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American Families and Dining Out - US - March 2013

Published By :

Mintel

Published Date : Mar 2013

Category :

Food

No. of Pages : 152 Pages


Today’s families seek a more casual dining experience than they have in the past. The stresses of the recession have made families more price conscious, and they also want dining experiences that are comfortable. Because of the proliferation of options around foodservice ordering methods (to go, carry-out, drive-thru, and delivery) and options of different foods (cuisine types and item types), families are rethinking their relationship with restaurants. Foodservice also serves the need of convenience for time-starved and non-kitchen-savvy consumers.
TABLE OF CONTENT

SCOPE AND THEMES
What you need to know 
Definition 
Data sources 
Mintel Menu Insights 
Consumer survey data 
Advertising creative 
Abbreviations and terms 
Abbreviations 
Terms 

EXECUTIVE SUMMARY
Market drivers 
Opportunities 
Marketing strategies 
Menu analysis 
Figure 1: Breakdown by restaurant segment for family-portioned items, by incidence, Q4 2009-12 
Figure 2: Breakdown by menu sections for family-portioned items, by incidence, Q4 2009-12 
Figure 3: Top 10 marketing claims for family-portioned items, by incidence, Q4 2009-12 
Consumer data 
Figure 4: Usage of deals at restaurants for families dining out, November 2012 
Consumer behavior 
Figure 5: Family behavior when dining out, November 2012 
Consumer attitudes 
Figure 6: Consumer attitudes toward restaurants for families dining out, November 2012 
What we think

ISSUES IN THE MARKET
How is the relationship between families and restaurants changing? 
Do families need to dine in or is carry-out and delivery good enough? 
What are the major drivers propelling families to a given restaurant?
Since kids eat out more, what role do restaurants play in obesity? 

INSIGHTS AND OPPORTUNITIES
Better for you
Kid centric 
Out of the restaurant 

TREND APPLICATIONS
Trend: Moral Brands 
Trend: Extend My Brand 
2015 Trend: Access Anything Anywhere 

MARKET DRIVERS
Key points 
Foodservice and drinking place sales are recovering 
Figure 7: Adjusted foodservice and drinking place sales (in millions), January 2008-December 2012 
Restaurant Performance Index lingers around the 100 mark 
Figure 8: Restaurant Performance Index, January 2009-December 2012 
Disposable personal income increased and is stronger than 2011 
Figure 9: Real disposable personal income, January 2007-December 2012 
Unemployment improves and underemployment remains steady 
Figure 10: Unemployment and underemployment rates, January 2007-January 2013 
Consumer sentiment experienced a slight increase 
Figure 11: Consumer sentiment, January 2007-January 2013 
Adult obesity and diabetes 
Cost and inflation of food items
Childhood obesity is driving action 

COMPETITIVE CONTEXT
Overview 
Figure 12: Importance of atmosphere characteristics for families dining out, by restaurants used for any
occasion, November 2012 
Figure 13: Importance of atmosphere characteristics for families dining out, by restaurants used for any
occasion, November 2012 
Figure 14: Usage of deals at restaurants for families dining out, by restaurants used for any occasion, November
2012 
Figure 15: Usage of deals at restaurants for families dining out, by restaurants used for any occasion, November
2012 
Figure 16: Consumer attitudes toward restaurants for families dining out, by restaurants used for any occasion,
November 2012 
Figure 17: Consumer attitudes toward restaurants for families dining out, by restaurants used for any occasion,
November 2012 

FEATURED COMPANIES
Chuck E. Cheese’s 
Dave & Buster’s 
Rainforest Café 

MARKETING STRATEGIES
Overview of the brand landscape 
Television ads 
Boston Market 
Figure 18: Boston Market, television ad, April 2012 
Buca di Beppo 
Figure 19: Buca di Beppo, television ad, February 2013 
Church’s Chicken 
Figure 20: Church’s Chicken, television ad, November 2012 
KFC 
Figure 21: KFC, television ad, May 2012 
Papa Murphy’s 
Figure 22: Papa Murphy’s, television ad, February 2012 
Peter Piper Pizza 
Figure 23: Peter Piper Pizza, television ad, July 2012 
Other marketing initiatives 

MENU ANALYSIS – MENU ITEMS
Key points 
Segment breakdown 
Figure 24: Breakdown by restaurant segment for family-portioned items, by incidence, Q4 2009-12 
Figure 25: Breakdown by restaurant segment for family-portioned items, by incidence, Q4 2009-12 
Menu section 
Figure 26: Breakdown by menu sections for family-portioned items, by incidence, Q4 2009-12 
Figure 27: Breakdown by menu sections for family-portioned items, by price, Q4 2009-12 
Menu items 
Figure 28: Top 10 family-portioned menu items, by incidence, Q4 2009-12 
Figure 29: Top 10 family-portioned menu items, by price, Q4 2009-12 

MENU ANALYSIS – MENU CLAIMS
Key points 
Menu item claims 
Figure 30: Top 10 menu item claims for family-portioned items, by incidence, Q4 2009-12 
Nutritional claims 
Figure 31: Top nutritional claims for family-portioned items, by incidence, Q4 2009-12 
Marketing claims 
Figure 32: Top 10 marketing claims for family-portioned items, by incidence, Q4 2009-12 

SEGMENT AND DAYPART USAGE FOR FAMILIES DINING OUT
Key points 
Overview 
Figure 33: Segment and daypart usage for families dining out, November 2012 
Men frequent restaurants more than women by type and daypart 
Figure 34: Restaurants used for any occasion, by gender, November 2012 
Figure 35: Average of occasion, by gender, November 2012 
Figure 36: Average of restaurant types, by gender, November 2012 
Middle class has largest usage, while affluent has highest frequency 
Figure 37: Restaurants used for any occasion, by household income, November 2012 
Figure 38: Average of occasion, by household income, November 2012
Figure 39: Average of restaurant types, by household income, November 2012 
Hispanics use most restaurant types more than non-Hispanics 
Figure 40: Restaurants used for any occasion, by Hispanic origin, November 2012 
Figure 41: Average of occasion, by Hispanic origin, November 2012 
Figure 42: Average of restaurant types, by Hispanic origin, November 2012 
The age of children in a family influences restaurant type and daypart 
Figure 43: Restaurants used for any occasion, by parents with children and age, November 2012 
Figure 44: Average of occasion, by parents with children and age, November 2012 
Figure 45: Average of restaurant types, by parents with children and age, November 2012 

SEGMENT USAGE AND ORDERING METHOD
Key points 
Ordering method overview per restaurant segment 
Figure 46: Segment usage and ordering method for families dining out, November 2012 
Women more likely to use drive-thru, while men are more likely to dine in 
Figure 47: Segment usage and ordering method for families dining out (column nets), by gender, November
2012 
The affluent use dine-in and low-income use delivery compared to others 
Figure 48: Segment usage and ordering method for families dining out (column nets), by household income,
November 2012 
Hispanics are likely to use to-go and delivery more than non-Hispanics 
Figure 49: Segment usage and ordering method for families dining out (column nets), by Hispanic origin,
November 2012 
Delivery decreases as children age, but on-the-go ordering is steady 
Figure 50: Segment usage and ordering method for families dining out (column nets), by parents with children
and age, November 2012 

REASONS TO ORDER RESTAURANT FOOD FOR FAMILIES
Key points 
Moms use restaurants to supplement their busy lives, while dads believe their family deserves it
and so everyone can eat what they want 
Figure 51: Reasons to order restaurant food for families, by gender, November 2012 
High-income families are busy, but celebrate achievements at restaurants 
Figure 52: Reasons to order restaurant food for families, by household income, November 2012 
Hispanics dine out to socialize; they feel their family deserves it 
Figure 53: Reasons to order restaurant food for families, by Hispanic origin, November 2012 
Older kids ask to go to restaurants, while toddler parents look to socialize 
Figure 54: Reasons to order restaurant food for families, by parents with children and age, November 2012 

CHANGE IN BEHAVIOR FOR FAMILIES DINING OUT
Key points 
Women are budget and health conscious, while men order and spend more 
Figure 55: Increases in behavior for families dining out, by gender, November 2012 
Younger consumers increased usage; older consumers remain unchanged 
Figure 56: Increases in behavior for families dining out, by age, November 2012 
The affluent are interested in health; low-income consumers look to value 
Figure 57: Increases in behavior for families dining out, by household income, November 2012 
Hispanics increased usage and look for large portions, value, and health 
Figure 58: Increases in behavior for families dining out, by Hispanic origin, November 2012 
Older and younger families less likely to visit a restaurant as a family 
Figure 59: Increases in behavior for families dining out, by parents with children and age, November 2012 

FAMILY BEHAVIOR WHEN DINING OUT
Key points 
Consumers choose restaurants with good prices that welcome children 
Figure 60: Family behavior when dining out, by gender, November 2012 
Hispanics order for kids only and also serve items in packaging at home 
Figure 61: Family behavior when dining out, by Hispanic origin, November 2012 
A junior kids’ menu and a toddler snacking menu may entice children 
Figure 62: Family behavior when dining out, by parents with children and age, November 2012 

ATMOSPHERE CHARACTERISTICS IMPORTANT TO FAMILIES
Key points 
Women concerned with reputation; men look for friendliness of staff 
Figure 63: Atmosphere characteristics important to families dining out, by gender, November 2012 
Older consumers consider noise level; younger consumers consider music 
Figure 64: Atmosphere characteristics important to families dining out, by age, November 2012 
Hispanics place a greater emphasis on more restaurant criteria 
Figure 65: Atmosphere characteristics important to families dining out, by Hispanic origin, November 2012 
Young children are drawn in by décor and children’s programs 
Figure 66: Atmosphere characteristics important to families dining out, by parents with children and age,
November 2012 

DETERRENTS TO FAMILIES FOR RETURNING TO ESTABLISHMENTS
Key points 
Leading deterrents include uncleanliness, poor service, and billing issues 
Figure 67: Deterrents for return visits for families dining out, by gender, November 2012 
Affluent consumers deterred by inferior quality of food; low-income respondents by cleanliness
and billing 
Figure 68: Deterrents for return visits for families dining out, by household income, November 2012 
Hispanics are deterred from revisiting a restaurant because of rude servers 
Figure 69: Deterrents for return visits for families dining out, by Hispanic origin, November 2012 
Families with small children are deterred by long waits and large crowds 
Figure 70: Deterrents for return visits for families dining out, by parents with children and age, November 2012 

USAGE OF DEALS AT RESTAURANTS BY FAMILIES
Key points 
Women take a proactive approach to deals, while men are more reactive 
Figure 71: Usage of deals at restaurants for families dining out, by gender, November 2012 
Affluents use coupons, while low-income consumers order off value menus 
Figure 72: Usage of deals at restaurants for families dining out, by household income, November 2012 
Hispanics are more likely to take advantage of specials and other deals 
Figure 73: Usage of deals at restaurants for families dining out, by Hispanic origin, November 2012 
Families with young children take advantage of “kids eat free” programs 
Figure 74: Usage of deals at restaurants for families dining out, by parents with children and age,
November 2012 

FAMILY ATTITUDES TOWARD DINING OUT
Key points 
Women are intimidated by fine dining, while men have mixed attitudes 
Figure 75: Consumer attitudes toward restaurants for families dining out, by gender, November 2012 
The middle class are intimidated by formal dining, while the affluent visit restaurants that reflect
themselves with food trumping atmosphere 
Figure 76: Consumer attitudes toward restaurants for families dining out, by household income, November 2012 99
Hispanics most likely to enjoy self-service model and communal tables 
Figure 77: Consumer attitudes toward restaurants for families dining out, by Hispanic origin, November 2012 
Young families find formal dining intimidating, but enjoy communal seating 
Figure 78: Consumer attitudes toward restaurants for families dining out, by parents with children and age,
November 2012 

CLUSTER ANALYSIS
Cluster 1: Home Bodies 
Demographics 
Characteristics 
Opportunity 
Cluster 2: Super Users 
Demographics 
Characteristics 
Opportunity 
Cluster 3: Value Seekers 
Demographics 
Characteristics 
Opportunity 
Cluster 4: Old Schoolers 
Demographics 
Characteristics 
Opportunity 
Cluster characteristic tables 
Figure 79: Target clusters, November 2012 
Figure 80: Restaurants used for any occasion, by target clusters, November 2012 
Figure 81: Average of Occasion, by target clusters, November 2012 
Figure 82: Segment usage and ordering method for families dining out (column nets), by target clusters,
November 2012 
Figure 83: Restaurants used for breakfast, by target clusters, November 2012 
Figure 84: Restaurants used for lunch, by target clusters, November 2012 
Figure 85: Restaurants used for snack, by target clusters, November 2012 
Figure 86: Restaurants used for dinner, by target clusters, November 2012 
Figure 87: Restaurants used for dessert, by target clusters, November 2012 
Figure 88: Reasons to order restaurant food for families, by target clusters, November 2012 
Figure 89: Increases in behavior for families dining out, by target clusters, November 2012 
Figure 90: Family behavior when dining out, by target clusters, November 2012 
Figure 91: Importance of atmosphere characteristics for families dining out, by target clusters, November 2012 . 111
Figure 92: Deterrents for return visits for families dining out, by target clusters, November 2012 
Figure 93: Usage of deals at restaurants for families dining out, by target clusters, November 2012 
Figure 94: Consumer attitudes toward restaurants for families dining out, by target clusters, November 2012 
Cluster demographic tables 
Figure 95: Target clusters, by demographic, November 2012 
Cluster methodology 

APPENDIX – ADDITIONAL TABLES
Figure 96: Restaurants used for breakfast, by gender, November 2012 
Figure 97: Restaurants used for lunch, by gender, November 2012 
Figure 98: Restaurants used for snack, by gender, November 2012 
Figure 99: Restaurants used for dinner, by gender, November 2012 
Figure 100: Restaurants used for dessert, by gender, November 2012 
Figure 101: Restaurants used for breakfast, by household income, November 2012 
Figure 102: Restaurants used for breakfast, by Hispanic origin, November 2012 
Figure 103: Restaurants used for lunch, by Hispanic origin, November 2012 
Figure 104: Restaurants used for snack, by Hispanic origin, November 2012 
Figure 105: Restaurants used for breakfast, by parents with children and age, November 2012 
Figure 106: Restaurants used for lunch, by parents with children and age, November 2012 
Figure 107: Restaurants used for snack, by parents with children and age, November 2012 
Figure 108: Restaurants used for dinner, by parents with children and age, November 2012 
Figure 109: Restaurants used for dessert, by parents with children and age, November 2012 
Figure 110: Restaurants used for dinner, by Hispanic origin, November 2012 
Figure 111: Restaurants used for dessert, by Hispanic origin, November 2012 
Figure 112: Restaurants used for lunch, by household income, November 2012 
Figure 113: Restaurants used for snack, by household income, November 2012 
Figure 114: Restaurants used for dinner, by household income, November 2012 
Figure 115: Restaurants used for dessert, by household income, November 2012 
Figure 116: Deterrents for return visits for families dining out, by restaurants used for any occasion,
November 2012 
Figure 117: Deterrents for return visits for families dining out, by restaurants used for any occasion,
November 2012 
Figure 118: Restaurants used for any occasion, by age, November 2012 
Figure 119: Average of occasion, by age, November 2012 
Figure 120: Average of restaurant types, by age, November 2012 
Figure 121: Restaurants used for breakfast, by age, November 2012 
Figure 122: Restaurants used for lunch, by age, November 2012 
Figure 123: Restaurants used for snack, by age, November 2012 
Figure 124: Restaurants used for dinner, by age, November 2012 
Figure 125: Restaurants used for dessert, by age, November 2012 
Figure 126: Segment usage and ordering method for families dining out (column nets), by age, November 2012 131
Figure 127: Dine-in, by age, November 2012 
Figure 128: To-go or carry-out, by age, November 2012 
Figure 129: Drive-thru, by age, November 2012 
Figure 130: Delivery, by age, November 2012 
Figure 131: Reasons to order restaurant food for families, by age, November 2012 
Figure 132: Deterrents for return visits for families dining out, by age, November 2012 
Figure 133: Family behavior when dining out, by age, November 2012 
Figure 134: Family behavior when dining out, by household income, November 2012 
Figure 135: Usage of deals at restaurants for families dining out, by age, November 2012 
Figure 136: Consumer attitudes toward restaurants for families dining out, by age, November 2012 

APPENDIX – TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis 
Sampling 
Global Market Insite (GMI) 
Secondary Data Analysis 
Experian Simmons National Consumer Studies 
Statistical Forecasting 
Statistical modelling 
Qualitative insight 
The Mintel fan chart 
Weather analogy
APPENDIX: WHAT IS MINTEL?
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