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Restaurants to move away from voucher culture

Restaurants will demonstrate their passion for food this year an expert has said

Restaurants are to focus on moving customers away from the vouchers and discounts that became popular during 2010 by demonstrating their passion for good quality food and service.

This is according to foodservice analyst for Mintel Helena Spicer, who was quoted by Big Hospitality as saying "the focus in 2011 needs to be on weaning consumers away" from the habit of using discount offers.

One way of doing this could be to offer "greater menu transparency in terms of sourcing and provenance to add personality to menus and give a sense of value again", she remarked, stating while this may not encourage diners to spend more, it will help demonstrate the restaurant's passion for food.

Also on the menu for 2011 is sharing food, Ms Spicer observed, adding some eateries are already offering special steaks that are designed to be eaten by two people.

Her comments come after Christian Berthelsen of Fourth Hospitality predicted in an article by Eat Out magazine that restaurants will need to provide their customers with extensive nutritional information this year.

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