Since 2004 there has been a drive across the industry to target the foodservice sector, because reports at the time forecast substantial growth in the out-of-home market.
However, the Meat and Livestock Commission Pork in Foodservice tells a different story. It found that while British adults consumed more than 2bn pub and restaurant meals last year, and more than half ate out at least once a week, the number of meals served fell from 2.34bn in 2005 to 2.24 billion in 2006.
This was partly driven by an increase in the price of meals served in the sector year-on-year.
The report also found that quick-service restaurants, such as takeaways, burger bars and fish and chip shops, continued to decline in popularity, with the number of meals served down 6.6% to 1.09bn in 2006.
Part of this decline was caused by consumers trading up to healthier and more expensive options and the food industry responding by increasing prices to reflect a more expensive supply chain. In terms of ingredients used and reduction in shelf-life, firms are delivering fresher products, highlighted by sandwich outlets, which saw substantial growth.
In retail and foodservice, consumers want to trade up to 'healthier' offerings.
But there is a point at which consumers make a decision based on price.
A small percentage doesn't think about price and accepts the convenience of being able to obtain 'high-quality' food, whenever and wherever it is required. But the large majority of the population aspire to this but simply can't afford it!
The issue was highlighted by a proposed boycott of food outlets at Wembley Stadium by consumers, who are being charged substantially more than they are used to in this sector.
A cup of tea at Wembley will cost you £1.50. You could make your own for under 10p! Perhaps it is not a
coincidence that there is so much innovation in the thermos flask industry!
Mark Rigby is director of the Development Chefs' Network [DCN and business development chef for Premier Foods