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Technology in Restaurants - US - March 2014

"Technology continues to increase at a rapid pace and the majority of the population use smartphones or other mobile devices. However, the majority of consumers either do not use technology in restaurants or have maintained similar usage compared to last year. More than half of respondents do not use online or mobile ordering or payment apps or loyalty programs. Since the use of technology by consumers at restaurants is a developing opportunity, these rates are likely to increase over time, especially as Millennials gain spending power."

- Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • How to reach consumers most effectively?
  • How can operators encourage repeat business?
  • Will tech be an effective way to gain efficiencies?
  • How to encourage consumers to dine-in?

Providing an optimal dining-out experience means different things to different consumers. To be successful in creating a good experience, restaurants must understand what their target customer groups are looking for and match their offerings accordingly.

Consumers are busier and desire a convenient and efficient dining experience. This has caused consumers to seek faster and faster service, often opting for limited-service restaurants and are using out of store ordering options like to-go, drive-thru and delivery. Restaurants must keep up with new technologies to stay even with their competition, including offering online and mobile ordering and payment options, online brand interaction, mobile loyalty programs and using push marketing methods.

With Americans’ on-the-go lifestyle, many restaurant dining rooms are empty. Operators must grapple with how to lure consumers into restaurants for higher check averages. It is all about finding the right balance of technology and service, as well as finding ways to allow both to exist in the same space. The dining experience shouldn’t be rushed; however, maximum convenience and a unique experience will help drive traffic. Offering technology as an opt-in choice gives consumers power to control their experience, while not alienating those that wish for a more traditional experience.

This is a new 2014 report title centering on technology trends in the foodservice space. However, this report does build on the analysis in Mintel’s Dining Out Experience—US, April 2013, which explored both technology and ambience. This report covers both full-service and limited-service restaurants and focuses on how restaurants are utilizing technology to create operational efficiencies and marketing, as well as how consumers have adopted new technologies in terms of attitudes and behaviors. 

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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

                    • Market drivers
                      • Competitive context
                        • Offerings
                          • Marketing
                            • Ordering method
                              • Figure 1: Ordering methods at restaurants, January 2014
                            • Technology drivers
                              • Figure 2: Technology drivers at restaurants, January 2014
                            • Preferred deals
                              • Figure 3: Deal preferences at restaurants, January 2014
                            • Technology behaviors
                              • Figure 4: Technology behaviors at restaurants, January 2014
                            • What we think
                            • Issues and Insights

                                • Marketing and feedback: How to reach consumers most effectively
                                  • The issues
                                    • The implications
                                      • Loyalty programs: How can operators encourage repeat business?
                                        • The issues
                                          • The implications
                                            • Ordering and payment: Will tech be an effective way to gain efficiencies?
                                              • The issues
                                                • The implications
                                                  • In-store technology: How to encourage consumers to dine-in?
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Influential
                                                            • Trend: Secret, Secret
                                                              • Mintel futures: East Meets West
                                                              • Market Drivers

                                                                  • Foodservice and drinking place sales have inched upward
                                                                    • Figure 5: Adjusted foodservice and drinking place sales, January 2010-December 2013
                                                                  • Restaurant Performance Index lingers around the 100 mark
                                                                    • Figure 6: Restaurant Performance Index, January 2010-December 2013
                                                                  • Economic indicators
                                                                    • Cost and inflation of food items
                                                                      • Corporate responsibility
                                                                        • Healthy diet and active lifestyle
                                                                          • Governmental legislation
                                                                            • Gluten free and allergens
                                                                              • Millennials drive usage
                                                                              • Innovations and Innovators – Mobile Applications

                                                                                  • Ordering
                                                                                    • Payment
                                                                                      • Reviews
                                                                                        • Feedback
                                                                                          • Integrated apps
                                                                                          • Innovations and Innovators – Loyalty Programs

                                                                                              • Third-party programs
                                                                                                • Restaurant apps
                                                                                                  • Loyalty programs based on dollar spend:
                                                                                                    • Restaurant non-app programs
                                                                                                    • Innovations and Innovators – In-store Experience

                                                                                                        • Reservations and waiting
                                                                                                          • In-store experience
                                                                                                            • In-store ordering
                                                                                                              • Interactive activities
                                                                                                                • Technological toys
                                                                                                                • Innovations and Innovators – Back-of-House Tools

                                                                                                                    • Inventory
                                                                                                                      • Menuing
                                                                                                                        • Marketing
                                                                                                                          • Customer relations
                                                                                                                            • Training
                                                                                                                              • Miscellaneous
                                                                                                                              • Competitive Context

                                                                                                                                • Vending machines
                                                                                                                                  • Food trucks
                                                                                                                                    • Kiosks
                                                                                                                                      • Catering & delivery
                                                                                                                                        • Convenience stores
                                                                                                                                        • Featured Companies

                                                                                                                                          • Vapiano
                                                                                                                                            • Figure 7: Vapiano, February 2014
                                                                                                                                          • Twisted Root Burger Co.
                                                                                                                                            • Figure 8: Twisted Root Burger Co., February 2014
                                                                                                                                          • Farmer’s Fridge
                                                                                                                                            • Figure 9: Farmer’s Fridge, February 2014
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Vine
                                                                                                                                              • Social media
                                                                                                                                                • Endorsements and cobranding
                                                                                                                                                  • Sweepstakes and contests
                                                                                                                                                    • Crowdsourcing marketing
                                                                                                                                                      • Crowdsourcing decisions
                                                                                                                                                        • Video games
                                                                                                                                                          • Games
                                                                                                                                                            • Push marketing
                                                                                                                                                              • Out of home
                                                                                                                                                                • Causes and charity
                                                                                                                                                                • Social Media – Technology Use in Restaurants

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Market overview
                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                        • Figure 10: Key social media metrics, February 2014
                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                        • Figure 11: Brand usage and awareness for selected restaurants, January 2014
                                                                                                                                                                      • Interactions with restaurants
                                                                                                                                                                        • Figure 12: Interaction with selected restaurants, January 2014
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • Mobile and social payments
                                                                                                                                                                          • Location-based applications driving foot traffic
                                                                                                                                                                            • Using social media for product launches and fan involvement
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Online conversations
                                                                                                                                                                                  • Figure 13: Online mentions of technology use in selected restaurants, by month, March 1, 2013-February 28, 2014
                                                                                                                                                                                • Where are people talking about restaurants?
                                                                                                                                                                                  • Figure 14: Online mentions of technology use in selected restaurants, by page type, March 1, 2013-February 28, 2014
                                                                                                                                                                                • What are people talking about?
                                                                                                                                                                                  • Figure 15: Mentions by topic of conversations, technology use in selected restaurants, by month, March 1, 2013-February 28, 2014
                                                                                                                                                                              • Consumer Data – Overview

                                                                                                                                                                                  • Restaurant usage
                                                                                                                                                                                      • Figure 16: Usage of restaurants, by dayparts, January 2014
                                                                                                                                                                                    • Ordering method
                                                                                                                                                                                        • Figure 17: Usage of restaurants (column nets), by dayparts, January 2014
                                                                                                                                                                                      • Changes in behavior around technology usage at restaurants
                                                                                                                                                                                          • Figure 18: Changes in tech usage at restaurants, January 2014
                                                                                                                                                                                          • Figure 19: Changes in tech usage at restaurants, by dayparts, January 2014
                                                                                                                                                                                        • Technology behavior at restaurants
                                                                                                                                                                                            • Figure 20: Technology behavior at restaurants, by dayparts, January 2014
                                                                                                                                                                                          • Deals preferences at restaurants
                                                                                                                                                                                              • Figure 21: Deal preferences at restaurants, by dayparts, January 2014
                                                                                                                                                                                            • Technology drivers influencing consumers
                                                                                                                                                                                              • Figure 22: Technology drivers at restaurants, by dayparts, January 2014
                                                                                                                                                                                            • Attitudes of consumers that use ethnic limited-service restaurants
                                                                                                                                                                                                • Figure 23: Agreement with consumer attitudes toward technology in restaurants, by dayparts, January 2014
                                                                                                                                                                                            • Consumer Data – By Gender

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Men value the in-store entertainment and like online brand interactions
                                                                                                                                                                                                  • Women use coupons and are enticed by loyalty programs
                                                                                                                                                                                                    • Consumer tables by gender
                                                                                                                                                                                                      • Figure 24: Usage of restaurants, by gender, January 2014
                                                                                                                                                                                                      • Figure 25: Usage of restaurants (column nets), by gender, January 2014
                                                                                                                                                                                                      • Figure 26: Changes in tech usage at restaurants, by gender, January 2014
                                                                                                                                                                                                      • Figure 27: Technology behavior at restaurants, by gender, January 2014
                                                                                                                                                                                                      • Figure 28: Deal preferences at restaurants, by gender, January 2014
                                                                                                                                                                                                      • Figure 29: Technology drivers at restaurants, by gender, January 2014
                                                                                                                                                                                                      • Figure 30: Agreement with consumer attitudes toward technology in restaurants, by gender, January 2014
                                                                                                                                                                                                  • Consumer Data – By Generation

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Younger Millennials seek customization, deals, and technology
                                                                                                                                                                                                        • Older Millennials like tech but are hesitant; interested in health
                                                                                                                                                                                                          • Older consumers prefer a more traditional dining experience, sans tech
                                                                                                                                                                                                            • Consumer tables by generation
                                                                                                                                                                                                              • Figure 31: Usage of restaurants, by generations, January 2014
                                                                                                                                                                                                              • Figure 32: Usage of restaurants (column nets), by generations, January 2014
                                                                                                                                                                                                              • Figure 33: Changes in tech usage at restaurants, by generations, January 2014
                                                                                                                                                                                                              • Figure 34: Technology behavior at restaurants, by generations, January 2014
                                                                                                                                                                                                              • Figure 35: Deal preferences at restaurants, by generations, January 2014
                                                                                                                                                                                                              • Figure 36: Technology drivers at restaurants, by generations, January 2014
                                                                                                                                                                                                              • Figure 37: Agreement with consumer attitudes toward technology in restaurants, by generations, January 2014
                                                                                                                                                                                                          • Consumer Data – By Income

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Lower-income consumers are apathetic to tech and seek single-use deals
                                                                                                                                                                                                                • Middle-income consumers well-suited for online and mobile functionalities
                                                                                                                                                                                                                  • The affluent find in-store technologies disruptive to the dining experience
                                                                                                                                                                                                                    • Consumer tables by income
                                                                                                                                                                                                                      • Figure 38: Usage of restaurants, by household income, January 2014
                                                                                                                                                                                                                      • Figure 39: Usage of restaurants (column nets), by household income, January 2014
                                                                                                                                                                                                                      • Figure 40: Changes in tech usage at restaurants, by household income, January 2014
                                                                                                                                                                                                                      • Figure 41: Technology behavior at restaurants, by household income, January 2014
                                                                                                                                                                                                                      • Figure 42: Deal preferences at restaurants, by household income, January 2014
                                                                                                                                                                                                                      • Figure 43: Technology drivers at restaurants, by household income, January 2014
                                                                                                                                                                                                                      • Figure 44: Agreement with consumer attitudes toward technology in restaurants, by household income, January 2014
                                                                                                                                                                                                                  • Consumer Data – By Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Whites seek traditional dining experiences, brand interactions, and deals
                                                                                                                                                                                                                        • Blacks are less likely to use dine-in but are enticed by in-store technology
                                                                                                                                                                                                                          • Asians are tech-savvy but are hesitant to adopt mobile loyalty programs
                                                                                                                                                                                                                            • Hispanics like in-store technology
                                                                                                                                                                                                                              • Consumer tables by race and Hispanic origin
                                                                                                                                                                                                                                • Figure 45: Usage of restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 46: Usage of restaurants (column nets), by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 47: Changes in tech usage at restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 48: Technology behavior at restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 49: Deal preferences at restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 50: Technology drivers at restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                                • Figure 51: Agreement with consumer attitudes toward technology in restaurants, by race/Hispanic origin, January 2014
                                                                                                                                                                                                                            • Consumer Data – By Region

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Midwesterners are likely open to online or mobile loyalty programs
                                                                                                                                                                                                                                  • Northeasterners visit full-service restaurants, particularly fine dining
                                                                                                                                                                                                                                    • Southerners are enticed by Wi-Fi and post visits on their social media page
                                                                                                                                                                                                                                      • Westerners are more likely to visit limited-service ethnic restaurants
                                                                                                                                                                                                                                        • Consumer tables by region
                                                                                                                                                                                                                                          • Figure 52: Usage of restaurants, by region, January 2014
                                                                                                                                                                                                                                          • Figure 53: Usage of restaurants (column nets), by region, January 2014
                                                                                                                                                                                                                                          • Figure 54: Changes in tech usage at restaurants, by region, January 2014
                                                                                                                                                                                                                                          • Figure 55: Technology behavior at restaurants, by region, January 2014
                                                                                                                                                                                                                                          • Figure 56: Deal preferences at restaurants, by region, January 2014
                                                                                                                                                                                                                                          • Figure 57: Technology drivers at restaurants, by region, January 2014
                                                                                                                                                                                                                                          • Figure 58: Agreement with consumer attitudes toward technology in restaurants, by region, January 2014
                                                                                                                                                                                                                                      • Consumer Data – By Parents

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Parents look for in-store tech, online brand chatter, and loyalty programs
                                                                                                                                                                                                                                            • Parents with toddlers seek in-store technology and better-for-you options
                                                                                                                                                                                                                                              • Parents with children enjoy online interaction and in-store entertainment
                                                                                                                                                                                                                                                • Parents with teenagers visit restaurants with at-table tablets for payment
                                                                                                                                                                                                                                                  • Parents with adult children have traditional, established dining behavior
                                                                                                                                                                                                                                                    • Consumer tables by parents
                                                                                                                                                                                                                                                      • Figure 59: Usage of restaurants, by parents with children in household, January 2014
                                                                                                                                                                                                                                                      • Figure 60: Usage of restaurants (column nets), by parents with children in household, January 2014
                                                                                                                                                                                                                                                      • Figure 61: Changes in tech usage at restaurants, by parent/guardian living in household, January 2014
                                                                                                                                                                                                                                                      • Figure 62: Technology behavior at restaurants, by parent/guardian living in household, January 2014
                                                                                                                                                                                                                                                      • Figure 63: Deal preferences at restaurants, parent/guardian living in household, January 2014
                                                                                                                                                                                                                                                      • Figure 64: Technology drivers at restaurants, by parent/guardian living in household, January 2014
                                                                                                                                                                                                                                                      • Figure 65: Agreement with consumer attitudes toward technology in restaurants, by demographics, January 2014
                                                                                                                                                                                                                                                  • Appendix – Additional Tables

                                                                                                                                                                                                                                                    • Consumer tables by segment
                                                                                                                                                                                                                                                      • Figure 66: Usage of restaurants, by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 67: Usage of restaurants (column nets), by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 68: Changes in tech usage at restaurants, by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 69: Technology behavior at restaurants, by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 70: Deal preferences at restaurants, by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 71: Technology drivers at restaurants, by segments, January 2014
                                                                                                                                                                                                                                                      • Figure 72: Agreement with consumer attitudes toward technology in restaurants, by segments, January 2014
                                                                                                                                                                                                                                                    • Consumer tables by limited-service concept
                                                                                                                                                                                                                                                      • Figure 73: Usage of restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 74: Usage of restaurants (column nets), by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 75: Changes in tech usage at restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 76: Technology behavior at restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 77: Deal preferences at restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 78: Technology drivers at restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                      • Figure 79: Agreement with consumer attitudes toward technology in restaurants, by LSR, January 2014
                                                                                                                                                                                                                                                    • Consumer tables by full-service concept
                                                                                                                                                                                                                                                      • Figure 80: Usage of restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 81: Usage of restaurants (column nets), by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 82: Changes in tech usage at restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 83: Technology behavior at restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 84: Deal preferences at restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 85: Technology drivers at restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                      • Figure 86: Agreement with consumer attitudes toward technology in restaurants, by FSR, January 2014
                                                                                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                                                                                    • Health and lifestyle
                                                                                                                                                                                                                                                      • Figure 87: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
                                                                                                                                                                                                                                                    • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                                                                        • Figure 88: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                      • Consumer confidence
                                                                                                                                                                                                                                                        • Figure 89: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                                                                                                      • Unemployment
                                                                                                                                                                                                                                                        • Figure 90: US Unemployment Rate, by month, 2002-14
                                                                                                                                                                                                                                                        • Figure 91: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                                                                                                        • Figure 92: Number of employed civilians in US 2007-14
                                                                                                                                                                                                                                                      • Retail channels
                                                                                                                                                                                                                                                        • Figure 93: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
                                                                                                                                                                                                                                                      • Racial, ethnic population growth
                                                                                                                                                                                                                                                          • Figure 94: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                                                                                          • Figure 95: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                                                                                        • Shifting US demographics
                                                                                                                                                                                                                                                          • Figure 96: US population, by age, 2009, 2014, and 2019
                                                                                                                                                                                                                                                          • Figure 97: US households, by presence of own children, 2003-13
                                                                                                                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                                                                                                                        • Key social media metrics
                                                                                                                                                                                                                                                          • Figure 98: social media metrics—Starbucks, February 2014
                                                                                                                                                                                                                                                          • Figure 99: Social media metrics—Domino’s, February 2014
                                                                                                                                                                                                                                                          • Figure 100: Social media metrics—Taco Bell, February 2014
                                                                                                                                                                                                                                                          • Figure 101: Social media metrics—Applebee’s, February 2014
                                                                                                                                                                                                                                                          • Figure 102: Social media metrics—Pinkberry, February 2014
                                                                                                                                                                                                                                                          • Figure 103: Social media metrics—Fazoli’s, February 2014
                                                                                                                                                                                                                                                        • Online conversations
                                                                                                                                                                                                                                                          • Figure 104: Online mentions of technology use in selected restaurants, by month, March 1, 2013-February 28, 2014
                                                                                                                                                                                                                                                          • Figure 105: Online mentions of technology use in selected restaurants, by page type, March 1, 2013-February 28, 2014
                                                                                                                                                                                                                                                          • Figure 106: Mentions by topic of conversations, technology use in selected restaurants, by month, March 1, 2013-February 28, 2014
                                                                                                                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                                                                                                                          • Figure 107: Brand usage or awareness, January 2014
                                                                                                                                                                                                                                                          • Figure 108: Domino’s Pizza usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 109: Starbucks usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 110: Taco Bell usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 111: Fazoli’s usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 112: Pinkberry usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 113: Applebee’s usage or awareness, by demographics, January 2014
                                                                                                                                                                                                                                                        • Activities done
                                                                                                                                                                                                                                                          • Figure 114: Activities done, January 2014
                                                                                                                                                                                                                                                          • Figure 115: Domino’s Pizza – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 116: Domino’s Pizza – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 117: Domino’s Pizza – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 118: Domino’s Pizza – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 119: Starbucks – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 120: Starbucks – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 121: Starbucks – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 122: Starbucks – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 123: Taco Bell – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 124: Taco Bell – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 125: Taco Bell – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 126: Taco Bell – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 127: Fazoli’s – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 128: Applebee’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 129: Applebee’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 130: Applebee’s – Activities done – I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                                                                                                                          • Figure 131: Applebee’s – Activities done – I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                        • Food and Drug Administration
                                                                                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                        • U.S. Bureau of the Census

                                                                                                                                                                                                                                                        Technology in Restaurants - US - March 2014

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