June 2014
Featured in this insight: Consumer goods & FMCG , Food & drink, Retail, Transport & infrastructure
Survey shows over 70% of railway users think food is overpriced: Price reductions and fresher produce are two key elements that would entice more customers to purchase food or drink on a train or at a station, according to a YouGov report.
Findings showed that almost three quarters of respondents (72%) viewed food at stations as overpriced, 70% said lower prices could persuade them to buy food and just 8% said the food on sale was good value for money.
Other popular areas found to attract more customers to purchase include: fresher food (58%), higher quality choices (58%) and more healthy options (42%) – the results showed that currently 42% of participants said they find it hard to select any healthy options as it stands. Elsewhere, almost two fifths (39%) said they would like to see freshly brewed coffee offered on board.
When asked to associate train food with certain descriptive words ‘expensive’ (55%) came out on top, followed by ‘alright’ (42%), ‘uninspired’ (29%), ‘processed’ (28%) and ‘calorific’ (19%).
Furthermore, one in five respondents said they would be more likely to purchase food/drink on a train or at a station if they could pre-order and have it delivered to their seat, two fifths could be persuaded with vouchers or money-off coupons as part of their ticket and 16% said they would be more inclined to buy if they could order items while on board that would be brought onto the train at a stop on the journey.
Tom Rees, UK research manager at YouGov Reports, said the survey results show there is clearly room for improvement, but that this offers opportunities for businesses.
View more of our sector specific insights: Consumer goods & FMCG, Food & drink, Retail, Transport & infrastructure
