011 8% 29% 33% 23% 5% 2%

2013 13% 36% 27% 19% 4% 1%

2015 7% 23% 36% 26% 7% 1%


2011 2% 18% 31% 31% 16% 2%

2013 7% 16% 23% 40% 12% 2%

2015 11% 18% 18% 39% 12% 2%

Base: adults aged 16+ who ever attend sports venues and ate there on their last visit – 188 in 2011, 518 in 2013 and 507 in 2015




55

It is clear that although there is a significant degree of criticism regarding the quality of food, there are still many people who enjoy eating at sports venues and/or think the food was of a high standard. Furthermore, the numbers who agree they enjoyed eating there has remained fairly stable, despite changes regarding the standard/quality of the food. Women are much more likely than men to agree that they found it hard to find something they like (38% versus 25% of men) and/or to disagree that there was a good choice of food (48% versus 38%). ABC1s are also more likely than C2DEs to agree they found it hard (32% versus 25% of C2DEs), and they are particularly prone to agreeing that the quality wasn’t high enough (41% of ABC1s versus 30% C2DEs).


Results for those who had visited a sports venue in the last two years and had bought food on their last visit to a major venue are shown next, together with two extra statements regarding the availability of healthy options and the temperature of the food and a new statement in the 2015 survey regarding the availability of food for children.

The fact that approaching one in three agree that they found it hard to find something they

like demonstrates that there are consumers who are willing to spend money on food but

that many food retailers are failing to understand what is wanted.



56

Figure 46 Agreement/disagreement with statements regarding the food served at major sports venues, by sports venue visitors, 2013 and 2015

Strongly

agree Agree


Strongly disagree

Don’t know

There were not enough healthy options

2013 13% 27% 39% 10% 5% 6%

2015 6% 28% 41% 18% 5% 2%


2013 7% 27% 24% 29% 11% 2%

2015 8% 29% 26% 25% 11% 1%


2013 8% 29% 25% 21% 13% 3%

2015 10% 26% 24% 27% 11% 2%


2013 8% 27% 35% 20% 9% 2%

2015 7% 28% 29% 25% 11% 1%


2013 7% 13% 46% 23% 9% 2%

2015 9% 24% 29% 25% 12% 2%


2013 7% 23% 39% 23% 6% 2%

2015 8% 25% 28% 28% 10% 1%


2013 7% 12% 33% 31% 15% 2%

2015 8% 15% 21% 32% 23% 1%

There was not enough food suitable for children

2015 3% 14% 23% 16% 3% 40%

The food was too cold

2013 1% 3% 33% 37% 22% 3%

2015 2% 7% 18% 33% 35% 5%



As in 2013, enthusiasm for the food offering itself is muted, although it is true that the proportion who agreed they enjoyed it has risen significantly. Nevertheless, they are still slightly outnumbered by the proportion who disagree while the lack of enthusiasm is also suggested by the high number who neither agree/nor disagree. Concern over the lack of healthy choices also remains an issue, although the fall in the proportion who agree strongly suggests some changes have taken place. Furthermore, although there is a low level of agreement on the issue of food for children overall, among the under-55 group, some 22% agree. Those who bought from a food court were more likely to agree that there was a good choice of food (45% versus 32% of fast food stand buyers) and/or that they enjoyed eating there (39% versus 27%).



57

Food buyers who were able to buy what they wanted were also more likely to be satisfied – 56% agree that the food was of a high standard and 55% that there was a good choice of food. However, among those who got something close/had to get something, almost half (48%) agreed that the quality of the food wasn’t high enough.

Figure 47 Words associated with food eaten on last visit to a sports venue, 2013 and 2015


The fact that many of those who have to buy something are unhappy with what they get

shows that an opportunity is being missed. These purchases should be a chance to

demonstrate what is on offer.


6%

0%

2%

3%

3%

3%

3%

3%

4%

5%

6%

6%

7%

9%

11%

13%

16%

16%

16%

17%

20%

20%

21%

30%

35%

38%

42%

3%

1%

5%

3%

4%

4%

3%

4%

3%

3%

3%

4%

5%

9%

11%

13%

13%

15%

9%

17%

17%

24%

15%

47%

27%

24%

36%

0% 10% 20% 30% 40% 50%


Mushy

Juicy

Cold

Tender

Cold

Dry

Sweet

Cheap

Healthy

Well-balanced

Nutritious

Spicy

Salty

Bland

Stodgy

Fresh

Fatty

Delicious

Greasy

Processed

Calorific

Appetising

All right

Unhealthy

Tasty

Hot

2013

2015




58

Results here suggest that there has been a change in the way food buyers at major venues view what is available. There has been a significant decline in those who mention ‘all right’ and a rise in more strongly positive attributes, i.e. ‘hot’, ‘tasty’, ‘appetising, and ‘delicious’. This endorses the rise in the proportion who say they enjoy the food at sports venues. However, there has also been an upturn in the percentage citing ‘unhealthy’ and/or ‘calorific’, suggesting that this enjoyment is built on food that could have negative implications for health. Attitudes towards the cost of the food also impacts on how the food is seen in its own right. Those who strongly agree that the food is overpriced are far more likely to cite at least one negative one (71%) and less likely to mention a positive one (52%).

Those who buy from a food court are more likely than fast food buyers to cite ‘delicious’ (21% versus 16% respectively) and are much more likely to consider the food to be ‘fresh’ (22% versus 10%). Fast food stand users are the most likely to think the food ‘unhealthy’ (43%) although it is food court buyers who are most prone to citing ‘processed’ (30%). Those who were able to buy what they wanted are the most likely to cite positive words (90% mention at least one). Those who got something close/had to get something are less likely to do this (just 50% cite a positive and 72% mention at least one negative). The most mentioned word among this group is ‘unhealthy’ (46%).

Fulfilment of expectations – value for money

The following question was put to those sports venue visitors who had bought food on their last visit: “Thinking back to your last visit to a sports venue and what you expected the VALUE for money of the food to be like before you arrived, which one of these best describes your opinion when you were at the event?”

There have undoubtedly been improvements in the quality of the food, but these may

count for little if the consumers are unhappy with what they paid.



59

Figure 48 Fulfilment of expectations regarding the value for money of the food, 2013 and 2015


Although a higher proportion have good expectations than in 2013 and have had them met, the most widespread conclusion remains poor value for money (58% versus 36% in 2013), although the gap has closed slightly in 2015. Those who only got something close to what they wanted/had to get something are the most likely to have had poor expectations which were confirmed in reality (62%). However, even among those who got what they wanted, 41% thought the value for money was poor.


6%

5%

21%

7%

23%

6%

32%

6%

4%

23%

10%

22%

9%

26%

0% 5% 10% 15% 20% 25% 30% 35%

Don't know

I had no expectations beforehand, and Ithought it was poor when I got there

I had no expectations beforehand, and Ithought it was good when I got there

I expected it to be poor overall, but it wasn’t

I expected it to be poor overall, and it was

I expected it to be good overall, but it wasn’t

I expected it to be good overall, and it was

2013

2015



60

Fulfilment of expectations – quality of food

The results for quality of food are shown next.

Figure 49 Fulfilment of expectations regarding the quality of food, 2013 and 2015


Although the proportion of buyers expecting good quality food remains fairly low at 38%, it is notable that there now is a higher proportion who are having these expectations met. Furthermore, among those with no expectations, a far higher proportion considers the quality of food good than think it poor. Nevertheless, a significant proportion still expects the food to be poor and there has been little significant change in the proportion who had their minds changed when they got there. Among those who had to buy something close to what they wanted/had to buy something, 39% expected the quality to be poor and said this was the case.


6%

5%

21%

7%

23%

6%

32%

6%

4%

23%

10%

22%

9%

26%

0% 5% 10% 15% 20% 25% 30% 35%

Don't know

I had no expectationsbeforehand, and I thought itwas poor when I got there

I had no expectationsbeforehand, and I thought itwas good when I got there

I expected it to be poor overall, but it wasn’t

I expected it to be poor overall,and it was

I expected it to be good overall, but it wasn’t

I expected it to be good overall,and it was

2013

2015



61

Comparisons to food available elsewhere

Sports venue visitors who had spent money on food on their last visit were asked to compare it with similar food that is available elsewhere. They were asked to do this on a scale of one to seven, where one is much worse, four is the same and seven is much better.

Comparisons to food available elsewhere – value for money

Results showing value for money are next.

Figure 50 How value for money of the food in major sports venues compares with similar food elsewhere, 2013 and 2015


The majority of food buyers continue to think the value for money is poorer in sports venues than elsewhere. Very few think that it is better, although just under a quarter consider it the same. However, the degree to which they think the value for money is worse has changed slightly, with more people scoring it as three rather than two. Those who expected the value for money to be poor were among the most condemnatory here – with 47% ranking it as one or two. Among those who considered the food good value for money, around three in 10 thought it the same as elsewhere. However, some four in 10 even of this group consider it poorer than elsewhere. Football/rugby venue food buyers are also more critical than those who go to venues which host longer events. Some 35% of the former said the value for money was worse compared with 22% of the latter.


13%

19%

28%

23%

8%

5%

1%3%

12%

15%

32%

24%

7%

3% 2%4%

0%

5%

10%

15%

20%

25%

30%

35%

1 –much worse

2 3 4 – the same

5 6 7 –much better

Don'tknow

2013

2015



62

Those who eat out more regularly (i.e. once a week or more) are the most prone to considering the value for money in sports venues worse than elsewhere (69% versus 56% of those who eat out less often).

Comparisons to food available elsewhere – service

Results for service are shown next.

Figure 51 How service when buying food in major sports venues compares with similar food elsewhere, 2013 and 2015


There has been little change in responses regarding service, with the most common view remaining that it is the same as elsewhere. However, those who consider it better now outnumber those who consider it worse by a clear margin (31% versus 22% respectively). Those who cited at least one positive word in respect of the service received at sports venues were also highly likely to consider it the same as elsewhere, but did have a higher proportion who think it better than elsewhere (38%). Fast food stand buyers are the most likely to think the service is the same as elsewhere (50%) while food court buyers are both more likely to say that it is worse (26%) or that it is better (36%). Those who bought at venues that host longer events are the most likely to say it is better (39%).


4% 5%

16%

43%

15%

11%

2% 3%5%

2%

15%

44%

19%

9%

3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 –much worse

2 3 4 – the same


Don'tknow

2013

2015



63

Comparisons to food available elsewhere – quality of the food

The results for quality of the food are shown next.

Figure 52 How quality of the food bought in major sports venues compares with similar food elsewhere, 2013 and 2015


As with service, the most popular opinion is that the quality of the food available is the same as similar food elsewhere. The proportion who think it is worse is higher than the number who think it better but the difference has narrowed since the previous survey. Those who mentioned at least one positive word that they associate with the food at sports venues are the most likely to think the quality is the same as elsewhere (48%). Those who cite at least one negative word are also highly likely to say this but also have a higher proportion who thinks that it is worse (40%). However, 25% of these respondents only went so far as to allocate a score of three. Those with high expectations of the food were the most likely to say that it was the same as elsewhere (53%) but 39% did say that it was better. However, those who bought food at football/rugby grounds are more likely to say it was worse than those who went to venues that host longer events (35% versus 22% respectively).


5%

10%

21%

40%

12%

6%

2%4%3%

9%

18%

44%

10% 9%

4% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 –much worse

2 3 4 – the same


Don'tknow

2013

2015



64

Former food buyers

Sports venue visitors who used to buy food from major sports venues but no longer do so were asked why this is the case. Results, compared with 2013, are presented next.

Figure 53 Reasons for no longer buying food at major sports venues, 2013 and 2015

2013 2015

Base: UK adults 16+ who used to buy food from major sports venues but no longer do so* 79 80

It was very poor value for money 48% 71%

Got fed up with poor quality food 43% 43%

Got fed up with a lack of choice/variety of food 30% 35%

There were no healthier options available 19% 30%

Can bring much nicer food from home 26%

Cannot afford it any more 34% 24%

Got fed up with poor service 23% 20%

Discovered a place to get food from outside venue that I prefer/works better for me 9% 16%

Became concerned over hygiene/safety (i.e. food made you ill once) 15% 8%

Timing/circumstances changed that allowed me to eat beforehand/afterwards 8% 8%

Have gone on a diet 3% 6%

Food is now included with ticket/at event 4% -

None of these 6% 4%

*small sub-sample Source: YouGov Sports Venue Catering Surveys (24-30 October 2013 and 17-24 November 2015)

The impact of perceived poor value for money has strengthened considerably, with just over seven in 10 of those who used to buy food citing this as a reason why they no longer do so. This is more remarkable in light of the fact that the proportion who say simply that they cannot afford it has dropped significantly. The food actually available continues to have an impact on drop out, and the lack of healthy choices has become more notable as part of this dissatisfaction.

The fact that food in sports venues is seen as poor value for money is a recurring theme

throughout the results of this report. Consumers are giving a clear message that they don’t like

being ripped off and will act accordingly.



65

Those who didn’t buy on the day

The sports venue visitors who always/sometimes buy food when visiting sports venues but did not do so on their most recent visit were asked why this was the case.

Figure 54 Reasons for not buying food on most recent visit, 2013 and 2015

2013 2015

Base: UK adults aged 16+ who always/sometimes buy food when visiting sports venues but did not do so on their most recent visit 300 102

I wasn’t hungry 25% 25%

Nothing appealed to me 16% 19%

The prices had gone up too much; I was not prepared to spend that much 11% 18%

The food on offer looked poor quality 7% 17%

The timing/circumstances of the visit changed from last time, allowing me to eat beforehand/afterwards 7% 15%

I’m trying to cut spending/I could no longer afford to buy 12% 14%

Did not have time 9% 11%

Food was included in ticket/event 6% 7%

Something happened that stopped me buying food (e.g. got there too late, food stands were closed, queues were unusually long, etc.) 4% 6%

My diet has changed since then 2% 4%

Last time I went something put me off the food for this time 3% 3%

None of these 16% 12%

Don’t know 8% 2%


While not being hungry and lack of appeal continue to be the most widespread reasons for lack of purchasing, there has been a significant rise in those complaining about price, emphasising the issue of value for money at sports venues. However, there has also been a significant rise in the proportion who think the food available looked poor quality, despite the opinion of many buyers that it has improved.



66

Looking Ahead This section looks at the likely eating behaviour of sports venue visitors on their next visit and what changes they would like to see.

Key findings

Eating behaviour on next visit

All those who ever attend an event at a sporting venue were asked which of a list of statements is most applicable to them. Topline results are shown below and compared with those from the same question that was asked in 2011 and 2013.



67

Figure 55 Likelihood of eating at next sports event attended, 2011-2015


Results have remained fairly stable over the period since 2011, with the majority of sports visitors not planning to eat there on their next visit. Furthermore, there has been a significant rise in the percentage who say they will not eat there again. All those in the sports venue visitor survey who had visited a sports venue in the last two years were asked which of a list of statements best describes how/when they expect to eat next time they attend a sports venue.

Base: UK adults aged 16+ who ever use sporting venues – 715 in 2011, 1,583 in 2013 and 1,294 in 2015

18%

9%

9%

11%

23%

29%

18%

7%

12%

11%

22%

29%

22%

4%

8%

13%

24%

29%

0% 5% 10% 15% 20% 25% 30% 35%

None of these/not applicable

Once bitten twice shy – I won't eat there again

I will look forward to eating at my favouritecafé/restaurant there

I probably won't be there long enough to wantsomething to eat while I'm there

I'm on a budget so will probably not eat there

I'll probably just buy a snack there and eat it atmy seat/in the grounds

2011

2013

2015



68

Figure 56 Likelihood of eating at next sports event attended 2013 and 2015


Over half of sports venue visitors now say they will eat before the event. Men are more likely than women to say this (54% versus 48% of women), with the latter the keenest on taking food with them (29% say this versus 21% of men). As was noted earlier in connection with what sports venue visitors did last time, there is a strong variation by the type of venue attended. Those going to venues where they are likely to only be there for a couple of hours are most likely to eat at home, while those who are probably going to be there longer are the most prone to taking food with them. Indeed, the majority of those who ate at home/outside the venue the last time they visited a major sports venue are likely to say they will eat before they get there (around seven in 10 say this), with a similar proportion of those who took food from home saying they will do this again next time. Those who did eat at the venue are split between saying they will look forward to eating at the venue and those who will eat at the venue because it is the only practical option, although the emphasis is on the latter.

Base: UK adults aged 16+ who have been to a sports venue in the last two years – 1,016 in 2013 and 1,027 in 2015

9%

1%

5%

7%

9%

12%

23%

23%

52%

10%

2%

6%

8%

7%

12%

20%

27%

48%

0% 10% 20% 30% 40% 50% 60%

None of these/don't know

I will spend more than previously

I will spend less than previously

I will buy the same food as I did last time

I will look forward to eating at the venue

I will eat at the venue but only because it is theonly practical option

I will wait until after the event is over, then eat

I will take food with me

I will make sure I eat before I get there

2013

2015



69

Food buyers who mentioned at least one positive word they associate with the food are among the most likely to say they look forward to eating at the venue again (25%). Nevertheless, a third still say that they will eat at the venue because it is the only practical option and nearly one in 10 (9%) are resolved to spend less than previously. Among those who mention at least one negative word, a higher proportion say they will eat before the event next time (35%) and/or bring food from home (24%). However, just over a third will still eat there, because it is the only practical option (36%).

What sports venue visitors want

Missing food Sports venue visitors were asked to name the food that they would have liked to eat but were unable to obtain at the last sports venue they visited. Many people did not respond and some went so far as to say they went to watch sport and were not interested in the food there.

Male, 53, Selhurst Park

However, among those who did comment, there is an emphasis on sandwiches, especially healthier and/or high quality varieties.

Female, 76, Wigan Athletic and Wembley

The impact of good service is also clear – 22% of those who mentioned at least one positive

word in this connection say they will look forward to eating at the venue as do 28% of

those who mentioned a positive descriptor of the surroundings.

“I'm not bothered to be

honest, I'm there to watch

the game, not eat.”

“A healthy sandwich,

with a lot of salad, and

not too much meat, and

NO mayonnaise.”



70

It is also the case that the desire for healthier options is a theme generally, as well as wanting specific food to meet particular dietary needs such as vegetarian, gluten-free, etc. The desire for healthier options can also be seen in the percentage of people who specifically want a move away from fast food.

Male, 32, Wembley and Villa Park

However, many people do still want fast food, but would like the quality improved.

Female, 69

Male, 63, Elland Road, Leeds

“Just something that

wasn't a burger, hot dog,

chips or a pie.”

“Chip shop style fish and chips.

They always use frozen chips at

venues and they just do not

taste the same.”

“A proper pasty with

quality meat and veg,

not a mushy pulp!”



71

However, some people are clearly put off from eating anything due to the prices being asked.

Male, 55, Old Trafford

Improvements to the catering

Sports visitors were then asked what they think should be done to improve the food that is available at sports venues. As with the previous question, there is a clear demand for more healthy options.

Female, 54, St James’ Park

But quality and choice is also an issue.

Male, 56, Twickenham

“They are all far too expensive. It's almost

extortionate the prices at sports venues these

days, and all clubs charge really high prices

because they know that you can't leave the

ground during the game, so I just refuse to

buy food.”

“Healthier. Definitely too

much emphasis on hot fatty

and fried products…”

“Get rid of all the rubbish burgers, hot

dogs and general fried reheated muck

currently available! Decent food can be

provided, as per Asian Street Food, if

people could be bothered.”



72

However, many respondents are more concerned about the prices being charged than the food itself.

Male, 56, White Hart Lane

Male, 54, Anfield

While some respondents are understanding about the difficulties of needing to serve large volumes of people, others are put off buying food by the time it takes.

Male, 38, Millennium Stadium

“Reduce the rip off

prices.”

“Quality of the food is one thing,

but it's primarily the price – far too

expensive.”

“The food isn't the issue, the queues are.

No matter what food is available, it

simply isn't worth queuing for extended

periods of time in order to purchase food

and drink.”



73

Arousing interest

The sports venue visitors were asked which of a list of words/phrases they think would make them more likely to eat/buy food at a sports venue.

Figure 57 Words/phrases that sports venue visitors think would make them more likely to eat/buy food at a sports venue, 2013 and 2015


‘Freshly baked’ remains the most popular catchword, although there has been a drop in the proportion mentioning it. Instead, there has been a significant rise in the preference for ‘homemade’ and/or ‘traditional favourites’. Women are particularly likely to cite many of these, especially ‘freshly baked’ (48%), ‘proper ingredients’ (46%) and/or ‘homemade’ (42%).


25%

4%

8%

10%

10%

11%

11%

13%

15%

15%

17%

23%

26%

32%

37%

39%

26%

2%

8%

8%

6%

12%

10%

11%

17%

14%

23%

18%

26%

34%

44%

0% 10% 20% 30% 40% 50%

None of these

Celebrity chef endorsed

Gourmet

Artisan

Gastro Pub

Organic

Red Tractor

Recognisable restaurant brand

Bigger portions

Fairtrade

Farmers Market

Best of British

Traditional favorites

Homemade

Proper ingredients

Freshly baked

2013

2015



74

Figure 58 Most popular words/phrases that sports venue visitors think would make them more likely to eat/buy food at a sports venue, food buyers by usage of positive and negative words associated with the food


Opinions on future food provision

Finally, the sports venue visitors were asked whether they agree or disagree with a range of statements concerning what they want from the food offering at sports venues. Figure 59 summarises the overall level of agreement in the latest survey compared with that in 2013.


17%

13%

21%

17%

32%

26%

38%

38%

43%

19%

20%

22%

22%

31%

33%

35%

45%

46%

0% 10% 20% 30% 40% 50%

Fairtrade

Recognisable restaurant brand

Bigger portions

Farmers market

Homemade

Best of British

Traditional favourites

Proper ingredients

Freshly baked

Any negative word

Any positive word

Sport venue retailers need to tread a careful balance between improving what they have

on offer and not alienating their current customers.



75

Figure 59 Agreement with statements concerning future food provision, 2013 and 2015


Results show that the fundamental barrier to increasing spend on catering services, i.e. the reluctance to spend beyond the entrance cost, is still a key factor, with 7 in ten of all sports venue visitors agreeing. Furthermore, there is a broad consensus on this issue across the different types of venue visited. There is also a split in opinion suggested here, with significant proportions both wanting traditional food and saying that the current food offering is old fashioned. However, while there is little difference in the levels of agreement to the traditional statement by venue type, those who visit football/rugby venues are the most likely to agree about food being old fashioned (43%).


17%

19%

27%

37%

50%

72%

15%

21%

25%

38%

57%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

I would like to be able to pre-order food before Iarrive

I wish the food outlets would stay open longerafter the match/events finish

I would be happier eating in sports venues if Icould buy from familiar outlets

The food at sports venues is old-fashioned – they need to sell food that people like today

Sports venues should stick to basic food they cando well, not try and sell pretentious snacks/meals

It’s expensive enough to get into a match/event in the first place without being pressured or made to

spend more

2013

2015

Results here again show the conundrum for retailers – the need to walk the delicate

tightrope between attracting newer consumers and keeping the old ones. What is clear is

that a wider range of food is needed, with a role for both traditional favourites and more

up-to-date choices.



76

Around a quarter agree they would be happier buying from familiar outlets, and this is particularly likely to be the case among food buyers who strongly agree that the food is overpriced (38%).

Type of food sold

More details on the results for the type of food sold are shown next.

Figure 60 Agreement/disagreement with statements regarding the type of food that should be sold at sports venues, 2013 and 2015


Older sports venue visitors aged 55+ are the most likely to want to stick to basic food (54% agree versus 44% of younger visitors), with men also more prone than women to agreeing (52% versus 45%).

Use of more familiar outlets may be the answer to the value for money problem.


16% 13%7% 8%

41%37%

31% 29%

25%28%

37% 36%

13%15% 17% 17%

3% 3% 3%4%

3% 4% 5% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2013 2015 2013 2015

Should stick to basic food Food at sports venues is old-fashioned

Don't know

Strongly disagree

Disagree


Agree

Strongly agree



77

Market Trends Figure 61 shows that household consumption expenditure on eating out was expected to reach £81.2 billion by the end of 2015.

Figure 61 Household consumption expenditure on restaurants, cafes, etc., 2011-2015

£bn

2011 70.5

2012 73.4

2013 76.3

2014 79.0

2015 (est) 81.2

% change 2013-15 6.4

Source: ONS (Household Final Consumption Expenditure report)/YouGov Reports estimates

YouGov Reports has used the average spends generated by the report, along with the number of visits to each type of venue to generate an estimated value for the amount spent on food and drink within sports venues. It is estimated that this amounted to some £875 million in 2015, an increase on the 2013 figure of £846 million.

Figure 62 Estimated total annual spend on food and drink in sports venues, 2013 and 2015

Source: YouGov Reports estimates

However, this represents only an increase over the two year period of 3.3%, much lower than the market in general. Moreover, this increase has been generated by drink (and in particular the increased level of participation in drinking alcohol, with the Rugby World Cup likely to be a key driver to this). The amount spent on food has actually fallen by around 13%, mainly due to reduced spend on fast food.

£371 £323

£475 £552

£-

£100

£200

£300

£400

£500

£600

£700

£800

£900

£1,000

2013 2015

Drink

Food



78

Future Developments

Expected spend Sports venue visitors were asked how much they are prepared to spend on food for themselves on their next visit.

Figure 63 Amount sports venue visitors are prepared to spend on food for themselves at their next visit, 2013 and 2015


On average, sports venue visitors are most likely to expect to spend £9.07 on their next visit, which is a significant increase from the £8.19 recorded for 2013. Nevertheless, there has been a rise in the percentage who say they will not spend anything, with visitors to football venues the most likely to say this (31%). Men are prepared to spend more than women (£9.37 versus £8.38) and ABC1s more than C2DEs (£9.29 versus £8.35). Visitors to racecourses also expect to spend the most (£12.25) and football venues the least (£8.23). However, opinions from their previous visit have a significant impact on the likely behaviour of previous buyers, with surroundings particularly significant.


22%

26%

32%

13%

7%

28%

23%

29%

11%9%

0%

5%

10%

15%

20%

25%

30%

35%

Nothing £0.01-£5 £5.01-£10 £10.01-£15 £15+

2013 2015



79

Figure 64 Amount sports venue visitors are prepared to spend on food for themselves at their next visit, food buyers by use of positive and negative words associated with surroundings, staff and food


Forecast Using this expected level of spend alongside the number of visits suggests that total expenditure could reach £943 million. However, unlike 2013 and 2015, the UK is not hosting any major sporting events and thus visits to sports venues may drop. Nevertheless, the Olympic Stadium will fully reopen in 2016 as the home of West Ham United as well as British Athletics, which may help to boost overall numbers, especially if people are keen to visit the site where the 2012 Olympics took place. The current situation with regard to terrorism may also put off some people from visiting crowded venues. However, this may actually increase the sales of food as some venues are now restricting what people can take in and the size of bags and this will adversely affect the amount of food brought from home.


£8.56

£9.89

£9.22

£9.94

£8.29

£11.10

£- £2.00 £4.00 £6.00 £8.00 £10.00 £12.00

Food – negative

Food – positive

Staff – negative

Staff – positive

Surrounding – negative

Surroundings – positive



80

Appendix – Questionnaire

Questions asked to nationally representative sample:

1. Comparing how you eat out during the day now with twelve months ago, which of the following MOST applies to you?

I eat out more than I did 12 months ago I eat out as much as I did 12 months ago but I choose cheaper food outlets I am more likely to buy food to eat at work/college now than I was 12 months ago I am more likely to take a packed lunch now than I was 12 month ago I eat out less than 12 months ago but I choose better quality food outlets I eat out less than I did 12 months ago I eat the same now as I did 12 months ago but it costs more as prices have gone up Nothing has changed None of these Don't know

2. If you had a bit more money to spend on food outside of the home each week, which would you say MOST applies to you?

I would eat in more expensive restaurants/cafes than I do now I would eat out more often than I do now I would eat at the same places but choose more expensive dishes I would eat in the same way I do now but have more snacks during the day I wouldn’t change the way I eat - I would use the money for other things It makes no difference to me – my work/college canteen/restaurant/cafe is subsidised None of these Don't know

3. Do you ever attend sporting events, or other events at a sporting venue? Yes No Would rather not say

4. Thinking of the last time you attended any kind of sporting event, did you…? Eat a meal/food at the venue Buy something on the way to eat there Take your own food None of these Don’t know/can’t remember

5. Thinking about the last time you attended a sports event and ate at the venue, to what extent to do you agree or disagree with the following statements?

The food was of a high standard The food was good value for money There was a good choice of food



81

There was a good choice of food outlets The food was overpriced The queues were too long The service was good I found it hard to find something I like The quality of the food wasn’t high enough The cafe/bar/restaurant was very clean and tidy The tables were not clean enough It took too long to get served I enjoyed eating there very much Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Don’t know

6. Thinking about the next sports event you are likely to attend, which one of the following statements is MOST applicable to you?

I will look forward to eating at my favourite cafe/restaurant there Once bitten twice shy – I won’t eat there again I’m on a budget so will probably not eat there I’ll probably just buy a snack there and eat it at my seat/in the grounds I probably won’t be there long enough to want something to eat while I’m there None of these/not applicable



82

Questions asked to those who have visited a sports venue in the past two years:

1. Which of the following sports venues, if any, have you visited in the last two years? Please select all that apply.

Local sports club venue (any kind) Major football club venue (e.g. Old Trafford, Vicarage Road, Britannia Stadium etc.) Major motor/bike racing venue (e.g. Silverstone, Donnington) Major cricket club venue (e.g. Lord’s, Headingly, The Oval etc.) Major racecourse venue (e.g. Kempton, Ascot, Sandown) Major rugby club venue (e.g. Allianz Park, Welford Road, The Rec etc.) Major tennis venue (e.g. Wimbledon) Major golf tournament venue (e.g. St. Andrews, Wentworth etc.) Other sports stadium/arena (please specify) None of these

2. And how often do you visit the following sports venues? Local sports club venue (any kind) Major football club venue (e.g. Old Trafford, Vicarage Road, Britannia Stadium etc.) Major motor/bike racing venue (e.g. Silverstone, Donnington) Major cricket club venue (e.g. Lord’s, Headingly, The Oval etc.) Major racecourse venue (e.g. Kempton, Ascot, Sandown) Major rugby club venue (e.g. Allianz Park, Welford Road, The Rec etc.) Major tennis venue (e.g. Wimbledon) Major golf tournament venue (e.g. St. Andrews, Wentworth etc.) Other Rarely – once in the last 2 years Sporadically – around once a year Occasionally – 2-5 times in the last 2 years Regularly – around once a month (during the season) in the last 2 years Often – around once a week (during the season) in the last 2 years

3. On a scale of 1-7, where 1 = very unhealthy and 7 = very healthy, how healthily would you say that you eat?

Very unhealthy|Very healthy

4. Which of the following, if any, apply to you? Please choose all that apply. I eat a balanced diet I eat at least 5 portions of fruit or vegetables a day I prepare most meals from scratch I am careful about how much salt I eat I am careful about how much saturated fat I eat I do not eat too much red meat I am careful not to eat too much added sugar I avoid refined carbohydrates I try not to eat too much carbohydrates



83

I am careful not to have too many calories each day I try to eat organic foods as much as possible I have health concerns that mean I must avoid certain foods I follow a specific diet or regime None of these Don't know/rather not say

5. Which of the following options BEST describes how often you eat out? More than once a week Once a week Once a fortnight Once a month Less often than once a month Never

6. Which of the following did you visit most recently? Please select only one. Local sports club venue (any kind) Major football club venue (e.g. Old Trafford, Vicarage Road, Britannia Stadium etc.) Major motor/bike racing venue (e.g. Silverstone, Donnington) Major cricket club venue (e.g. Lord’s, Headingly, The Oval etc.) Major racecourse venue (e.g. Kempton, Ascot, Sandown) Major rugby club venue (e.g. Allianz Park, Welford Road, The Rec etc.) Major tennis venue (e.g. Wimbledon) Major golf tournament venue (e.g. St. Andrews, Wentworth etc.) Other Don’t know/can’t remember

7. When did you last visit a major sports venue? Within the last month 2-3 months ago 4-6 months ago 7-12 months ago More than a year ago

8. And which major sports venue did you visit?

9. Thinking of the last major sports venue you visited, what type of event did you attend? To watch the main sport which that venue is known for/regularly hosts To watch another sport which the venue does not regularly host A tour of the venue (i.e. stadium tour) A concert A corporate event (including watching a match/game/race etc.) A corporate event (not including watching a match/game/race etc.) A business exhibition A leisure exhibition (e.g. wedding fair, hobby exhibition) A wedding or family/friend’s/party



84

Other event

10. Where did you watch the event from? Reserved seat in stand Seat in stand without numbers Standing/sitting in open area (e.g. by the side of a race track) Private Box Family/friends/directors seating area/box Bar/restaurant Other Don’t know/not applicable

11. Do you hold a season ticket for watching sport at a particular venue? Yes No Don’t know

12. Thinking about buying food at major sports venues, which of the following best describes your general behaviour when visiting?

Major football club venue (e.g. Old Trafford, Vicarage Road, Britannia Stadium etc.) Major motor/bike racing venue (e.g. Silverstone, Donnington) Major cricket club venue (e.g. Lord’s, Headingly, The Oval etc.) Major racecourse venue (e.g. Kempton, Ascot, Sandown) Major rugby club venue (e.g. Allianz Park, Welford Road, The Rec etc.) Major tennis venue (e.g. Wimbledon) Major golf tournament venue (e.g. St. Andrews, Wentworth etc.) Other I always buy food at this type of venue I sometimes buy food at this type of venue I occasionally buy food at this type of venue I used to buy food in the past but have stopped doing so I have never bought food at this type of venue My food is provided when I visit this type of venue None of these Don’t know

13. Based on your experience of major sport venues/stadiums, what did you expect regarding the food that would be on offer the last time you visited one? Please indicate to what extent you agree or disagree with the following statements.

Only fast food would be available I would enjoy eating there There would be a good choice of different types of food The food would be good value for money The service would be fast and efficient The food would taste great The portions would be generous



85

The quality of the food would be excellent The food would be unhealthy The food might make me ill Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly Don’t know

14. Thinking of the last time you visited a major sports venue, which of the following did you do regarding FOOD? Please choose all that apply.

I had a meal at home before I went I took food from home to eat I bought food outside the venue before I went in I bought food at the venue before the match/event I bought food at the venue during the match/event (not during a break in the match/event) I bought food at the venue during a break in the match/event I bought food at the venue after the match/event I ate at home after the match/event I ate a sit-down meal that was provided as part of the event I ate take-away style food that was provided as part of the event (e.g. burger, pie, sandwiches) None of these Don’t know

15. And which of the following did you do regarding DRINKS? Please choose all that apply. I had a drink/drinks that were provided as part of the event I took something to drink from home to the match/event I bought a drink outside the venue before I went in I bought a drink at the venue before the match/event I bought a drink at the venue during the match/event (not during a break in the match/event) I bought a drink at the venue during a break in the match/event I bought a drink at the venue after the match/event None of these Don’t know

16. Still thinking of the last time you visited a major sports venue, how much did you spend (if anything) on YOURSELF on the following types of drink INSIDE the venue at the match/event?

Hot beverages e.g. tea, coffee Alcoholic drinks e.g. beer, wine Soft drinks/bottled water Nothing £0.01-£5 £5.01-£10 £10.01-£15



86

£15.01-£20 £20.01-£25 £25.01-£30 More than £30

17. How much did you spend (if anything) on the following types of food for YOURSELF, INSIDE the major sports venue at the match/event?

Cold food e.g. sandwiches Fast food e.g. burgers, pies, chips Hot meals on a plate Snacks e.g. confectionery, crisps Nothing £0.01-£5 £5.01-£10 £10.01-£15 £15.01-£20 £20.01-£25 £25.01-£30 More than £30

18. Where in the venue did you purchase the food on your last visit to a Major sports venue? Please choose all that apply.

Bar Restaurant Café Fast food stand Food court Vending machine Mobile salesperson Other None of these Don’t know

19. Did you have to queue to buy your food? Yes No Can’t remember

20. How long approximately did you have to queue for? Up to 2 minutes Between 2-5 minutes 6-10 minutes 11-15 minutes More than 15 minutes Don’t know/can’t remember



87

21. Do you think the time you had to queue for was acceptable? Yes No Don’t know

22. And where did you eat the food that you purchased? If you ate in more than one place and/or more than once, please choose all that apply.

At my seat Standing/sitting in open area (e.g. by the side of a race track) Café Bar Sitting at a food stand Standing at a food stand Sit down restaurant Walking around Private box Family/friends/directors seating area/box None of these Don’t know

23. Still thinking of the last time you visited a major sports venue, which of these types of food did you buy? Please choose all that apply.

Hot baguettes/Panini/sandwich Cold sandwich/rolls/baguettes/wraps Cakes/pastries/scones Burger Pizza Pasta Hot Dog Pie/Pie and mash Sausage roll, pasty etc. Fried Fish Fried chicken Chips Ethnic food (e.g. Chinese, Indian) Soup Salad Baked Potato Crisps Chocolate Other confectionery Ice cream Other plated meal Picnic hamper Other None of these Don’t know



88

24. Was the type of food you bought what you wanted? Yes, it was what I wanted It wasn’t quite what I wanted, but it was close It wasn’t what I wanted but I needed to get something Don’t know

25. Still thinking of the last time you visited a major sports venue, who did you buy food for? Please choose all that apply.

Myself Partner/Spouse Other friends/relatives Older children (aged 12+) Young children (under 12) Other Don’t know

26. You have stated that you used to buy food at a least one major sports venue but no longer do so. Which of the following explain why this is the case? Please choose all that apply.

Cannot afford it any more Got fed up with poor service Got fed up with poor quality food Got fed up with a lack of choice/variety of food Became concerned over hygiene/safety (i.e. food made you ill once) Timing/circumstances changed that allowed me to eat beforehand/afterwards Discovered a place to get food from outside venue that I prefer/works better for me Food is now included in ticket/event There were no healthier options available It was very poor value for money Have gone on a diet Can bring much nicer food from home None of these Don’t know

27. You have stated that you always/sometimes buy food when visiting sports venues but you did not buy food at the venue on your LAST visit. Which of these statements explains why this was the case? Please choose all that apply.

I wasn’t hungry Did not have time Nothing appealed to me I’m trying to cut spending/I could no longer afford to buy Food was included in ticket/event Last time I went something put me off the food for this time My diet has changed since then The prices had gone up too much; I was not prepared to spend that much The food on offer looked poor quality The timing/circumstances of the visit changed from last time, allowing me to eat beforehand/afterwards



89

Something happened that stopped me buying food (e.g. got there too late, food stands were closed, queues were unusually long etc.) None of these Don’t know

28. Thinking about the provided food you ate that was included as part of the event/ticket, was it:

A sit down hot meal A hot buffet A cold buffet Food from a stand/bar at the venue (i.e. purchased with a voucher or money provided) Food from a vending machine Other Don’t know

29. Thinking of this provided food, on a scale from 1 to 7, where 1 is very poor and 7 is excellent, how would you rate the following?

Quality of food Catering facilities Hospitality Overall value for money 1 - very poor 2 3 4 5 6 7 - excellent Don’t know/not applicable

30. Which of these words would you associate with the food you ate? Please choose all that apply.

Appetising Alright Bland Calorific Delicious Dry Fresh Cheap Stodgy Unhealthy Nutritious Well-balanced Healthy Processed Too Cold



90

Fatty Greasy Hot Juicy Mushy Salty Spicy Sweet Tender Tasty Watery None of these Don’t know

31. If you ate any of the following types of food, when exactly did you eat them? Cold food e.g. sandwiches Fast food e.g. burgers, pies, chips Hot meals on a plate Snacks e.g. confectionery, crisps Before the sport/event started During an interval/break During the sport/event (i.e. not in an interval/break) After the sport/ finished Did not eat any Don’t know

32. Which of these words would you associate with the staff who served you? Please choose all that apply.

Agreeable Awful Difficult to understand Friendly Great Hard working Helpful Lazy Polite Reluctant Rude Rushed Smart Scruffy Touchy Warm Bored None of these Don’t know



91

33. And to what extent to do you agree or disagree with the following statements? The food was of a high standard The food was good value for money There was a good choice of food There was a good choice of food outlets The food was overpriced The queues were too long The service was good I found it hard to find something I like The quality of the food wasn’t high enough The food was too cold The cafe/bar/restaurant was very clean and tidy The tables were not clean enough It took too long to get served I enjoyed eating there very much There were not enough healthy options The portions offered were generous There was not enough food suitable for children Disagree strongly Disagree slightly Neither agree nor disagree Agree slightly Agree strongly Don’t know

34. And which words would you associate with the surroundings where you bought/ate your food? Please choose all that apply.

Boring Buzzy Cold Comfortable Clean Dirty Fun Hot Noisy Quiet Restful Soulless Stressful Uncomfortable None of these Don’t know

35. Which of these statements, if any, describe why you did not spend any money on food? Please choose all that apply.

The food was too expensive



92

The food was of poor quality I did not see anything that appealed to me There were too many queues I was not hungry I preferred just to have a drink I am on a very tight budget I preferred to eat beforehand in a place outside the venue I preferred to wait and eat somewhere outside the venue afterwards I wasn’t there long enough to want anything to eat I had hygiene/food safety concerns There were not enough healthy options It was poor value for money I brought my own food A meal/food was provided for free at the event/venue Nothing suitable for children Other Don’t know

36. Thinking back to your last visit to a sports venue and what you expected the QUALITY of the food to be like before you arrived, which of these best describes your opinion when you were at the event?

I expected it to be good overall, and it was I expected it to be good overall, but it wasn’t I expected it to be poor overall, and it was I expected it to be poor overall, but it wasn’t I had no expectations beforehand, and I thought it was good when I got there I had no expectations beforehand, and I thought it was poor when I got there Don't know

37. Thinking back to your last visit to a sports venue and what you expected the VALUE FOR MONEY of the food to be like before you arrived, which of these best describes your opinion when you were at the event?

I expected it to be good overall, and it was I expected it to be good overall, but it wasn’t I expected it to be poor overall, and it was I expected it to be poor overall, but it wasn’t I had no expectations beforehand, and I thought it was good when I got there I had no expectations beforehand, and I thought it was poor when I got there Don't know

38. Thinking of the food that was available in the sports venue, how would you compare it to similar food that is available elsewhere? Please rate this on a scale of 1-7, where 1 is much worse, 4 is the same and 7 is much better.

Quality of the food Value for money Service 1 – Much worse



93

2 3 4 – The same 5 6 7 – Much better Don't know

39. What would you most like to have been able to eat but were unable to obtain at the last sports venue you visited?

40. Thinking about the next event you are likely to attend at a sports venue, which of the following statements, if any, are applicable to you? Please choose all that apply.

I will make sure I eat before I get there (e.g. at home, somewhere outside the venue, etc.) I will take food with me I will look forward to eating at the venue I will eat at the venue but only because it is the only practical option I will wait until after the event is over, then eat (e.g. at home, somewhere outside the venue, etc.) I will spend less than previously I will spend more than previously I will buy the same food as I did last time None of these Don’t know

41. How much are you prepared to spend on food (for you) on your next visit? Nothing £0.01-£5 £5.01-£10 £10.01-£15 £15.01-£20 £20.01-£25 £25.01-£30 More than £30

42. What do you think should be done to improve the food that is available at sports venues?

43. Which of the following words/phrases do you think would make you more likely to eat/buy food at a sports venue? Please choose all that apply.

Proper ingredients Freshly baked Artisan Celebrity chef endorsed (e.g. Jamie Oliver, Gordon Ramsey etc.) Best of British Fairtrade Organic Gourmet



94

Red Tractor Recognisable restaurant brand Traditional favourites Bigger portions Homemade Farmers Market Gastro Pub None of these

44. To what extent do you agree or disagree with the following statements? Sports venues should stick to basic food they can do well, not try and sell pretentious snacks/meals The food at sports venues is old-fashioned – they need to sell food that people like today It’s expensive enough to get into a match/event in the first place without being pressured or made to spend more I would be happier eating in sports venues if I could buy from familiar outlets I would like to be able to pre-order food before I arrive I wish the food outlets would stay open longer after the match/events finish Strongly disagree Disgree Neither agree nor disagree Agree Strongly agree Don't know

sports venue catering 2016brakes-source.co.uk/assetfiles/sports_venue_catering_2016.pdf · sports...

Documents