Caterers fixated with supermarket-style price cuts are damaging the dining out industry, Heinz Foodservice sales chief Chris Brough has warned.

To "break the cycle of obsession with discounts", operators should focus on giving diners a proper eating-out experience, he said. "The uplift in footfall is not enough to make the discount effective," he told delegates at the Federation of Wholesale Distributors' Catersummit at Cotswold Water Park.

"Research suggests they are more concerned with the value for money of the whole experience than with the price."