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American Families and Dining Out - US - February 2010

American families’ perceptions and habits towards full-service and limited-service restaurants have been changing in the wake of the recession. As a result, new opportunities have emerged from this tumultuous period.

The objective of this report is to explore the environment that shapes how families eat at restaurants: not only the restaurant segments they go to and how often they go, but also what shapes their decisions to order food items and the impact of the recent recession on their dining out habits. Additionally, this report gives operators insight into what parents would like to see more often on kids’ menus. Context is provided in the form of specific restaurant concepts and menu innovation related to meeting kids’ restaurant needs.

This report explores this new landscape; some of the topics covered include:

  • Usage of different types of restaurants (QSRs, fast casual and full service) by different demographics for breakfast, lunch and dinner
  • Types of menu items respondents would like to see on kids’ menus
  • Which restaurants are innovating and succeeding and why
  • Promising new items on kids’ menus that can be used as points of differentiation and drivers of sales
  • The importance of Hispanics, and strategies for reaching this key demographic
  • How restaurants can attract families with healthier menu offerings
  • The degree to which parents limit their children’s food choices and their reasons for doing so
  • How restaurants can proactively address the obesity epidemic and the call for menu transparency
  • Innovative ways fast food and full-service restaurants can use entertainment to attract kids and families

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Table of contents

  1. 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

                      • Tough times for the restaurant category
                        • Insights and opportunities
                          • Hispanics are the key demographic
                            • Addressing the obesity epidemic
                              • The future of the kids’ menu
                                • Parents and kids’ food choices
                                  • Restaurant usage: Breakfast
                                    • Restaurant usage: Lunch
                                      • Restaurant usage: Dinner
                                      • Insights and Opportunities

                                        • Hispanic and hungry
                                            • Figure 1: Away from home dinner family dining during the week, by restaurant type and race of parent/guardian, November 2009
                                          • Healthier choices for kids
                                              • Figure 2: What parents would like to see more of on kids’ menus, by household income, November 2009
                                            • Catering to families and kids
                                              • Catering to the affluent
                                                • Figure 3: Parents’ involvement in children’s food choices when dining out, by household income, November 2009
                                            • Inspire Insights

                                                • Breakfast for Dinner
                                                  • What it’s about
                                                    • “Hashing” it all out
                                                      • Implications
                                                        • We’ll Take It To Go
                                                          • What it’s about
                                                            • The most precious commodity: Leisure time
                                                              • Implications
                                                              • Market Size

                                                                • Key points
                                                                  • Spending on eating out slows
                                                                    • Figure 4: Aggregate yearly expenditures on food away from home, 2003-08
                                                                  • Married couple families continue to spend
                                                                    • Figure 5: Average yearly expenditures on food away from home, by selected consumer units, 2003-08
                                                                  • Growth in consumer units will help category
                                                                    • Figure 6: Number of consumer units in US, 2003-08
                                                                • Competitive Context

                                                                  • Cooking at home or going to the movies instead of eating out
                                                                      • Figure 7: Spending less on eating out, gourmet foods and cookware compared to last year, by class segment October 2009
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • The recession wreaks havoc
                                                                          • Figure 8: Consumer Sentiment Index, by quarter, 2001-09
                                                                          • Figure 9: Change in disposable personal income, by month, January 2007-December 2009
                                                                        • Trading down and out because of the recession
                                                                            • Figure 10: Restaurant performance, expectations and current situation indices, Jan 09-Dec 09
                                                                            • Figure 11: Impact of recession on family dining out habits on weekends, by race/Hispanic origin, November 2009
                                                                            • Figure 12: Consumer Price Index—all items and key consumer markets, August 2007, 2008 and 2009
                                                                          • Growing Hispanic households suggest brighter future
                                                                              • Figure 13: U.S. Hispanic population, by age, 2005-15
                                                                              • Figure 14: General U.S. population by age, 2005-15
                                                                              • Figure 15: Hispanic households, by size, 2009
                                                                            • Less leisure time drives eating out
                                                                                • Figure 16: Hours available for leisure per week, 1973-2008
                                                                              • The obesity epidemic and potential implications
                                                                                • Celebrating good times by dining out
                                                                                  • Figure 17: Occasion-based dining, by household income, November 2009
                                                                              • Restaurant Innovation and Innovators: Healthy Meals

                                                                                • Key points
                                                                                  • QSRs delivering healthier fare
                                                                                      • Figure 18: Incidence of nutritional claims on kids’ menus, Q3 2008-Q4 2009
                                                                                    • Fast casual and casual chains offering healthier fare
                                                                                    • Restaurant Innovation and Innovators: Price Promotion

                                                                                      • Key points
                                                                                        • Value doesn’t mean cheap
                                                                                            • Figure 19: Average price of kids’ menu entrées, by segment, Q4 2009
                                                                                            • Figure 20: Average price of adult menu entrées, by segment, Q4 2009
                                                                                          • Price promotions at QSRs
                                                                                            • Price promotions at fast casual and casual
                                                                                                • Figure 21: Average price of kids’ menu entrées, all restaurants, by quarter, Q3 2008-Q4 2009
                                                                                                • Figure 22: Average price of adult menu entrées, by quarter, Q3 2008-Q4 2009
                                                                                            • Restaurant Innovation and Innovators: Variety

                                                                                              • Key points
                                                                                                • Innovation invades the world of chicken fingers
                                                                                                    • Figure 23: Incidence of kids’ menu entrées by segment, Q4 2009
                                                                                                    • Figure 24: Incidence of adult menu entrées by segment, Q4 2009
                                                                                                • Restaurant Innovation and Innovators: Breakfast

                                                                                                  • Key points
                                                                                                    • Still going to QSRs, but interested in new items
                                                                                                      • Breakfast innovation at QSRs
                                                                                                        • Breakfast innovation at fast casual and casual
                                                                                                        • Brand Qualities—Olive Garden

                                                                                                            • Affordable and enticing menu
                                                                                                              • Effective branding
                                                                                                                • Examples of commercials
                                                                                                                  • Figure 25: Olive Garden television ad, 2009
                                                                                                                  • Figure 26: Olive Garden television ad, 2009
                                                                                                                • Charitable outreach
                                                                                                                • Brand Qualities—McDonald’s

                                                                                                                  • Overview
                                                                                                                    • Figure 27: McDonald’s television ad, 2009
                                                                                                                  • Discounts and product promotions
                                                                                                                    • Sponsorships and marketing tie-ins
                                                                                                                        • Figure 28: U.S. sales of leading burger QSR chains, 2006 and 2008
                                                                                                                    • Advertising and Promotion

                                                                                                                      • Overview
                                                                                                                        • Figure 29: Twenty largest U.S. restaurant chains, by ad spend, 2007-08
                                                                                                                      • Wendy’s
                                                                                                                        • Subway
                                                                                                                          • Other interesting ad initiatives
                                                                                                                            • Analysis of commercials
                                                                                                                              • Figure 30: KFC television ad, 2009
                                                                                                                              • Figure 31: Subway television ad, 2009
                                                                                                                          • Restaurant Usage: Breakfast

                                                                                                                            • Key points
                                                                                                                              • 25-34s, with children, and eating breakfast out
                                                                                                                                • Figure 32: Away from home breakfast family dining during the week, by restaurant type and age of parent/guardian, November 2009
                                                                                                                              • Youngsters make a difference for breakfast
                                                                                                                                • Figure 33: Away from home breakfast family dining during the week, by restaurant type and age of child/children, November 2009
                                                                                                                              • 25-34s eating breakfast out on weekends
                                                                                                                                • Figure 34: Away from home breakfast family dining during the weekend, by restaurant type and age of parent/guardian, November 2009
                                                                                                                              • Affluent and eating breakfast out
                                                                                                                                • Figure 35: Away from home breakfast family dining during the week, by restaurant type and household income, November 2009
                                                                                                                            • Restaurant Usage: Lunch

                                                                                                                              • Key points
                                                                                                                                • 25-34s, with children and eating family weekday lunch out
                                                                                                                                  • Figure 36: Away from home lunch family dining during the week, by restaurant type and age of parent/guardian, November 2009
                                                                                                                                • Youngsters make a difference for family weekday lunch
                                                                                                                                  • Figure 37: Away from home lunch family dining during the week, by restaurant type and age of child/children, November 2009
                                                                                                                                • 25-34 and eating family lunch out on weekends
                                                                                                                                  • Figure 38: Away from home lunch family dining during the weekend, by restaurant type and age of parent/guardian, November 2009
                                                                                                                                • Affluent and eating family lunch out during week
                                                                                                                                  • Figure 39: Away from home lunch family dining during the week, by restaurant type and household income, November 2009
                                                                                                                              • Restaurant Usage: Dinner

                                                                                                                                • Key points
                                                                                                                                  • 25-34s and eating family dinner out during week
                                                                                                                                    • Figure 40: Away from home dinner family dining during the week, by restaurant type and age of parent/guardian
                                                                                                                                  • 25-34s dining out on weekend
                                                                                                                                    • Figure 41: Away from home dinner family dining during the weekend, by restaurant type and age of parent/guardian, November 2009
                                                                                                                                • The Future of the Kids’ Menu

                                                                                                                                  • Key points
                                                                                                                                    • Parents want healthier fare for kids
                                                                                                                                      • Figure 42: What parents would like to see more of on kids’ menus, by household income, November 2009
                                                                                                                                    • With youngsters and wanting healthier options
                                                                                                                                      • Figure 43: What parents would like to see more of on kids’ menus, by age of child/children, November 2009
                                                                                                                                  • Parents and Kids’ Food Choices

                                                                                                                                    • Key points
                                                                                                                                      • Affluent and limiting choices
                                                                                                                                        • Figure 44: Parents’ involvement in children’s food choices when dining out, by household income, November 2009
                                                                                                                                      • With youngsters and setting an example
                                                                                                                                        • Figure 45: Parents’ involvement in children’s food choices when dining out, by age of child/children, November 2009
                                                                                                                                    • The Future of the Adult Menu

                                                                                                                                      • Key point
                                                                                                                                        • More chicken, salad, and seafood, please
                                                                                                                                          • Figure 46: What dinner entrées people would like to see more of on regular menus, by household income, November 2009
                                                                                                                                      • Eating at Home

                                                                                                                                        • Key points
                                                                                                                                          • Half eating at home
                                                                                                                                            • Figure 47: Number of at home family dinners during the week, by age of parent/guardian, November 2009
                                                                                                                                        • The Impact of Race and Hispanic origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics and eating lunch out
                                                                                                                                              • Figure 48: Away from home lunch family dining during the week, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                            • Hispanic and eating dinner out
                                                                                                                                              • Figure 49: Away from home dinner family dining during the week, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                            • What parents want on kids’ menus
                                                                                                                                              • Figure 50: What parents would like to see more of on kids’ menus, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                            • Hispanics are more involved in ordering
                                                                                                                                              • Figure 51: Parents’ involvement in children’s food choices when dining out, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Economizers
                                                                                                                                                • Diminishers
                                                                                                                                                  • Upholders
                                                                                                                                                    • Cluster characteristics
                                                                                                                                                      • Figure 52: Family dining clusters, November 2009
                                                                                                                                                      • Figure 53: Weekday dining habits, by family dining clusters, November 2009
                                                                                                                                                      • Figure 54: Weekend dining habits, by family dining clusters, November 2009
                                                                                                                                                      • Figure 55: Parent’s involvement in children’s food choices when dining out, by family dining clusters, November 2009
                                                                                                                                                    • Cluster demographics
                                                                                                                                                      • Figure 56: Family dining clusters, by gender, November 2009
                                                                                                                                                      • Figure 57: Family dining clusters, by age group, November 2009
                                                                                                                                                      • Figure 58: Family dining clusters, by household income, November 2009
                                                                                                                                                      • Figure 59: Family dining clusters, by race, November 2009
                                                                                                                                                      • Figure 60: Family dining clusters, by Hispanic origin, November 2009
                                                                                                                                                    • Cluster methodology
                                                                                                                                                    • Appendix: Additional Consumer Tables

                                                                                                                                                      • Affluent like dining out
                                                                                                                                                        • Figure 61: Enjoyment of dining out, by household income, by agree, November 2009
                                                                                                                                                      • Hispanics eat breakfast at a variety of restaurants
                                                                                                                                                        • Figure 62: Away from home breakfast family dining during the week, by restaurant type and race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                                      • Blacks like fast food for breakfast on weekends
                                                                                                                                                        • Figure 63: Away from home breakfast family dining during the weekend, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                                      • Hispanics dine out for dinner on weekends
                                                                                                                                                        • Figure 64: Away from home dinner family dining during the weekend, by race/Hispanic origin of parent/guardian, November 2009
                                                                                                                                                      • Older kids and eating less often at home
                                                                                                                                                        • Figure 65: At home family dining during the week, by age of child/children, November 2009
                                                                                                                                                      • Less affluent dine together less
                                                                                                                                                        • Figure 66: At home family dining during the weekend, by household income, November 2009
                                                                                                                                                      • What Asians want
                                                                                                                                                        • Figure 67: What dinner entrées people would like to see more of on regular menus, by race/Hispanic origin, November 2009
                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • American Diabetes Association
                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                      • Burger King Corporation
                                                                                                                                                      • California Pizza Kitchen Inc.
                                                                                                                                                      • Domino's Pizza LLB
                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Flickr
                                                                                                                                                      • Food Distributors International
                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                      • Greenfield Online
                                                                                                                                                      • International Food Service Executives Association (IFSEA)
                                                                                                                                                      • International Foodservice Distributors Association (IFDA)
                                                                                                                                                      • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                      • International Franchise Association (IFA)
                                                                                                                                                      • International Fresh-Cut Produce Association (IFPA)
                                                                                                                                                      • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                                      • Jamba Juice Company
                                                                                                                                                      • KFC Corporation
                                                                                                                                                      • McDonald's Corporation
                                                                                                                                                      • Microsoft USA
                                                                                                                                                      • National Association of Realtors (NAR)
                                                                                                                                                      • National Council of Chain Restaurants (NCCR)
                                                                                                                                                      • National Nutritional Foods Association
                                                                                                                                                      • National Restaurant Association (NRA)
                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                      • Netflix, Inc.
                                                                                                                                                      • Pizza Hut Inc
                                                                                                                                                      • Produce Marketing Association
                                                                                                                                                      • Research In Motion (USA)
                                                                                                                                                      • Taco Bell Corp.
                                                                                                                                                      • The Bureau of Transportation Statistics
                                                                                                                                                      • The Cheesecake Factory Incorporated
                                                                                                                                                      • The Vegetarian Resource Group
                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                      • Waffle House
                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                      American Families and Dining Out - US - February 2010

                                                                                                                                                      £3,277.28 (Excl.Tax)