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American Families and Dining Out - US - March 2013

“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.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • 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?

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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

                        • 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
                                                                                                          • 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
                                                                                                                                              • 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
                                                                                                                                                • 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

                                                                                                                                              Companies Covered

                                                                                                                                              • Dave & Buster's
                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                              • U.S. Bureau of the Census

                                                                                                                                              American Families and Dining Out - US - March 2013

                                                                                                                                              £3,199.84 (Excl.Tax)