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Restaurant to Retail - US - June 2011

This report analyzes the market for restaurant-branded food and beverage products sold in retail settings other than the restaurants, although in some cases these types of sale are mentioned for comparative purposes.

The retail outlets are primarily FDMx, or food, drug and mass merchandisers, as well as internet retailers where applicable.

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Table of contents

  1. Scope and Themes

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

                      • Supporting the case for restaurant-branded products at retail
                        • Making the Move to Retail: A few key tactics
                          • Co-locating within grocery stores
                            • Targeting the family demographic
                              • Healthier meals are in greater demand
                                • Is there room in the fridge?
                                  • Considering the economy
                                    • A restaurant brand in every aisle
                                      • A closer look at three distinct brands at retail
                                        • Cross-promotion too often underutilized
                                          • The case for co-branding
                                            • Purchase rates are high, but a few brands prevail
                                              • Greater promotional efforts could help boost purchase frequency
                                                • Entrées are most frequently purchased, but more variety is needed
                                                  • Convenience trumps brand name
                                                    • Restaurant-branded products can bridge the gap between meals out
                                                      • The case for making the patron/consumer connection
                                                        • A need for healthier options
                                                        • Insights and Opportunities

                                                          • Reasons why going retail makes sense
                                                            • Choose your partners carefully
                                                              • Co-locating: blurring restaurant and retail settings
                                                                • Targeting the family
                                                                  • BFY options at retail serve as brand image boosters
                                                                    • Room for more options in the refrigerated case
                                                                      • Cross-promoting will help to create brand synergy
                                                                      • Inspire Insights

                                                                          • Trend—Home of the Senses
                                                                              • Figure 1: Purchase drivers, February 2011
                                                                            • Bottom line
                                                                            • Competitive Context

                                                                              • Diverse range of “restaurant quality” food abounds
                                                                              • Segment Analysis

                                                                                • Key points
                                                                                  • Frozen appetizers, sides, and entrées
                                                                                    • New kids on the block
                                                                                      • Frozen pizza
                                                                                        • Refrigerated appetizers, sides, and entrées
                                                                                          • Shelf stable
                                                                                            • Beverages
                                                                                              • Snacks
                                                                                                • Ice cream
                                                                                                  • Other desserts
                                                                                                  • Brand Analysis: Jamba, Inc.

                                                                                                    • Overview
                                                                                                      • Performance summary
                                                                                                        • The move to retail
                                                                                                          • Jamba Fruit-Infused Coconut Water
                                                                                                            • Jamba Smoothie Kit
                                                                                                              • Jamba Frozen Novelty Bar
                                                                                                                • Nestlé Jamba All-Natural Energy Beverage
                                                                                                                  • Jamba Fruit Cups
                                                                                                                    • Jamba Daily Superfruit Shots
                                                                                                                    • Brand Analysis: Starbucks

                                                                                                                      • Overview
                                                                                                                        • Performance summary
                                                                                                                          • The move to retail
                                                                                                                            • Selected Starbucks CPG sales
                                                                                                                              • Figure 2: Selected Starbucks sales at FDMx, 2010 and 2011
                                                                                                                          • Brand Analysis: Bob Evans Farms, Inc.

                                                                                                                            • Overview
                                                                                                                              • Performance summary
                                                                                                                                • The move to retail
                                                                                                                                  • Selected Bob Evans CPG sales of frozen products
                                                                                                                                    • Figure 3: Selected Bob Evans sales at FDMx, 2010 and 2011
                                                                                                                                • Market Drivers

                                                                                                                                  • Key points
                                                                                                                                    • Economic factors
                                                                                                                                      • Unemployment and underemployment rate of recovery is slow and tenuous
                                                                                                                                          • Figure 4: Unemployment and underemployment rates, January 2007-May 2011
                                                                                                                                        • Consumer confidence remains shaky
                                                                                                                                          • Figure 5: Figure 9: U.S. real disposable personal income growth, January 2007-April 2011
                                                                                                                                          • Figure 6: University of Michigan Consumer Sentiment Index, March 2007-May 2011
                                                                                                                                        • The rising price of food and beverages
                                                                                                                                            • Figure 7: Consumer Price Index for food at home and food away from home, 2009-11
                                                                                                                                          • Government quest to form healthier consumers
                                                                                                                                          • Marketing Strategies

                                                                                                                                              • Television ads
                                                                                                                                                • Figure 8: Starbucks Via Ready Brew television ad, 2010
                                                                                                                                                • Figure 9: Dunkin’ Donuts Coffee television ad, 2010
                                                                                                                                                • Figure 10: Marie Callender’s Baked Meals television ad, 2010
                                                                                                                                                • Figure 11: Marie Callender’s Steamed Meals television ad, 2011
                                                                                                                                              • Dedicated websites for retail: the exception, not the norm
                                                                                                                                                • Social media extends a restaurant’s presence
                                                                                                                                                  • Bob Evans
                                                                                                                                                    • California Pizza Kitchen
                                                                                                                                                      • IHOP
                                                                                                                                                        • Coupons Can Cut Deals Both Ways
                                                                                                                                                          • Jamba Juice
                                                                                                                                                            • California Pizza Kitchen
                                                                                                                                                              • Tying it all together: P.F. Chang’s holistic approach to product launch
                                                                                                                                                                • Website
                                                                                                                                                                  • Television ads
                                                                                                                                                                    • Figure 12: P.F. Chang’s Home Menu television ad, 2010
                                                                                                                                                                    • Figure 13: P.F. Chang’s Home Menu television ad, 2011
                                                                                                                                                                  • Facebook
                                                                                                                                                                    • Twitter
                                                                                                                                                                    • Menu Insights Analysis: Food Brands on Menus

                                                                                                                                                                      • Overview
                                                                                                                                                                        • Opportunity to co-brand with other popular companies
                                                                                                                                                                            • Figure 14: Top 10 food brands on restaurant menus, by segment, Q1 2011
                                                                                                                                                                            • Figure 15: Top 10 food brands on restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                                                                            • Figure 16: Top 10 food brands on restaurant menus, by incidence and price, Q1 2008–Q1 2011
                                                                                                                                                                        • Menu Insights Analysis: Beverage Brands on Menus

                                                                                                                                                                            • Figure 17: Top 10 nonalcoholic beverage brands on restaurant menus, by incidence, Q1 2008–Q1 2011
                                                                                                                                                                            • Figure 18: Top 10 nonalcoholic beverage brands on restaurant menus, by incidence and price, Q1 2008–Q1 2011
                                                                                                                                                                            • Figure 19: Top 10 alcoholic beverage brands on restaurant menus, by incidence, Q1 2008-Q1 2011
                                                                                                                                                                            • Figure 20: Top 10 alcoholic beverage brands on restaurant menus, by incidence and price, Q1 2008-Q1 2011
                                                                                                                                                                        • Restaurant Brand Usage in Retail

                                                                                                                                                                          • T.G.I. Friday’s and Marie Callender’s leading brands
                                                                                                                                                                            • Figure 21: Restaurant brand usage in retail, February 2011
                                                                                                                                                                            • Figure 22: Restaurant brand usage in retail, by gender, February 2011
                                                                                                                                                                            • Figure 23: Restaurant brand usage in retail, by age, February 2011
                                                                                                                                                                            • Figure 24: Restaurant brand usage in retail, by household income, February 2011
                                                                                                                                                                          • Greater promotional efforts could help boost purchase frequency
                                                                                                                                                                            • Figure 25: Restaurant brand purchase frequency, February 2011
                                                                                                                                                                            • Figure 26: Restaurant brand purchase frequency, by age, February 2011
                                                                                                                                                                            • Figure 27: Reasons for not purchasing restaurant-branded food, by gender, February 2011
                                                                                                                                                                        • Food and Beverage Purchases

                                                                                                                                                                          • Entrée dishes hold the greatest potential
                                                                                                                                                                            • Figure 28: Food and beverage purchases, February 2011
                                                                                                                                                                            • Figure 29: Food and beverage purchases, by age, February 2011
                                                                                                                                                                            • Figure 30: Food and beverage purchases, by presence of children, February 2011
                                                                                                                                                                        • Purchase Drivers

                                                                                                                                                                          • Convenience is key, but brand names hold sway
                                                                                                                                                                            • Figure 31: Purchase drivers, February 2011
                                                                                                                                                                            • Figure 32: Purchase drivers, by age, February, 2011
                                                                                                                                                                            • Figure 33: Purchase drivers, by household income, February, 2011
                                                                                                                                                                        • Spending Changes

                                                                                                                                                                          • Decline in restaurant trips should bolster these brands at retail
                                                                                                                                                                            • Figure 34: Restaurant spending change, February 2011
                                                                                                                                                                            • Figure 35: Restaurant spending change, by gender, February 2011
                                                                                                                                                                            • Figure 36: Restaurant spending change, by household income, February 2011
                                                                                                                                                                            • Figure 37: Restaurant-to-retail spending, February 2011
                                                                                                                                                                            • Figure 38: Restaurant-to-retail spending, by age, February 2011
                                                                                                                                                                            • Figure 39: Restaurant-to-retail spending, by household income, February 2011
                                                                                                                                                                        • Attitudes Toward Restaurant Brands in Retail

                                                                                                                                                                          • Restaurant brand and dish recognition garner greatest attention
                                                                                                                                                                            • Figure 40: Attitudes toward restaurant brands in retail, February 2011
                                                                                                                                                                            • Figure 41: Attitudes toward restaurant brands in retail, by age, February 2011
                                                                                                                                                                            • Figure 42: Attitudes toward restaurant brands in retail, by household income, February 2011
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • At Home Patrons
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Reticent Spenders
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Characteristic tables
                                                                                                                                                                                              • Figure 43: Restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 44: Restaurant brand usage in retail, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 45: Restaurant brand purchase frequency, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 46: Food and beverage purchases, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 47: Purchase drivers, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 48: Restaurant spending change, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 49: Restaurant-to-retail spending, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                              • Figure 50: Attitudes toward restaurant brands in retail, by restaurant-to-retail clusters, February 2011
                                                                                                                                                                                            • Demographic tables
                                                                                                                                                                                              • Figure 51: Restaurant-to-retail clusters, by gender, February 2011
                                                                                                                                                                                              • Figure 52: Restaurant-to-retail clusters, by age, February 2011
                                                                                                                                                                                              • Figure 53: Restaurant-to-retail clusters, by household income, February 2011
                                                                                                                                                                                              • Figure 54: Restaurant-to-retail clusters, by race, February 2011
                                                                                                                                                                                              • Figure 55: Restaurant-to-retail clusters, by Hispanic origin, February 2011
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                              • Bob Evans Farms Inc.
                                                                                                                                                                                              • Bureau of Economic Analysis
                                                                                                                                                                                              • Burger King Corporation
                                                                                                                                                                                              • California Pizza Kitchen Inc.
                                                                                                                                                                                              • ConAgra Foods, Inc
                                                                                                                                                                                              • Dunkin' Brands
                                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                                              • Food Distributors International
                                                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                                                              • Frontera Foods Inc
                                                                                                                                                                                              • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                              • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                              • HJ Heinz Company
                                                                                                                                                                                              • Home Run Inn Pizza Corporation
                                                                                                                                                                                              • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                              • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                              • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                              • International Franchise Association (IFA)
                                                                                                                                                                                              • International Hotel and Restaurants Association (IH&RA)
                                                                                                                                                                                              • Jamba Juice Company
                                                                                                                                                                                              • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                                                                              • National Retail Federation (NRF)
                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                              • Pizza Hut Inc
                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                              • Starbucks Corporation
                                                                                                                                                                                              • Taco Bell Corp.
                                                                                                                                                                                              • The Cheesecake Factory Incorporated
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • Weight Watchers International Inc.

                                                                                                                                                                                              Restaurant to Retail - US - June 2011

                                                                                                                                                                                              £2,684.63 (Excl.Tax)