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Family Midscale - US - November 2010

The restaurant industry has felt the impact of the recession and the family midscale segment is no exception. With competition coming from all angles, industry operators are walking the tightrope between health and indulgence, while attempting to diversify the core consumer base and drive home the price:quality ratio message.

This report addresses the following topics in depth:

  • What types of menu changes have been seen by leading chains
  • Who the primary customers are and what efforts are being made to widen that scope
  • The impact of discounting and limited time offers
  • Why customers choose family midscale
  • What customers would like to see more of on menus

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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

                      • Economic factors drag down family dining
                        • Competing forces coming from all angles
                          • Lackluster sales for large players despite valiant efforts
                            • The family dining dollar, customization and LTOs drive campaign efforts
                              • Menu Insights Analysis: The Family Midscale Menu
                                • Menu Insights Analysis: Marketing the Family Midscale Menu
                                  • Menu Insights Analysis: The Beverage Menu
                                    • Menu Insights Analysis: The Kids’ Menu
                                      • Family midscale restaurant usage
                                        • Spending habits in family midscale
                                          • Important attributes and consumer ratings at family midscale
                                            • Future menu of family midscale
                                              • Attitudes toward family midscale
                                              • Insights and Opportunities

                                                • (Dis)comfort food
                                                  • Making comfort food guilt free…
                                                    • …with kids’ menus at the forefront
                                                      • Business model expansion
                                                        • A natural for GPS and cell phone apps
                                                        • Inspire Insights

                                                            • Trend: Brand Review
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Family midscale feels the pinch of reduced consumer spending
                                                                  • Sales and forecast of family midscale restaurants
                                                                    • Figure 1: U.S. sales at family midscale restaurant sales, at current prices, 2005-15
                                                                    • Figure 2: U.S. sales at family midscale restaurant sales, at inflation-adjusted prices, 2005-15
                                                                  • Fan-chart forecast
                                                                      • Figure 3: Family midscale fanned forecast, at current prices, 2005-15
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Family midscale restaurants suffer from “trading-down”
                                                                          • Figure 4: NRA Performance Indices, January 2009-September 2010
                                                                          • Figure 5: Adjusted foodservice and drinking place sales, January 2008-September 2010
                                                                        • Unemployment and underemployment discourage spending out
                                                                          • Figure 6: Unemployment and underemployment rates, January 2007-July 2010
                                                                        • Disposable income
                                                                          • Figure 7: U.S. real disposable personal income growth, January 2007 – August 2010
                                                                        • Consumer confidence
                                                                          • Figure 8: University of Michigan Consumer Sentiment Index, March 2007 September 2010
                                                                        • Demographics
                                                                          • Figure 9: Family midscale daypart usage, July 2010
                                                                          • Figure 10: U.S. population by age, 2005-15
                                                                      • Competitive Context

                                                                        • Quick service excelling at breakfast and BFY
                                                                          • Deep discounting at casual-dining chains
                                                                            • Retail’s double threat
                                                                              • Figure 11: Incidence of cooking more at home to save money and improve nutrition, by age, July 2010
                                                                          • Company Profile—IHOP

                                                                            • Performance and demographics
                                                                              • Figure 12: Leading demographics for IHOP, February-March 2010
                                                                            • The IHOP menu
                                                                              • Figure 13: IHOP email promotion, 2010
                                                                              • Figure 14: IHOP email promotion, 2010
                                                                            • Promotions
                                                                            • Company Profile—Denny’s

                                                                              • Performance and demographics
                                                                                  • Figure 15: Leading demographics for Denny’s, February-March 2010
                                                                                • The Denny’s menu
                                                                                    • Figure 16: Dennys.com monthly visitors, March 2010-August 2010
                                                                                • Company Profile—Cracker Barrel

                                                                                  • Performance and demographics
                                                                                      • Figure 17: Leading demographics for Cracker Barrel, February-March 2010
                                                                                    • The Cracker Barrel menu
                                                                                    • Company Profile—Bob Evans

                                                                                      • Performance and demographics
                                                                                          • Figure 18: Leading demographics for Bob Evans, February-March 2010
                                                                                        • The Bob Evans menu
                                                                                        • Company Profile—Friendly’s

                                                                                          • Overview and demographics
                                                                                            • Figure 19: Leading demographics for IHOP, February-March 2010
                                                                                          • The Friendly’s menu
                                                                                          • Marketing Strategies

                                                                                            • Overview
                                                                                              • Harnessing the family dining dollar
                                                                                                • Figure 20: Bob Evans email promotion, 2010
                                                                                                • Figure 21: Bob Evans email promotion, 2010
                                                                                                • Figure 22: Bob Evans television ad, 2010
                                                                                                • Figure 23: International House of Pancakes (IHOP) television ad, 2010
                                                                                                • Figure 24: IHOP.com monthly visitors, March 2010-August 2010
                                                                                                • Figure 25: Friendly’s television ad, 2010
                                                                                                • Figure 26: Friendlys.com monthly visitors, March 2010-August 2010
                                                                                              • Customization
                                                                                                • Figure 27: Village Inn television ad, 2010
                                                                                                • Figure 28: Denny’s television ad, 2010
                                                                                                • Figure 29: Denny’s email promotion, 2010
                                                                                                • Figure 30: Old Country Buffet television ad, 2010
                                                                                                • Figure 31: Old Country Buffet monthly visitors, March 2010-August 2010
                                                                                              • Limited-time offers
                                                                                                • Figure 32: IHOP email promotion, 2010
                                                                                              • Social media
                                                                                                • Denny’s
                                                                                                  • IHOP
                                                                                                    • Huddle House
                                                                                                    • Menu Insights Analysis: The Family Midscale Menu

                                                                                                      • Key points
                                                                                                        • Morning meals dominate the menu; burgers growth also evident
                                                                                                            • Figure 33: Top 10 family midscale menu items, by incidence, Q3 2007-Q3 2010
                                                                                                            • Figure 34: Top 10 family midscale menu items, by incidence and price, Q3 2007-Q3 2010
                                                                                                        • Menu Insights Analysis: Marketing the Family Midscale Menu

                                                                                                          • Key points
                                                                                                            • Comfort food descriptors lead claims
                                                                                                                • Figure 35: Top 10 menu item claims on family midscale menus, by incidence, Q3 2007-Q3 2010
                                                                                                                • Figure 36: Top 10 ingredient marketing claims on family midscale menus, by incidence, Q3 2007-Q3 2010
                                                                                                            • Menu Insights Analysis: The Beverage Menu

                                                                                                              • Key points
                                                                                                                • Alcohol has seen the greatest growth
                                                                                                                  • Figure 37: Top 10 beverages on family midscale menus, by incidence, Q3 2007-Q3 2010
                                                                                                                  • Figure 38: Top 10 beverages on family midscale menus, by incidence and price, Q3 2007-Q3 2010
                                                                                                              • Menu Insights Analysis: The Kids’ Menu

                                                                                                                • Key points
                                                                                                                  • Sundaes, macaroni and cheese, and pancakes most popular for kids
                                                                                                                    • Figure 39: Top 10 kids’ menu items at family midscale menus, by incidence, Q3 2007-Q3 2010
                                                                                                                    • Figure 40: Top 10 kids’ menu items at family midscale menus, by incidence and price, Q3 2007-Q3 2010
                                                                                                                • Family Midscale Restaurant Usage

                                                                                                                  • Key points
                                                                                                                    • Breakfast and dinner most popular, but work could be done to attract at lunch
                                                                                                                        • Figure 41: Family midscale daypart usage, July 2010
                                                                                                                        • Figure 42: Family midscale daypart usage, by household income, July 2010
                                                                                                                      • IHOP leads for breakfast; Denny’s gets lunch and dinner traffic
                                                                                                                        • Figure 43: Family midscale breakfast brand usage, July 2010
                                                                                                                        • Figure 44: Family midscale breakfast brand usage, by age, July 2010
                                                                                                                        • Figure 45: Family midscale breakfast brand usage, by household income, July 2010
                                                                                                                        • Figure 46: Family midscale lunch brand usage, July 2010
                                                                                                                        • Figure 47: Family midscale lunch brand usage, by age, July 2010
                                                                                                                        • Figure 48: Family midscale dinner brand usage, July 2010
                                                                                                                        • Figure 49: Family midscale dinner brand usage, by age, July 2010
                                                                                                                    • Spending Habits in Family Midscale

                                                                                                                      • Key points
                                                                                                                        • An average of $12.90 spent per person
                                                                                                                          • Figure 50: Average check and party size, July 2010
                                                                                                                          • Figure 51: Average check and party size, by age, July 2010
                                                                                                                          • Figure 52: Average check and party size, by household income, July 2010
                                                                                                                        • Consumers remain leery of upping spending
                                                                                                                          • Figure 53: Changes in spending at family midscale, July 2010
                                                                                                                          • Figure 54: Changes in spending at family midscale, by gender, July 2010
                                                                                                                          • Figure 55: Changes in spending at family midscale, by household income, July 2010
                                                                                                                        • Budget the leading deterrent to spending
                                                                                                                          • Figure 56: Reasons for spending less at family midscale, July 2010
                                                                                                                      • Important Attributes and Consumer Ratings at Family Midscale

                                                                                                                        • Key points
                                                                                                                          • Value for the money and likeable menu choices two leading factors
                                                                                                                              • Figure 57: Important attributes for family midscale restaurants, July 2010
                                                                                                                              • Figure 58: Important attributes for family midscale restaurants, by gender, July 2010
                                                                                                                              • Figure 59: Important attributes for family midscale restaurants, by household income, July 2010
                                                                                                                            • The value for money message falling through the cracks
                                                                                                                              • Figure 60: Ratings of family midscale performance, July 2010
                                                                                                                              • Figure 61: Ratings of family midscale performance, by age, July 2010
                                                                                                                          • Future Menu of Family Midscale

                                                                                                                            • Key points
                                                                                                                              • Customer “want to haves” lend well to customization
                                                                                                                                • Figure 62: Future menu considerations at family midscale, July 2010
                                                                                                                                • Figure 63: Future menu considerations at family midscale, by gender, July 2010
                                                                                                                            • Attitudes Toward Family Midscale

                                                                                                                              • Key points
                                                                                                                                • Sit-down, full-service a key distinguisher
                                                                                                                                  • Figure 64: Attitudes toward family midscale experience, July 2010
                                                                                                                                  • Figure 65: Attitudes toward family midscale, by gender, July 2010
                                                                                                                                  • Figure 66: Attitudes toward family midscale, by age, July 2010
                                                                                                                                  • Figure 67: Attitudes toward family midscale, by household income, July 2010
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Expecters
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • Contenteds
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • The Detached
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Cluster characteristics
                                                                                                                                                            • Figure 68: Family restaurant clusters, July 2010
                                                                                                                                                            • Figure 69: Important attributes for family midscale restaurants, by family restaurant clusters, July 2010
                                                                                                                                                            • Figure 70: Ratings of family midscale performance, by family restaurant clusters, July 2010
                                                                                                                                                            • Figure 71: Future menu considerations at family midscale, by family restaurant clusters, July 2010
                                                                                                                                                            • Figure 72: Attitudes toward family midscale, by family restaurant clusters, July 2010
                                                                                                                                                          • Cluster demographics
                                                                                                                                                            • Figure 73: Family restaurant clusters, by gender, July 2010
                                                                                                                                                            • Figure 74: Family restaurant clusters, by age, July 2010
                                                                                                                                                            • Figure 75: Family restaurant clusters, by household income, July 2010
                                                                                                                                                            • Figure 76: Family restaurant clusters, by race, July 2010
                                                                                                                                                            • Figure 77: Family restaurant clusters, by Hispanic origin, July 2010
                                                                                                                                                          • Cluster methodology
                                                                                                                                                          • Appendix: Additional Consumer Tables

                                                                                                                                                              • Figure 78: Family midscale breakfast brand usage, by race/Hispanic origin, July 2010
                                                                                                                                                              • Figure 79: Family midscale lunch brand usage, by race/Hispanic origin, July 2010
                                                                                                                                                              • Figure 80: Family midscale dinner brand usage, by race/Hispanic origin, July 2010
                                                                                                                                                              • Figure 81: Important attributes for family midscale restaurants, by race/Hispanic origin, July 2010
                                                                                                                                                              • Figure 82: Future menu considerations at family midscale, by race/Hispanic origin, July 2010
                                                                                                                                                              • Figure 83: Family midscale breakfast brand usage, by presence of children in household, July 2010
                                                                                                                                                              • Figure 84: Family midscale lunch brand usage, by presence of children in household, July 2010
                                                                                                                                                              • Figure 85: Family midscale dinner brand usage, by presence of children in household, July 2010
                                                                                                                                                              • Figure 86: Important attributes for family midscale restaurants, by presence of children in household, July 2010
                                                                                                                                                              • Figure 87: Future menu considerations at family midscale, by presence of children in household, July 2010
                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Association of Retired Persons (AARP)
                                                                                                                                                            • Applebee's International Inc.
                                                                                                                                                            • ARAMARK Corporation
                                                                                                                                                            • Big Boy Restaurants International, LLC
                                                                                                                                                            • BJ's Restaurant, Inc.
                                                                                                                                                            • Blimpie International Inc.
                                                                                                                                                            • Bob Evans Farms Inc.
                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                            • Burger King Corporation
                                                                                                                                                            • Country Kitchen International, Inc.
                                                                                                                                                            • Darden Restaurants Inc.
                                                                                                                                                            • Denny's Corporation
                                                                                                                                                            • DineEquity Inc.
                                                                                                                                                            • Elmer's Restaurants Inc.
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                            • Food Distributors International
                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                            • Fresh Express Incorporated
                                                                                                                                                            • GE Capital
                                                                                                                                                            • Golden Corral Corporation
                                                                                                                                                            • Huddle House, Inc.
                                                                                                                                                            • Institute of Medicine
                                                                                                                                                            • International Food Information Council Foundation (IFIC)
                                                                                                                                                            • International Food Service Executives Association (IFSEA)
                                                                                                                                                            • International Foodservice Distributors Association (IFDA)
                                                                                                                                                            • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                            • International Franchise Association (IFA)
                                                                                                                                                            • International Fresh-Cut Produce Association (IFPA)
                                                                                                                                                            • KFC Corporation
                                                                                                                                                            • Kraft Foods Inc.
                                                                                                                                                            • Los Angeles Times
                                                                                                                                                            • McDonald's U.S.A.
                                                                                                                                                            • National Council of Chain Restaurants (NCCR)
                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                            • O'Charley's Inc.
                                                                                                                                                            • Organic Trade Association
                                                                                                                                                            • P.F. Chang's China Bistro Inc.
                                                                                                                                                            • Peet's Coffee & Tea, Inc.
                                                                                                                                                            • Pizza Hut Inc
                                                                                                                                                            • Produce Marketing Association
                                                                                                                                                            • Publix Super Markets
                                                                                                                                                            • Reuters Group PLC
                                                                                                                                                            • Ryan's Restaurant Group Inc.
                                                                                                                                                            • Seattle Coffee Company
                                                                                                                                                            • Sheraton Hotels & Resorts
                                                                                                                                                            • Shoney's North America Corporation
                                                                                                                                                            • Sodexo, Inc.
                                                                                                                                                            • Subway
                                                                                                                                                            • Sun Capital Partners, Inc.
                                                                                                                                                            • The Conference Board
                                                                                                                                                            • The Vegetarian Resource Group
                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                            • Universal Pictures
                                                                                                                                                            • University of Michigan, The
                                                                                                                                                            • US Department of Commerce
                                                                                                                                                            • Waffle House
                                                                                                                                                            • Walgreen Co

                                                                                                                                                            Family Midscale - US - November 2010

                                                                                                                                                            £3,174.67 (Excl.Tax)