Restaurant: Decision Making Process - US - August 2016
"Across demographics, the convenience of limited service restaurants still remains a strong motivator for weekday dining out, specifically with fast food. On the other end of the spectrum, Millennials are creating their own dining out culture across fine dining restaurants and fast casuals, with more shareable dishes and elevated alcohol offerings."
This report will cover the following areas:
- Fast casuals not competing with convenience and affordability of QSRs during the week
- Portion sizes vary across the board
- Consumers don’t want to feel rushed during their meal
The purpose of this Report is to analyze consumers’ attitudes, behaviors, and perceptions surrounding the restaurant decision making process. It will also examine how the restaurant decision making process varies across demographics, generations, regions, and by race.
For the purposes of this Report, Mintel has used the following restaurant definitions:
- Quick service restaurants (QSRs) – Used interchangeably with “fast food,” QSRs specialize in inexpensive, convenient meals. There is no waiter service, no alcoholic beverages, and low price point. Examples include: McDonald’s, Kentucky Fried Chicken, Taco Bell, Wendy’s, and Pizza Hut.
- Fast casual restaurants – These establishments are characterized by a higher price point than QSRs though not as high as full service restaurants. Fast casuals do not offer waiter service and may or may not serve alcohol. Examples include: Chipotle, Panera Bread, Shake Shack, and Blaze Pizza.
- Limited service restaurants (LSRs) – These establishments provide food services where customers usually select and order items and pay before dining. Food/drink may be consumed on the premises, offered as carryout, or delivered to the customer’s location. These may also sell alcoholic beverages. LSRs include both QSRs and fast casual restaurants.
- Full service restaurants (FSRs) – These establishments have waiter/waitress service in which customers order and are served while seated. These may also sell alcoholic beverages and offer carryout services and include the restaurant segments: midscale, casual dining, and fine dining.
- Convenience stores (C-stores) – Convenience stores are establishments that retail a limited line of goods, primarily groceries and ready-to-consume beverages and snacks, in easily accessible locations. The majority of convenience stores also sell motor fuel.
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