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Family Midscale Restaurants - US - October 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Hotels & Restaurants

No. of Pages : 191 Pages


Family restaurants face increasing competition from fast food and fast casual chains, which offer value based on low prices, convenience, and easily customizable options. More modern ambiance through restaurant renovations and redesigns, convenient breakfast items, and showing value by offering more BFY foods at budget-conscious prices are the ways forward for the segment if it wants to stave off the threat of QSRs and fast casuals.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Solid sales increases in 2012-13, but slower growth forecast into 2018
Figure 1: US sales and fan chart forecast of family restaurants, at current prices, 2008-18
Economic factors limit growth
Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Market driven by demographics
The consumer
Respondents most likely to use pizza and burger concepts
Figure 3: Type of family midscale dining restaurant visited in the past month (any daypart), July-August 2013
Value meals most likely to persuade respondents to visit family chains more often
Figure 4: Restaurant characteristics that would make consumers visit family restaurants more often, July-August 2013
Four in 10 do not visit family restaurants because they prefer to cook at home
Figure 5: Reasons consumers have not visited a family restaurant during the past month, July-August 2013
What we think

Issues and Insights
Will restaurant renovations help revive the segment?
The issues
The insights
Can family chains fend off breakfast daypart competition?
The issues
The insights
Can BFY foods help family chains compete on value?
The issues
The insights

Trend Applications
Trend: Moral Brands
Trend: Prove It
Mintel Futures: Access Anything, Anywhere

Innovators and Innovations
Technology allows for more convenient/faster service, brand engagement
Restaurant space renovations make for a more inviting dining experience
Menu overhauls that cater to demand for flavor and healthier fare
Chains launch new breakfast items
Kid-friendly initiatives

Market Size and Forecast
Key points
Sales forecast to slow in the near term
Demographics drive sales
Sales and forecast of family restaurants
Figure 6: US sales and forecast of family restaurants, at current prices, 2008-18
Figure 7: US sales and forecast of family restaurants, at constant prices, 2008-18
Fan chart forecast
Figure 8: US sales and fan chart forecast of family restaurants, at current prices, 2008-18

Market Drivers
Key points
Sales forecast to slow as economic recovery drags on
Figure 9: Reasons consumers have not visited a family restaurant during the past month, July-August 2013
Families play an important role in the segment
Figure 10: Type of family midscale dining restaurant visited in the past month, by presence of children in household (any daypart), July-August 2013
Figure 11: Family dining characteristics that appeal to consumers, by presence of children in household (any important), July-August 2013
Kids’ menus show little change
Child population grows more slowly than general population
Younger consumers most apt to visit family midscale restaurants
Figure 12: Type of family midscale dining restaurant visited in the past month, by age (any daypart), July-August 2013
Hispanics drawn to family midscale restaurants
Figure 13: Type of family midscale dining restaurant visited in the past month, by Hispanic origin (any daypart), July-August 2013

Competitive Context
Key points
Competition for breakfast customers causes chains to expand dayparts
Family midscales offer express sites to compete with fast casual and QSR
Home cooking impinges on the potential for dining out
Growth of sides/salads/soups helps the segment compete on value

Menu Analysis – Family Midscale Restaurants
Key points
Staying the course
Figure 14: Menu item types, family midscale restaurants, Q2 2012-13
Figure 15: Menu composition of family midscale restaurants, Q2 2012-13
Breakfast-centric
Figure 16: Top breakfast items at restaurants, Q2 2012-13
Playing catch-up in the coffee wars
Finding daypart identity
Figure 17: Top lunch menu items at family midscale restaurants Q2 2010-13
Figure 18: Top dinner menu items at family midscale restaurants Q2 2010-13
A Family Health Plan
Figure 19: Top children’s menu items, Q2 2010-13

Types of Family Midscale Restaurants that Consumers Prefer (Any Daypart)
Key points
Family pizza restaurants are the top choice for any daypart
Figure 20: Type of family midscale dining restaurant visited in the past month, by demographics (any daypart), July-August 2013
Men are more apt to visit a range of family restaurants during any daypart
Figure 21: Type of family midscale dining restaurant visited in the past month, by gender (any daypart), July-August 2013
Matrix Generation respondents most likely to dine at family restaurants
Figure 22: Type of family midscale dining restaurant visited in the past month, by generations (any daypart), July-August 2013
Less than $25K least likely to eat at most types of family midscale
Figure 23: Type of family midscale dining restaurant visited in the past month, by household income (any daypart), July-August 2013
Affordable, social concepts attract large households
Figure 24: Type of family midscale dining restaurant visited in the past month, by household size (any daypart), July-August 2013
Millennial parents more apt than older parents to use family restaurants
Figure 25: Type of family midscale dining restaurant visited in the past month, by millennial parents (any daypart), July-August 2013
Married or not, households with kids most likely to use family midscales
Figure 26: Type of family midscale dining restaurant visited in the past month, by marital status (any daypart), July-August 2013
Family restaurants appeal most to consumers on dates and work lunches
Figure 27: Type of family midscale dining restaurant visited in the past month, by with whom consumers visit family restaurants (any daypart), July-August 2013
Lunch, dinner diners most likely to use pizza and burger brands
Figure 28: Type of family midscale dining restaurant visited in the past month, by family midscale dayparts (any daypart), July-August 2013

Types of Family Restaurants Consumers Prefer at Lunch
Key points
Respondents are most apt to use burger concepts during lunch
Figure 29: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by gender, July-August 2013
18-34s report most use of lunchtime family restaurants
Figure 30: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by age, July-August 2013
Appealing to the Matrix Generation
Figure 31: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by generations, July-August 2013
Larger households most likely to use family midscales for lunch
Figure 32: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by household size, July-August 2013
Dessert customers most likely to lunch at a range of family restaurants
Figure 33: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by family midscale dayparts, July-August 2013

Types of Family Restaurants Consumers Prefer at Dinner
Key points
Men use family midscales for dinner more than women
Figure 34: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by gender, July-August 2013
Appealing to the unique tastes of distinct generations
Figure 35: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by generations, July-August 2013
Households with children most apt to use family restaurants for dinner
Figure 36: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by presence of children in household, July-August 2013
18-34s most likely to use family segment for dinner regardless of household income
Figure 37: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by age and household income, July-August 2013
Millennial parents especially likely to use family restaurants for dinner
Figure 38: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by millennial parents, July-August 2013
Pizza appears most popular for dinner, whether alone or with friends, family
Figure 39: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
Dinner customers very likely to use family restaurants for other dayparts
Figure 40: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by family midscale dayparts, July-August 2013

Types of Family Restaurants Consumers Prefer when Snacking and Late Night
Key points
Snack daypart use also leads to use of dessert and late-night dayparts
Figure 41: Type of family midscale dining restaurant visited during the snack daypart in the past month, by family midscale dayparts, July-August 2013
Late-night daypart use increases use of snack and dessert dayparts
Figure 42: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by family midscale dayparts, July-August 2013

Who Consumers Dine with at Family Restaurants
Key points
Most visit family restaurants with spouses/partners
Figure 43: Who consumers visit family restaurants with, by gender, July-August 2013
18-24s most apt to visit with friends, extended family, boyfriends/girlfriends
Figure 44: Who consumers visit family restaurants with, by age, July-August 2013
Younger women more apt than younger men to visit with spouses
Figure 45: Who consumers visit family restaurants with, by gender and age, July-August 2013
Respondents with children most apt to visit with spouses/partners, children
Figure 46: Who consumers visit family restaurants with, by presence of children in household, July-August 2013

Family Midscale Restaurant Characteristics that Appeal to Consumers
Key points
More than nine in 10 say cleanliness is important
Figure 47: Family dining characteristics that appeal to consumers, July-August 2013
Women most concerned about cleanliness, well-treated staff, calories
Figure 48: Family dining characteristics that appeal to consumers, by gender (any important), July-August 2013
18-34s show most concern about a range of important characteristics
Figure 49: Family dining characteristics that appeal to consumers, by age (any important), July-August 2013
Boomers most likely to say cleanliness and well-treated staff are important
Figure 50: Family dining characteristics that appeal to consumers, by generations (any important), July-August 2013
Less than $25K most likely to say friendly, well-treated staff are important
Figure 51: Family dining characteristics that appeal to consumers, by household income (any important), July-August 2013
Hispanics most likely to cite a range of characteristics as important
Figure 52: Family dining characteristics that appeal to consumers, by Hispanic origin (any important), July-August 2013

Reasons Consumers Visit Family Midscale Restaurants
Key points
Flavorful, affordable food are top reasons to visit family restaurants
Figure 53: Main reasons consumers visit a family restaurant, July-August 2013
Women cite affordability, healthfulness more than men
Figure 54: Main reasons consumers visit a family restaurant, by gender, July-August 2013
Those aged 55+ most motivated by affordability, variety, and relaxed atmosphere
Figure 55: Main reasons consumers visit a family restaurant, by age, July-August 2013
Women 55+ more likely than men 55+ to look for affordability
Figure 56: Main reasons consumers visit a family restaurant, by gender and age, July-August 2013
Kid friendliness is a key strategy for attracting families
Figure 57: Main reasons consumers visit a family restaurant, by presence of children in household, July-August 2013
Millennial parents motivated by speedy service, kid friendliness
Figure 58: Main reasons consumers visit a family restaurant, by millennial parents, July-August 2013

Restaurant Influencers that Would Make Consumers Visit Family Midscale Restaurants More Often
Key points
More than half look for value prices; non-Hispanics most likely to agree
Figure 59: Restaurant characteristics that would make consumers visit family restaurants more often, by Hispanic origin, July-August 2013
Millennial parents most apt to value better desserts, healthier kids’ meals
Figure 60: Restaurant characteristics that would make consumers visit family restaurants more often, by millennial parents, July-August 2013
Customers on dates would like to see alcohol served
Figure 61: Restaurant characteristics that would make consumers visit family restaurants more often, by with whom consumers visit family restaurants, July-August 2013

Reasons Why Consumers Do Not Visit Family Midscale Restaurants
Key points
Four in 10 respondents say they prefer to cook at home
Figure 62: Reasons consumers have not visited a family restaurant during the past month, by demographics, July-August 2013
Respondents aged 45 and older more likely to prefer cooking at home
Figure 63: Reasons consumers have not visited a family restaurant during the past month, by age, July-August 2013

Marketing Strategies
Overview of brand landscape
Company analysis: Friendly’s Ice Cream
Online initiatives
TV presence
Figure 64: Friendly’s, “Build Your Own Burger,” TV Ad, 2013
Figure 65: Friendly’s, “10 Trillion Ways,” TV Ad, 2013
Print and other
Figure 66: Friendly’s, “Cones for Kids,” Print Ad, 2013
Company analysis: IHOP
Online initiatives
Figure 67: IHOP, “Melt Away, Getaway,” Facebook Sweepstakes Ad, 2013
TV presence
Figure 68: IHOP, “Stuffed French Toast,” TV Ad, 2013
Figure 69: IHOP, “Jordin Sparks National Pancake Day PSA,” TV Ad, 2013
Print and other
Figure 70: IHOP, “Griddle Melts,” Facebook Mobile Ad, 2013
Company analysis: Cracker Barrel Old Country Store
Online initiatives
TV presence
Figure 71: Cracker Barrel, “Wholesome Fixins,” TV Ad, 2013
Print and other
Figure 72: Cracker Barrel, Billboard Ads, 2013
Figure 73: Cracker Barrel, “Brad Paisley’s Favorite Cracker Barrel Meal,” TV Ad, 2013
Company analysis: Denny’s
Online initiatives
Figure 74: Denny’s, “Always Available in Golden,” Online Facebook Ad, 2013
Figure 75: Denny’s, “Help End Childhood Hunger,” Online Facebook Ad, 2013
TV presence
Figure 76: Denny’s, “Omel’art,” TV Ad, 2013
Figure 77: Denny’s, “So Many Choices,” TV Ad, 2013
Print and other
Company analysis: Bob Evans
Online initiatives
TV presence
Figure 78: Try Bob Evans Carry-Out Tonight
Figure 79: Bob Evans Gluten-Free Restaurant Menu
Print and other
Figure 80: Bob Evans, Online Facebook Ad, 2013
Figure 81: Bob Evans, Online Facebook Ad, 2013
Figure 82: Bob Evans, Online Facebook Ad, 2013
Company analysis: Golden Corral
Figure 83: Golden Corral, Online Facebook Ad, 2013
Online initiatives
TV presence
Figure 84: Golden Corral, “$12.99 Premium Weekend is Back! (Spanish)” TV Ad, 2013
Figure 85: Golden Corral, “$12.99 Premium Weekend is Back!” TV Ad, 2013
Print and other
Figure 86: Golden Corral, Online Facebook Ad, 2013
Figure 87: Golden Corral, “$2.99 Kids-America’s Family Budget Act,” TV Ad, 2013

Appendix – Other Useful Consumer Tables
Types of family restaurants frequented by consumers
Figure 88: Type of family midscale dining restaurant visited in the past month, by gender and age (any daypart), July-August 2013
Figure 89: Type of family midscale dining restaurant visited in the past month, by age and household income (any daypart), July-August 2013
Figure 90: Type of family midscale dining restaurant visited in the past month, by region (any daypart), July-August 2013
Figure 91: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by generations, July-August 2013
Figure 92: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by gender and age, July-August 2013
Figure 93: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by millennial parents, July-August 2013
Figure 94: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
Figure 95: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by family midscale dayparts, July-August 2013
Figure 96: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by household income, July-August 2013
Figure 97: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by race/Hispanic origin, July-August 2013
Figure 98: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by gender and age, July-August 2013
Figure 99: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by millennial parents, July-August 2013
Figure 100: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by age and household income, July-August 2013
Figure 101: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
Figure 102: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by age, July-August 2013
Figure 103: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by gender and age, July-August 2013
Figure 104: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by household income, July-August 2013
Figure 105: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by race/Hispanic origin, July-August 2013
Figure 106: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by household size, July-August 2013
Figure 107: Type of family midscale dining restaurant visited during the snack daypart in the past month, by millennial parents, July-August 2013
Figure 108: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by age, July-August 2013
Figure 109: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by Hispanic origin, July-August 2013
Who consumers like to dine with at family midscale restaurants
Figure 110: Who consumers visit family restaurants with, by generations, July-August 2013
Figure 111: Who consumers visit family restaurants with, by household income, July-August 2013
Figure 112: Who consumers visit family restaurants with, by race/Hispanic origin, July-August 2013
Figure 113: Who consumers visit family restaurants with, by household size, July-August 2013
Figure 114: Who consumers visit family restaurants with, by age and household income, July-August 2013
Family restaurant characteristics that appeal to consumers
Figure 115: Family dining characteristics that appeal to consumers, by gender and age (any important), July-August 2013
Figure 116: Family dining characteristics that appeal to consumers, by with whom consumers visit family restaurants (any important), July-August 2013
Figure 117: Family dining characteristics that appeal to consumers, by family midscale dayparts (any important), July-August 2013
Figure 118: Family dining characteristics that appeal to consumers, by restaurant types (any important), July-August 2013
Reasons to visit family restaurants
Figure 119: Main reasons consumers visit a family restaurant, by generations, July-August 2013
Figure 120: Main reasons consumers visit a family restaurant, by household income, July-August 2013
Figure 121: Main reasons consumers visit a family restaurant, by Hispanic origin, July-August 2013
Figure 122: Main reasons consumers visit a family restaurant, by household size, July-August 2013
Figure 123: Main reasons consumers visit a family restaurant, by with whom consumers visit family restaurants, July-August 2013
Influencers in choosing casual dining restaurants more often
Figure 124: Restaurant characteristics that would make consumers visit family restaurants more often, by gender, July-August 2013
Figure 125: Restaurant characteristics that would make consumers visit family restaurants more often, by age, July-August 2013
Figure 126: Restaurant characteristics that would make consumers visit family restaurants more often, by household income, July-August 2013
Figure 127: Restaurant characteristics that would make consumers visit family restaurants more often, by household size, July-August 2013
Figure 128: Restaurant characteristics that would make consumers visit family restaurants more often, by age and household income, July-August 2013
Figure 129: Restaurant characteristics that would make consumers visit family restaurants more often, by family midscale dayparts, July-August 2013
Reasons consumers do not visit family restaurants
Figure 130: Reasons consumers have not visited a family restaurant during the past month, by gender, July-August 2013

Appendix – Market Drivers
Consumer confidence
Figure 131: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 132: US Unemployment Rate, by month, 2002-13
Figure 133: US unemployment and underemployment rates, 2007-13
Figure 134: Number of employed civilians in US, in thousands, 2007-13
Food cost pressures
Figure 135: Changes in USDA Food Price Indexes, 2011-14
Obesity
Figure 136: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
Childhood and teen obesity – highest in decades
Figure 137: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 138: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 139: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 140: US population, by age, 2008-18
Figure 141: US households, by presence of own children, 2002-12

Appendix – Trade Associations

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