All You Can Eat

After foraging through new survey data, we discovered insights that could be worth billions to the catering industry.


Project TypeData journalism
A photograph of a person sat at a table eating noodles. Only the person's torso is visible as they use chopsticks to lift noodles from a bowl of ramen. On the table in front of them there is also other small plates of food and two mugs.

The UK’s largest hospitality recruiters asked us to serve up a rich piece of data-led thought leadership for the industry to tuck into.

“Special dietary requirements” are going mainstream. After analysing's survey of over 2,000 Brits about dietary restrictions, we found that one in four of us now restrict their diet in some way.

The data suggested selective eaters would spend an additional £9 billion each year if restaurants improved their offerings for them.

So we cooked up a handy five-point list of ways to cater to this under-served group: provide details of ingredients used, list allergens on menus, more choice, greater flexibility and staff in-the-know.

We took inspiration from menus and recipes, visualizing the data points like food on a plate.

Elsewhere, bar charts comparing the cost of an average meal for different selective eaters were designed as a subtle nod to a restaurant bill.

These light touches were complemented by an otherwise clean look, designed to appeal to Caterer’s younger audience and let the story offer the main flavour.

Screenshots of the All You Can Eat website on a purple background. The screenshots show a  mix of colourful data visualizations and text.
A bar chart comparing how much different types of selecive eaters spend on an average meal out, with markers comparing them to the spending of those without dietary requirements. While those without dietary requirements spend £22.67 on average, vegans can spend the most of the selective eaters on average at £37.55.
Crowds of dots comparing who is likely to ask for menu substitutions between people without dietary requirements and selective eaters. It shows 19% of selective eaters will ask for substitutions when ordering compared to just 4% of people without dietary requirements.
Text explaining the potential revenue to be gained if UK restaurants would fulfil the demands of people with dietary requirements. It shows the current revenue of UK restaurants is £40 billion and that a further £9 billion could be added if dietary requirements are fulfilled in restaurants.

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