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Scotland: serving up delicious flavours amidst
stunning scenery
Gwen Raez, Senior Marketing Manager
Gairloch, Highlands
A rich offering
SCOTLAND’S NATURAL
LARDER
Key factors
• Can significantly enhance a visit
• Connects the visitor to the natural
environment, local customs and
people
• Diversifies our visitor offering,
stimulating local & regional
development
BUT
• Not typically the MAIN driver
St Andrews, Fife
Research
insights
0 20 40 60 80 100
Trying local dishes / delicacies
Friendly service
Quality of food most important
Food sourced locally important
Food and drink experience is important
YouGov Survey, UK Dec 2014
VisitScotland visitor survey
0 20 40 60
Go on a picnic or BBQ
Visit a distillery
Visit a pub
Tried local drinks
Try local food
Visitors want to:
2015/16
2013/14
TASTE OUR BEST
• Links local producers to
the tourism product
• Works with them to raise
profile of local producers
• Not just restaurants –
anyone who serves food
Taste Our Best
• VisitScotland’s Taste Our Best
accreditation recognises businesses that
provide and promote quality Scottish
produce
• Over 1,000 businesses- Hotels, B&B’s,
visitor attractions, and restaurants, cafés,
pubs and bars
• Opportunity for businesses to stand apart,
meet consumer demand, and improve their
bottom line
• Build quality and depth of Scottish food and
drink experience in the destination
• Support local food producers and the local
economy
Taste Our Best- What is it?
Guy Grieves, The Ethical Shellfish Company
Benefits of Taste Our Best
Improve the bottom Line
72% of TOB businesses say they have received positive comments from
their customers on their sourcing of local produce.
65% of businesses agree that TOB clearly adds value to their business
Stand Apart
74% of Taste Our Best businesses used the award to promote themselves
Raise the Profile
VisitScotland Consumer Marketing
Reputation Enhancer for business and destination
PROMOTION
PROMOTION
Consumer Promotion
Taste Our Best consumer Promotion
https://www.youtube.com/watch?v=EHqQgKLuCLM
PROMOTION
IT WORKS!
Visitor results
• 20% of visitor expenditure is on food and drink
• Changing perceptions
• People return time and again – and share the good news
Industry results
• 65% of businesses stated that having Taste Our Best had
added value to their business.
• 58% of businesses agreed that they were more likely to ask
suppliers if they had Scottish produce.
• 38% said they had already changed suppliers to source
Scottish produce.
KEY LEARNINGS
• Work closely with local businesses
• Promote widely
• Share the learnings
• Food and drink is not enough – link it to the source
PROMOTION
https://www.youtube.com/watch?v=EHqQgKLuCLM&t=20s
THANK YOU – QUESTIONS?

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Escocia – sirviendo deliciosos platos en medio de un impresionante paisaje

  • 1. Scotland: serving up delicious flavours amidst stunning scenery Gwen Raez, Senior Marketing Manager Gairloch, Highlands
  • 3. Key factors • Can significantly enhance a visit • Connects the visitor to the natural environment, local customs and people • Diversifies our visitor offering, stimulating local & regional development BUT • Not typically the MAIN driver St Andrews, Fife
  • 4. Research insights 0 20 40 60 80 100 Trying local dishes / delicacies Friendly service Quality of food most important Food sourced locally important Food and drink experience is important YouGov Survey, UK Dec 2014 VisitScotland visitor survey 0 20 40 60 Go on a picnic or BBQ Visit a distillery Visit a pub Tried local drinks Try local food Visitors want to: 2015/16 2013/14
  • 5. TASTE OUR BEST • Links local producers to the tourism product • Works with them to raise profile of local producers • Not just restaurants – anyone who serves food
  • 6. Taste Our Best • VisitScotland’s Taste Our Best accreditation recognises businesses that provide and promote quality Scottish produce • Over 1,000 businesses- Hotels, B&B’s, visitor attractions, and restaurants, cafés, pubs and bars • Opportunity for businesses to stand apart, meet consumer demand, and improve their bottom line • Build quality and depth of Scottish food and drink experience in the destination • Support local food producers and the local economy Taste Our Best- What is it? Guy Grieves, The Ethical Shellfish Company
  • 7. Benefits of Taste Our Best Improve the bottom Line 72% of TOB businesses say they have received positive comments from their customers on their sourcing of local produce. 65% of businesses agree that TOB clearly adds value to their business Stand Apart 74% of Taste Our Best businesses used the award to promote themselves Raise the Profile VisitScotland Consumer Marketing Reputation Enhancer for business and destination
  • 10. Consumer Promotion Taste Our Best consumer Promotion
  • 12. IT WORKS! Visitor results • 20% of visitor expenditure is on food and drink • Changing perceptions • People return time and again – and share the good news Industry results • 65% of businesses stated that having Taste Our Best had added value to their business. • 58% of businesses agreed that they were more likely to ask suppliers if they had Scottish produce. • 38% said they had already changed suppliers to source Scottish produce.
  • 13. KEY LEARNINGS • Work closely with local businesses • Promote widely • Share the learnings • Food and drink is not enough – link it to the source
  • 15. THANK YOU – QUESTIONS?

Hinweis der Redaktion

  1. 2 year research programme covering 19 regions of Scotland / summer only
  2. The overall quality of the eating experience, which includes the welcome, the hospitality and service, the menu, the quality of ingredients, the culinary skills exhibited, as well as cleanliness of the premise 40% of menu should include produce with Scottish provenance – and clearly promoted as such
  3. M