The Shout Magazine (New Zealand)

Online content the key to on-premise marketing: CGA by NielsenIQ

Best Bar nominee – Market St, Napier.

CGA by NielsenIQ’s January 2023 New Zealand On Premise Consumer Pulse report has revealed that Kiwis rely on online content when choosing their on-premise destination.

Each month, 500 consumers (aged 18+) across New Zealand are surveyed. Each must have visited on-premise venues within the past three months.

The survey asks about the participants’ on-premise behaviour over the past month and also tested their visit intention for the month ahead.

Key findings this month:

  • The number of consumers visiting the 0n-premise over the past month has increased slightly for both those going out for food and drinks.
  • Although there is an overall net decrease in frequency of visitation compared to usual behaviour, there has been a small decrease in the number of consumers going out less often than usual compared to December as they shifted to going out the same as usual, suggesting frequency of visitation may be recovering somewhat.
  • Over the course of 2022, consumers in New Zealand have experienced several shifts in concern, between that of COVID concerns, concerns over financial savings, and lastly cost of living concerns. The impact of these external factors have had a costly impact on the on-premise as consumers, operators and drink brands continue to navigate this volatile environment. Keeping track of these key metrics and the drivers to change in behaviour is essential for business growth.
  • Online engagement with food and drink is widespread amongst on-premise consumers. Utilising and optimising online resources has great benefits for business, as consumers have reported that online content is likely to influence which venues they visit and which food and drink they will order. Pushing higher ticket items through these platforms could therefore encourage trade up and increased spend on your brands and venues.
  • Consumers have revealed the top three influential factors for repeat purchase is good value for money, a good quality drink and promotional deals. Hitting the mark on these factors is key to encouraging repeat purchase.

For more reports or information from CGA by NielsenIQ, click here.

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