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Full Service Restaurants - US - April 2014

Published By :

Mintel

Published Date : Apr 2014

Category :

Hotels & Restaurants

No. of Pages : 255 Pages

Full service restaurants face many obstacles preventing traffic which will need to be rectified in order to boost sales. Such issues include menus that don’t reflect the changing needs of consumers, outdated branding, a perception of poor value, and limited healthful options. In response, operators can expand dayparts and item formats; undergo renovations and reimaging; utilize deals, discounting, and portioning; and offer better-for-you options focusing on a variety categories.
Table of Content

Scope and Themes

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

Executive Summary

The market
Figure 1: Total US sales and fan chart forecast of full service restaurants, at current prices, 2008-18
Market drivers
Opportunities
Menu analysis
Figure 2: Top 10 menu item claims for food items at full service restaurants, by incidence, Q4 2010-13
Figure 3: Top 10 nutritional claims for food items at full service restaurants, by incidence, Q4 2010-13
Consumer data
Figure 4: Full service restaurant usage, February 2014
Figure 5: Attitudes about full service restaurants, January 2014
What we think

Issues and Insights

Menu expansion: The most effective strategies for full service menus
The issues
The implications
Rebranding: Approaches to successfully attract customers
The issues
The implications
Value: How sit-downs can compete with low-priced dining options
The issues
The implications
Better-for-you: Providing healthy options that are attractive to consumers
The issues
The implications

Trend Applications

Trend: The Real Thing
Trend: Life as an Informal Affair
Trend: Access All Areas

Market Size and Forecast

Key points
Market size and forecast
Figure 6: Total US sales and forecast of full service restaurants, at current prices, 2008-18
Figure 7: Total US sales and forecast of full service restaurants, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 8: Total US sales and fan chart forecast of full service restaurants, at current prices, 2008-18

Market Drivers

Cost and inflation of food items
Economic indicators
Governmental legislation
Allergies and gluten-free
Millennials drive usage
Promoting health to children

Innovations and Innovators – Operators

Offering value
Alternative proteins
Menu expansion
Better-for-you
Rebranding
Dining experience

Innovations and Innovators – Third-Party Vendors

Reviews and feedback
Ordering and payment
Reservations and wait time
Marketing tools

Competitive Context

Full service restaurants
Limited service restaurants
Vending machines
Kiosks
Food trucks
Catering and delivery
Convenience stores

Featured Companies

Family midscale
Casual dining
Fine dining

Marketing Strategies

Overview of the brand landscape
Social media
Campaigns and promotions
Games and contests
Causes and charity

Social Media – Full-service Restaurants

Key points
Market overview
Key social media metrics
Figure 9: Key social media metrics for selected full-service restaurants, Apr. 1, 2013-March 31, 2014
Brand usage and awareness
Figure 10: Brand usage or awareness, February 2014
Interaction with full-service restaurants
Figure 11: Interaction with selected full-service restaurants, February 2014
Leading online campaigns
Charitable involvement
Rebranding and creating new restaurant concepts
Social media mishaps
What we think
Online conversations
Figure 12: Online mentions for selected full-service restaurants, by month, Apr. 1, 2013-March 31, 2014
Where are people talking about full-service restaurants?
Figure 13: Online mentions for selected full-service restaurants, by page type, Apr. 1, 2013-March 31, 2014
What are people talking about?
Figure 14: Topics of conversation around selected restaurants, Apr. 1, 2013-March 31, 2014

Menu Analysis – Menu Sections

Full service restaurants overview
Figure 15: Breakdown of full service restaurants, by incidence, Q4 2010-13
Menu breakdown for family midscale restaurants
Figure 16: Menu breakdown of family midscale restaurants, by incidence, Q4 2010-13
Menu breakdown for casual dining restaurants
Figure 17: Menu breakdown of casual dining restaurants, by incidence, Q4 2010-13
Menu breakdown for fine dining restaurants
Figure 18: Menu breakdown of fine dining restaurants, by incidence, Q4 2010-13

Menu Analysis – Menu Claims

Menu item claims
Figure 19: Top 10 menu item claims for food items at full service restaurants, by incidence, Q4 2010-13
Figure 20: Top 10 menu item claims for food items at family midscale restaurants, by incidence, Q4 2010-13
Figure 21: Top 10 menu item claims for food items at casual dining restaurants, by incidence, Q4 2010-13
Figure 22: Top 10 menu item claims for food items at fine dining restaurants, by incidence, Q4 2010-13
Nutritional claims
Figure 23: Top 10 nutritional claims for food items at full service restaurants, by incidence, Q4 2010-13
Figure 24: Top 10 nutritional claims for food items at family midscale restaurants, by incidence, Q4 2010-13
Figure 25: Top 10 nutritional claims for food items at casual dining restaurants, by incidence, Q4 2010-13
Figure 26: Top 10 nutritional claims for food items at fine dining restaurants, by incidence, Q4 2010-13
Geographical claims
Figure 27: Top 10 geographical claims for food items at full service restaurants, by incidence, Q4 2010-13
Figure 28: Top 10 geographical claims for food items at family midscale restaurants, by incidence, Q4 2010-13
Figure 29: Top 10 geographical claims for food items at casual dining restaurants, by incidence, Q4 2010-13
Figure 30: Top 10 geographical claims for food items at fine dining restaurants, by incidence, Q4 2010-13

Consumer Data – Overview

Restaurant usage
Figure 31: Full service restaurant usage, by segments, February 2014
Consumption place
Figure 32: Full service restaurant consumption place, by segments, February 2014
Ordering method
Figure 33: Full service restaurant ordering method, by segments, February 2014
Changes in behavior at full service restaurants
Figure 34: Full service restaurant changes in behavior, February 2014
Figure 35: Full service restaurant changes in behavior – more, by segments, February 2014
Deals preferences at restaurants
Figure 36: Full service restaurant deals, by segments, February 2014
Drivers influencing consumers
Figure 37: Full service restaurant drivers, by segments, February 2014
Attitudes of consumers that use full service restaurants
Figure 38: Agreement with full service restaurant attitudes, by segments, February 2014

Consumer Data – By Gender

Key points
Men prefer carryout and are enticed by limited time offers
Women order over the phone, are budget-conscious, and focus on health
Consumer tables by gender
Figure 39: Full service restaurant usage, by gender, February 2014
Figure 40: Full service restaurant consumption place, by gender, February 2014
Figure 41: Full service restaurant ordering method, by gender, February 2014
Figure 42: Full service restaurant changes in behavior – more, by gender, February 2014
Figure 43: Full service restaurant deals, by gender, February 2014
Figure 44: Full service restaurant drivers, by gender, February 2014
Figure 45: Agreement with full service restaurant attitudes, by gender, February 2014

Consumer Data – By Generation

Key points
Younger Millennials eat orders at home and like reward points programs
Older Millennials are heavy users, tech savvy, and seek authentic items
Baby Boomers are more likely to order carryout over the phone
Older consumers have set behavior and want signature items
Consumer tables by generation
Figure 46: Full service restaurant usage, by generations, February 2014
Figure 47: Full service restaurant consumption place, by generations, February 2014
Figure 48: Full service restaurant ordering method, by generations, February 2014
Figure 49: Full service restaurant changes in behavior – more, by generations, February 2014
Figure 50: Full service restaurant deals, by generations, February 2014
Figure 51: Restaurant drivers, by generations, February 2014
Figure 52: Agreement with full service restaurant attitudes, by generations, February 2014

Consumer Data – By Income

Key points
Lower-income consumers have low usage and seek affordable options
Middle-income consumers are least likely to find variety important
The affluent are heavy users, dine-in, use technology, and focus on health
Consumer tables by income
Figure 53: Full service restaurant usage, by household income, February 2014
Figure 54: Full service restaurant consumption place, by household income, February 2014
Figure 55: Full service restaurant ordering method, by household income, February 2014
Figure 56: Full service restaurant changes in behavior – more, by household income, February 2014
Figure 57: Full service restaurant deals, by household income, February 2014
Figure 58: Full service restaurant drivers, by household income, February 2014
Figure 59: Agreement with full service restaurant attitudes, by household income, February 2014

Consumer Data – By Race and Hispanic Origin

Key points
Whites are more likely to dine in and choose brands because of gift cards
Blacks are least likely to be influenced by daily special pricing
Asians are health conscious and interested in authentic ethnic cuisine
Hispanics use carryout and seek authenticity, health, and portion sizes
Consumer tables by race and Hispanic origin
Figure 60: Full service restaurant usage, by race/Hispanic origin, February 2014
Figure 61: Full service restaurant consumption place, by race/Hispanic origin, February 2014
Figure 62: Full service restaurant ordering method, by race/Hispanic origin, February 2014
Figure 63: Full service restaurant changes in behavior – more, by race/Hispanic origin, February 2014
Figure 64: Full service restaurant deals, by race/Hispanic origin, February 2014
Figure 65: Full service restaurant drivers, by race/Hispanic origin, February 2014
Figure 66: Agreement with full service restaurant attitudes, by race/Hispanic origin, February 2014

Consumer Data – By Region

Key points
Midwesterners are unforgiving to brands and avoid using technology
Northeasterners use fine dining and are less likely to be price sensitive
Southerners are less likely to place carry-out orders over the phone
Westerners are increasing usage of FSRs but are also trading down
Consumer tables by region
Figure 67: Full service restaurant usage, by region, February 2014
Figure 68: Full service restaurant consumption place, by region, February 2014
Figure 69: Full service restaurant ordering method, by region, February 2014
Figure 70: Full service restaurant changes in behavior – more, by region, February 2014
Figure 71: Full service restaurant deals, by region, February 2014
Figure 72: Full service restaurant drivers, by region, February 2014
Figure 73: Agreement with full service restaurant attitudes, by region, February 2014

Consumer Data – By Area

Key points
Urban consumers use tech and are interested in portability and health
Suburban consumers are less price sensitive and want high-quality items
Rural consumers dine-in and prefer more traditional offerings
Consumer tables by area
Figure 74: Full service restaurant usage, by area, February 2014
Figure 75: Full service restaurant consumption place, by area, February 2014
Figure 76: Full service restaurant ordering method, by area, February 2014
Figure 77: Full service restaurant changes in behavior – more, by area, February 2014
Figure 78: Full service restaurant deals, by area, February 2014
Figure 79: Full service restaurant drivers, by area, February 2014
Figure 80: Agreement with full service restaurant attitudes, by area, February 2014

Consumer Data – By Parents

Key points
Parents are the most demanding, but also the heaviest restaurant users
Parents with toddlers don’t find portion size or customizability important
Parents with children are more likely to order carryout online or via mobile
Parents with teenagers call in orders and have increased usage of deals
Parents with adult children don’t use tech and prefer premium menu items
Consumer tables by parents
Figure 81: Full service restaurant usage, by parents with children in household, February 2014
Figure 82: Full service restaurant consumption place, by parents with children in household, February 2014
Figure 83: Full service restaurant ordering method, by parents with children in household, February 2014
Figure 84: Full service restaurant changes in behavior – more, by parents with children in household, February 2014
Figure 85: Full service restaurant deals, by parents with children in household, February 2014
Figure 86: Full service restaurant drivers, by parents with children in household, February 2014
Figure 87: Agreement with full service restaurant attitudes, by parents with children in household, February 2014

Appendix – Social Media – Full-service Restaurants

Brand usage or awareness
Figure 88: Brand usage or awareness, February 2014
Figure 89: Denny’s usage or awareness, by demographics, February 2014
Figure 90: Golden Corral usage or awareness, by demographics, February 2014
Figure 91: Olive Garden usage or awareness, by demographics, February 2014
Figure 92: P.F. Chang’s usage or awareness, by demographics, February 2014
Figure 93: Chuck E. Cheese usage or awareness, by demographics, February 2014
Figure 94: The Capital Grille usage or awareness, by demographics, February 2014
Interaction with full-service restaurants
Figure 95: Activities done, February 2014
Figure 96: Denny’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 97: Denny’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 98: Denny’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 99: Denny’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 100: Golden Corral – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 101: Golden Corral – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 102: Golden Corral – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 103: Golden Corral – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 104: Olive Garden – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 105: Olive Garden – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 106: Olive Garden – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 107: Olive Garden – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 108: P.F. Chang\'s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 109: P.F. Chang\'s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 110: P.F. Chang\'s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 111: P.F. Chang\'s – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 112: Chuck E. Cheese – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 113: Chuck E. Cheese – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 114: Chuck E. Cheese – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 115: Chuck E. Cheese – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 116: The Capital Grille – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 117: The Capital Grille – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 118: The Capital Grille – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 119: The Capital Grille – Activities done – I have researched the brand on social media to, by demographics, February 2014
Key social media metrics
Figure 120: Social media metrics—Denny’s, March 2014
Figure 121: Social media metrics—Olive Garden, March 2014
Figure 122: Social media metrics—Chuck E. Cheese, March 2014
Figure 123: Social media metrics—Golden Corral, March 2014
Figure 124: Social media metrics—P.F. Chang’s, March 2014
Figure 125: Social media metrics—The Capital Grille, March 2014
Online conversations
Figure 126: Online mentions for selected full-service restaurants, by month, Apr. 1, 2013-March 31, 2014
Figure 127: Online mentions for selected full-service restaurants, by page type, Apr. 1, 2013-March 31, 2014
Figure 128: Topics of conversation around selected restaurants, Apr. 1, 2013-March 31, 2014

Appendix – Additional Tables

Consumer tables by family midscale
Figure 129: Full service restaurant usage, by family midscale types, February 2014
Figure 130: Full service restaurant consumption place, by family midscale types, February 2014
Figure 131: Full service restaurant ordering method, by family midscale types, February 2014
Figure 132: restaurant changes in behavior – more, by family midscale types, February 2014
Figure 133: Full service restaurant deals, by family midscale types, February 2014
Figure 134: Full service restaurant drivers, by family midscale types, February 2014
Figure 135: Agreement with full service restaurant attitudes, by family midscale types, February 2014
Consumer tables by casual dining
Figure 136: Full service restaurant usage, by casual dining types, February 2014
Figure 137: Full service restaurant usage, by casual dining types, February 2014
Figure 138: Full service restaurant consumption place, by casual dining types, February 2014
Figure 139: Full service restaurant consumption place, by casual dining types, February 2014
Figure 140: Full service restaurant ordering method, by casual dining types, February 2014
Figure 141: Full service restaurant ordering method, by casual dining types, February 2014
Figure 142: Full service restaurant changes in behavior – more, by casual dining types, February 2014
Figure 143: Full service restaurant changes in behavior – more, by casual dining types, February 2014
Figure 144: Full service restaurant deals, by casual dining types, February 2014
Figure 145: Full service restaurant deals, by casual dining types, February 2014
Figure 146: Full service restaurant drivers, by casual dining types, February 2014
Figure 147: Full service restaurant drivers, by casual dining types, February 2014
Figure 148: Agreement with full service restaurant attitudes, by casual dining types, February 2014
Figure 149: Agreement with full service restaurant attitudes, by casual dining types, February 2014
Consumer tables by daypart
Figure 150: Full service restaurant usage, by daypart, February 2014
Figure 151: Full service restaurant consumption place, by daypart, February 2014
Figure 152: Full service restaurant ordering method, by daypart, February 2014
Figure 153: Full service restaurant changes in behavior – more, by daypart, February 2014
Figure 154: Full service restaurant deals, by daypart, February 2014
Figure 155: Full service restaurant drivers, by daypart, February 2014
Figure 156: Agreement with full service restaurant attitudes, by daypart, February 2014
Consumer tables by consumption place
Figure 157: Full service restaurant usage, by consumption place, February 2014
Figure 158: Full service restaurant consumption place, by consumption place, February 2014
Figure 159: Full service restaurant ordering method, by consumption place, February 2014
Figure 160: Full service restaurant changes in behavior – more, by consumption place, February 2014
Figure 161: Full service restaurant deals, by consumption place, February 2014
Figure 162: Full service restaurant drivers, by consumption place, February 2014
Figure 163: Agreement with full service restaurant attitudes, by consumption place, February 2014

Appendix – Trade Associations

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