Table of Contents
Executive Summary
-
- Market drivers
-
- Figure 1: US restaurant sales fan chart, 2009-19
- Restaurant usage
-
- Figure 2: Restaurant expenditures, November 2012-December 2013
- Where/how do consumers prefer to eat food
-
- Figure 3: Where consumers eat restaurant food, April 2014
- Demographics and restaurant behavior
- Gender
- Age
- Household income
- Household size
- Race/Hispanic origin
- Drivers for new restaurant trial
-
- Figure 4: Drivers for new restaurant trial, April 2014
- What we think
Issues and Insights
-
- Protein largely un- and under-marketed on restaurant menus
- The issues
- Tiered approach may maximize consumer appeal
- The issues
Trend Application
-
- Trend: Immaterial World
- Trend: FSTR HYPR
- Trend: The Nouveau Poor
Market Drivers
-
- Key points
- Restaurants seeing slow, but sure, gains
- Restaurant sales and forecast
-
- Figure 5: US restaurant sales and forecast, at current prices, 2009-19
- Figure 6: US restaurant sales and forecast, at inflation-adjusted prices, 2009-19
- Restaurant sales by full-service and limited-service segments
-
- Figure 7: US restaurant sales by segment, at current prices, 2012 and 2014
- Rising food prices challenge operators
-
- Figure 8: Restaurant performance index, January 2012-March 2014
- Figure 9: Changes in Food Price Indexes, 2012 through 2014
-
- Figure 10: Restaurant menu price changes, year-over-year, March 2013-March 2014
-
- Figure 11: Consumer sentiment index, January 2012-May 2014
- Figure 12: Unemployment and underemployment rates, January 2007-April 2014
- Aging population will likely damper restaurant growth in the next decade
-
- Figure 13: US population by age, 2009-19
Innovations and Innovators
-
- Fast-casual concept expansion full of fresh flavors and creativity
- YUM! explores premium
- Chipotle expands its Asian and Italian concepts
- Food trucks offer large operators a host of gains
- Tech capitalizes on enhancing convenience and speed
- Panera 2.0
- Other outlets
- Other tech advances of note
- Latest food innovation trends
Competitive Context
-
- Spoilt for choice
- It starts with menus…
- …and the food that truly distinguishes a restaurant
-
- Figure 14: distribution of ingredient claims in commercial restaurants, Q4 2013
- Figure 15: important influencers when deciding where to dine out
-
- Figure 16: consumers demand more detailed menu information
- Referrals play a lesser but important role
- Grocery outlets nab consumers during shopping visits
-
- Figure 17: Distribution of expenditures on food for off-premise consumption, by channel, 1993, 2003, 2012
Marketing Strategies
-
- Operators expand interactive ordering
-
- Figure 18: Pizza Hut, Interactive concept table, March 2014
- How much should operators care about social media?
- Relational marketing maneuvers
-
- Figure 19: Subway, Summer with Cimorelli, June 2014
- Other social media marketing efforts
-
- Figure 20: Followers/subscribers of select LSRs and FSRs, June 2014
Consumer Data – Overview
-
- Key points
- Restaurant expenditures and locales consumers prefer
- Special occasions and important restaurant characteristics
- What deters restaurant usage and what matters with menus
- New menu labeling rules shouldn’t deter consumers
- Drivers for new restaurant trial
- Consumer tables
-
- Figure 21: Restaurant expenditures, November 2012-December 2013
-
- Figure 22: Where consumers eat restaurant food (limited service), April 2014
-
- Figure 23: Where consumers eat restaurant food (full-service), April 2014
-
- Figure 24: Choosing a restaurant based on occasion, April 2014
-
- Figure 25: Important characteristics when choosing a restaurant, April 2014
-
- Figure 26: Barriers to restaurant usage, April 2014
-
- Figure 27: What matters with menus, April 2014
-
- Figure 28: Drivers for new restaurant trial, April 2014
Consumer Data – Gender
-
- Key points
- Men are most likely restaurant-goers and spenders, especially at FSRs
- Clean bathrooms matter, especially to women
- Women somewhat more deterred than men by range of factors
- Menu matters skew more to women
- Referrals/promotions drive new restaurant trial, especially for women
- Consumer tables by gender
-
- Figure 29: Restaurant expenditures, by gender, November 2012-December 2013
-
- Figure 30: Where consumers eat restaurant food (limited service) – Any type of restaurant, by gender, April 2014
-
- Figure 31: Where consumers eat restaurant food (limited service) – Dine in, by gender, April 2014
-
- Figure 32: Where consumers eat restaurant food (limited service) – Delivery, by gender, April 2014
-
- Figure 33: Where consumers eat restaurant food (full-service) – Any type of restaurant, by gender, April 2014
-
- Figure 34: Where consumers eat restaurant food (full-service) – Dine in, by gender, April 2014
-
- Figure 35: Where consumers eat restaurant food (full-service) – Delivery, by gender, April 2014
-
- Figure 36: Important characteristics when choosing a restaurant, by gender, April 2014
-
- Figure 37: Barriers to restaurant usage, by gender, April 2014
-
- Figure 38: What matters with menus, by gender, April 2014
-
- Figure 39: Drivers for new restaurant trial, by gender, April 2014
Consumer Data – Age
-
- Key points
- Restaurant expenditures jump at age 25
- Millennials frequent restaurants of all kinds
- On any occasion, age distinguishes restaurant priorities
- Millennials more laid back, but they still prefer function over form
- Mature adults more deterred to eat out by cost, service, and weather
- Over-55s sensitive to primary menu matters
- With new restaurant trial, Millennials want answers; over-55s want deals
- Consumer tables by age
-
- Figure 40: Restaurant expenditures, by age, November 2012-December 2013
-
- Figure 41: Where consumers eat restaurant food (limited service) – Any type of restaurant, by age, April 2014
-
- Figure 42: Where consumers eat restaurant food (limited service) – Dine in, by age, April 2014
-
- Figure 43: Where consumers eat restaurant food (limited service) – To go or carry-out, by age, April 2014
-
- Figure 44: Where consumers eat restaurant food (limited service) – Delivery, by age, April 2014
-
- Figure 45: Where consumers eat restaurant food (limited service) – Drive-thru, by age, April 2014
-
- Figure 46: Where consumers eat restaurant food (full-service) – Any type of restaurant, by age, April 2014
-
- Figure 47: Where consumers eat restaurant food (full-service) – To go or carry-out, by age, April 2014
-
- Figure 48: Where consumers eat restaurant food (full-service) – Delivery, by age, April 2014
-
- Figure 49: Choosing a restaurant based on occasion – Special occasion, by age, April 2014
-
- Figure 50: Choosing a restaurant based on occasion – Everyday, by age, April 2014
-
- Figure 51: Important characteristics when choosing a restaurant, by age, April 2014
-
- Figure 52: Barriers to restaurant usage, by age, April 2014
-
- Figure 53: What matters with menus, by age, April 2014
-
- Figure 54: Drivers for new restaurant trial, by age, April 2014
Consumer Data – Household Income
-
- Key points
- Threshold at $50K for over-average restaurant expenditures
- Affluents ($100K+) prefer to dine in, even at LSRs
- Relative income polarizes priorities with occasions
- Less affluent patrons have higher expectations when eating out
- Seasoned restaurant-goers (affluents) expect more with menus
- Affluents ($75K+) raise bar when choosing a new restaurant
- Consumer tables by household income
-
- Figure 55: Restaurant expenditures, by household income, November 2012-December 2013
-
- Figure 56: Where consumers eat restaurant food (limited service) – Any type of restaurant, by household income, April 2014
-
- Figure 57: Where consumers eat restaurant food (limited service) – Dine in, by household income, April 2014
-
- Figure 58: Where consumers eat restaurant food (limited service) – To go or carry-out, by household income, April 2014
-
- Figure 59: Where consumers eat restaurant food (limited service) – Drive-thru, by household income, April 2014
-
- Figure 60: Where consumers eat restaurant food (full-service) – Any type of restaurant, by household income, April 2014
-
- Figure 61: Where consumers eat restaurant food (full-service) – Dine in, by household income, April 2014
-
- Figure 62: Where consumers eat restaurant food (full-service) – To go or carry-out, by household income, April 2014
-
- Figure 63: Choosing a restaurant based on occasion – Special occasion, by household income, April 2014
-
- Figure 64: Choosing a restaurant based on occasion – Everyday, by household income, April 2014
-
- Figure 65: Important characteristics when choosing a restaurant, by household income, April 2014
-
- Figure 66: Barriers to restaurant usage, by household income, April 2014
-
- Figure 67: What matters with menus, by household income, April 2014
-
- Figure 68: Drivers for new restaurant trial, by household income, April 2014
Consumer Data – Household Size
-
- Key points
-
- Figure 69: Millennials living at home with parents, by age, gender, education, employment status, 2012
- Medium to large households key target for operators
- For any occasion, larger households seek referrals and family friendliness
- Small households more particular with restaurant selection and menus
- Consumer tables by household size
-
- Figure 70: Restaurant expenditures, by household size, November 2012-December 2013
-
- Figure 71: Where consumers eat restaurant food (limited service) – Any type of restaurant, by household size, April 2014
-
- Figure 72: Where consumers eat restaurant food (limited service) – Dine in, by household size, April 2014
-
- Figure 73: Where consumers eat restaurant food (limited service) – To go or carry-out, by household size, April 2014
-
- Figure 74: Where consumers eat restaurant food (limited service) – Delivery, by household size, April 2014
-
- Figure 75: Where consumers eat restaurant food (limited service) – Drive-thru, by household size, April 2014
-
- Figure 76: Where consumers eat restaurant food (full-service) – Any type of restaurant, by household size, April 2014
-
- Figure 77: Where consumers eat restaurant food (full-service) – To go or carry-out, by household size, April 2014
-
- Figure 78: Where consumers eat restaurant food (full-service) – Delivery, by household size, April 2014
-
- Figure 79: Choosing a restaurant based on occasion – Special occasion, by household size, April 2014
-
- Figure 80: Choosing a restaurant based on occasion – Everyday, by household size, April 2014
-
- Figure 81: Important characteristics when choosing a restaurant, by household size, April 2014
-
- Figure 82: What matters with menus, by household size, April 2014
Consumer Data – Race and Hispanic Origin
-
- Key points
- Hispanics lead restaurant spend/usage at LSRs, Asians at FSRs
-
- Figure 83: Average household size, by race/Hispanic origin, 2001-11
-
- Figure 84: Population share 2009-19 and buying power 2000-13, by race/Hispanic origin
- Top factors about equal for all races/ethnicities
- Menu needs to be quite dispersed for races/ethnicities
- Consumer tables by race/Hispanic origin
-
- Figure 85: Restaurant expenditures, by race/Hispanic origin, November 2012-December 2013
-
- Figure 86: Where consumers eat restaurant food (limited service) – Any type of restaurant, by race/Hispanic origin, April 2014
-
- Figure 87: Where consumers eat restaurant food (limited service) – Dine in, by race/Hispanic origin, April 2014
-
- Figure 88: Where consumers eat restaurant food (limited service) – To go or carry-out, by race/Hispanic origin, April 2014
-
- Figure 89: Where consumers eat restaurant food (limited service) – Delivery, by race/Hispanic origin, April 2014
-
- Figure 90: Where consumers eat restaurant food (limited service) – Drive-thru, by race/Hispanic origin, April 2014
-
- Figure 91: Where consumers eat restaurant food (full-service) – Any type of restaurant, by race/Hispanic origin, April 2014
-
- Figure 92: Where consumers eat restaurant food (full-service) – Dine in, by race/Hispanic origin, April 2014
-
- Figure 93: Where consumers eat restaurant food (full-service) – To go or carry-out, by race/Hispanic origin, April 2014
-
- Figure 94: Where consumers eat restaurant food (full-service) – Delivery, by race/Hispanic origin, April 2014
-
- Figure 95: Choosing a restaurant based on occasion – Special occasion, by race/Hispanic origin, April 2014
-
- Figure 96: Choosing a restaurant based on occasion – Everyday, by race/Hispanic origin, April 2014
-
- Figure 97: Barriers to restaurant usage, by race/Hispanic origin, April 2014
-
- Figure 98: What matters with menus, by race/Hispanic origin, April 2014
-
- Figure 99: Drivers for new restaurant trial, by race/Hispanic origin, April 2014
Custom Consumer Segmentation
-
- Group 1: Social media’s influence
- Group 2: Speed
- Group 3: Diet and health
- Group 4: Referrals
- Group 5: Convenience and ease
- Group 6: Value
- Segmentation definition
-
- Figure 100: Consumer segmentation definitions (1 of 2), April 2014
-
- Figure 101: Consumer segmentation definitions, April 2014 (continued)
- Consumer tables by consumer segmentation
-
- Figure 102: Where consumers eat restaurant food (limited service) – Any type of restaurant, by foods/beverages, April 2014
-
- Figure 103: Where consumers eat restaurant food (full-service) – Any type of restaurant, by foods/beverages, April 2014
-
- Figure 104: Important characteristics when choosing a restaurant, by choosing a restaurant, April 2014
-
- Figure 105: Barriers to restaurant usage, by restaurant usage, April 2014
-
- Figure 106: What matters with menus, by matters with menus, April 2014
-
- Figure 107: Drivers for new restaurant trial, by new restaurant trial, April 2014
Appendix – Additional Tables
-
- Consumer tables by gender
-
- Figure 108: Where consumers eat restaurant food (limited service) – To go or carry-out, by gender, April 2014
- Figure 109: Where consumers eat restaurant food (limited service) – Drive-thru, by gender, April 2014
-
- Figure 110: Where consumers eat restaurant food (full-service) – To go or carry-out, by gender, April 2014
- Figure 111: Where consumers eat restaurant food (full-service) – Drive-thru, by gender, April 2014
- Consumer tables by age
-
- Figure 112: Where consumers eat restaurant food (full-service) – Dine in, by age, April 2014
- Figure 113: Where consumers eat restaurant food (full-service) – Drive-thru, by age, April 2014
- Consumer tables by household income
-
- Figure 114: Where consumers eat restaurant food (limited service) – Delivery, by household income, April 2014
- Figure 115: Where consumers eat restaurant food (full-service) – Delivery, by household income, April 2014
-
- Figure 116: Where consumers eat restaurant food (full-service) – Drive-thru, by household income, April 2014
- Consumer tables by household size
-
- Figure 117: Where consumers eat restaurant food (full-service) – Dine in, by household size, April 2014
- Figure 118: Where consumers eat restaurant food (full-service) – Drive-thru, by household size, April 2014
- Figure 119: Barriers to restaurant usage, by household size, April 2014
-
- Figure 120: Drivers for new restaurant trial, by household size, April 2014
- Consumer tables by race/Hispanic origin
-
- Figure 121: Where consumers eat restaurant food (full-service) – Drive-thru, by race/Hispanic origin, April 2014
- Figure 122: Important characteristics when choosing a restaurant, by race/Hispanic origin, April 2014
- Consumer tables by custom segment
-
- Figure 123: Where consumers eat restaurant food (limited service) – Dine in, by foods/beverages, April 2014
- Figure 124: Where consumers eat restaurant food (limited service) – To go or carry-out, by foods/beverages, April 2014
-
- Figure 125: Where consumers eat restaurant food (limited service) – Delivery, by foods/beverages, April 2014
- Figure 126: Where consumers eat restaurant food (limited service) – Drive-thru, by foods/beverages, April 2014
-
- Figure 127: Where consumers eat restaurant food (full-service) – Dine in, by foods/beverages, April 2014
- Figure 128: Where consumers eat restaurant food (full-service) – To go or carry-out, by foods/beverages, April 2014
-
- Figure 129: Where consumers eat restaurant food (full-service) – Delivery, by foods/beverages, April 2014
- Figure 130: Choosing a restaurant based on occasion – Special occasion, by special occasion, April 2014
-
- Figure 131: Choosing a restaurant based on occasion – Everyday, by special occasion, April 2014
Appendix – Trade Associations
Back to top