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Emerging Restaurant Concepts - US - July 2009

In this report, Mintel provides insight and ideation on key trends shaping the present and future of the restaurant industry. Consumer healthfulness, restaurant sustainability practices, the evolving professional and household roles of women, time management, the Latinization of America—not to mention consumer rationales for dining—shape how consumers interact with restaurants. As these trends are in flux, they will continue to shape that interaction going forward, calling for new restaurant services, tools and menu innovation going forward.

  • What effects could today’s recession have on the restaurant industry during the next three to five years?
  • How can restaurants provide options that give consumers more time and personal control, while ensuring that those options can be used with the least amount of effort and time spent?
  • How might the evolving professional and household role of women not only alter marketing messages going forward, but also provide potential for new restaurant concepts?
  • What does the current Latinization of America mean to the future of the menu?
  • What educational learning tools could evolve to enhance consumer healthfulness?
  • How can the industry weave sustainable practices into restaurant operations?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Mintel Inspire
            • Mintel Menu Insights
              • Consumer survey data
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Introduction
                        • Foundational points
                          • Cost and the economy
                            • Leveraging decisions to dine and treat
                              • Building blocks
                                • Sustainability and the environment
                                  • The quest for a healthy America
                                    • The evolving role of women
                                      • Ethnicity and Latinization
                                        • Lifestyle balance: managing time, effort and control
                                        • The Big Picture: The Restaurant Trend Landscape

                                          • Key points
                                            • Introduction
                                              • Figure 1: Usage of restaurant segments in past month, April 2009
                                            • Sustainability, food and health, lifestyle pace, and restaurant value
                                                • Figure 2: Consumer attitudes related to the environment, food and health, lifestyle pace, and restaurant value, April 2009
                                            • Market Shaper: The Economy

                                              • Key points
                                                • Restaurant industry recession continues
                                                  • A rosy past
                                                    • Figure 3: Food sales at home and away from home, 2005-07
                                                  • A grim present
                                                    • Figure 4: Restaurant Performance Index, current situation, and expectations, May 2007-May 2009
                                                  • Effect of recession on the future
                                                  • Market Shaper: The Evolving Role of Women

                                                    • Key points
                                                      • Education, employment, and earnings give women greater clout
                                                          • Figure 5: U.S. employment, as percentage of population, by gender, 1975-2008
                                                        • A different American home
                                                          • The effect of women’s evolving roles on the future
                                                            • Inspire Insights: Women and the future of restaurants
                                                              • Alpha Moms
                                                                • Meeting the needs of the Alpha Mom
                                                                  • Other ideas to inspire gender-based restaurant innovation
                                                                    • American Girl—but for an American Woman
                                                                      • A Hooters for women—or something like that
                                                                        • Shop and nosh
                                                                          • Learning from the Red Hat Society
                                                                          • Market Shaper: Ethnicity and Latinization

                                                                            • Key points
                                                                              • Restaurant cuisine snapshot foretells change on the menu
                                                                                  • Figure 6: Top 10 cuisine types, percentage of total food menu items, “All” restaurants vs. chain restaurants, Q1 2009
                                                                                  • Figure 7: Preferred types of cuisine, 2008
                                                                                  • Figure 8: Top 10 cuisine types, percentage of total food menu items, by restaurant segment, Q1 2009
                                                                                • What is Latinization and why is it important?
                                                                                  • Effect of Latinization on the future
                                                                                    • Affect of recent immigration patterns
                                                                                      • Hispanic population as percentage of total continues to trend upward
                                                                                        • Figure 9: Population, by race and Hispanic origin, 2004-14
                                                                                      • Hispanic baby boom to shape future for decades to come
                                                                                        • Figure 10: Households, by presence and age of children—Hispanics vs. non-Hispanics, 2006
                                                                                      • Placing the future in perspective
                                                                                        • Figure 11: Hispanic share of the population, by age, 2004-14
                                                                                      • Reaching Hispanics with explicitly Hispanic branding
                                                                                      • Market Shaper: The Quest for a Healthy America

                                                                                          • The onus to be healthful
                                                                                              • Figure 12: Incidence of trying to eat healthier foods, 2003-08
                                                                                            • Government backs menu transparency
                                                                                              • Consumers call for more healthy items
                                                                                                • “Healthy meal” ordering decision influencers today
                                                                                                    • Figure 13: Important “healthy meal” ordering decision influencers, by gender, April 2009
                                                                                                  • Views about menu health education tools today
                                                                                                    • Figure 14: Interest in healthy meal learning tools, by gender, April 2009
                                                                                                  • Restaurant industry response and participation
                                                                                                    • Industry response to menu labeling initiatives begins
                                                                                                      • And healthier items are making their way onto the menu
                                                                                                        • Menu transparency and education innovation is here today
                                                                                                          • Trend-leading restaurants
                                                                                                            • The effect of healthfulness on the future
                                                                                                              • Summary points
                                                                                                                • Adapting menu transparency to the consumer
                                                                                                                  • Inspire Insights: Health and the future of restaurants
                                                                                                                    • Looking to the future: A Simple Balance for Health
                                                                                                                      • A Simple Balance for Health: Application to the “simply fresh/simply grilled” concept
                                                                                                                        • Looking to the future: Fit or Fat?
                                                                                                                          • Fit or Fat: Application to portion control
                                                                                                                            • Fit or Fat: Application to pizza restaurants
                                                                                                                              • Other ideas to inspire health-based restaurant innovation
                                                                                                                                • Food network, meet restaurant
                                                                                                                                  • Chef karaoke
                                                                                                                                    • Expanding on smaller plates
                                                                                                                                    • Market Shaper: Time, Effort and Control

                                                                                                                                      • Key points
                                                                                                                                        • Introduction
                                                                                                                                          • “Convenience” and consumers today
                                                                                                                                              • Figure 15: Restaurant convenience motivators, by gender, April 2009
                                                                                                                                            • Convenience in action today
                                                                                                                                              • Convenience and the recession
                                                                                                                                                • Convenience and weekday breakfast
                                                                                                                                                  • Convenience and online ordering
                                                                                                                                                    • The effect of convenience on the future
                                                                                                                                                      • The rise of the smartphone
                                                                                                                                                        • Mobile ordering
                                                                                                                                                          • There’s an app for that
                                                                                                                                                            • Texting
                                                                                                                                                              • Online order tracking
                                                                                                                                                                • Handheld ordering
                                                                                                                                                                  • Self-service kiosks
                                                                                                                                                                    • Future applications
                                                                                                                                                                      • Tabletop ordering
                                                                                                                                                                        • Inspire Insights: Convenience and the future
                                                                                                                                                                          • Looking to the future: Simplicity and Convenience
                                                                                                                                                                            • Looking to the future: Life Hacking
                                                                                                                                                                            • Market Shaper: Sustainability

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Sustainability hits the mainstream
                                                                                                                                                                                  • Sustainability today
                                                                                                                                                                                    • The consumer
                                                                                                                                                                                        • Figure 16: Restaurant sustainability practices viewed as important, April 2009
                                                                                                                                                                                      • Target and respond to women’s views on environment
                                                                                                                                                                                        • Figure 17: Restaurant sustainability practices viewed as important, by gender, April 2009
                                                                                                                                                                                      • Sustainability speaks to generations in different ways
                                                                                                                                                                                        • Figure 18: Restaurant sustainability practices viewed as important, by age, April 2009
                                                                                                                                                                                      • While consumers care about sustainability, they are looking for leadership
                                                                                                                                                                                        • Restaurant industry response
                                                                                                                                                                                          • Fine dining leads the way
                                                                                                                                                                                            • Going local
                                                                                                                                                                                              • A 700-chain locavore
                                                                                                                                                                                                • The effect of sustainability on the future
                                                                                                                                                                                                  • China and India to join the world’s middle class
                                                                                                                                                                                                    • Inspire Insights: Sustainability and the future of restaurants
                                                                                                                                                                                                      • Ethics and Empowerment
                                                                                                                                                                                                        • Application to the restaurant industry
                                                                                                                                                                                                        • Leveraging Decisions to Dine and Treat

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Convenience, personal enjoyment, specific occasions, and home cooking aversion
                                                                                                                                                                                                                • Figure 19: Reasons for eating at a restaurant, any reason versus main reason, April 2009
                                                                                                                                                                                                                • Figure 20: Main reasons for eating at a restaurant, by gender, April 2009
                                                                                                                                                                                                                • Figure 21: Main reasons for eating at a restaurant, by age, April 2009
                                                                                                                                                                                                              • Drilling down: Riding the treating curve
                                                                                                                                                                                                                  • Figure 22: Restaurant treating motivators, by age, April 2009
                                                                                                                                                                                                                  • Figure 23: Restaurant treating motivators, by HH income, April 2009
                                                                                                                                                                                                              • Custom Consumer Groups: Gender

                                                                                                                                                                                                                  • Sustainability, food and health, lifestyle pace, and restaurant value
                                                                                                                                                                                                                      • Figure 24: Consumer attitudes related to the environment, food and health, lifestyle pace, and restaurant value, April 2009
                                                                                                                                                                                                                      • Figure 25: Consumer attitudes related to the environment, food and health, lifestyle pace, and restaurant value, by gender and age, April 2009
                                                                                                                                                                                                                    • Views about menu health education tools today
                                                                                                                                                                                                                        • Figure 26: Interest in healthy meal learning tools, by gender, April 2009
                                                                                                                                                                                                                        • Figure 27: Interest in healthy meal learning tools, by gender and age, April 2009
                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                        • Contemplators
                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Irregulars
                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Lifers
                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                            • Figure 28: Emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 29: Consumer attitudes related to the environment, food and health, lifestyle pace, and restaurant value, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 30: Usage of restaurant segments in past month, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 31: Reasons for eating at a restaurant, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 32: Important “healthy meal” ordering decision influencers, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 33: Interest in healthy meal learning tools, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                            • Figure 34: Restaurant sustainability practices viewed as important, by emerging restaurant concept clusters, April 2009
                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                            • Figure 35: Emerging restaurant concept clusters, by gender, April 2009
                                                                                                                                                                                                                                            • Figure 36: Emerging restaurant concept clusters, by age, April 2009
                                                                                                                                                                                                                                            • Figure 37: Emerging restaurant concept clusters, by HH income, April 2009
                                                                                                                                                                                                                                            • Figure 38: Emerging restaurant concept clusters, by race, April 2009
                                                                                                                                                                                                                                            • Figure 39: Emerging restaurant concept clusters, by Hispanic origin, April 2009
                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                          • Appendix: Restaurant Usage Today

                                                                                                                                                                                                                                            • Restaurant usage and usage frequency, by segment
                                                                                                                                                                                                                                              • Demographic analysis
                                                                                                                                                                                                                                                • Figure 40: Usage of restaurant segments in past month, by gender, April 2009
                                                                                                                                                                                                                                                • Figure 41: Usage of restaurant segments in past month, by age, April 2009
                                                                                                                                                                                                                                                • Figure 42: Usage of restaurant segments in past month, by HH income, April 2009
                                                                                                                                                                                                                                              • Addendum: Consumer question explanation
                                                                                                                                                                                                                                              • Appendix: Additional Consumer Tables

                                                                                                                                                                                                                                                  • Figure 43: Restaurant convenience motivators, by age, April 2009
                                                                                                                                                                                                                                                  • Figure 44: Restaurant convenience motivators, by HH income, April 2009
                                                                                                                                                                                                                                                  • Figure 45: Main reasons for eating at a restaurant, by HH income, April 2009
                                                                                                                                                                                                                                                  • Figure 46: Restaurant treating motivators, by gender, April 2009
                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                • Burger King Corporation
                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                • Food Distributors International
                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                                                • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                                                                                • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                                • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                                                                • International Franchise Association (IFA)
                                                                                                                                                                                                                                                • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                                                                                                                                • Macy's, Inc.
                                                                                                                                                                                                                                                • MasterCard Incorporated
                                                                                                                                                                                                                                                • McDonald's U.S.A.
                                                                                                                                                                                                                                                • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                                                • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                                                                                                                • National Nutritional Foods Association
                                                                                                                                                                                                                                                • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                                                • Pizza Hut Inc
                                                                                                                                                                                                                                                • Produce Marketing Association
                                                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                                • The Vegetarian Resource Group
                                                                                                                                                                                                                                                • The Wendy's Company
                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                • Weight Watchers International Inc.

                                                                                                                                                                                                                                                Emerging Restaurant Concepts - US - July 2009

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