Eat Out has received an overwhelming response to its recent internet survey, with more than 750 consumers having participated in the review. Initiated by New Media Publishing, the company behind the Eat Out brand, the Eat Out team also conducted interviews with 34 of South Africa’s top chefs, restaurant owners and bloggers across South Africa. Taking into account the survey and industry feedback, the Eat Out Restaurant Awards judging process has been refined, with changes including the use of South African judges only, multiple assessments of restaurants, and anonymity of judges.
The survey confirms that Eat Out is a trusted brand, and that the Awards influence which restaurants consumers choose to support. According to Eat Out General Manager Aileen Lamb, this feedback, coupled with the survey results, has provided valuable insight as how best to structure the annual Eat Out Awards, and has led to the following changes, which will be instituted immediately, and reflect in the 2013 Eat Out Restaurant Awards in November:
• A panel of judges, with a variety of expertise in the restaurant industry, will be chosen to preside over the Awards. The judges will be selected from various professions within the industry, such as chefs, restaurateurs, food writers and experts in specific areas, such as wine.
• Judges will be South African-based talent only, as feedback indicated that their local experience enables them to make assessments that are reflective of the South African palate.
• The identities of the judges will not be announced prior to the Eat Out Restaurant Awards.
• Restaurants will undergo continuous assessment. (As has been done in the past, each judge will visit each restaurant eligible for the Top 10.)
• Chefs will have access to audited judging feedback following the Awards.
Chefs have spoken … Eat Out has heard
In order to gather feedback, Eat Out conducted 34 interviews with chefs and restaurateurs from three provinces, representing communities as far as the KwaZulu-Natal Midlands and Garden Route. “The openness and willingness of chefs and restaurateurs to talk to us was heart-warming, and all welcomed the opportunity to share their thoughts,” said Lamb. “Some of the best in the industry, as well as those who aspire to become one of the Top 10 Restaurants or Chefs, assisted with this process, believing that making the Awards on-going and credible for years to come is most beneficial to the entire industry.”
An overwhelming majority (97%) of industry respondents interviewed stated that a panel of judges (as opposed to just one) was essential. Abigail Donnelly will preside over the Awards as Chief Judge. Ninety-seven percent of the respondents also agreed that the judging should be continuous, to give a fairer reflection of a restaurant’s merit and take into account such variables as menu changes, high and low seasons, and other challenges that establishments experience throughout the year.
Anonymity of the judges scored high amongst the respondents, with 83% in favour of an unidentified judging panel. A concern voiced was: “When one knows who the judge is, the restaurant/chef is able to create a different experience for the judge, sometimes different to what guests may receive.” In addition, to help participating establishments understand where they could possibly improve in the future, 83% of those interviewed opted to receive specific feedback following the Awards.
“Everything about this research process has been in the interest of transparency, with our audience and with the restaurant community, so we are very happy to make this audited information available to all the nominees, as a matter of course,” said Lamb.
Eat Out audience speaks out
In order to gather as much feedback as possible, an online consumer survey was initiated on the Eat Out website and widely publicised. More than 750 people responded to the survey, showing a high level of interest and support of the Awards overall.
The results indicate that the Eat Out brand is important to consumers, with 82% of respondents indicating that they trust Eat Out, and 77% affirming that they follow the Eat Out Restaurant Awards.
Donnelly was encouraged that the survey showed that 75% of respondents have eaten at a Top 10 restaurant in the last year. “This feedback is extremely significant for restaurateurs and the industry, as it indicates that consumers, through the Eat Out Awards, are choosing to dine at the awarded Top 10 restaurants,” said Donnelly.
“Collectively, the feedback reaffirms that the Eat Out brand is seen very much as the gold standard of the South African culinary industry. With a heritage in celebrating excellence, Eat Out carries the highest credibility amongst chefs, restaurateurs and diners,” concluded Donnelly.
The Eat Out Restaurant Awards Top 10 accolade is currently under review, with plans already in place to revise how excellence in the industry is rewarded. This will take effect from 2014.
Eat Out is accessible via a variety of media channels. At the centre of the brand is the website, supported by a weekly e-newsletter, Twitter, Facebook, Pinterest, an annual glossy magazine and the Eat Out Restaurant Awards held in November each year.
For more information about Eat Out, please visit www.eatout.co.za, look for the Eat Out page on Facebook https://www.facebook.com/EatOutMag or follow @eat_out on Twitter.
For more information about New Media, please visit www.newmediapub.co.za or follow @NewMediaZA on Twitter.
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Author: Lisa van Leeuwen from Lisa van Leeuwen Publicity. Originally distributed by MyPR.co.za.
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