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Blacks and Dining Out - US - July 2010

The Black consumer plays an important role in the economy and in supporting the restaurant industry. With education levels increasing, Blacks are earning higher household incomes and moving to areas of the country where their numbers in the past have been quite low. As with most consumers, the Black consumer is concerned with the cost of dining out, but they still do dine out and seek new choices that appeal to their taste buds and their wallet.

This report provides insights that will help marketers and restaurants woo this group of consumers by providing the following:

  • cultural insights into what types of food the Black consumer prefers
  • how income, age and gender affect Black dining out choices
  • how family size and geographic location impact Black dining out choices
  • ways for dining out establishments to entice the Black consumer
  • the use of email campaigns and social media for reaching the Black consumer
  • how Blacks' awareness of certain health issues is affecting food choices and new trends to follow.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Profile of the Black dining out consumer
                          • Breakfast, lunch, dinner and menu choices
                            • Fast food restaurants
                              • Family restaurants
                                • Casual restaurants
                                  • Pizza restaurants
                                    • Fine dining
                                      • Marketing and advertisements
                                        • U.S. Black population
                                        • Insights and Opportunities

                                          • The rise of the suburban Black professional and the changing population
                                            • The Obamas vs. our Fast Food nation
                                              • Remembering Sunday dinners with buffets: Low-prices and big groups
                                              • Inspire Insights

                                                  • Trend: Tug of War
                                                    • What’s it about?
                                                      • What we’ve seen
                                                        • Specifics
                                                          • Implications
                                                            • Trend: Fit or Fat
                                                              • What’s it about?
                                                                • What we’ve seen
                                                                  • Specifics
                                                                    • Implications
                                                                    • Profile of the Black Dining Out Consumer

                                                                        • Key points
                                                                          • Dining out expenditure
                                                                            • Black and non-Black households
                                                                              • Figure 1: Average annual expenditures, Black and other race households, by expenditure category, 2008
                                                                              • Figure 2: Average annual distribution of expenditures, by categories, by Black and non-Black CUs, 2008
                                                                            • Dining out preferences
                                                                              • By age
                                                                                  • Figure 3: Dining out choices among Black consumers, by age, March 2010
                                                                                • By household income
                                                                                  • Figure 4: Dining out choices among Black consumers, by household income, March 2010
                                                                                • Dining out on weekdays
                                                                                  • Figure 5: Recession driven changes in dining out habits on weekdays, by household income, March 2010
                                                                                • By household size
                                                                                    • Figure 6: Recession driven changes in dining out habits on weekdays, by household size, March 2010
                                                                                  • Dining out on the weekends
                                                                                    • Figure 7: Recession driven changes in dining out habits during the weekend, by household income, March 2010
                                                                                    • Figure 8: Recession driven changes in dining out habits on weekdays, by household size, March 2010
                                                                                  • Dining out with children
                                                                                    • Figure 9: Frequency of dining out with child/children under 18, by household income, March 2010
                                                                                • Breakfast, Lunch, Dinner and Menu Choices

                                                                                  • Key points
                                                                                    • Breakfast
                                                                                      • Figure 10: Frequency of dining out for breakfast by type of restaurant, by gender and age, March 2010
                                                                                      • Figure 11: Frequency of dining out for breakfast by type of restaurant, by household income, March 2010
                                                                                    • Lunch
                                                                                      • Younger women lunch at fast food restaurants more than men
                                                                                        • Figure 12: Frequency of dining out for lunch by type of restaurant, by gender and age, March 2010
                                                                                      • By household income
                                                                                        • Figure 13: Frequency of dining out for lunch by type of restaurant, by household income, March 2010
                                                                                      • Dinner
                                                                                        • By age and gender
                                                                                          • Figure 14: Frequency of dining out for dinner by type of restaurant, by gender and age, March 2010
                                                                                        • By household income
                                                                                          • Figure 15: Frequency of dining out for dinner by type of restaurant, by household income, March 2010
                                                                                        • Entrée selections on the menu
                                                                                          • Figure 16: Type of main dinner entrées Black consumers would like to see more of on menus, by age and gender, March 2010
                                                                                      • Fast Food Restaurants

                                                                                        • Key points
                                                                                          • Reasons for visiting a fast food restaurant
                                                                                            • By age and gender
                                                                                              • Figure 17: Reasons for choosing a fast food restaurant, by age and gender, March 2010
                                                                                            • Is fast food for the lazy affluent cook?
                                                                                              • Figure 18: Reasons for choosing a fast food restaurant, by household income, March 2010
                                                                                            • Factors influencing choice of fast food restaurant
                                                                                              • Older diners are more likely to be influenced by advertising
                                                                                                • Figure 19: Factors influencing choice of fast food restaurant, by age, March 2010
                                                                                              • By household income
                                                                                                • Figure 20: Factors influencing choice of fast food restaurant, by household income, March 2010
                                                                                              • Fast food restaurants used
                                                                                                • By race/Hispanic origin
                                                                                                  • Figure 21: Fast food restaurants used in last 30 days, by race/Hispanic origin, November 2008-December 2009
                                                                                                • Black consumers’ choices in fast food restaurants
                                                                                                  • By presence of children in the home
                                                                                                    • Figure 22: Fast food restaurants used in last 30 days by Black adults, by presence of children in the home, November 2008-December 2009
                                                                                                  • By age
                                                                                                    • Figure 23: Fast food restaurants used in last 30 days by Black adults, by age, November 2008-December 2009
                                                                                                  • Frequency of visits
                                                                                                    • Figure 24: Frequency of visits to a fast food restaurant in the last 30 days, by region, November 2008-December 2009
                                                                                                • Family Restaurants

                                                                                                  • Key points
                                                                                                    • Reasons for visiting a family restaurant
                                                                                                      • Figure 25: Reasons for choosing a family-style restaurant, by age, March 2010
                                                                                                    • Factors influencing choice of a family restaurant
                                                                                                      • By age and gender
                                                                                                        • Figure 26: Factors influencing choice of family restaurant, by age and gender, March 2010
                                                                                                      • By household income
                                                                                                        • Figure 27: Factors influencing choice of family restaurant, by household income, March 2010
                                                                                                      • Family restaurants and steak houses used by consumers
                                                                                                        • By race/Hispanic origin
                                                                                                          • Figure 28: Family restaurants and steak houses used, by race/Hispanic origin, November 2008-December 2009
                                                                                                        • Black consumers’ choice of family restaurant and steak houses
                                                                                                          • By age and gender
                                                                                                            • Figure 29: Family restaurants and steak houses used by Black consumers in last 30 days, by age and gender, November 2008-December 2009
                                                                                                          • By household income
                                                                                                            • Figure 30: Family restaurants and steak houses used by Black consumers in last 30 days, by household income, November 2008-December 2009
                                                                                                          • Frequency of visits
                                                                                                            • Figure 31: Frequency of visits to family restaurants and steak houses by Black consumers, by region, November 2008-December 2009
                                                                                                        • Casual Restaurants

                                                                                                          • Key points
                                                                                                            • Reasons for visiting a casual restaurant
                                                                                                              • Figure 32: Reasons for choosing a casual restaurant, by age and gender, March 2010
                                                                                                            • Factors influencing choice of casual restaurant
                                                                                                              • By age and gender
                                                                                                                • Figure 33: Factors influencing choice of casual restaurant, by age and gender, March 2010
                                                                                                              • By household income
                                                                                                                • Figure 34: Factors influencing choice of casual restaurant, by household income, March 2010
                                                                                                            • Pizza Restaurants

                                                                                                              • Key points
                                                                                                                • Reasons for visiting a pizza restaurant
                                                                                                                  • Figure 35: Reasons for choosing a pizza restaurant, by household income, March 2010
                                                                                                                • Factors influencing choice of a pizza restaurant
                                                                                                                  • By age and gender
                                                                                                                    • Figure 36: Factors influencing choice of pizza restaurant, by age and gender, March 2010
                                                                                                                  • By household income
                                                                                                                    • Figure 37: Factors influencing choice of pizza restaurant, by household income, March 2010
                                                                                                                  • Reasons for visiting a pizza restaurant
                                                                                                                    • Figure 38: Reasons for choosing a pizza restaurant, by household income, March 2010
                                                                                                                • Fine Dining

                                                                                                                  • Key points
                                                                                                                    • Factors influencing choice of fine dining restaurant
                                                                                                                      • Figure 39: Factors influencing choice of fine dining restaurant, by gender, March 2010
                                                                                                                    • Fine dining frequency
                                                                                                                      • Figure 40: Frequency of dining at a fine dining establishment, by age, March 2010
                                                                                                                      • Figure 41: Frequency of dining at a fine dining establishment, by household income, March 2010
                                                                                                                  • Marketing and Advertisements

                                                                                                                    • Key points
                                                                                                                      • African-American magazines
                                                                                                                        • Figure 42: Readership of African-American magazines, by types of restaurants used, November 2008-December 2009
                                                                                                                        • Figure 43: Reader profile of African-American magazines, November 2008-December 2009
                                                                                                                      • African-American television networks
                                                                                                                        • Figure 44: Viewership of African-American television networks by types of restaurants used, November 2008-December 2009
                                                                                                                        • Figure 45: Profile of viewers of African-American television networks, November 2008-December 2009
                                                                                                                      • Advertising
                                                                                                                        • McDonald’s
                                                                                                                          • Figure 46: McDonald’s, Man drinks at a kitchen table, inside a restaurant, $1 sweet tea, TV ad, April 2009
                                                                                                                          • Figure 47: McDonald’s, Dwele sings on a cool drink, TV ad, July 2009
                                                                                                                        • KFC (Kentucky Fried Chicken)
                                                                                                                          • Figure 48: KFC, Ultimate Family Reunion: enter sweepstakes and connect with family members, TV ad, April 2010
                                                                                                                        • Red Lobster
                                                                                                                          • Figure 49: Red Lobster, Region inspired entrees, TV ad, July 2009
                                                                                                                        • Social media campaigns
                                                                                                                        • Cluster Analysis

                                                                                                                            • Uninfluenced, less often
                                                                                                                              • Demographics
                                                                                                                                • Characteristics
                                                                                                                                  • Opportunities
                                                                                                                                    • Price-conscious, fast-food
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Frequent, fine, internet-savvy
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Characteristic tables
                                                                                                                                                      • Figure 50: Restaurant clusters, March 2010
                                                                                                                                                      • Figure 51: Type of restaurant that consumers have used in the past three months, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 52: Factors influencing casual restaurant choice, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 53: Factors influencing family restaurant choice, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 54: Factors influencing pizza restaurant choice, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 55: Factors influencing fast food restaurant choice, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 56: Frequency of dining out for breakfast, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 57: Frequency of dining out for lunch, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 58: Frequency of dining out for dinner, by restaurant clusters, March 2010
                                                                                                                                                      • Figure 59: Frequency of dining out at a fine dining establishment, by restaurant clusters, March 2010
                                                                                                                                                    • Demographic tables
                                                                                                                                                      • Figure 60: Restaurant clusters, by gender, March 2010
                                                                                                                                                      • Figure 61: Restaurant clusters, by age, March 2010
                                                                                                                                                      • Figure 62: Restaurant clusters, by household income, March 2010
                                                                                                                                                      • Figure 63: Restaurant clusters, by household size, March 2010
                                                                                                                                                      • Figure 64: Restaurant clusters, by education, March 2010
                                                                                                                                                    • Cluster methodology
                                                                                                                                                    • U.S. Black Population

                                                                                                                                                      • Key points
                                                                                                                                                        • U.S. population by race/Hispanic origin
                                                                                                                                                          • Figure 65: Population by race and Hispanic origin, 2005-15
                                                                                                                                                          • Figure 66: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                          • Figure 67: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                        • U.S. Black population
                                                                                                                                                          • Black population by age
                                                                                                                                                            • Figure 68: U.S, Black population, by age, 2005-15
                                                                                                                                                          • U.S. Black geographic concentration
                                                                                                                                                            • Figure 69: Black geographic concentration, by region, 2007
                                                                                                                                                          • Black population by state
                                                                                                                                                            • Figure 70: States with largest Black population, 2008
                                                                                                                                                            • Figure 71: States with the highest share of Black residents, 2008
                                                                                                                                                          • Black metros
                                                                                                                                                            • Figure 72: Metropolitan status of Black households, 2001-07
                                                                                                                                                            • Figure 73: Top ten metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                                          • Black purchasing power
                                                                                                                                                            • Black households’ financials
                                                                                                                                                              • Household income distribution by race
                                                                                                                                                                • Figure 74: Household income distribution, by race/Hispanic origin of householder, 2008
                                                                                                                                                              • Income of Black households versus total U.S. households
                                                                                                                                                                • Figure 75: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                                                • Figure 76: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                              • Purchasing power by race/Hispanic origin
                                                                                                                                                                • Figure 77: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                • Figure 78: Top ten states with the largest share of Black buying power, 2008
                                                                                                                                                                • Figure 79: Top ten states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                                              • Black households
                                                                                                                                                                • Figure 80: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                • Figure 81: Black households and all households, by size, 2009
                                                                                                                                                                • Figure 82: Black households and all households, by presence and ages of children, 2009
                                                                                                                                                                • Figure 83: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • American Obesity Association
                                                                                                                                                              • Burger King Corporation
                                                                                                                                                              • California Pizza Kitchen Inc.
                                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                                              • Del Taco, Inc.
                                                                                                                                                              • Domino's Pizza LLB
                                                                                                                                                              • Dunkin' Brands
                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                              • Google, Inc.
                                                                                                                                                              • International Franchise Association (IFA)
                                                                                                                                                              • KFC Corporation
                                                                                                                                                              • Krispy Kreme Doughnuts Inc.
                                                                                                                                                              • McDonald's Corporation
                                                                                                                                                              • National Council of Chain Restaurants (NCCR)
                                                                                                                                                              • National Nutritional Foods Association
                                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                                              • National Retail Federation (NRF)
                                                                                                                                                              • Papa John's International, Inc.
                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                              • Starbucks Corporation
                                                                                                                                                              • Taco Bell Corp.
                                                                                                                                                              • The Vegetarian Resource Group
                                                                                                                                                              • The Wendy's Company
                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                              • U.S. Bureau of Labor Statistics

                                                                                                                                                              Blacks and Dining Out - US - July 2010

                                                                                                                                                              £3,174.67 (Excl.Tax)