The value of the UK eating out market is expected to reach £42bn in 2011, an increase of 2.4 per cent on 2010.

According to research by Allegra Strategies, consumers are eating out more often than last year and the growth is being spearheaded by the low to middle market sector, with consumers looking for value.

Lunchtime dining is also on the up, with the average Briton visiting a restaurant or pub 4.1 times a month - up from 3.4 times per month in 2010.

On average, one in nine meals are being consumed away from home in 2011.

A key factor in lunch time visits, according to the research, is the increased marketing using social media.

Allegra Strategies' Anya Gascoine Marco said that engaging with brands via social networking enables customers create a closer relationship with their favourite operators.

"The key to social media is applying co-creation," she said.

"Engaging consumers in business and new product development decisions through Facebook and Twitter voting, consumers feel ownership of the development of the brand."

To read more about the research and Gascoine Marco's analysis, click here for Leisure Management Issue 4 2011, p.60