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Attitudes Toward Independent Restaurants - US - July 2011

  • Are independents more prone to economic impacts?
  • How have developments in the online world provided opportunity for independent restaurants?
  • What restaurants are standing out from the crowd? What food types are favoured by consumers?
  • What are consumers attitudes towards chain restaurants? How can the benefits of indepentant eateries be promoted?
  • Are consumers more likely to spend more in chains or independent restaurants?
  • What innovations can be used to attract more diners?
  • What role do value, food and menu choice play in the decision to visit an independent?

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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

                      • Independents have independence
                        • Independents especially prone to economic impacts
                          • Social networking and shopping sites a boon for independents
                            • Theme restaurants stand out from the crowd
                              • Traditional American fare dominates
                                • Independents well suited for craft beer and cocktail culture trends
                                  • Chains visited more frequently than independents, particularly for lunch
                                    • Willingness to pay more
                                      • Social shopping sites catch on
                                        • Unique menu items a leading draw; speed of service a drawback
                                          • Work needed for promotions and limited time offers
                                            • Food and menu important drivers, but value also holds sway
                                            • Insights and Opportunities

                                              • Stand out from the crowd
                                                • Be a part of the community
                                                  • Indie=local
                                                    • Figure 1: Interest in local sourcing and sustainability, September 2010
                                                  • Independent doesn’t mean going it alone
                                                    • Food trucks
                                                      • Taking customer interaction to the next level
                                                      • Inspire Insights

                                                          • Trend—Patriot Games
                                                            • Trend—Secret Secret
                                                            • Segment Analysis

                                                              • Fine dining: St. Elmo Steakhouse
                                                                  • Figure 2: St. Elmo menu components, Q2 2011
                                                                  • Figure 3: St. Elmo cuisine and beverage types, Q2 2011
                                                                • Casual dining: Shanghai Jazz
                                                                    • Figure 4: Shanghai Jazz cuisine types, Q2 2011
                                                                    • Figure 5: Shanghai Jazz alcoholic drinks on the menu, Q2 2011
                                                                  • Family midscale: K38 Baja Grill
                                                                      • Figure 6: K-28 Baja Grill cuisine types, Q2 2011
                                                                      • Figure 7: K-28 Baja Grill beverage types, Q2 2011
                                                                    • Fast casual: Augustino’s Rock and Roll Deli
                                                                        • Figure 8: Augustino’s menu components, Q2 2011
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Economic factors
                                                                          • Unemployment and underemployment rate recovery is slow and tenuous
                                                                              • Figure 9: Unemployment and underemployment rates, January 2007-June 2011
                                                                            • Operator confidence waning
                                                                                • Figure 10: Restaurant Performance Index, January 2009-May 2011
                                                                              • Consumer confidence regularly fluctuating
                                                                                • Figure 11: U.S. real disposable personal income growth, January 2007-May 2011
                                                                                • Figure 12: University of Michigan Consumer Sentiment Index, March 2007-May 2011
                                                                              • The rising price of food and beverages
                                                                                  • Figure 13: Consumer Price Index for food at home and food away from home, 2009-11
                                                                                • Ubiquity of chain restaurants obscures the little guy…
                                                                                  • …but independents better able to adapt to trends
                                                                                    • Government-mandated nutritional disclosures favor independents
                                                                                    • Marketing Strategies

                                                                                      • Overview
                                                                                        • Social media
                                                                                          • Figure 14: Social media usage, by age, September 2010
                                                                                        • Facebook
                                                                                          • Social shopping/daily deals
                                                                                            • Groupon
                                                                                              • LivingSocial
                                                                                                • Poggled
                                                                                                  • Restaurant.com
                                                                                                    • Location-based marketing
                                                                                                      • Foursquare
                                                                                                        • Online review sites
                                                                                                          • Zagat
                                                                                                            • Yelp
                                                                                                              • Television ads
                                                                                                                • Figure 15: Casa Blanca Mexican Restaurant & Cantina TV ad, 2010
                                                                                                                • Figure 16: Jose Pepper’s TV ad, 2010
                                                                                                                • Figure 17: Weck’s TV ad, 2011
                                                                                                                • Figure 18: Weck’s TV ad, 2011
                                                                                                                • Figure 19: Panini’s TV ad, 2011
                                                                                                                • Figure 20: Hy’s Steak House TV ad, 2011
                                                                                                            • Menu Insights Analysis: Independent Restaurant Menu

                                                                                                              • Overview
                                                                                                                • Traditional American is leading cuisine type
                                                                                                                    • Figure 21: Top 10 cuisine types on independent restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                  • Sushi leading food type at independent restaurants
                                                                                                                      • Figure 22: Top 10 items on independent restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                      • Figure 23: Top 10 items on independent restaurant menus, by incidence and price, Q1 2008-Q1 2011
                                                                                                                  • Menu Insights Analysis: Independent Restaurant Flavors

                                                                                                                    • Overview
                                                                                                                      • Garlic strongest ingredient on menus
                                                                                                                        • Figure 24: Top 10 flavors on independent restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                    • Menu Insights Analysis: Independent Restaurant Beverage Offerings

                                                                                                                      • Overview
                                                                                                                        • Premium lagers’ and pale ales' growth lends credence to craft beer movement
                                                                                                                            • Figure 25: Top 10 alcoholic beverages on independent restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                            • Figure 26: Top 10 nonalcoholic beverages on independent restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                        • Independent Restaurant Usage

                                                                                                                          • Patrons more likely to eat at chain restaurants
                                                                                                                            • Figure 27: Independent restaurant usage, March 2011
                                                                                                                            • Figure 28: Independent restaurant usage, by age, March 2011
                                                                                                                            • Figure 29: Independent restaurant usage, by household income, March 2011
                                                                                                                          • Lack of options and inconvenient locations hold back indies
                                                                                                                            • Figure 30: Reasons for not dining at independent restaurants, March 2011
                                                                                                                        • Independent Restaurants and Price Sensitivity

                                                                                                                          • Patrons willing to pay more at independents
                                                                                                                            • Figure 31: Consumer price sensitivity to independent restaurants, March 2011
                                                                                                                            • Figure 32: Consumer price sensitivity to independent restaurants, by age, March 2011
                                                                                                                            • Figure 33: Consumer price sensitivity to independent restaurants, by household income, March 2011
                                                                                                                          • Amount willing to spend caps at 10% more
                                                                                                                            • Figure 34: Willingness to spend more at independent restaurants, by gender, March 2011
                                                                                                                            • Figure 35: Willingness to spend more at independent restaurants, by age, March 2011
                                                                                                                            • Figure 36: Willingness to spend more at independent restaurants, by household income, March 2011
                                                                                                                        • Social Shopping Site Usage

                                                                                                                          • Social shopping sites catching on quick
                                                                                                                            • Figure 37: Social shopping site usage, March 2011
                                                                                                                            • Figure 38: Social shopping site usage, by gender, March 2011
                                                                                                                            • Figure 39: Social shopping site usage, by age, March 2011
                                                                                                                            • Figure 40: Social shopping site usage, by household income, March 2011
                                                                                                                          • Most discount shoppers intend to return
                                                                                                                            • Figure 41: Post discount purchase restaurant usage, March 2011
                                                                                                                        • Independents versus Chains

                                                                                                                          • Independents need to work on speed of service and promotions
                                                                                                                            • Figure 42: Independents outperform chains, March 2011
                                                                                                                            • Figure 43: Independents outperform chains, by age, March 2011
                                                                                                                            • Figure 44: Independents outperform chains, by household income, March 2011
                                                                                                                            • Figure 45: Chains outperform independents, March 2011
                                                                                                                            • Figure 46: Chains outperform independents, by age, March 2011
                                                                                                                        • Purchase Drivers at Independent Restaurants

                                                                                                                          • Value important, but food and menu are leading drivers at independents
                                                                                                                            • Figure 47: Purchase drivers at independent restaurants, March 2011
                                                                                                                            • Figure 48: Purchase drivers at independent restaurants, by household income, March 2011
                                                                                                                          • Value and convenience top draws at chains
                                                                                                                            • Figure 49: Purchase drivers at chain restaurants, March 2011
                                                                                                                            • Figure 50: Purchase drivers at chain restaurants, by age, March 2011
                                                                                                                        • Attitudes toward Independent and Chain Restaurants

                                                                                                                          • Independents more expensive but more attuned to community
                                                                                                                            • Figure 51: Attitudes toward independent and chain restaurants, March 2011
                                                                                                                            • Figure 52: Attitudes toward independent and chain restaurants, by age, March 2011
                                                                                                                            • Figure 53: Attitudes toward independent and chain restaurants, by household income, March 2011
                                                                                                                        • Cluster Analysis

                                                                                                                            • Infrequent Diners
                                                                                                                              • Demographics
                                                                                                                                • Characteristics
                                                                                                                                  • Opportunity
                                                                                                                                    • Environmentally Conscious
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Characteristic tables
                                                                                                                                              • Figure 54: Independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 55: Chain and independent restaurant usage, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 56: Willingness to spend more at independent restaurants, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 57: Social shopping site usage, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 58: Chain and independent restaurant performance, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 59: Purchase drivers at chain restaurants, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 60: Purchase drivers at chain restaurants, by independent restaurant consumer clusters, March 2011
                                                                                                                                              • Figure 61: Attitudes toward independent and chain restaurants, by independent restaurant consumer clusters, March 2011
                                                                                                                                            • Demographic tables:
                                                                                                                                              • Figure 62: Independent restaurant consumer clusters, by gender, March 2011
                                                                                                                                              • Figure 63: Independent restaurant consumer clusters, by age, March 2011
                                                                                                                                              • Figure 64: Independent restaurant consumer clusters, by household income, March 2011
                                                                                                                                              • Figure 65: Independent restaurant consumer clusters, by race, March 2011
                                                                                                                                              • Figure 66: Independent restaurant consumer clusters, by Hispanic origin, March 2011
                                                                                                                                            • Cluster methodology
                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Absolut Spirits Company (USA)
                                                                                                                                              • American Express Company (The)
                                                                                                                                              • AOL
                                                                                                                                              • Applebee's International Inc.
                                                                                                                                              • Bloomberg L.P.
                                                                                                                                              • Brinker International Inc.
                                                                                                                                              • Bureau of Economic Analysis
                                                                                                                                              • Chipotle Mexican Grill Inc.
                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                              • Darden Restaurants Inc.
                                                                                                                                              • Denny's Corporation
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Food and Drug Administration
                                                                                                                                              • Food Distributors International
                                                                                                                                              • Foursquare
                                                                                                                                              • Google, Inc.
                                                                                                                                              • Groupon, Inc.
                                                                                                                                              • International Food Service Executives Association (IFSEA)
                                                                                                                                              • International Foodservice Distributors Association (IFDA)
                                                                                                                                              • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                              • International Franchise Association (IFA)
                                                                                                                                              • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                              • LinkedIn
                                                                                                                                              • LivingSocial
                                                                                                                                              • McDonald's U.S.A.
                                                                                                                                              • MySpace.com
                                                                                                                                              • National Council of Chain Restaurants (NCCR)
                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                              • National Retail Federation (NRF)
                                                                                                                                              • OpenTable, Inc.
                                                                                                                                              • Panera Bread Company
                                                                                                                                              • Pizza Hut Inc
                                                                                                                                              • Research In Motion (USA)
                                                                                                                                              • Reuters Group PLC
                                                                                                                                              • The New York Times Company
                                                                                                                                              • Twitter, Inc.
                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                              • University of Michigan, The
                                                                                                                                              • Yelp Inc.

                                                                                                                                              Attitudes Toward Independent Restaurants - US - July 2011

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