Dine Around in the East of Scotland
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. We have 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 generates further awareness of the depth and variety of quality eating experiences available in Scotland.
Now firmly established in Edinburgh and Glasgow and having been successfully integrated into the Scottish Food Fortnight and Borders Banquet food festivals, our comprehensive feedback from both consumers and restaurateurs shows almost unanimous satisfaction and an impressive return on investment. Perhaps most importantly, Dine Around has generated additional business for all restaurants and introduced new consumers to these establishments (44% of participants had never visited the restaurant previously).
We are now aiming to introduce Dine Around to the Fife, Perthshire and Angus and Dundee 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 you 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.
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