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Family Midscale Restaurants - US - November 2012

“Family midscale restaurants offer a sit-down experience at low prices with menus that tend to have something for everyone. However, over time, this segment has lost some excitement and is currently facing competition from segments with better pricing, more upscale items, and better overall dining experiences. Health initiatives, value, and variety should be the top priorities in this segment.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • Where’s the excitement?
  • Who are the new competitors to family midscale restaurants?
  • What can family midscale restaurants do to drive traffic?
  • How can family midscale restaurants get in touch with consumer wants?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: U.S. sales and fan chart forecast of family midscale restaurants, at current prices, 2007-17
                        • Market drivers
                          • Competitive context
                            • Marketing strategies
                              • Menu analysis
                                • Figure 2: Breakdown of menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                • Figure 3: Top 10 nutritional claims on family midscale restaurant menus, by incidence, Q2 2009-Q2 2012
                              • Consumer data
                                • Figure 4: Influential factors to persuade more frequent visitation, June 2012
                              • Attitudes toward Family Midscale Restaurants
                                • Figure 5: Attitudes toward family midscale restaurants, June 2012
                              • What we think
                              • Issues in the Market

                                  • Where’s the excitement?
                                    • Who are the new competitors to family midscale restaurants?
                                      • What can family midscale restaurants do to drive traffic?
                                        • How can family midscale restaurants get in touch with consumer wants?
                                        • Insights and Opportunities

                                          • Menu innovation
                                            • Cracker Barrel
                                              • Denny’s
                                                • IHOP
                                                  • Red Robin
                                                    • Promotional pricing
                                                      • Better for you
                                                        • Rebranding
                                                          • Kids’ and seniors
                                                            • Technology
                                                            • Trend Applications

                                                                • Trend: Nouveau Poor
                                                                  • Trend: Who are the Joneses?
                                                                    • Trend: 2015 Brand Intervention
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Market size insight
                                                                          • Sales and forecast of market
                                                                            • Figure 6: Total U.S. sales and forecast of family midscale restaurants, at current prices, 2007-17
                                                                            • Figure 7: Total U.S. sales and forecast of family midscale restaurants, at inflation-adjusted prices, 2007-17
                                                                          • Fan chart forecast
                                                                              • Figure 8: Total U.S. sales and fan chart forecast of family midscale restaurants, at current prices, 2007-17
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Disposable personal income is showing signs of improvement
                                                                                • Figure 9: Real disposable personal income, January 2007-August 2012
                                                                              • Unemployment and underemployment rates remain high but are declining
                                                                                • Figure 10: Unemployment and underemployment rates, January 2007-September 2012
                                                                              • Consumer sentiment increases after seven months of decline
                                                                                • Figure 11: Consumer sentiment, January 2007-September 2012
                                                                              • Government legislation
                                                                                • Health concerns continue
                                                                                  • Cost and inflation of food items
                                                                                  • Competitive Context

                                                                                    • Family versus midscale restaurants
                                                                                      • Eating at home
                                                                                        • Fast food restaurants
                                                                                          • Fast casual restaurants
                                                                                            • Casual dining restaurants
                                                                                            • Featured Companies

                                                                                              • Golden Corral
                                                                                                • Mimi’s Cafe
                                                                                                  • Red Robin
                                                                                                  • Marketing Strategies

                                                                                                    • Overview of the brand landscape
                                                                                                      • Television
                                                                                                        • Figure 12: Denny’s “Something for Everyone” Television Ad, January 2012
                                                                                                        • Figure 13: Denny’s “Tour of America” Television Ad, July 2012
                                                                                                        • Figure 14: Denny’s “Build Your Own” Television Ad, May 2012
                                                                                                        • Figure 15: Denny’s “A Lot for $4” Television Ad, October 2012
                                                                                                        • Figure 16: Denny’s “Sounds Good” Television Ad, February 2012
                                                                                                        • Figure 17: Denny’s “Wrap/Rap” Television Ad, October 2012
                                                                                                      • Online marketing
                                                                                                        • Social media
                                                                                                          • Facebook
                                                                                                            • Twitter
                                                                                                              • In-store marketing
                                                                                                                • Marketing to Hispanics
                                                                                                                • Menu Analysis—Menu Items

                                                                                                                  • Key points
                                                                                                                    • Menu breakdown
                                                                                                                      • Figure 18: Menu breakdown at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                    • Menu items
                                                                                                                        • Figure 19: Top 10 menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                        • Figure 20: Top 10 menu items at family midscale restaurants, by price, Q2 2009-Q2 2012
                                                                                                                    • Menu Analysis—Menu Descriptors

                                                                                                                      • Key points
                                                                                                                        • Menu claims
                                                                                                                            • Figure 21: Top 10 menu claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                          • Nutritional claims
                                                                                                                              • Figure 22: Top 10 nutritional claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                            • Geographical and regional claims
                                                                                                                                • Figure 23: Top 10 geographical and regional claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                            • Menu Analysis—Kids’ Menus

                                                                                                                              • Key points
                                                                                                                                  • Figure 24: Top 10 kids’ menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
                                                                                                                                  • Figure 25: Top 10 kids’ menu items at family midscale restaurants, by price, Q2 2009-Q2 2012
                                                                                                                              • Restaurant Usage and Frequency

                                                                                                                                • Key points
                                                                                                                                  • IHOP leads in usage while men are more likely than women to visit Denny’s
                                                                                                                                    • Figure 26: Restaurant usage and frequency, by gender, June 2012
                                                                                                                                  • Younger consumers prefer IHOP, Denny’s, and Waffle House
                                                                                                                                    • Figure 27: Restaurant usage and frequency, by age, June 2012
                                                                                                                                  • Usage of IHOP peaks for middle-income consumers
                                                                                                                                    • Figure 28: Restaurant usage and frequency, by household income, June 2012
                                                                                                                                  • Families more likely to have visited IHOP, Denny’s, and Golden Corral
                                                                                                                                    • Figure 29: Restaurant usage and frequency, by presence of children in household, June 2012
                                                                                                                                • Changes in Behavior Related to Family Restaurants

                                                                                                                                  • Key points
                                                                                                                                    • Consumers maintain last year’s usage behavior at family midscale restaurants
                                                                                                                                      • Figure 30: Changes in behavior around family midscale restaurants, June 2012
                                                                                                                                    • Women use coupons and cook at home more, while men trade up and down
                                                                                                                                      • Figure 31: Changes in behavior around family midscale restaurants, by gender, June 2012
                                                                                                                                    • Consumers aged 18-24 have increased their consumption behavior
                                                                                                                                      • Figure 32: Changes in behavior around family midscale restaurants, by age, June 2012
                                                                                                                                    • Income determines cooking at home, couponing, and amount spent
                                                                                                                                      • Figure 33: Changes in behavior around family midscale restaurants, by household income, June 2012
                                                                                                                                    • Families are trading down to fast food and ordering appetizers more
                                                                                                                                      • Figure 34: Changes in behavior around family midscale restaurants, by presence of children in household, June 2012
                                                                                                                                  • Items Typically Ordered at Family Midscale Restaurants

                                                                                                                                    • Key points
                                                                                                                                      • Only 35% of consumers typically purchase breakfast foods
                                                                                                                                        • Figure 35: Items typically ordered at family midscale restaurants, by gender, June 2012
                                                                                                                                      • Nonsenior aged respondents are ordering senior meals
                                                                                                                                        • Figure 36: Items typically ordered at family midscale restaurants, by age, June 2012
                                                                                                                                      • Low-income consumers more likely to order appetizers and desserts
                                                                                                                                        • Figure 37: Items typically ordered at family midscale restaurants, by household income, June 2012
                                                                                                                                      • Families with children order appetizers and desserts
                                                                                                                                        • Figure 38: Items typically ordered at family midscale restaurants, by presence of children in household, June 2012
                                                                                                                                    • Suggested Improvements for Family Midscale Restaurants

                                                                                                                                      • Key points
                                                                                                                                        • Women are more likely to want to see improvements in kids’ offerings
                                                                                                                                            • Figure 39: Suggested improvements for family midscale restaurants, by gender, June 2012
                                                                                                                                          • Young consumers want greater variety and better health
                                                                                                                                            • Figure 40: Suggested improvements for family midscale restaurants, by age, June 2012
                                                                                                                                          • Middle-income diners desire seasonal items, fruits, and vegetables
                                                                                                                                            • Figure 41: Suggested improvements for family midscale restaurants, by household income, June 2012
                                                                                                                                          • Households without children seek healthy options
                                                                                                                                            • Figure 42: Suggested improvements for family midscale restaurants, by presence of children in household, June 2012
                                                                                                                                        • Decision Criteria to Choose a Family Midscale Restaurant

                                                                                                                                          • Key points
                                                                                                                                            • Menu variety, relaxed atmosphere, and value lead decision criteria
                                                                                                                                              • Figure 43: Decision criteria to choose a family midscale restaurant, by gender, June 2012
                                                                                                                                            • Each age group is attracted to family dining for a different set of reasons
                                                                                                                                              • Figure 44: Decision criteria to choose a family midscale restaurant, by age, June 2012
                                                                                                                                            • Affluent visit when traveling while low income seek all-you-can-eat options
                                                                                                                                              • Figure 45: Decision criteria to choose a family midscale restaurant, by household income, June 2012
                                                                                                                                            • Nonfamily consumers drawn in by coupons and all-day breakfast
                                                                                                                                              • Figure 46: Decision criteria to choose a family midscale restaurant, by presence of children in household, June 2012
                                                                                                                                          • Influential Factors for Greater Visitation

                                                                                                                                            • Key points
                                                                                                                                              • Consumers want gourmet items at value price points
                                                                                                                                                • Figure 47: Influential factors for greater visitation, by gender, June 2012
                                                                                                                                              • Younger consumers want gourmet items, fast service, and longer hours
                                                                                                                                                • Figure 48: Influential factors for greater visitation, by age, June 2012
                                                                                                                                              • Affluent consumers want healthy, better tasting, gourmet dishes
                                                                                                                                                • Figure 49: Influential factors for greater visitation, by household income, June 2012
                                                                                                                                              • Families seek fast and friendly service
                                                                                                                                                • Figure 50: Influential factors for greater visitation, by presence of children in household, June 2012
                                                                                                                                            • Attitudes toward Family Midscale Restaurants

                                                                                                                                              • Key points
                                                                                                                                                • Family restaurants offer a sit-down experience at a low price
                                                                                                                                                  • Figure 51: Attitudes toward family midscale restaurants, by gender, June 2012
                                                                                                                                                • A quarter of consumers aged 25-34 think family restaurants aren’t cool
                                                                                                                                                  • Figure 52: Attitudes toward family midscale restaurants, by age, June 2012
                                                                                                                                                • Affluent consumers have trouble differentiating family restaurant brands
                                                                                                                                                  • Figure 53: Attitudes toward family midscale restaurants, by household income, June 2012
                                                                                                                                                • Families question cleanliness and would rather spend on activities
                                                                                                                                                  • Figure 54: Attitudes toward family midscale restaurants, by presence of children in household, June 2012
                                                                                                                                              • Usage Groups

                                                                                                                                                  • Restaurant usage at family midscale restaurants
                                                                                                                                                    • Figure 55: Restaurant usage and frequency, by user frequency, June 2012
                                                                                                                                                  • Changes in behavior at family midscale restaurants
                                                                                                                                                    • Figure 56: Changes in behavior around family midscale restaurants, by user frequency, June 2012
                                                                                                                                                  • Items typically ordered at family midscale restaurants
                                                                                                                                                    • Figure 57: Items typically ordered at family midscale restaurants, by user frequency, June 2012
                                                                                                                                                  • Suggested improvements around family midscale restaurants
                                                                                                                                                    • Figure 58: Suggested improvements, by user frequency, June 2012
                                                                                                                                                  • Decision criteria to choose a family midscale restaurant
                                                                                                                                                    • Figure 59: Decision criteria to choose a family midscale restaurant, by user frequency, June 2012
                                                                                                                                                  • Influential factors for greater visitation
                                                                                                                                                    • Figure 60: Influential factors for greater visitation, by user frequency, June 2012
                                                                                                                                                • Additional Tables

                                                                                                                                                    • Figure 61: Check average, by gender, June 2012
                                                                                                                                                    • Figure 62: Repertoire on average price and party size, by gender, June 2012
                                                                                                                                                    • Figure 63: Check average, by age, June 2012
                                                                                                                                                    • Figure 64: Repertoire on average price and party size, by age, June 2012
                                                                                                                                                    • Figure 65: Check average and party size, by household income, June 2012
                                                                                                                                                    • Figure 66: Repertoire on average price and party size, by household income, June 2012
                                                                                                                                                    • Figure 67: Check average and party size, by presence of children in household, June 2012
                                                                                                                                                    • Figure 68: Repertoire on average price and party size, by presence of children in household, June 2012
                                                                                                                                                    • Figure 69: Check average and party size, by user frequency, June 2012
                                                                                                                                                    • Figure 70: Repertoire on average price and party size, by user frequency, June 2012
                                                                                                                                                    • Figure 71: Restaurant usage group, by gender, June 2012
                                                                                                                                                    • Figure 72: Restaurant usage and frequency, by age, June 2012
                                                                                                                                                    • Figure 73: Restaurant usage and frequency, by household income, June 2012
                                                                                                                                                    • Figure 74: Restaurant usage and frequency, by presence of children in household, June 2012
                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Bob Evans Farms Inc.
                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                  • Golden Corral Corporation
                                                                                                                                                  • Red Robin Gourmet Burgers Inc.
                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                  • U.S. Department of Agriculture

                                                                                                                                                  Family Midscale Restaurants - US - November 2012

                                                                                                                                                  £3,199.84 (Excl.Tax)