Eating out is a key component of any trip and food and drink activities currently account for 22% of total tourist spend in Scotland. Given the importance of this sector, VisitScotland is embarking on a number of initiatives so that food and drink is recognised as a distinct and entirely positive part of the Scottish tourism product.
One such initiative is the development of the “Dine Around” concept. VisitScotland has been working with restaurateurs and food festival organisers throughout the country to promote fixed price dining offers, providing terrific meals and exceptional value for money during quieter trading periods.
Such a promotion works on 2 levels: it stimulates trade at a time when restaurants are quiet; and it also generates further awareness of the depth and variety of quality eating experiences available in Scotland. We are now aiming to introduce “Dine Around” to the Fife, Perthshire, Angus and Dundee areas under the title of “Dine Around East of Scotland” over a 4-week period, commencing 16th February 2007.
Whilst certain details regarding the booking channels, promotional support and the consumer offer would have to be agreed between participating establishments and VisitScotland, generally we would be looking for restaurants to offer a £15 fixed price dinner, with the idea being that these meals would normally be sold between £20-£25. This offers added value and an incentive to the consumer to dine out at a traditionally quiet period.
Significant VisitScotland resources will be devoted towards the promotion of “Dine Around East of Scotland”. This will include the development of a website to process bookings, online advertising, the
distribution of “Dine Around” leaflets in the national and regional press as well as in Tourist Information Centres, national rail and bus stations, restaurants, hotels, bars and entertainment venues. We will also integrate the promotion of “Dine Around East of Scotland” into existing VisitScotland communications channels including a number of our brochures, mailings, websites and electronic newsletters.
PR will be a strong focus for “Dine Around” and our Consumer PR and Corporate Communications teams will promote the event through their numerous media contacts.
We shall shortly be writing out to restaurants with further information and to invite participation in this initiative.
