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Full Service Restaurants - US - April 2014

“Full service restaurants face many obstacles preventing traffic which will need to be rectified in order to boost sales. Such issues include menus that don’t reflect the changing needs of consumers, outdated branding, a perception of poor value, and limited healthful options. In response, operators can expand dayparts and item formats; undergo renovations and reimaging; utilize deals, discounting, and portioning; and offer better-for-you options focusing on a variety categories.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • What are the most effective strategies for full service menus?
  • How can sit-downs compete with low-priced dining options?
  • Should restaurants be providing healthy options to attract consumers?

Full service restaurants’ largest threat is trade-down behavior. While they are differentiated from their limited service counterparts due to service, many consumers opt to serve themselves in order to save money. This shift is primarily due to lower levels of disposable income, as well as a shift in consumption remaining after the recession.

Some guests are trading down to other concepts within the full service category, while others are trading down to fast casual concepts or cooking at home instead. This is a reflection of the shift in consumer needs and behaviors, with many consumers seeking upscale items with a less formal dining experience at moderate prices. Further, more and more consumers are looking for snacking and on-the-go options.

Each full service segment has responded to these threats in a different manner. Family midscale concepts have raised the bar when it comes to upscale and better-for-you offerings, while maintaining it’s value price point and service. Casual dining restaurants have increased store hours, expanded their menus, and created lunch promotions that align with fast casuals. They have also created to-go areas, as well as fast casual spin-off concepts. Fine dining restaurants are moving away from prix fixe menus and focusing on happy hour with small plates and cocktails to provide a reduced-priced dining experience. Many full service restaurants have undergone rebranding and restaurant renovation.

This is a new 2014 report title centering on full service restaurant trends in the foodservice space. However, this report does build on the analysis in Mintel’s Family Midscale Restaurants – US, October 2013 and Casual Dining Restaurants – US, August 2013 which explored each niche within the full service segment. The report covers family midscale, casual dining, and fine dining concepts and focuses on marketplace trends as well as how consumption attitudes and behaviors are shifting.

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of full service restaurants, at current prices, 2008-18
                    • Market drivers
                      • Opportunities
                        • Menu analysis
                          • Figure 2: Top 10 menu item claims for food items at full service restaurants, by incidence, Q4 2010-13
                          • Figure 3: Top 10 nutritional claims for food items at full service restaurants, by incidence, Q4 2010-13
                        • Consumer data
                          • Figure 4: Full service restaurant usage, February 2014
                          • Figure 5: Attitudes about full service restaurants, January 2014
                        • What we think
                        • Issues and Insights

                            • Menu expansion: The most effective strategies for full service menus
                              • The issues
                                • The implications
                                  • Rebranding: Approaches to successfully attract customers
                                    • The issues
                                      • The implications
                                        • Value: How sit-downs can compete with low-priced dining options
                                          • The issues
                                            • The implications
                                              • Better-for-you: Providing healthy options that are attractive to consumers
                                                • The issues
                                                  • The implications
                                                  • Trend Applications

                                                      • Trend: The Real Thing
                                                        • Trend: Life as an Informal Affair
                                                          • Trend: Access All Areas
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market size and forecast
                                                                • Figure 6: Total US sales and forecast of full service restaurants, at current prices, 2008-18
                                                                • Figure 7: Total US sales and forecast of full service restaurants, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 8: Total US sales and fan chart forecast of full service restaurants, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Cost and inflation of food items
                                                                  • Economic indicators
                                                                    • Governmental legislation
                                                                      • Allergies and gluten-free
                                                                        • Millennials drive usage
                                                                          • Promoting health to children
                                                                          • Innovations and Innovators – Operators

                                                                              • Offering value
                                                                                • Alternative proteins
                                                                                  • Menu expansion
                                                                                    • Better-for-you
                                                                                      • Rebranding
                                                                                        • Dining experience
                                                                                        • Innovations and Innovators – Third-Party Vendors

                                                                                            • Reviews and feedback
                                                                                              • Ordering and payment
                                                                                                • Reservations and wait time
                                                                                                  • Marketing tools
                                                                                                  • Competitive Context

                                                                                                    • Full service restaurants
                                                                                                      • Limited service restaurants
                                                                                                        • Vending machines
                                                                                                          • Kiosks
                                                                                                            • Food trucks
                                                                                                              • Catering and delivery
                                                                                                                • Convenience stores
                                                                                                                • Featured Companies

                                                                                                                    • Family midscale
                                                                                                                      • Casual dining
                                                                                                                        • Fine dining
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview of the brand landscape
                                                                                                                            • Social media
                                                                                                                              • Campaigns and promotions
                                                                                                                                • Games and contests
                                                                                                                                  • Causes and charity
                                                                                                                                  • Social Media – Full-service Restaurants

                                                                                                                                    • Key points
                                                                                                                                      • Market overview
                                                                                                                                        • Key social media metrics
                                                                                                                                          • Figure 9: Key social media metrics for selected full-service restaurants, Apr. 1, 2013-March 31, 2014
                                                                                                                                        • Brand usage and awareness
                                                                                                                                          • Figure 10: Brand usage or awareness, February 2014
                                                                                                                                        • Interaction with full-service restaurants
                                                                                                                                          • Figure 11: Interaction with selected full-service restaurants, February 2014
                                                                                                                                        • Leading online campaigns
                                                                                                                                          • Charitable involvement
                                                                                                                                            • Rebranding and creating new restaurant concepts
                                                                                                                                              • Social media mishaps
                                                                                                                                                • What we think
                                                                                                                                                  • Online conversations
                                                                                                                                                    • Figure 12: Online mentions for selected full-service restaurants, by month, Apr. 1, 2013-March 31, 2014
                                                                                                                                                  • Where are people talking about full-service restaurants?
                                                                                                                                                    • Figure 13: Online mentions for selected full-service restaurants, by page type, Apr. 1, 2013-March 31, 2014
                                                                                                                                                  • What are people talking about?
                                                                                                                                                    • Figure 14: Topics of conversation around selected restaurants, Apr. 1, 2013-March 31, 2014
                                                                                                                                                • Menu Analysis – Menu Sections

                                                                                                                                                  • Full service restaurants overview
                                                                                                                                                    • Figure 15: Breakdown of full service restaurants, by incidence, Q4 2010-13
                                                                                                                                                  • Menu breakdown for family midscale restaurants
                                                                                                                                                      • Figure 16: Menu breakdown of family midscale restaurants, by incidence, Q4 2010-13
                                                                                                                                                    • Menu breakdown for casual dining restaurants
                                                                                                                                                        • Figure 17: Menu breakdown of casual dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                      • Menu breakdown for fine dining restaurants
                                                                                                                                                          • Figure 18: Menu breakdown of fine dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                      • Menu Analysis – Menu Claims

                                                                                                                                                        • Menu item claims
                                                                                                                                                            • Figure 19: Top 10 menu item claims for food items at full service restaurants, by incidence, Q4 2010-13
                                                                                                                                                            • Figure 20: Top 10 menu item claims for food items at family midscale restaurants, by incidence, Q4 2010-13
                                                                                                                                                            • Figure 21: Top 10 menu item claims for food items at casual dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                            • Figure 22: Top 10 menu item claims for food items at fine dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                          • Nutritional claims
                                                                                                                                                              • Figure 23: Top 10 nutritional claims for food items at full service restaurants, by incidence, Q4 2010-13
                                                                                                                                                              • Figure 24: Top 10 nutritional claims for food items at family midscale restaurants, by incidence, Q4 2010-13
                                                                                                                                                              • Figure 25: Top 10 nutritional claims for food items at casual dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                              • Figure 26: Top 10 nutritional claims for food items at fine dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                            • Geographical claims
                                                                                                                                                                • Figure 27: Top 10 geographical claims for food items at full service restaurants, by incidence, Q4 2010-13
                                                                                                                                                                • Figure 28: Top 10 geographical claims for food items at family midscale restaurants, by incidence, Q4 2010-13
                                                                                                                                                                • Figure 29: Top 10 geographical claims for food items at casual dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                                • Figure 30: Top 10 geographical claims for food items at fine dining restaurants, by incidence, Q4 2010-13
                                                                                                                                                            • Consumer Data – Overview

                                                                                                                                                                • Restaurant usage
                                                                                                                                                                    • Figure 31: Full service restaurant usage, by segments, February 2014
                                                                                                                                                                  • Consumption place
                                                                                                                                                                      • Figure 32: Full service restaurant consumption place, by segments, February 2014
                                                                                                                                                                    • Ordering method
                                                                                                                                                                        • Figure 33: Full service restaurant ordering method, by segments, February 2014
                                                                                                                                                                      • Changes in behavior at full service restaurants
                                                                                                                                                                          • Figure 34: Full service restaurant changes in behavior, February 2014
                                                                                                                                                                          • Figure 35: Full service restaurant changes in behavior – more, by segments, February 2014
                                                                                                                                                                        • Deals preferences at restaurants
                                                                                                                                                                            • Figure 36: Full service restaurant deals, by segments, February 2014
                                                                                                                                                                          • Drivers influencing consumers
                                                                                                                                                                              • Figure 37: Full service restaurant drivers, by segments, February 2014
                                                                                                                                                                            • Attitudes of consumers that use full service restaurants
                                                                                                                                                                                • Figure 38: Agreement with full service restaurant attitudes, by segments, February 2014
                                                                                                                                                                            • Consumer Data – By Gender

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Men prefer carryout and are enticed by limited time offers
                                                                                                                                                                                  • Women order over the phone, are budget-conscious, and focus on health
                                                                                                                                                                                    • Consumer tables by gender
                                                                                                                                                                                      • Figure 39: Full service restaurant usage, by gender, February 2014
                                                                                                                                                                                      • Figure 40: Full service restaurant consumption place, by gender, February 2014
                                                                                                                                                                                      • Figure 41: Full service restaurant ordering method, by gender, February 2014
                                                                                                                                                                                      • Figure 42: Full service restaurant changes in behavior – more, by gender, February 2014
                                                                                                                                                                                      • Figure 43: Full service restaurant deals, by gender, February 2014
                                                                                                                                                                                      • Figure 44: Full service restaurant drivers, by gender, February 2014
                                                                                                                                                                                      • Figure 45: Agreement with full service restaurant attitudes, by gender, February 2014
                                                                                                                                                                                  • Consumer Data – By Generation

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Younger Millennials eat orders at home and like reward points programs
                                                                                                                                                                                        • Older Millennials are heavy users, tech savvy, and seek authentic items
                                                                                                                                                                                          • Baby Boomers are more likely to order carryout over the phone
                                                                                                                                                                                            • Older consumers have set behavior and want signature items
                                                                                                                                                                                              • Consumer tables by generation
                                                                                                                                                                                                • Figure 46: Full service restaurant usage, by generations, February 2014
                                                                                                                                                                                                • Figure 47: Full service restaurant consumption place, by generations, February 2014
                                                                                                                                                                                                • Figure 48: Full service restaurant ordering method, by generations, February 2014
                                                                                                                                                                                                • Figure 49: Full service restaurant changes in behavior – more, by generations, February 2014
                                                                                                                                                                                                • Figure 50: Full service restaurant deals, by generations, February 2014
                                                                                                                                                                                                • Figure 51: Restaurant drivers, by generations, February 2014
                                                                                                                                                                                                • Figure 52: Agreement with full service restaurant attitudes, by generations, February 2014
                                                                                                                                                                                            • Consumer Data – By Income

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Lower-income consumers have low usage and seek affordable options
                                                                                                                                                                                                  • Middle-income consumers are least likely to find variety important
                                                                                                                                                                                                    • The affluent are heavy users, dine-in, use technology, and focus on health
                                                                                                                                                                                                      • Consumer tables by income
                                                                                                                                                                                                        • Figure 53: Full service restaurant usage, by household income, February 2014
                                                                                                                                                                                                        • Figure 54: Full service restaurant consumption place, by household income, February 2014
                                                                                                                                                                                                        • Figure 55: Full service restaurant ordering method, by household income, February 2014
                                                                                                                                                                                                        • Figure 56: Full service restaurant changes in behavior – more, by household income, February 2014
                                                                                                                                                                                                        • Figure 57: Full service restaurant deals, by household income, February 2014
                                                                                                                                                                                                        • Figure 58: Full service restaurant drivers, by household income, February 2014
                                                                                                                                                                                                        • Figure 59: Agreement with full service restaurant attitudes, by household income, February 2014
                                                                                                                                                                                                    • Consumer Data – By Race and Hispanic Origin

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Whites are more likely to dine in and choose brands because of gift cards
                                                                                                                                                                                                          • Blacks are least likely to be influenced by daily special pricing
                                                                                                                                                                                                            • Asians are health conscious and interested in authentic ethnic cuisine
                                                                                                                                                                                                              • Hispanics use carryout and seek authenticity, health, and portion sizes
                                                                                                                                                                                                                • Consumer tables by race and Hispanic origin
                                                                                                                                                                                                                  • Figure 60: Full service restaurant usage, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 61: Full service restaurant consumption place, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 62: Full service restaurant ordering method, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 63: Full service restaurant changes in behavior – more, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 64: Full service restaurant deals, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 65: Full service restaurant drivers, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                  • Figure 66: Agreement with full service restaurant attitudes, by race/Hispanic origin, February 2014
                                                                                                                                                                                                              • Consumer Data – By Region

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Midwesterners are unforgiving to brands and avoid using technology
                                                                                                                                                                                                                    • Northeasterners use fine dining and are less likely to be price sensitive
                                                                                                                                                                                                                      • Southerners are less likely to place carry-out orders over the phone
                                                                                                                                                                                                                        • Westerners are increasing usage of FSRs but are also trading down
                                                                                                                                                                                                                          • Consumer tables by region
                                                                                                                                                                                                                            • Figure 67: Full service restaurant usage, by region, February 2014
                                                                                                                                                                                                                            • Figure 68: Full service restaurant consumption place, by region, February 2014
                                                                                                                                                                                                                            • Figure 69: Full service restaurant ordering method, by region, February 2014
                                                                                                                                                                                                                            • Figure 70: Full service restaurant changes in behavior – more, by region, February 2014
                                                                                                                                                                                                                            • Figure 71: Full service restaurant deals, by region, February 2014
                                                                                                                                                                                                                            • Figure 72: Full service restaurant drivers, by region, February 2014
                                                                                                                                                                                                                            • Figure 73: Agreement with full service restaurant attitudes, by region, February 2014
                                                                                                                                                                                                                        • Consumer Data – By Area

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Urban consumers use tech and are interested in portability and health
                                                                                                                                                                                                                              • Suburban consumers are less price sensitive and want high-quality items
                                                                                                                                                                                                                                • Rural consumers dine-in and prefer more traditional offerings
                                                                                                                                                                                                                                  • Consumer tables by area
                                                                                                                                                                                                                                    • Figure 74: Full service restaurant usage, by area, February 2014
                                                                                                                                                                                                                                    • Figure 75: Full service restaurant consumption place, by area, February 2014
                                                                                                                                                                                                                                    • Figure 76: Full service restaurant ordering method, by area, February 2014
                                                                                                                                                                                                                                    • Figure 77: Full service restaurant changes in behavior – more, by area, February 2014
                                                                                                                                                                                                                                    • Figure 78: Full service restaurant deals, by area, February 2014
                                                                                                                                                                                                                                    • Figure 79: Full service restaurant drivers, by area, February 2014
                                                                                                                                                                                                                                    • Figure 80: Agreement with full service restaurant attitudes, by area, February 2014
                                                                                                                                                                                                                                • Consumer Data – By Parents

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Parents are the most demanding, but also the heaviest restaurant users
                                                                                                                                                                                                                                      • Parents with toddlers don’t find portion size or customizability important
                                                                                                                                                                                                                                        • Parents with children are more likely to order carryout online or via mobile
                                                                                                                                                                                                                                          • Parents with teenagers call in orders and have increased usage of deals
                                                                                                                                                                                                                                            • Parents with adult children don’t use tech and prefer premium menu items
                                                                                                                                                                                                                                              • Consumer tables by parents
                                                                                                                                                                                                                                                • Figure 81: Full service restaurant usage, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 82: Full service restaurant consumption place, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 83: Full service restaurant ordering method, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 84: Full service restaurant changes in behavior – more, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 85: Full service restaurant deals, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 86: Full service restaurant drivers, by parents with children in household, February 2014
                                                                                                                                                                                                                                                • Figure 87: Agreement with full service restaurant attitudes, by parents with children in household, February 2014
                                                                                                                                                                                                                                            • Appendix – Social Media – Full-service Restaurants

                                                                                                                                                                                                                                              • Brand usage or awareness
                                                                                                                                                                                                                                                • Figure 88: Brand usage or awareness, February 2014
                                                                                                                                                                                                                                                • Figure 89: Denny’s usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 90: Golden Corral usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 91: Olive Garden usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 92: P.F. Chang’s usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 93: Chuck E. Cheese usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 94: The Capital Grille usage or awareness, by demographics, February 2014
                                                                                                                                                                                                                                              • Interaction with full-service restaurants
                                                                                                                                                                                                                                                • Figure 95: Activities done, February 2014
                                                                                                                                                                                                                                                • Figure 96: Denny’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 97: Denny’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 98: Denny’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 99: Denny’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 100: Golden Corral – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 101: Golden Corral – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 102: Golden Corral – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 103: Golden Corral – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 104: Olive Garden – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 105: Olive Garden – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 106: Olive Garden – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 107: Olive Garden – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 108: P.F. Chang's – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 109: P.F. Chang's – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 110: P.F. Chang's – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 111: P.F. Chang's – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 112: Chuck E. Cheese – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 113: Chuck E. Cheese – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 114: Chuck E. Cheese – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 115: Chuck E. Cheese – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 116: The Capital Grille – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 117: The Capital Grille – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 118: The Capital Grille – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                                                                                                                • Figure 119: The Capital Grille – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                                                                                                              • Key social media metrics
                                                                                                                                                                                                                                                • Figure 120: Social media metrics—Denny’s, March 2014
                                                                                                                                                                                                                                                • Figure 121: Social media metrics—Olive Garden, March 2014
                                                                                                                                                                                                                                                • Figure 122: Social media metrics—Chuck E. Cheese, March 2014
                                                                                                                                                                                                                                                • Figure 123: Social media metrics—Golden Corral, March 2014
                                                                                                                                                                                                                                                • Figure 124: Social media metrics—P.F. Chang’s, March 2014
                                                                                                                                                                                                                                                • Figure 125: Social media metrics—The Capital Grille, March 2014
                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                • Figure 126: Online mentions for selected full-service restaurants, by month, Apr. 1, 2013-March 31, 2014
                                                                                                                                                                                                                                                • Figure 127: Online mentions for selected full-service restaurants, by page type, Apr. 1, 2013-March 31, 2014
                                                                                                                                                                                                                                                • Figure 128: Topics of conversation around selected restaurants, Apr. 1, 2013-March 31, 2014
                                                                                                                                                                                                                                            • Appendix – Additional Tables

                                                                                                                                                                                                                                              • Consumer tables by family midscale
                                                                                                                                                                                                                                                • Figure 129: Full service restaurant usage, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 130: Full service restaurant consumption place, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 131: Full service restaurant ordering method, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 132: restaurant changes in behavior – more, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 133: Full service restaurant deals, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 134: Full service restaurant drivers, by family midscale types, February 2014
                                                                                                                                                                                                                                                • Figure 135: Agreement with full service restaurant attitudes, by family midscale types, February 2014
                                                                                                                                                                                                                                              • Consumer tables by casual dining
                                                                                                                                                                                                                                                • Figure 136: Full service restaurant usage, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 137: Full service restaurant usage, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 138: Full service restaurant consumption place, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 139: Full service restaurant consumption place, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 140: Full service restaurant ordering method, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 141: Full service restaurant ordering method, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 142: Full service restaurant changes in behavior – more, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 143: Full service restaurant changes in behavior – more, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 144: Full service restaurant deals, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 145: Full service restaurant deals, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 146: Full service restaurant drivers, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 147: Full service restaurant drivers, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 148: Agreement with full service restaurant attitudes, by casual dining types, February 2014
                                                                                                                                                                                                                                                • Figure 149: Agreement with full service restaurant attitudes, by casual dining types, February 2014
                                                                                                                                                                                                                                              • Consumer tables by daypart
                                                                                                                                                                                                                                                • Figure 150: Full service restaurant usage, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 151: Full service restaurant consumption place, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 152: Full service restaurant ordering method, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 153: Full service restaurant changes in behavior – more, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 154: Full service restaurant deals, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 155: Full service restaurant drivers, by daypart, February 2014
                                                                                                                                                                                                                                                • Figure 156: Agreement with full service restaurant attitudes, by daypart, February 2014
                                                                                                                                                                                                                                              • Consumer tables by consumption place
                                                                                                                                                                                                                                                • Figure 157: Full service restaurant usage, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 158: Full service restaurant consumption place, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 159: Full service restaurant ordering method, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 160: Full service restaurant changes in behavior – more, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 161: Full service restaurant deals, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 162: Full service restaurant drivers, by consumption place, February 2014
                                                                                                                                                                                                                                                • Figure 163: Agreement with full service restaurant attitudes, by consumption place, February 2014
                                                                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                              • Denny's Corporation
                                                                                                                                                                                                                                              • Famous Dave's of America, Inc.
                                                                                                                                                                                                                                              • Häagen-Dazs
                                                                                                                                                                                                                                              • Metromedia Restaurant Group
                                                                                                                                                                                                                                              • Morton's Restaurant Group, Inc.
                                                                                                                                                                                                                                              • P.F. Chang's China Bistro Inc.
                                                                                                                                                                                                                                              • Shoney's North America Corporation
                                                                                                                                                                                                                                              • The Johnny Rockets Group, Inc.

                                                                                                                                                                                                                                              Full Service Restaurants - US - April 2014

                                                                                                                                                                                                                                              £3,174.67 (Excl.Tax)