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Families Dining Out - US - September 2014

“Families want significant value for their money when they dine out together. However, this does not just encompass a low price to feed a crowd. As parents, and kids alike, begin adapting healthier eating habits, some restaurants are not filling the bill. In-home meals are not only perceived as cheaper, but parents can often control the portions and what ingredients are used. Restaurants will have to show consumers how their offerings not only satisfy the masses, but also do so without breaking their budget, or the will to eat healthy.”
– Katrina Fajardo, Foodservice Analyst

This report deals with the following issues:

  • Restaurants are being utilized for convenience, as well as for special occasions, which can mean limited visits for some families
  • Price remains a barrier for more frequent restaurant visits from families
  • Health remains an issue for families dining out, especially in regard to kids’ meals
For families, their personal feelings about their wellbeing have an effect on their willingness to spend money to dine out.
 
While August metrics from The Confidence Board show the American confidence index rising to 92.4, the highest index reading since October 2007, families may still be wary about spending their discretionary income on dining out occasions.
 
Not only does it cost more at a restaurant for a family of four, but consumers are concerned about the value of a restaurant trip. Despite operators offering affordable family meals, if the food, ambience, and service are not up to par for the parents, they will be less likely to visit that establishment, and may turn to in-home meals instead.
 
As more women in America take the position as primary breadwinner, they are constantly thinking about what the family needs, and in particular, what foods should they feed their family. As mentioned before, childhood obesity remains an issue in the US, and moms are more likely to be the ones deciding where the family gets to eat. Health, convenience, and value will be important to moms, as well as dads, when it comes to choosing a restaurant for the family.

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Table of contents

  1. Scope and Themes

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

                        • Market drivers
                          • The consumer
                            • Parents believe their family deserves to go out to eat
                              • Figure 1: Top drivers for families dining out, ranked 1st, June 2014
                            • Families are spending more time at home, and less time at restaurants
                              • Figure 2: Increases in dining behavior, June 2014
                              • Figure 3: Decreases in dining behavior, June 2014
                            • Parents expect kids’ meals to include healthful items
                              • Figure 4: Attitudes regarding dining out with the family, June 2014
                            • What we think
                            • Issues and Insights

                                • Restaurants are being utilized for convenience, as well as for special occasions, which can mean limited visits for some families
                                  • The issues
                                    • The implications
                                      • Price remains a barrier for more frequent restaurant visits from families
                                        • The issues
                                          • The implications
                                            • Health remains an issue for families dining out, especially in regard to kids’ meals
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: The Nouveau Poor
                                                      • Trend: Immaterial World
                                                        • Trend: The Real Thing
                                                        • Market Drivers

                                                          • Key points
                                                            • Childhood obesity has parents and the country concerned with overall health and eating habits
                                                              • Price and health are barriers for families dining out
                                                                • Women in the household are heading up the dining decision for the family
                                                                • Innovations and Innovators

                                                                  • Brands are collaborating with other brands or mediums in order to attract families
                                                                    • Restaurants are opening up their doors to kids, when some restaurants are shutting them out
                                                                      • Helping families eat together
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • At-home eating will remain the biggest competitor to families dining out
                                                                            • Healthier foods for home are getting a big marketing push
                                                                            • Marketing Strategies

                                                                              • Overview
                                                                                • Bigger, better, and bundled deals
                                                                                  • Taziki’s Café
                                                                                    • Grocery stores
                                                                                      • KFC promotes its chicken bucket meals with #HowDoYouKFC campaign
                                                                                        • Figure 5: KFC, “Two Free Sides” ad, 2014
                                                                                      • Pizza Hut’s Dinner Box meals
                                                                                        • Kids LiveWell program at restaurants focuses on healthier, natural foods
                                                                                          • Zoës Kitchen takes healthy Mediterranean fare to kids’ meals
                                                                                            • The second annual Kids LiveWell Recipe Challenge shows how restaurants can offer kid-friendly foods that are healthy and natural
                                                                                              • In the defense of kids’ meals
                                                                                                • Applebee’s tiered kids’ menu allows for hundreds of healthy combinations
                                                                                                  • New York Councilman Ben Kallos seeks to remove free toys and incentives in kids’ meals
                                                                                                    • Kids grow up too fast, according to McDonald’s new Happy Meal ad
                                                                                                      • Figure 6: McDonald’s, “All Grown Up” ad, 2014
                                                                                                    • Restaurants are promoting kids eat free meals in order to entice price-weary parents
                                                                                                    • Kids’ Meal Analysis

                                                                                                      • Kids’ meals are departing from quick service and casual dining menus and moving to fine dining menus
                                                                                                        • Figure 7: Kids’ meal incidence on restaurant menus, by restaurant segment, Q2 2011-Q1 2014
                                                                                                      • Chicken fingers remain the top menued item on kids’ meals, but operators need to think about the big picture in regard to children’s menus
                                                                                                        • Figure 8: Top 10 menu item dishes on kids’ meal restaurant menus, by incidence, Q2 2011-Q1 2014
                                                                                                        • Figure 9: Age at which kids outgrow/may outgrow individual kids’ meal items, June 2014
                                                                                                      • Ingredients included in kids’ meals are not as robust as total menus
                                                                                                        • Figure 10: Top 20 ingredients in kids’ meals on restaurant menus, by incidence, Q2 2011-Q1 2014
                                                                                                        • Figure 11: Top 20 ingredients on restaurant menus, by incidence, Q2 2011-Q1 2014
                                                                                                    • Consumer Data – Overview

                                                                                                        • Immediate family members are more likely included in family meals, but when dining out, extended family members are often present
                                                                                                          • Figure 12: Family members present at in home and away from home meals, June 2014
                                                                                                        • Families believe that they deserve to go out to eat
                                                                                                            • Figure 13: Top drivers for families dining out, June 2014
                                                                                                          • Consumers are sourcing more of their meals to home occasions
                                                                                                              • Figure 14: Total changes in dining behavior, June 2014
                                                                                                            • Families with children are concerned about the healthfulness of kids’ meals
                                                                                                              • Figure 15: Attitudes regarding dining out with the family, June 2014
                                                                                                            • Half of all parents decide where the family eats; restaurants are still an expensive visit for families
                                                                                                                • Figure 16: General attitudes regarding families dining out, June 2014
                                                                                                            • Consumer Data – By Gender

                                                                                                              • Key points
                                                                                                                • Men dine with their families more often compared to women
                                                                                                                  • Women dining with their family use restaurants when it is convenient, while men think about nutrition and the cravings of their kids
                                                                                                                    • The price of restaurant meals is still a deterrent for family visits, but men have increased orders of bundled and healthier meals
                                                                                                                      • Women are concerned about beverage offerings for children, while men are focused on nutrition
                                                                                                                        • Figure 17: Usage of restaurants, by segment, by gender, June 2014
                                                                                                                        • Figure 18: Top drivers for families dining out – Ranked 1st, by gender, June 2014
                                                                                                                        • Figure 19: Top drivers for families dining out – Any rank, by gender, June 2014
                                                                                                                        • Figure 20: Increases in dining behavior, by gender, June 2014
                                                                                                                        • Figure 21: General attitudes regarding families dining out, by gender, June 2014
                                                                                                                        • Figure 22: Attitudes regarding dining out with the family, by gender, June 2014
                                                                                                                    • Consumer Data – By Income

                                                                                                                      • Key points
                                                                                                                        • Extended families are included in meals for consumers with incomes under $50K
                                                                                                                          • Restaurant visits are driven by celebratory reasons for consumers earning $100K+
                                                                                                                            • The price of dining with a family is a factor among all income-based demographics
                                                                                                                              • Natural foods and bigger portion sizes are key attributes for kids’ meals
                                                                                                                                • Kids are interested in ethnic foods
                                                                                                                                  • Figure 23: Relatives away from home meals, by household income, June 2014
                                                                                                                                  • Figure 24: Top drivers for families dining out – Any rank, by household income, June 2014
                                                                                                                                  • Figure 25: Increases in dining behavior, by household income, June 2014
                                                                                                                                  • Figure 26: General attitudes regarding families dining out, by household income, June 2014
                                                                                                                                  • Figure 27: Attitudes regarding dining out with the family, by household income, June 2014
                                                                                                                              • Consumer Data – By Race

                                                                                                                                • Key points
                                                                                                                                  • Black families look for nutritious meals, while other race families dine out to celebrate
                                                                                                                                    • All-natural ingredients and better beverages are top of mind
                                                                                                                                      • Parents decide where to dine away from home; bundled meals are popular with Black families
                                                                                                                                        • Figure 28: Top drivers for families dining out – Ranked 1st, by race/Hispanic origin, June 2014
                                                                                                                                        • Figure 29: Attitudes regarding dining out with the family, by race/Hispanic origin, June 2014
                                                                                                                                        • Figure 30: General attitudes regarding families dining out, by race/Hispanic origin, June 2014
                                                                                                                                    • Consumer Data – By Hispanic/Non-Hispanic

                                                                                                                                      • Key points
                                                                                                                                        • Hispanic families include extended families when dining
                                                                                                                                          • Hispanic families enjoy celebrating milestones and giving into their cravings at restaurants
                                                                                                                                            • More meals are prepared at home among Hispanic families, but when they dine out, portions are important
                                                                                                                                              • For kids’ meals, healthy options and better beverages are important among Hispanic families
                                                                                                                                                • Figure 31: Relatives in home meals, by race/Hispanic origin, June 2014
                                                                                                                                                • Figure 32: Relatives away from home meals, by race/Hispanic origin, June 2014
                                                                                                                                                • Figure 33: Top drivers for families dining out – Ranked 1st, by race/Hispanic origin, June 2014
                                                                                                                                                • Figure 34: Increases in dining behavior, by race/Hispanic origin, June 2014
                                                                                                                                                • Figure 35: Attitudes regarding dining out with the family, by race/Hispanic origin, June 2014
                                                                                                                                            • Consumer Data – By Generation

                                                                                                                                              • Key points
                                                                                                                                                • Baby Boomers visit restaurants to celebrate with the family, while Generation X and younger consumers use foodservice for convenient meals for the family
                                                                                                                                                  • Older generations indicate that their kids are ordering regular entrées; Millennials and their families are utilizing deals, delivery, and drive-thru
                                                                                                                                                    • Older Millennials want healthier foods for their kids
                                                                                                                                                      • Figure 36: Top drivers for families dining out – Ranked 1st, by generations, June 2014
                                                                                                                                                      • Figure 37: Top drivers for families dining out – Ranked 2nd, by generations, June 2014
                                                                                                                                                      • Figure 38: Increases in dining behavior, by generations, June 2014
                                                                                                                                                      • Figure 39: Attitudes regarding dining out with the family, by generations, June 2014
                                                                                                                                                  • Consumer Data – By Parents

                                                                                                                                                    • Key points
                                                                                                                                                      • Parents with younger children look to restaurants for quick meals
                                                                                                                                                        • Parents of younger children are eating more at home; deals and regular-sized entrées are important for older children
                                                                                                                                                          • Kids’ meal contents matter for parents with children under 4 years old
                                                                                                                                                            • Figure 40: Top drivers for families dining out – Ranked 1st, by parents with children in household, June 2014
                                                                                                                                                            • Figure 41: Top drivers for families dining out – Any rank, by parents with children in household, June 2014
                                                                                                                                                            • Figure 42: Increases in dining behavior, by parents with children in household, June 2014
                                                                                                                                                            • Figure 43: Attitudes regarding dining out with the family, by parents with children in household, June 2014
                                                                                                                                                            • Figure 44: General attitudes regarding families dining out, by parents with children in household, June 2014
                                                                                                                                                        • Appendix – Kids’ Meals Data

                                                                                                                                                            • Figure 45: Kids’ meal price, by restaurant segment, Q2 2011-Q1 2014
                                                                                                                                                        • Appendix – Data by Gender

                                                                                                                                                            • Figure 46: Relatives away from home meals, by gender, June 2014
                                                                                                                                                            • Figure 47: Top drivers for families dining out – Ranked 2nd, by gender, June 2014
                                                                                                                                                            • Figure 48: Decreases in dining behavior, by gender, June 2014
                                                                                                                                                        • Appendix – Data by Income

                                                                                                                                                            • Figure 49: Usage of restaurants, by segment, by household income, June 2014
                                                                                                                                                            • Figure 50: Top drivers for families dining out – Ranked 1st, by household income, June 2014
                                                                                                                                                            • Figure 51: Top drivers for families dining out – Ranked second, by household income, June 2014
                                                                                                                                                            • Figure 52: Decreases in dining behavior, by household income, June 2014
                                                                                                                                                        • Appendix – Data by Race

                                                                                                                                                            • Figure 53: Relatives away from home meals, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 54: Usage of restaurants, by segment, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 55: Top drivers for families dining out – Ranked 2nd, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 56: Increases in dining behavior, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 57: Decreases in dining behavior, by race/Hispanic origin, June 2014
                                                                                                                                                        • Appendix – Data by Hispanics

                                                                                                                                                            • Figure 58: Usage of restaurants, by segment, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 59: Top drivers for families dining out – Ranked 2nd, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 60: Decreases in dining behavior, by race/Hispanic origin, June 2014
                                                                                                                                                            • Figure 61: General attitudes regarding families dining out, by race/Hispanic origin, June 2014
                                                                                                                                                        • Appendix – Data by Generation

                                                                                                                                                            • Figure 62: Relatives away from home meals, by generations, June 2014
                                                                                                                                                            • Figure 63: Usage of restaurants, by segment, by generations, June 2014
                                                                                                                                                            • Figure 64: Decreases in dining behavior, by generations, June 2014
                                                                                                                                                        • Appendix – Data by Parents

                                                                                                                                                            • Figure 65: Relatives away from home meals, by parents with children in household, June 2014
                                                                                                                                                            • Figure 66: Usage of restaurants, by segment, by parents with children in household, June 2014
                                                                                                                                                            • Figure 67: Top drivers for families dining out – Ranked 2nd, by parents with children in household, June 2014
                                                                                                                                                            • Figure 68: Decreases in dining behavior, by parents with children in household, June 2014
                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                          Families Dining Out - US - September 2014

                                                                                                                                                          £3,174.67 (Excl.Tax)