We’ve eaten out – but will it help out?

By Jessica Hodson Walker, Account Director

As August came to an end so too did the Government’s Eat Out to Help Out scheme. Arguably it has been one of the Government’s most successful schemes to date, kickstarting the hospitality sector, providing jobs and re-uniting friends and families. Its success is such that many restaurants are considering continuing the initiative in some form through their own discount schemes.

Stats from Opentable and the Government prove that it has not only worked in rebooting one of the worst affected industries post-lockdown but that it has significantly changed dining numbers on Monday – Wednesday’s on a year-for-year comparison. In the third week of August the number of customers dining out was 61% higher than the same days last year on average for Monday to Wednesday.

What has been the cause of its success and will it have a lasting impact on the way we dine?

The simple messaging sprayed across our cities, towns and villages ‘Eat out to help out’ is clear and positive propaganda. It taps into the British psyche which first and foremost loves the sense of a bargain. Secondly, it’s a bargain with a feel-good factor. Receiving 50% off up to £10, at our restaurant of choice, coupled with the sense of doing our bit for the economy and funding jobs, makes eating out at a discount a worthy duty for us all to take on.

The easy to understand slogan and clear communication put out by the Government has propelled the hospitality industry from what was a desperate situation. From McDonald’s to Michelin stars, the breadth of participating dining locations means that there was something for everyone. Not only does it mean that there was a deal for all tastes and incomes, but it has been simple in practice for consumers. There is no voucher required, no embarrassing conversation after receiving the bill to enquire whether it qualifies for the discount and it is easy to find which restaurants are participating through the Government website. From a consumer perspective, it has been an easy win.

As well as being easy from a practical perspective for consumers, the timing has been hugely beneficial as summer holidays became staycations and the UK re-discovered our own hidden gems. The Government made it easier for restaurants to use pavements and outdoor space, councils have pedestrianised some key streets, so whilst we may not have been eating al fresco in Italy, we have been able to in the UK. This was also a relief for restaurants that have had to find a balance between complying with social distancing rules and making re-opening with reduced table numbers financially viable.

However, as ‘Silly (summer holiday) Season’ comes to an end, schools go back and perhaps crucially the end of the furloughing scheme nears, will the UK retain the momentum we have reached to date.

Whilst the ‘Eat out to help out’ scheme has been successful for many, city centres remain quiet and cafes and lunch spots which rely on the quick business lunch or provide fodder for dining al desko, are struggling. Prime Minister Boris Johnson has launched a campaign to get people back to the office which will be crucial in feeding life back to our city centres but will it maintain the levels of consumers dining out that we have seen in August, especially during the start of the week.

The Government has certainly worked hard to support the hospitality industry so far but will it be enough to carry us through what may be the most telling economic quarter yet. We can only hope that as the discounts end, our sense of duty remains.