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Family/Midscale Restaurants - US - November 2009

This report explores the family restaurant market—identifying key developments that are changing consumer habits and usage of these restaurants within the current economic climate, which has caused “value” to emerge as a key theme as operators struggle to combat declining guest traffic.

The report considers a range of topics, including the following:

  • The size of the market and its potential for growth
  • Opportunities for family restaurants to redefine their image and cultivate a stronger following
  • How family restaurants stave off competitive threats in a diner’s market
  • The impact of the recession on restaurants, and in particular, family restaurants
  • The effect of demographic shifts (age and ethnic/race) on the industry
  • Key brands, how they are endeavoring to differentiate themselves, and the demographic group(s) they attract
  • Advertising and promotional strategies being employed to attract consumers
  • Innovations among family restaurants to support trends toward comfort foods, breakfast, and health

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Table of contents

  1. Scope and Themes

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

                        • The challenge of a recession
                          • Declining same-store sales signals trouble with guest traffic
                            • It’s a “diner’s market”—value prices result from excess supply of restaurant choices
                              • Influential demographics—age and race/Hispanic origin
                                • Family restaurant analysis
                                  • IHOP
                                    • Denny’s
                                      • Cracker Barrel
                                        • Golden Corral
                                          • Bob Evans Farms
                                            • Menu focus: IHOP
                                              • Advertising and promotion activity
                                                • Menu innovation—comfort and breakfast
                                                  • Health on the menu—a long way to go
                                                    • The family restaurant consumer
                                                      • Where consumers go to eat
                                                        • Which family restaurants consumers go to
                                                          • Family restaurants and the ethnic consumer
                                                            • Family restaurants and “the family”
                                                              • What influences diners to choose family restaurants
                                                                • Reasons that drive choice of restaurants
                                                                  • When, where and how consumers eat at restaurants
                                                                  • Insights and Opportunities

                                                                    • Key points
                                                                      • Beverage menu opportunity—gourmet coffee
                                                                        • Taking a cue from McDonald’s
                                                                          • Beverages offered by family restaurants
                                                                            • Figure 1: Top family restaurant beverage items, by type, Q3 2007-Q3 2009
                                                                          • “Recession obesity” now leads to health opportunity for the future
                                                                            • Junk food and cheap eats
                                                                              • Family restaurants poised to dish out the comfort…
                                                                                • …but it’s time to be forward-thinking
                                                                                  • The big bonus—there’s money in health
                                                                                  • Inspire Insights

                                                                                      • Inspire trend: Spread Awareness Across the Social Web
                                                                                        • The social media advantage
                                                                                          • Supporting evidence
                                                                                            • Figure 2: Change in adspend, top six family restaurant advertisers, 2007-08
                                                                                          • Implications
                                                                                            • Inspire trend: A Tea a Day Will Keep the Doctor at Bay
                                                                                              • A drink from health-claim heaven
                                                                                                • Supporting evidence
                                                                                                  • Implications
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • Declining same-store sales trends signal guest traffic troubles
                                                                                                          • Figure 3: Selected family restaurant chains same-store sales growth trends, 2005-09
                                                                                                        • Family restaurants feeling pressure as diners trade down/out
                                                                                                          • The future of family restaurants
                                                                                                            • Figure 4: Total U.S. systemwide sales of leading family restaurants, at current prices, 2005-13
                                                                                                            • Figure 5: Total U.S. systemwide sales of leading family restaurants, at inflation-adjusted prices, 2005-13
                                                                                                        • Competitive Context

                                                                                                          • It’s a diner’s market
                                                                                                            • Casual restaurants: Discounting galore and “all you can eat” specials
                                                                                                              • QSR: Actively courting the breakfast consumer
                                                                                                                • Pizza: A convenient family pleaser
                                                                                                                  • Fighting over the kids
                                                                                                                  • Market Drivers

                                                                                                                    • Restaurant industry recession continues, but the bottom may be in sight
                                                                                                                      • Figure 6: Restaurant Performance Index, current situation, and expectations, May 2007-July 2009
                                                                                                                    • Consumer confidence undermines willingness to spend at restaurants
                                                                                                                        • Figure 7: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                                        • Figure 8: Family restaurant spend compared to last year, by age, household income and race/Hispanic origin, July 2009
                                                                                                                      • Baby Boomers key consumers; Millennials offer growth potential
                                                                                                                          • Figure 9: Usage of family restaurant, top restaurants, by age, February 2008-March 2009
                                                                                                                          • Figure 10: Population aged 18 or older, 2004-14
                                                                                                                        • Usage among the fastest-growing ethnic groups lags
                                                                                                                            • Figure 11: Usage of family restaurant, top restaurants, by race/Hispanic origin, February 2008-March 2009
                                                                                                                            • Figure 12: Population, by race and Hispanic origin, 2004-14
                                                                                                                        • Leading Companies

                                                                                                                          • Key points
                                                                                                                            • Leading family restaurant chains weather the recessionary storm
                                                                                                                                • Figure 13: U.S. systemwide sales of leading family restaurant chains, 2006-08
                                                                                                                              • Unit growth declining incrementally
                                                                                                                                  • Figure 14: U.S. systemwide units for leading family restaurant chains, 2006-08
                                                                                                                              • Restaurant Analysis: IHOP

                                                                                                                                • Key points
                                                                                                                                  • Growth trends
                                                                                                                                      • Figure 15: Change in IHOP systemwide same-store sales, 2005-08
                                                                                                                                    • Keeping the brand fresh and energized
                                                                                                                                      • Value-oriented, limited-time offers
                                                                                                                                        • Marketing and promotion drive brand awareness
                                                                                                                                          • Demographic connections
                                                                                                                                            • Attracting higher-income consumers through customizable options
                                                                                                                                              • Maximizing appeal for parents of little ones
                                                                                                                                                • Ethnic opportunities
                                                                                                                                                  • Figure 16: Eat at IHOP, by age, race/Hispanic origin and household income, February 2008-March 2009
                                                                                                                                              • Restaurant Analysis: Denny’s

                                                                                                                                                • Key points
                                                                                                                                                  • Growth trends
                                                                                                                                                      • Figure 17: Change in Denny’s same-store sales, 2005-08*
                                                                                                                                                    • Seeking improvements in 2009 through value and innovation
                                                                                                                                                      • Value—free food incentive to drive guest traffic
                                                                                                                                                        • Menu innovation—diversity plus a new burger focus
                                                                                                                                                          • Health initiatives—innovation on the kids’ menu
                                                                                                                                                            • Courting key demographics
                                                                                                                                                              • Making the late-night connection with its young diners
                                                                                                                                                                • Hispanics
                                                                                                                                                                    • Figure 18: Eat at Denny’s, by age and race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                • Restaurant Analysis: Cracker Barrel

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Growth trends
                                                                                                                                                                        • Figure 19: Change in Cracker Barrel systemwide same-store sales, 2005-09*
                                                                                                                                                                      • A differentiated concept
                                                                                                                                                                        • The front porch environment
                                                                                                                                                                          • The retail shop
                                                                                                                                                                            • Successful at lunch and dinner—driving average check higher
                                                                                                                                                                              • Figure 20: Cracker Barrel, share of sales by daypart, 2009
                                                                                                                                                                            • Streamlining traditional menu
                                                                                                                                                                              • The Cracker Barrel customer
                                                                                                                                                                                  • Figure 21: Eat at Cracker Barrel, by age, region, race/Hispanic origin and presence of children, February 2008-March 2009
                                                                                                                                                                              • Restaurant Analysis: Golden Corral

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Growth trends
                                                                                                                                                                                    • The buffet advantage
                                                                                                                                                                                      • New prototype
                                                                                                                                                                                        • An abundance of choices for all
                                                                                                                                                                                          • Potential to expand ethnic reach
                                                                                                                                                                                            • Figure 22: Eat at Golden Corral, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                        • Restaurant Analysis: Bob Evans Farms

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Growth trends
                                                                                                                                                                                                • Figure 23: Change in Bob Evans annual prices and systemwide same-store sales, 2005-09*
                                                                                                                                                                                              • Regional brand with national presence
                                                                                                                                                                                                • Home-style menu
                                                                                                                                                                                                    • Figure 24: Bob Evans Farms, share of sales, by daypart and average check, 2009
                                                                                                                                                                                                  • Strong regional influence; little ethnic appeal
                                                                                                                                                                                                      • Figure 25: Eat at Bob Evans, by region and race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                  • Menu Analysis: IHOP

                                                                                                                                                                                                    • Overview
                                                                                                                                                                                                      • Menu favorites: Breakfast items are the clear winner
                                                                                                                                                                                                        • Men look for heartier fare
                                                                                                                                                                                                            • Figure 26: IHOP menu ordering on last visit, by gender, July 2009
                                                                                                                                                                                                          • Young diners look beyond the traditional breakfast menu when ordering
                                                                                                                                                                                                            • Figure 27: IHOP menu ordering on last visit, by age, July 2009
                                                                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                                                                          • Overview
                                                                                                                                                                                                              • Figure 28: Top family restaurant chain advertisers, 2007 and 2008
                                                                                                                                                                                                            • Targeting competition with a $5 price point
                                                                                                                                                                                                              • Sizzler’s strategy: Limited value menu
                                                                                                                                                                                                                • Figure 29: Sizzler, 5 for $5, March 2009
                                                                                                                                                                                                              • Bob Evans’ strategy: Value portions
                                                                                                                                                                                                                • Figure 30: Bob Evans, Deep Dish Pastas, September 2009
                                                                                                                                                                                                              • Shoney’s strategy: Abundance
                                                                                                                                                                                                                • Figure 31: Shoney’s, Small Amounts of Food, September 2009
                                                                                                                                                                                                              • Strategy: Value menu
                                                                                                                                                                                                                • Justifying a higher price point
                                                                                                                                                                                                                  • Strategy: Entice customers who equate value with quantity and choice
                                                                                                                                                                                                                    • Figure 32: Golden Corral, Amusement Park of Food, September 2009
                                                                                                                                                                                                                    • Figure 33: Ponderosa, Freedom by the Plateful, July 2009
                                                                                                                                                                                                                    • Figure 34: Friendly’s, Flip chart presentation, September 2009
                                                                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                                                                  • Menu innovation
                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Comfort foods top innovation
                                                                                                                                                                                                                        • Homemade equals familiarity
                                                                                                                                                                                                                          • Country style equals southern comfort
                                                                                                                                                                                                                            • Figure 35: Top family restaurant menu items, by marketing claim, Q3 2007-Q3 2009
                                                                                                                                                                                                                          • Breakfast innovation
                                                                                                                                                                                                                              • Figure 36: Family restaurant usage, by daypart, July 2009
                                                                                                                                                                                                                              • Figure 37: Top family restaurant menu items, by menu item dish, Q3 2007-Q3 2009
                                                                                                                                                                                                                            • Health on the menu
                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Health: Consumers’ perceptions
                                                                                                                                                                                                                                  • Figure 38: Consumer diet self-perceptions, degree of healthfulness, July 2009
                                                                                                                                                                                                                                  • Figure 39: Importance of eating healthy, degree of importance, July 2009
                                                                                                                                                                                                                                • Defining health
                                                                                                                                                                                                                                  • Nutritional menu items lacking
                                                                                                                                                                                                                                      • Figure 40: Top family restaurant menu items, by nutritional claim, Q3 2007-Q3 2009
                                                                                                                                                                                                                                    • Eliminating the veto factor
                                                                                                                                                                                                                                    • Restaurant Usage Overview

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Restaurant usage
                                                                                                                                                                                                                                            • Figure 41: Restaurant usage in last year, by selected demographics, July 2009
                                                                                                                                                                                                                                          • Restaurant usage, by segment
                                                                                                                                                                                                                                            • Demographic analysis
                                                                                                                                                                                                                                              • Figure 42: Usage of restaurant segments in past three months, by gender, July 2009
                                                                                                                                                                                                                                              • Figure 43: Usage of restaurant segments in past three months, by age, July 2009
                                                                                                                                                                                                                                              • Figure 44: Usage of restaurant segments in past three months, by household income, July 2009
                                                                                                                                                                                                                                              • Figure 45: Usage of restaurant segments in past three months, by presence of children in household, July 2009
                                                                                                                                                                                                                                            • Consumer question explanation
                                                                                                                                                                                                                                            • Family Restaurant Usage

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • 2000-08 usage trends
                                                                                                                                                                                                                                                  • Figure 46: Usage of “top 6” family restaurants, 1999/2000-2007/08
                                                                                                                                                                                                                                                • Family restaurant usage
                                                                                                                                                                                                                                                  • Figure 47: Usage of leading family restaurant chains, by restaurant, July 2009
                                                                                                                                                                                                                                                • Demographic analysis
                                                                                                                                                                                                                                                  • Figure 48: Usage of leading family restaurant chains, by restaurant, by gender, July 2009
                                                                                                                                                                                                                                                  • Figure 49: Usage of leading family restaurant chains, by restaurant, by age, July 2009
                                                                                                                                                                                                                                                  • Figure 50: Usage of leading family restaurant chains, by restaurant, by presence of children, July 2009
                                                                                                                                                                                                                                              • Family Restaurant Usage—Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Family restaurant usage by race/Hispanic origin
                                                                                                                                                                                                                                                      • Figure 51: Top family restaurant usage, by restaurant, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                                                                    • Acculturated versus non-acculturated Hispanics
                                                                                                                                                                                                                                                      • Figure 52: Top family restaurant Hispanic usage, by restaurant, by degree of English spoken in home, October 2007-December 2008
                                                                                                                                                                                                                                                  • Family Restaurant Usage and Kids

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Parents take kids to family restaurants
                                                                                                                                                                                                                                                        • Figure 53: Likelihood of children going with parents to pizza, family and casual restaurants, July 2009
                                                                                                                                                                                                                                                        • Figure 54: Likelihood of children going with parents to family restaurants, by selected demographics, July 2009
                                                                                                                                                                                                                                                    • Family Restaurant Decision Influencers

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Competitive analysis: Pizza, family, and casual restaurants
                                                                                                                                                                                                                                                            • Figure 55: Pizza, family, and casual restaurant decision influencers, July 2009
                                                                                                                                                                                                                                                          • Demographic analysis: Influencing factors for choosing family restaurants
                                                                                                                                                                                                                                                            • Figure 56: Family restaurant influencers, by gender, July 2009
                                                                                                                                                                                                                                                            • Figure 57: Family restaurant influencers, by age, July 2009
                                                                                                                                                                                                                                                        • Family Restaurants: Reasons Consumers Choose Them

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Competitive analysis: Pizza, family and casual restaurants
                                                                                                                                                                                                                                                                • Figure 58: Reasons to eat out at pizza, family and casual restaurants, July 2009
                                                                                                                                                                                                                                                              • Demographic analysis: Reasons consumers eat out at family restaurants
                                                                                                                                                                                                                                                                  • Figure 59: Reasons to eat out at family restaurants, by gender, July 2009
                                                                                                                                                                                                                                                                  • Figure 60: Reasons to eat out at family restaurants, by age, July 2009
                                                                                                                                                                                                                                                              • Family Restaurants: Usage by Daypart

                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                  • Breakfast differentiates family restaurants
                                                                                                                                                                                                                                                                    • Figure 61: Restaurant mealtimes, daypart, by segment, July 2009
                                                                                                                                                                                                                                                                    • Figure 62: Family restaurant mealtimes, daypart, by gender, July 2009
                                                                                                                                                                                                                                                                    • Figure 63: Family restaurant mealtimes, daypart, by age, July 2009
                                                                                                                                                                                                                                                                • Family Restaurant Usage by Procurement Method

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Competitive analysis: Pizza, family, and casual restaurants
                                                                                                                                                                                                                                                                        • Figure 64: Pizza, family and casual restaurant delivery, pickup and dine-in purchases, July 2009
                                                                                                                                                                                                                                                                      • Demographic analysis: Procurement method at family restaurants
                                                                                                                                                                                                                                                                        • Figure 65: Family restaurant delivery, pickup and dine-in purchases, by age, July 2009
                                                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                                                        • Alternatives
                                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                                              • Simple-ists
                                                                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                                    • Familiars
                                                                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                                            • Figure 66: Family restaurant clusters, July 2009
                                                                                                                                                                                                                                                                                            • Figure 67: Family restaurant decision influencers, by family restaurant clusters, July 2009
                                                                                                                                                                                                                                                                                            • Figure 68: Reasons to eat out at family restaurants, by family restaurant clusters, July 2009
                                                                                                                                                                                                                                                                                            • Figure 69: Family restaurant mealtimes, daypart, by family restaurant clusters, July 2009
                                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                                            • Figure 70: Family restaurant clusters, by gender, July 2009
                                                                                                                                                                                                                                                                                            • Figure 71: Family restaurant clusters, by age, July 2009
                                                                                                                                                                                                                                                                                            • Figure 72: Family restaurant clusters, by household income, July 2009
                                                                                                                                                                                                                                                                                            • Figure 73: Family restaurant clusters, by race, July 2009
                                                                                                                                                                                                                                                                                            • Figure 74: Family restaurant clusters, by Hispanic origin, July 2009
                                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                                          • Custom Consumer: Marital Status and Presence of Children

                                                                                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                                                                                              • Singles without kids are the least likely users; married with kids are core users
                                                                                                                                                                                                                                                                                                  • Figure 75: Usage of family restaurants in past three months, by marital status and presence of children in household, July 2009
                                                                                                                                                                                                                                                                                                • Married couples look for cost-saving measures; those with kids influenced by media
                                                                                                                                                                                                                                                                                                    • Figure 76: Family restaurant influencers, by marital status and presence of children in the household, July 2009
                                                                                                                                                                                                                                                                                                  • Family restaurants provide singles with a social scene and save households with kids some time
                                                                                                                                                                                                                                                                                                      • Figure 77: Reasons consumers eat out at family restaurants, by marital status and presence of children in household, July 2009
                                                                                                                                                                                                                                                                                                  • Appendix: Additional Consumer Tables—Income

                                                                                                                                                                                                                                                                                                      • Figure 78: Usage of leading family restaurant chains, by restaurant, by household income, July 2009
                                                                                                                                                                                                                                                                                                      • Figure 79: Reasons consumers eat out at family restaurants, by household income, July 2009
                                                                                                                                                                                                                                                                                                      • Figure 80: Family restaurant delivery, pickup and dine-in purchases, by household income, July 2009
                                                                                                                                                                                                                                                                                                      • Figure 81: Family restaurant mealtimes, by household income, July 2009
                                                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                    • ABP Corporation
                                                                                                                                                                                                                                                                                                    • AFC Enterprises Inc.
                                                                                                                                                                                                                                                                                                    • Applebee's International Inc.
                                                                                                                                                                                                                                                                                                    • Big Boy Restaurants International, LLC
                                                                                                                                                                                                                                                                                                    • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                                                                    • Boston Market Corporation
                                                                                                                                                                                                                                                                                                    • Brinker International Inc.
                                                                                                                                                                                                                                                                                                    • Buffet Holdings
                                                                                                                                                                                                                                                                                                    • Burger King Corporation
                                                                                                                                                                                                                                                                                                    • Caribou Coffee Company Inc.
                                                                                                                                                                                                                                                                                                    • CBRL Group, Inc.
                                                                                                                                                                                                                                                                                                    • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                                                                                                                    • CKE Restaurants Inc.
                                                                                                                                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                                    • Darden Restaurants Inc.
                                                                                                                                                                                                                                                                                                    • Del Taco, Inc.
                                                                                                                                                                                                                                                                                                    • Denny's Corporation
                                                                                                                                                                                                                                                                                                    • Domino's Pizza LLB
                                                                                                                                                                                                                                                                                                    • Einstein Noah Restaurant Group Inc.
                                                                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                                                                    • Food Distributors International
                                                                                                                                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                                                                                                                                    • GE Consumer Finance
                                                                                                                                                                                                                                                                                                    • Golden Corral Corporation
                                                                                                                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                                                                                                                    • Huddle House, Inc.
                                                                                                                                                                                                                                                                                                    • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                                                                                    • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                                                                                    • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                                                                                                                    • International Franchise Association (IFA)
                                                                                                                                                                                                                                                                                                    • KFC Corporation
                                                                                                                                                                                                                                                                                                    • Little Caesar Enterprises Inc.
                                                                                                                                                                                                                                                                                                    • Luby's Inc.
                                                                                                                                                                                                                                                                                                    • McAlister's Corporation
                                                                                                                                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                                                                                                                                    • Metromedia Restaurant Group
                                                                                                                                                                                                                                                                                                    • Monterey Gourmet Foods Inc.
                                                                                                                                                                                                                                                                                                    • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                                                                                                                    • National Nutritional Foods Association
                                                                                                                                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                                                    • National Retail Federation (NRF)
                                                                                                                                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                                                                                                                                    • P.F. Chang's China Bistro Inc.
                                                                                                                                                                                                                                                                                                    • Panera Bread Company
                                                                                                                                                                                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                                                                                                                                                                                    • Pizza Hut Inc
                                                                                                                                                                                                                                                                                                    • River Ranch Fresh Foods LLC
                                                                                                                                                                                                                                                                                                    • Ryan's Restaurant Group Inc.
                                                                                                                                                                                                                                                                                                    • Shoney's North America Corporation
                                                                                                                                                                                                                                                                                                    • Sonic Corp.
                                                                                                                                                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                                                                                                                                                    • Subway
                                                                                                                                                                                                                                                                                                    • Taco Bell Corp.
                                                                                                                                                                                                                                                                                                    • TGI Friday's
                                                                                                                                                                                                                                                                                                    • The Quiznos Master LLC
                                                                                                                                                                                                                                                                                                    • The Wendy's Company
                                                                                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                                                                                                                                                    • VICORP Restaurants, Inc.
                                                                                                                                                                                                                                                                                                    • Waffle House
                                                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                    • Washington Post Company (The)
                                                                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                                                                    Family/Midscale Restaurants - US - November 2009

                                                                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)