A new study suggests motorway service stations are losing out on £11m a year in revenue because so many drivers believe they are too expensive.
The research reveals millions of motorists prefer to drive past the stop-off points unless for road emergencies such as using the toilet or to top up on petrol. The result is an estimated £115m loss over a ten year period, said market analyst Mintel who conducted the survey polling 2,000 motorists.
Additional findings include that up to 24% of drivers have not made a single stop at a motorway service station during the past 3 years.
Only 42% of motorists buy food or drink when they do stop and for a substantial number that is not a breakfast or sit-down meal, but little more that a takeaway coffee.
Analysts Mintel estimates the size of the service station market will drop from £594m in 2005 to £479m a year by 2015 if going on today’s prices.
The recession has seen a fall in road usage in general, and motorway services have been further hit by claims their meals are over-priced.
One in five motorists have admitted to taking a packed lunch or their own food, because of the current economic climate and the over-priced items available at stations.
A Mintel spokesman said: Full service restaurant have continued their decline in popularity amongst travellers as time pressures increase.
It is the grab-and-go options which have proved popular in recent years, resulting in coffee shops being the most frequented outlets at service stations.