5. Sector Research
Sector Research
The volume of sector research is low and to a large degree the research is disparate as existing data collection is likely to have been reactionary and in isolation of our broader industry needs. This capacity is sorely underdeveloped.
Sheffield Restaurant Business Research
Research should be commissioned with 360º monitor and feedback (Utilising new and existing partner research) focusing on key sector indicators to assess the health of Sheffield dining culture. Assessments are required of lunch and evening-economy, footfall and retail hotspots for consumer expenditure. New data collection will include:
- City footfall by populated dining locations (Town centre, Ecclesall Rd, London Rd, Chesterfield road, Crookes etc)
- Demographic breakdown of diners, where they dine, why, expenditure etc.
- Number of restaurant (gastro pub, delis and cafes) businesses registered in Sheffield by postcode.
- Comparative studies with neighbouring Cities, Towns.
- City centre comparative study that focuses on number of city registered companies, number of workforce/professionals supporting number of dinning outlets (i.e. No Restaurants per head of people).
- Access to consumer food & drink expenditure reports (TGI etc)
- Investigating any development and management issues of particular concern to BME (Black, Minority and Ethnic Groups) owned or operated restaurants.
- The restaurant sector needs to specifically explore footfall figures for new developing areas of the City centre. Results should calculate the number of pedestrians passing each location over a time period and all assessment strengths, weaknesses and expenditure.
Customer Panel Research
It has been suggested that our local industry would benefit from feedback from a diners panel. This would be a panel of local people demographically varied in gender, age, income and diversity. The object of this exercise will be ascertain critical data relating their dining habits both in and out of home. Wide ranging questions will locate cuisine preferences and driving influences.
Staff Panel Research
It has also been suggested that we comprise an additional panel represented by industry representatives involving middle managers, support chefs and front of house staff. This will essentially include full and part-time staff where discussion and debate will highlight industry work related issues. Strong focus will directed at the high turnover of the industry and desire for specialist training.
Goal
Establish research objectives across restaurant industry, which articulate data collection standards and provide a framework for dissemination of research outcomes among stakeholders.
Action 1
- Evaluate existing research models
- Identify relevant research questions (for consistent collection on a regional basis)
- Propose common data collection method, types of measurement and evaluation model
Action 2
- Develop guidelines for interpretation and presentation of research outcomes to provide practical advice/information for regional organisations and individual operators.
Action 3
- Establish regional benchmarks for regional restaurant performance
(Based on pooled data), example: yield per customer, visitor trends and other agreed whole of industry criteria.
Action 4
- Communicate with national and regional tourism agencies and where appropriate implement agreed Eat Sheffield survey questions into the future visitor surveys.
Action 5
- Facilitate central portal for access to research projects, information, outcomes and guidelines.
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