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Asians and Dining Out - US - May 2013

“Asians enjoy dining out and they have more money to spend at restaurants as compared to the average consumer, and yet many segments of the industry are not fully benefiting from this potential. Asians are family-centric and are healthier eaters with adventuresome tastes and there is much that restaurant operators and marketers can do to better speak to their habits and desires.”

– Leylha Ahuile, Senior Multicultural Analyst

Some questions answered in this report include:

  • Why are Asians not making more frequent trips to restaurants?
  • Why are marketers not reaching out to Asian restaurant patrons?
  • Are restaurant menus either too Asian or not Asian enough?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The consumer
                        • Asians are less frequent diners but over index on fine dining and food trucks
                          • Figure 1: Restaurant usage by type of restaurant, by race/Hispanic origin, October 2012
                        • Family concerns influence restaurant choices
                          • Figure 2: Factors that influence Asian consumers’ restaurant choices, by presence of children in household, February-March 2013
                        • South Asians look for restaurants that cater to dietary preferences
                          • Figure 3: Asian consumer behavior at restaurants, by ancestry/racial heritage, February-March 2013
                        • Asians are dedicated to beverages
                          • Figure 4: Asian Americans’ beverage purchases at restaurants, by age, February-March 2013
                        • The market - U.S. Asian population
                          • Figure 5: Population numbers, by race/Hispanic origin, 2007-17
                        • Asian household income
                          • Figure 6: Median household income for all households and those headed by Asians, in inflation-adjusted dollars, 2011
                        • What we think
                        • Issues in the Market

                            • Why are Asians not making more frequent trips to restaurants?
                              • Why are marketers not reaching out to Asian restaurant patrons?
                                • Are restaurant menus either too Asian or not Asian enough?
                                • Insights and Opportunities

                                  • Recognizing the diversity of Asian cuisine and taste preferences
                                      • Figure 7: Ethnic cuisines purchased, by race/Hispanic origin, December 2011
                                    • Asian healthier lifestyles can impact dining out behaviors
                                    • Trend Applications

                                        • Trend: Sense of the Intense
                                          • Trend: Who are the Joneses?
                                            • Mintel Futures: Access Anything, Anywhere
                                            • Market Drivers

                                              • Key points
                                                • Foodservice and drinking place sales are recovering
                                                  • Figure 8: Adjusted foodservice and drinking place sales (in millions), January 2008-January 2013
                                                • Restaurant Performance Index lingers around the 100 mark
                                                    • Figure 9: Restaurant Performance Index, January 2009-December 2012
                                                  • Disposable personal income fluctuating, but stronger than 2011
                                                    • Figure 10: Real disposable personal income, February 2007-February 2013
                                                  • Unemployment improves and underemployment remains steady
                                                    • Figure 11: Unemployment and underemployment rates, January 2007-January 2013
                                                    • Figure 12: U.S. unemployment rates, by race, Q4 2012
                                                  • Consumer sentiment at a nine-month low
                                                    • Figure 13: Consumer sentiment, January 2007-January 2013
                                                  • Government legislation
                                                    • Cost and inflation of food items
                                                      • Asian healthier lifestyles can impact dining out behaviors
                                                        • Figure 14: Incidence of obesity classes I, II, and III for all American adults, by race, Jan. 1, 2010 – May 31, 2012
                                                        • Figure 15: Factors that contribute to healthy living, April 2012
                                                        • Figure 16: How Asian Americans describe their diet, by gender and age, April 2012
                                                        • Figure 17: Asian consumers’ attitudes toward eating, by age, April 2012
                                                    • Restaurant Usage and Frequency

                                                      • Key points
                                                        • Overview
                                                          • Figure 18: Usage in last month by type of restaurant, by race/Hispanic origin, October 2012
                                                          • Figure 19: Asian Americans’ restaurant usage and frequency, February-March 2013
                                                        • Older Asians less likely to dine out
                                                          • Figure 20: Any usage by type of restaurant, Asian Americans by age, February-March 2013
                                                        • Affluence impacts dining choices
                                                          • Figure 21: Any usage by type of restaurant, Asian Americans by household income, February-March 2013
                                                        • South Asians over index on fast casual and food trucks
                                                          • Figure 22: Any usage by type of restaurant, by Asian-American ancestry/racial heritage, February-March 2013
                                                        • Asians’ perception of fast food as “junk” impacts visit frequency
                                                          • Figure 23: Number of visits to fast food and/or drive-in restaurant in the last 30 days, by race/Hispanic origin, August 2011-August 2012
                                                          • Figure 24: Attitudes towards fast food, by race/Asian origin, by race/Hispanic origin, August 2011-August 2012
                                                        • Promotions featuring co-workers could attract notice
                                                          • Figure 25: Incidence of visiting restaurants alone or with others, fast food and drive-in restaurants, by race/Hispanic origin, August 2011-August 2012
                                                        • Asians over index on select QSR chains
                                                          • Figure 26: Fast food and/or drive-in restaurants visited in the last three months, by race/Hispanic origin, August 2011-August 2012
                                                        • Family dining/steakhouses could be a post-work destination
                                                          • Figure 27: Number of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, August 2011-August 2012
                                                          • Figure 28: Incidence of visiting restaurants alone or with others, family restaurants and/or steakhouses, by race/Hispanic origin, August 2011-August 2012
                                                        • Variety likely a draw at family dining/steakhouses
                                                          • Figure 29: Family restaurants and/or steakhouses visited during the last 30 days, by race/Hispanic origin, August 2011-August 2012
                                                      • Restaurant Choice Drivers

                                                        • Key points
                                                          • Family-friendly a must; health a plus
                                                            • Figure 30: Factors that influence restaurant choices, Asian Americans by gender, February-March 2013
                                                          • Half or more of all age groups are looking for a family-friendly environment
                                                            • Figure 31: Factors that influence restaurant choice, Asian Americans by age, February-March 2013
                                                          • Affluent Asians drawn to organic/natural and locally sourced ingredients
                                                            • Figure 32: Factors that influence restaurant choice, Asian Americans by household income, February-March 2013
                                                          • Technology and community support will help attract Asian families
                                                            • Figure 33: Factors that influence restaurant choices, Asian Americans by presence of children in household, February-March 2013
                                                          • South Asians most likely to be influenced by a range of factors
                                                            • Figure 34: Factors that influence restaurant choice, by Asian ancestry/racial heritage, February-March 2013
                                                        • Consumer Attitudes toward Restaurants

                                                          • Key points
                                                            • Asians balance healthy and indulgence
                                                              • Figure 35: Consumer attitudes toward restaurants, Asian Americans by gender, February-March 2013
                                                            • Younger Asians more likely to give in to temptation, but also stick to routine
                                                                • Figure 36: Consumer attitudes toward restaurants, Asian Americans by age, February-March 2013
                                                              • Affluent Asians attracted to more obscure, yet healthy, ingredients
                                                                  • Figure 37: Consumer attitudes toward restaurants, Asian Americans by household income, February-March 2013
                                                                • South Asians spending more freely, but eating more cautiously
                                                                    • Figure 38: Consumer attitudes toward restaurants, Asian Americans by ancestry/racial heritage, February-March 2013
                                                                • Consumer Behavior at Restaurants

                                                                  • Key points
                                                                    • Overview
                                                                        • Figure 39: Preferences impacting restaurant choice and frequency, February-March 2013
                                                                      • Young Asians are short on time and using online resources to make choices
                                                                          • Figure 40: Consumer behaviors and preferences at restaurants, Asian Americans by age, February-March 2013
                                                                        • Online recommendations important to the affluent
                                                                            • Figure 41: Preferences impacting restaurant choice, Asian Americans by household income, February-March 2013
                                                                          • Geography helps direct menu and promotional efforts
                                                                              • Figure 42: Preferences impacting restaurant choice, Asian Americans by region, February-March 2013
                                                                            • Coupons, rewards, and special dietary menus will attract families
                                                                                • Figure 43: Preferences impacting restaurant choice, Asian Americans by presence of children in household, February-March 2013
                                                                              • South Asians highly likely to choose restaurants based on diet
                                                                                • Figure 44: Preferences impacting restaurant choice, by Asian ancestry/racial heritage, February-March 2013
                                                                            • Desired Improvements at Restaurants

                                                                              • Key points
                                                                                • High quality, healthy food, and cleanliness top desired improvements
                                                                                  • Figure 45: Desired improvements at restaurants, Asian Americans by gender, February-March 2013
                                                                                • Lifestage dictates desired restaurant improvements
                                                                                  • Figure 46: Desired improvements at restaurants, Asian Americans by age, February-March 2013
                                                                                • Ethnic flavors could help draw less-affluent Asians to limited-service restaurant
                                                                                  • Figure 47: Desired improvements at restaurants, Asian Americans by household income, February-March 2013
                                                                                • Desired improvements vary by ancestry/racial heritage
                                                                                  • Figure 48: Desired improvements at restaurants, by Asian ancestry/racial heritage, February-March 2013
                                                                              • Beverage Purchases at Restaurants

                                                                                • Key points
                                                                                  • Asians are devoted to the beverage category
                                                                                    • Figure 49: Asian Americans’ non-alcoholic beverage purchases at restaurants in last 30 days, February-March 2013
                                                                                  • Younger Asians lead charge to beverage counter
                                                                                    • Figure 50: Non-alcoholic beverage purchases at restaurants in last 30 days, Asian Americans by age, February-March 2013
                                                                                  • Parents appreciate beverage diversity for entire family
                                                                                    • Figure 51: Non-alcoholic beverage purchases at restaurants in last 30 days, Asian Americans by presence of children in household, February-March 2013
                                                                                  • South and Southeast Asians enjoy a wide range of beverages
                                                                                    • Figure 52: Non-alcoholic beverage purchases at restaurants in last 30 days, by Asian ancestry/racial heritage, February-March 2013
                                                                                  • Beer, wine, and cocktails or spirits nearly equal in popularity
                                                                                    • Figure 53: Alcoholic beverage purchases at restaurants in last 30 days, Asian Americans by gender, February-March 2013
                                                                                  • Younger Asians order more alcohol of all types
                                                                                    • Figure 54: Alcoholic beverage purchases at restaurants in last 30 days, Asian Americans by age, February-March 2013
                                                                                  • Affluent Asians drink more at restaurants
                                                                                    • Figure 55: Alcoholic beverage purchases at restaurants in last 30 days, Asian Americans by household income, February-March 2013
                                                                                  • Pairing a wine menu with vegetarian offerings will appeal to South Asians
                                                                                    • Figure 56: Alcoholic beverage purchases at restaurants in last 30 days, by Asian ancestry/racial heritage, February-March 2013
                                                                                • Marketing Strategies

                                                                                  • Key points
                                                                                    • Overview
                                                                                      • Language of advertising
                                                                                          • Figure 57: McDonald’s Hmong language billboard, 2012
                                                                                          • Figure 58: McDonald’s Hmong language billboard, 2012
                                                                                        • Television advertising
                                                                                          • McDonald’s
                                                                                            • Television
                                                                                              • Figure 59: McDonald’s television ad, 2012
                                                                                              • Figure 60: McDonald’s television ad, 2012
                                                                                              • Figure 61: McDonald’s television ad, 2012
                                                                                            • Online advertising
                                                                                              • Figure 62: McDonald’s myinspirasian.com website, 2013
                                                                                              • Figure 63: McDonald’s Asian-American Monopoly Campaign website, 2013
                                                                                          • U.S. Asian-American Population

                                                                                            • Key points
                                                                                              • Asian demographics
                                                                                                • The Asian population is swiftly increasing
                                                                                                  • Figure 64: U.S. population, by race/Hispanic origin, 1970-2020
                                                                                                  • Figure 65: Asian, Black, and Hispanic population numbers and percent change, 1970-2020
                                                                                                  • Figure 66: U.S. population numbers and percent change, by race/Hispanic origin, 2008-18
                                                                                                • U.S. Asian population
                                                                                                  • Population by age
                                                                                                    • Figure 67: U.S. Asian population numbers and percent change, by age, 2008-18
                                                                                                    • Figure 68: U.S. population numbers and percent change, by age, 2008-18
                                                                                                  • Population by generation
                                                                                                    • Figure 69: Percentage of population, generations by race/Hispanic origin, 2011
                                                                                                  • U.S. Asian geographic concentration
                                                                                                    • Figure 70: Asian population, by region, 2010
                                                                                                    • Figure 71: Top 10 states, by total Asian population and percentage of state total population, 2012
                                                                                                    • Figure 72: Asian respondents, by region, February-March 2013
                                                                                                  • Asian purchasing power
                                                                                                    • Figure 73: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                    • Figure 74: Distribution of average annual expenditures for food and beverages, by race of reference person, 2011
                                                                                                  • Median household income
                                                                                                    • Figure 75: Median household income, by race and Hispanic origin of householder, 2011
                                                                                                  • Household income distribution
                                                                                                    • Figure 76: Household income distribution for all households and Asian households, 2011
                                                                                                  • Asian buying power in the top 10 states
                                                                                                    • Figure 77: Nation’s most concentrated consumer markets, top 10 states, by Asian share of total buying power, 2012
                                                                                                    • Figure 78: Nation’s largest consumer markets, top ten states, by Asian buying power, 2010
                                                                                                  • The Asian household
                                                                                                    • Figure 79: Average household size, by Hispanic origin/race of householder, 2002 and 2012
                                                                                                    • Figure 80: Percentage of total households, by number of people in the household, by race/Hispanic origin of householder, 2012
                                                                                                  • Generational insights among Asian consumers
                                                                                                    • Presence of children in the home
                                                                                                      • Figure 81: Total number and percentage of households with children by race and Hispanic origin of householder, 2012
                                                                                                      • Figure 82: Percentage of households with and without children and by ages of children in the household, by race/Hispanic origin, 2012
                                                                                                    • Marital status of Asians
                                                                                                      • Figure 83: Number and percentage of persons married/not married, by race/Hispanic origin, 2012
                                                                                                    • National origin of Asians
                                                                                                      • Figure 84: Number and percentage of total U.S. Asians by national origin, 2011
                                                                                                    • Languages spoken
                                                                                                      • Figure 85: U.S. Asian population aged 5 and older, by English proficiency, 2010
                                                                                                      • Figure 86: Number and percentage of U.S. Asian population aged 5 and older, by language spoken in the home, 2010
                                                                                                    • Religion
                                                                                                      • Figure 87: Percentage of total Asian population by religion, 2012
                                                                                                    • Asian metros
                                                                                                      • Figure 88: Top ten metropolitan areas with the largest number of Asian residents, 2010
                                                                                                      • Figure 89: Percentage of Asian population in selected metropolitan areas, by nationality/ancestry, 2010
                                                                                                    • Asians’ educational attainment
                                                                                                      • Figure 90: Educational attainment of Asians aged 25 or older, by age, 2011
                                                                                                  • Appendix – Trade Associations

                                                                                                    Companies Covered

                                                                                                    • Facebook, Inc.
                                                                                                    • McDonald's U.S.A.
                                                                                                    • Toyota Motor Corporation USA
                                                                                                    • YouTube, Inc.

                                                                                                    Asians and Dining Out - US - May 2013

                                                                                                    £3,277.28 (Excl.Tax)