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Dining Out: A 2013 Look Ahead - US - January 2013

“Successful restaurants of tomorrow will evaluate current issues and events to see how they can grow with the culture, starting with taking some responsibility for consumers’ health. Successful restaurants’ menus will make room for diet sensitivities and present food that is as authentic and unprocessed as possible. They will be ethically responsible, showing consumers that they support more than their own bottom line.

Use of technology to make the customer experience more convenient and engaging will also be an important operational goal with unlimited possibilities.”

– Julia M. Gallo-Torres, Foodservice Category Manager

Some questions answered in this report include:

  • How will high obesity rates affect the restaurant industry?
  • Will the severe drought of 2012 have lasting effects on the industry?
  • How bullish are consumers on their restaurant spending for 2013?
  • What menu claims are currently resonating?
  • What are the biggest restaurant choice influence factors for Millennials?

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Restaurant sales took off in 2012
                          • Figure 1: U.S. restaurant sales, at current prices, 2007-12
                        • Limited-service restaurants outperformed full-service, but the latter saw a significant lift
                          • Figure 2: U.S. restaurant sales, at current prices, by segment, 2012
                        • Restaurant sales are expected to reach $550 billion in 2017
                          • Figure 3: U.S. restaurant sales, fan chart, 2007-17
                        • Market factors
                          • Economics show mixed signs
                            • Figure 4: Consumer sentiment, January 2007-November 2012
                          • Demographics look positive for foodservice
                            • 2013 look ahead at menu/operational trends
                              • Menu insights
                                • Beef is what’s for dinner
                                  • Figure 5: Top 10 menu item dishes at restaurants, by incidence, Q3 2012
                                • Sushi and burgers present opportunity to increase prices
                                  • Among beverages, shakes are hot
                                    • The consumer
                                      • Consumers most gravitate toward fast food and pizza
                                        • Figure 6: Restaurant usage percentage, October 2012
                                      • Consumers state their dining out plans for 2013
                                        • Figure 7: Dining out plans for 2013, October 2012
                                      • What we think
                                      • Issues in the Market

                                          • How will high obesity rates affect the restaurant industry?
                                            • Will the severe drought of 2012 have lasting effects on the industry?
                                              • How bullish are consumers on their restaurant spending for 2013?
                                                • What menu claims are currently resonating?
                                                  • What are the biggest restaurant choice influence factors for Millennials?
                                                  • Insights and Opportunities

                                                    • Help kids’ menus
                                                      • Time for tea
                                                          • Figure 8: Top non-alcoholic beverages on menus at restaurants, by incidence, Q3 2009-Q3 2012
                                                        • Welcome Hispanics
                                                        • Trend Applications

                                                            • Inspire Trend: Moral Brands
                                                              • Inspire Trend: Guiding Choice
                                                                • 2015 Trend: Access Anything, Anywhere
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Consumers spent a lot more at restaurants in 2012
                                                                      • Sales and forecast of restaurants
                                                                        • Figure 9: U.S. restaurant sales, at current prices, 2007-17
                                                                        • Figure 10: U.S. restaurant sales, at inflation-adjusted prices, 2007-17
                                                                      • Sales and forecast of limited-service restaurants
                                                                        • Figure 11: U.S. limited-service restaurant sales, at current prices, 2007-17
                                                                        • Figure 12: U.S. limited-service restaurant sales, at inflation-adjusted prices, 2007-17
                                                                      • Sales and forecast of full-service restaurants
                                                                        • Figure 13: U.S. full-service restaurant sales, at current prices, 2007-17
                                                                        • Figure 14: U.S. full-service restaurant sales, at inflation-adjusted prices, 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 15: U.S. restaurant sales, fan chart, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Economic indicators show some improvement
                                                                            • Unemployment rate declines slightly, but remains high
                                                                              • Figure 16: Incidence of unemployment and underemployment, January 2007-November 2012
                                                                            • Consumer sentiment on the rise
                                                                              • Figure 17: Consumer sentiment, January 2007-November 2012
                                                                              • Figure 18: spending attitudes, October 2012
                                                                            • Restaurant Performance Index falls below 100
                                                                                • Figure 19: Restaurant Performance Index, February 2009-October 2012
                                                                              • Affordable Care Act
                                                                                • Figure 20: Restaurant choice influence factors, by gender and age, October 2012
                                                                              • Obesity drives changes
                                                                                  • Figure 21: Overweight and obesity rates for adults by race/ethnicity, 2010
                                                                                  • Figure 22: Dining out attitudes, October 2011 and October 2012
                                                                                • Population shift reflects differing habits and attitudes
                                                                                    • Figure 23: U.S. population, by age, 2006-16
                                                                                    • Figure 24: Restaurant usage, by generation, October 2012
                                                                                  • Hispanics will make their mark
                                                                                      • Figure 25: Population, by race and Hispanic origin, 2006-16
                                                                                      • Figure 26: Households with children, by race and Hispanic origin of householder, 2010
                                                                                  • 2013 Look Ahead

                                                                                    • Key points
                                                                                      • Commodity prices shake up protein usage
                                                                                        • Figure 27: Per capita consumption of beef, pork, and chicken, in pounds, 2007-13
                                                                                      • Smaller chicken portions take over
                                                                                        • Chicken sandwiches get burger treatment
                                                                                          • Peanut butter becomes an attractive protein
                                                                                            • Beverages get major attention
                                                                                              • Alcohol and then some
                                                                                                • Coffee is the new snack and dessert
                                                                                                  • Carbonating everything
                                                                                                    • Clean food labels
                                                                                                      • Better treatment of animals
                                                                                                        • Better treatment of the earth
                                                                                                          • Food anywhere, anytime!
                                                                                                            • Morning and late-night business are open targets for some
                                                                                                              • Going where the business is
                                                                                                                  • Figure 28: Restaurant usage, by age, October 2012
                                                                                                              • Marketing Strategies

                                                                                                                • Overview of the brand landscape
                                                                                                                  • Television ads
                                                                                                                    • Burger King
                                                                                                                      • Figure 29: Burger King, First Craving television ad, 2012
                                                                                                                    • Applebee’s
                                                                                                                      • Figure 30: Applebee’s, Your Inflatable Ticket television ad, 2012
                                                                                                                    • Denny’s
                                                                                                                        • Figure 31: Denny’s, America the Great television ad, 2012
                                                                                                                      • Taco Bell
                                                                                                                        • Figure 32: Taco Bell, Love it or We’ll Replace it television ad, 2012
                                                                                                                      • Olive Garden
                                                                                                                          • Figure 33: Olive Garden, Today & Tomorrow television ad, 2012
                                                                                                                        • Cause marketing
                                                                                                                          • Loyalty programs
                                                                                                                            • Meal deals
                                                                                                                            • Social Media—Dining Out: A 2013 Look Ahead

                                                                                                                              • Key points
                                                                                                                                • Key social media metrics
                                                                                                                                  • Figure 34: Key brand metrics, November 2012
                                                                                                                                • Market overview
                                                                                                                                  • Brand usage and awareness
                                                                                                                                    • Figure 35: Usage and awareness of selected restaurant brands, October 2012
                                                                                                                                  • Interaction with brands
                                                                                                                                    • Figure 36: Interaction with restaurant brands, October 2012
                                                                                                                                  • Motivations for interactions with brands
                                                                                                                                      • Figure 37: Why people interact with restaurant brands, October 2012
                                                                                                                                    • Online conversations
                                                                                                                                        • Figure 38: Percentage of consumer conversation, by selected restaurant brands, Aug. 27- Nov. 27, 2012
                                                                                                                                        • Figure 39: Online mentions, selected restaurant brands, percent of total daily mentions, by day, Aug. 27-Nov. 27, 2012
                                                                                                                                      • Where are people talking about restaurant brands?
                                                                                                                                        • Figure 40: Mentions by page type, selected restaurant brands, Aug. 27-Nov. 27, 2012
                                                                                                                                      • What are people talking about?
                                                                                                                                          • Figure 41: Mentions by type of conversation, selected restaurant brands, Aug. 27-Nov. 27, 2012
                                                                                                                                          • Figure 42: Major areas of discussion surrounding restaurant brands, by day, Aug. 27-Nov. 27, 2012
                                                                                                                                          • Figure 43: Major areas of discussion surrounding restaurant brands, by page type, Aug. 27-Nov. 27, 2012
                                                                                                                                        • Brand analysis
                                                                                                                                          • McDonald’s
                                                                                                                                            • Figure 44: McDonald’s, key social media indicators, November 2012
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Pizza Hut
                                                                                                                                                • Figure 45: Pizza Hut, key social media indicators, November 2012
                                                                                                                                              • Key online campaigns
                                                                                                                                                • Figure 46: Pizza Hut Twitter Mention, October 2012
                                                                                                                                              • What we think
                                                                                                                                                • Starbucks
                                                                                                                                                  • Figure 47: Starbucks, key social media indicators, November 2012
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Chipotle
                                                                                                                                                      • Figure 48: Chipotle, key social media indicators, November 2012
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                        • Chili’s
                                                                                                                                                          • Figure 49: Chili’s, key social media indicators, November 2012
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • Panera Bread
                                                                                                                                                              • Figure 50: Panera Bread, key social media indicators, November 2012
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                                • Five Guys
                                                                                                                                                                  • Figure 51: 5 Guys, key social media indicators, November 2012
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                    • Morton’s the Steakhouse
                                                                                                                                                                      • Figure 52: Morton’s the Steakhouse, key social media indicators, November 2012
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                      • Menu Insights Analysis—Top Menu Items

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Beef shifts reflect commodity prices
                                                                                                                                                                            • Chicken picks up some slack
                                                                                                                                                                              • Fish fits well in a BFY future
                                                                                                                                                                                • Breakfast sandwiches continue to rise
                                                                                                                                                                                    • Figure 53: Top 10 menu item dishes at restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                                  • Menu item prices
                                                                                                                                                                                    • Figure 54: Top 10 menu item dishes at restaurants, by incidence and price, Q3 2009-Q3 2012
                                                                                                                                                                                  • Beverage menu shows opportunity for growth
                                                                                                                                                                                    • Smoothies are versatile
                                                                                                                                                                                      • Milkshakes play to snackable and dessert indulgence
                                                                                                                                                                                        • Lemonade hosts a variety of flavors
                                                                                                                                                                                          • Figure 55: Top 10 non-alcoholic beverages on menus at restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                                        • Cocktails increase 27% in three years
                                                                                                                                                                                            • Figure 56: Top 10 alcoholic cocktail beverages on menus at restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                                        • Menu Insights Analysis—Top Menu Item Claims

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • “Gluten free” becomes top menu item claim
                                                                                                                                                                                              • Nostalgic claims come on strong
                                                                                                                                                                                                • Not big on healthy
                                                                                                                                                                                                  • Figure 57: Top 10 menu item claims at restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                                                • Ingredient claims favor “light”
                                                                                                                                                                                                  • Terms of yesteryear
                                                                                                                                                                                                    • Figure 58: Top 10 menu health-oriented ingredient claims at restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                                                • Restaurant Usage

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Restaurant definitions
                                                                                                                                                                                                      • Fast food and pizza restaurants draw the most customers
                                                                                                                                                                                                        • Millennials are big restaurant fans
                                                                                                                                                                                                          • Figure 59: Restaurant usage, by gender and age, October 2012
                                                                                                                                                                                                        • High-income earners not as price sensitive
                                                                                                                                                                                                          • Figure 60: Restaurant usage, by household income, October 2012
                                                                                                                                                                                                        • Midwest presents opportunities for fast food chains
                                                                                                                                                                                                          • Figure 61: Restaurant usage, by region, October 2012
                                                                                                                                                                                                      • Ordering and Eating Logistics

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Eating on premise is much more common than drive-thru
                                                                                                                                                                                                            • Figure 62: Ordering and eating logistics, by gender and age, October 2012
                                                                                                                                                                                                          • High-income earners most apt to eat on premise
                                                                                                                                                                                                            • Figure 63: Ordering and eating logistics, by household income, October 2012
                                                                                                                                                                                                        • Dining Out and Spending Plans

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Few plan to dine out more in 2013
                                                                                                                                                                                                              • Figure 64: Dining out plans for 2013, by gender and age, October 2012
                                                                                                                                                                                                              • Figure 65: Dining out plans for 2013, by household income, October 2012
                                                                                                                                                                                                            • Sit-down dining gets the nod
                                                                                                                                                                                                              • Figure 66: Restaurant segment plans for 2013, October 2012
                                                                                                                                                                                                            • Most will look for less expensive dining options
                                                                                                                                                                                                              • Figure 67: Restaurant spending plans, by gender and age, October 2012
                                                                                                                                                                                                              • Figure 68: Restaurant spending plans, by household income, October 2012
                                                                                                                                                                                                          • Influence Factors

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Calorie posting and environmental issues influence choices
                                                                                                                                                                                                                  • Figure 69: Restaurant choice influence factors, October 2012
                                                                                                                                                                                                                • What Millennials want, they should get
                                                                                                                                                                                                                    • Figure 70: Restaurant choice influence factors, by gender and age, October 2012
                                                                                                                                                                                                                    • Figure 71: Restaurant choice influence factors, by household income, October 2012
                                                                                                                                                                                                                  • Technology is important to those planning to dine out more
                                                                                                                                                                                                                    • Figure 72: Restaurant choice influence factors, by dining out plans for 2013, October 2012
                                                                                                                                                                                                                • Attitudes Toward Spending and Dining Out

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • The economy hinders dining out spending
                                                                                                                                                                                                                        • Figure 73: spending attitudes, by gender and age, October 2012
                                                                                                                                                                                                                        • Figure 74: spending attitudes, by dining out plans, October 2012
                                                                                                                                                                                                                      • Cravings and price are determining factors
                                                                                                                                                                                                                          • Figure 75: Dining out attitudes, by gender and age, October 2012
                                                                                                                                                                                                                          • Figure 76: Dining out attitudes, by household income, October 2012
                                                                                                                                                                                                                          • Figure 77: Dining out attitudes, by dining out plans for 2013, October 2012
                                                                                                                                                                                                                      • Beverage Purchase Behavior

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Soft drinks play an important role on the menu
                                                                                                                                                                                                                            • Figure 78: Non-alcoholic beverage purchase behavior, October 2012
                                                                                                                                                                                                                          • Millennial men are beverages’ best customers
                                                                                                                                                                                                                            • Figure 79: Non-alcoholic beverage purchase behavior, by gender and age, October 2012
                                                                                                                                                                                                                            • Figure 80: Non-alcoholic beverage purchase behavior, by household income, October 2012
                                                                                                                                                                                                                          • Most adults do not order alcohol when they dine out
                                                                                                                                                                                                                            • Figure 81: Alcoholic beverage purchase behavior, October 2012
                                                                                                                                                                                                                            • Figure 82: Alcoholic beverage purchase behavior, by gender and age, October 2012
                                                                                                                                                                                                                            • Figure 83: Alcoholic beverage purchase behavior, by annual household income, October 2012
                                                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Restaurant usage
                                                                                                                                                                                                                              • Figure 84: Restaurant usage, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                            • Ordering and eating logistics
                                                                                                                                                                                                                              • Figure 85: Ordering and eating logistics, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                            • Dining out and spending plans
                                                                                                                                                                                                                              • Figure 86: Dining out plans for 2013, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                              • Figure 87: Restaurant spending plans, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                            • Influence factors
                                                                                                                                                                                                                              • Figure 88: Restaurant choice influence factors, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                            • Attitudes toward dining out
                                                                                                                                                                                                                              • Figure 89: Dining out attitudes, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                                              • Struggling Dynamos
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Health Buffs
                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                              • Steady Stoics
                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                                                        • Figure 90: Target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 91: Restaurant usage, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 92: Ordering and eating logistics, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 93: Dining out plans for 2013, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 94: Restaurant spending plans, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 95: Restaurant choice influence factors, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 96: Spending attitudes, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 97: Dining out attitudes, by target clusters, October 2012
                                                                                                                                                                                                                                                        • Figure 98: Beverage purchase behavior, by target clusters, October 2012
                                                                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                                                                        • Figure 99: Target clusters, by demographic, October 2012
                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                      • Custom Consumer Groups—Presence of Children

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Segments should plan for families
                                                                                                                                                                                                                                                              • Figure 100: Restaurant usage, by presence of children in household, October 2012
                                                                                                                                                                                                                                                            • Price promotions remain important
                                                                                                                                                                                                                                                                • Figure 101: Dining out plans for 2013, by presence of children in household, October 2012
                                                                                                                                                                                                                                                                • Figure 102: Restaurant spending plans, by presence of children in household, October 2012
                                                                                                                                                                                                                                                              • Healthy kids’ meals is most important
                                                                                                                                                                                                                                                                  • Figure 103: Restaurant choice influence factors, by presence of children in household, October 2012
                                                                                                                                                                                                                                                                • Speed and convenience mean everything
                                                                                                                                                                                                                                                                    • Figure 104: Dining out and spending attitudes, by presence of children in household, October 2012
                                                                                                                                                                                                                                                                  • Go premium on beverages to pick up some profits
                                                                                                                                                                                                                                                                      • Figure 105: Beverage purchase behavior, by presence of children in household, October 2012
                                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                    • Restaurant usage
                                                                                                                                                                                                                                                                      • Figure 106: Restaurant usage, by gender, October 2012
                                                                                                                                                                                                                                                                      • Figure 107: Restaurant usage, by dining out plans for 2013, October 2012
                                                                                                                                                                                                                                                                    • Ordering and eating logistics
                                                                                                                                                                                                                                                                      • Figure 108: Ordering and eating logistics, by gender, October 2012
                                                                                                                                                                                                                                                                      • Figure 109: Ordering and eating logistics, by age, October 2012
                                                                                                                                                                                                                                                                    • Dining out and spending plans
                                                                                                                                                                                                                                                                      • Figure 110: Dining out plans for 2013, by gender, October 2012
                                                                                                                                                                                                                                                                      • Figure 111: Dining out plans for 2013, by age, October 2012
                                                                                                                                                                                                                                                                    • Restaurant spending plans
                                                                                                                                                                                                                                                                      • Figure 112: Restaurant spending plans, by age, October 2012
                                                                                                                                                                                                                                                                    • Influence factors
                                                                                                                                                                                                                                                                      • Figure 113: Restaurant choice influence factors, by gender, October 2012
                                                                                                                                                                                                                                                                      • Figure 114: Restaurant choice influence factors, by age, October 2012
                                                                                                                                                                                                                                                                    • Attitudes toward dining out and spending
                                                                                                                                                                                                                                                                      • Figure 115: Dining out attitudes, October 2012
                                                                                                                                                                                                                                                                      • Figure 116: Dining out and spending attitudes, by gender, October 2012
                                                                                                                                                                                                                                                                      • Figure 117: Dining out and spending attitudes, by age, October 2012
                                                                                                                                                                                                                                                                      • Figure 118: Dining out and spending attitudes, by region, October 2012
                                                                                                                                                                                                                                                                    • Beverage purchase behavior
                                                                                                                                                                                                                                                                      • Figure 119: Beverage purchase behavior, by age, October 2012
                                                                                                                                                                                                                                                                  • Appendix: Social Media—Restaurants

                                                                                                                                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                                                                                                                                      • Figure 120: Usage and awareness of the Five Guys brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 121: Usage and awareness of the McDonald’s brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 122: Usage and awareness of the chipotle brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 123: Usage and awareness of the Panera Bread brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 124: Usage and awareness of the Chili's brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 125: Usage and awareness of the Pizza Hut brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 126: Usage and awareness of the Morton's the Steakhouse brand, October 2012
                                                                                                                                                                                                                                                                      • Figure 127: Usage and awareness of the Starbucks brand, October 2012
                                                                                                                                                                                                                                                                    • Interaction with brands
                                                                                                                                                                                                                                                                      • Figure 128: Interaction with the Five Guys brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 129: Interaction with the McDonald's brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 130: Interaction with the Chipotle brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 131: Interaction with the Panera Bread brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 132: Interaction with the Chili's brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 133: Interaction with the Pizza Hut brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 134: Interaction with the Starbucks brand, by demographics, October 2012
                                                                                                                                                                                                                                                                    • Motivations for interaction
                                                                                                                                                                                                                                                                      • Figure 135: Reason for interaction with the McDonald’s brand, by demographics, October 2012
                                                                                                                                                                                                                                                                      • Figure 136: Reason for interaction with the Pizza Hut brand, by demographics, October 2012
                                                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                                                      • Figure 137: Percentage of consumer conversation, by restaurant brands, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                      • Figure 138: Online mentions, by restaurant brands, by day, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                      • Figure 139: Mentions by page type, selected restaurant brands, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                      • Figure 140: Online mentions, by selected restaurant brands, by type of conversation, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                      • Figure 141: Major areas of discussion surrounding restaurant brands, by day, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                      • Figure 142: Major areas of discussion surrounding restaurant brands, by type of website, Aug. 27-Nov. 27, 2012
                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                    • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                                    • Foursquare
                                                                                                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                                                                                                    • Kraft Foods Inc.
                                                                                                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                                                                                                    • Morton's Restaurant Group, Inc.
                                                                                                                                                                                                                                                                    • Panera Bread Company
                                                                                                                                                                                                                                                                    • Pizza Hut Inc
                                                                                                                                                                                                                                                                    • Ronald McDonald House Charities
                                                                                                                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                                    Dining Out: A 2013 Look Ahead - US - January 2013

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