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The Dining Out Experience - US - April 2013

“Creating a great experience goes far beyond the menu. It can include such aspects as décor, service, technology, customization, and the incorporation of deals. Each operator must find the right balance that meets the needs of their brand, their core consumers, and the segment they occupy. Experimenting with strategies that are atypical to a particular segment can help to differentiate a brand, which may create more attention and increase traffic.”

– Bethany Wall, Foodservice Analyst

Some questions answered in this report include:

  • What makes a great experience?
  • What’s the right blend of technologies?
  • What kinds of deals are most effective for restaurants?
 

Providing an optimal dining out experience means different things to different consumers. It includes ambience, technology, service, and myriad other factors. To be successful in creating a good experience, restaurants must understand what different groups of consumers are looking for and match their offerings to their core consumers and target customers. It is all about finding the right balance. Also, with Americans’ increased on-the-go lifestyle, many dining areas of many restaurants are empty, raising new questions of how to ensure the restaurant experience is not lost when using to-go, delivery, or drive-thru services. Operators also grapple with how to lure consumers into restaurants for higher check averages.

Among the topics covered in this report are:

There are various types of deposit and savings account available to UK consumers, which typically will be managed in-branch and/or online. The main ones are as follows:
  • The factors driving the market, including economic indicators and restaurant sales data.
  • Marketing strategies across many advertising mediums, as well as menu and pricing promotions.
  • Menu trends over the past three years covering multiple dayparts and menu sections.
  • Consumer ordering behavior as it relates to segment, method, and usage of deals.
  • Data revealing consumers’ technological preferences, ambience influences, and deterrents.
  • Breakdown of survey data by demographic, order method group, and cluster groups.

 

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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

                        • Market drivers
                          • Opportunities
                            • Marketing strategies
                              • Menu analysis
                                • Figure 1: Top 10 cuisine types for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                • Figure 2: Top 10 menu item claims for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                              • Consumer data
                                • Figure 3: Importance of atmosphere characteristics (any importance), November 2012
                                • Figure 4: Usage of deals at restaurants, November 2012
                                • Figure 5: Restaurant technologies preferred by consumers, November 2012
                              • What we think
                              • Issues in the Market

                                  • What makes a great experience?
                                    • What’s the right blend of technologies?
                                      • What kinds of deals are most effective for restaurants?
                                      • Insights and Opportunities

                                        • Technology
                                          • Customization
                                            • Rebranding
                                              • Ambience
                                                • Deals and promotions
                                                  • Differentiation
                                                    • Out of Store
                                                    • Trend Applications

                                                        • Trend: Access All Areas
                                                          • Trend: Make It Mine
                                                            • Trend: Human
                                                            • Market Drivers

                                                              • Key points
                                                                • Foodservice and drinking place sales are have inched downward
                                                                  • Figure 6: Adjusted foodservice and drinking place sales, January 2008-January 2013
                                                                • Restaurant Performance Index lingers around the 100 mark
                                                                    • Figure 7: Restaurant Performance Index, January 2009-January 2013
                                                                  • Disposable personal income decreased, but is stronger than 2012
                                                                    • Figure 8: Real disposable personal income, January 2007-January 2013
                                                                  • Unemployment and underemployment improve slightly
                                                                    • Figure 9: Unemployment and underemployment rates, January 2007-February 2013
                                                                  • Consumer sentiment experienced a slight increase
                                                                    • Figure 10: Consumer sentiment, January 2007-February 2013
                                                                  • Government legislation
                                                                    • Adult obesity and diabetes
                                                                      • Figure 11: U.S. Obesity, by age group, 2008 and 2012
                                                                    • Cost and inflation of food items
                                                                      • Figure 12: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
                                                                    • Racial, ethnic population growth
                                                                      • Figure 13: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                      • Figure 14: Households with children, by race and Hispanic origin of householder, 2012
                                                                    • Shifting U.S. demographics
                                                                      • Figure 15: Population, by age, 2008-18
                                                                      • Figure 16: Households, by presence of own children, 2002-12
                                                                  • Featured Companies

                                                                      • Dairy Queen
                                                                        • Domino’s Pizza
                                                                          • Jamba Juice
                                                                            • Potbelly Sandwich Works
                                                                              • Red Robin
                                                                                • Smashburger
                                                                                  • Starbucks
                                                                                    • T.G.I. Friday’s
                                                                                    • Marketing Strategies

                                                                                      • Overview of the brand landscape
                                                                                        • Television ads
                                                                                          • Bob Evans
                                                                                            • Figure 17: Bob Evans, television ad, May 2012
                                                                                          • Burger King
                                                                                            • Figure 18: Burger King, television ad, October 2012
                                                                                          • Chili’s
                                                                                            • Figure 19: Chili’s, television ad, September 2012
                                                                                          • Culver’s
                                                                                            • Figure 20: Culver’s, television ad, November 2012
                                                                                          • IHOP
                                                                                            • Figure 21: IHOP, television ad, February 2012
                                                                                          • Medieval Times
                                                                                            • Figure 22: Medieval Times, television ad, February 2012
                                                                                        • Promotional Strategies

                                                                                          • Key points
                                                                                            • Consumers use social media most, and far fewer visit a brand’s website
                                                                                              • Figure 23: Website visits by restaurant segment usage, November 2012
                                                                                              • Figure 24: Website visits by ordering method, November 2012
                                                                                            • Facebook is used by most consumers, and fine diners like Pinterest
                                                                                              • Figure 25: Social media website, by restaurant segment usage, November 2012
                                                                                              • Figure 26: Social media website, by ordering method, November 2012
                                                                                          • Social Media

                                                                                            • Key points
                                                                                              • Social media metrics
                                                                                                • Figure 27: Key performance indicators, March 2013
                                                                                              • Market overview
                                                                                                • Brand usage and awareness
                                                                                                  • Figure 28: Personal awareness of restaurants, November 2012
                                                                                                • Interaction with restaurants
                                                                                                  • Figure 29: Interaction with restaurant brands, November 2012
                                                                                                • Online conversations
                                                                                                  • Figure 30: Selected restaurant brands’ share of conversations, Feb. 20-March19, 2013
                                                                                                  • Figure 31: Conversations on selected restaurant brands, by brand by day, Feb. 20-March19, 2013
                                                                                                • Where are people talking about restaurant brands?
                                                                                                  • Figure 32: Selected restaurant brands’ share of brand conversations, by page type, Feb. 20-March19, 2013
                                                                                                • What are people talking about?
                                                                                                  • Figure 33: Topics of conversations concerning restaurant brands, Feb. 20-March 19, 2013
                                                                                                  • Figure 34: Topics of conversation regarding selected restaurant brands, by day, Feb. 20-March 19, 2013
                                                                                                  • Figure 35: Types of conversation regarding selected restaurant brands, by type of website, Feb. 20-March 19, 2013
                                                                                                • Analysis by brand
                                                                                                  • McDonald’s
                                                                                                    • Figure 36: McDonald’s—key social media indicators, March 11, 2013
                                                                                                  • Key online campaigns
                                                                                                    • What we think
                                                                                                      • Dairy Queen
                                                                                                        • Figure 37: Dairy Queen—key social media indicators, March 11, 2013
                                                                                                      • Key online campaigns
                                                                                                        • What we think
                                                                                                          • Chuck E. Cheese
                                                                                                            • Figure 38: Chuck E. Cheese—key social media indicators, March 11, 2013
                                                                                                          • Key online campaigns
                                                                                                            • What we think
                                                                                                              • Dave & Buster’s
                                                                                                                • Figure 39: Dave & Buster’s—key social media indicators, March 11, 2013:
                                                                                                              • Key online campaigns
                                                                                                                • What we think
                                                                                                                  • Red Robin
                                                                                                                    • Figure 40: Red Robin—key social media indicators, March 11, 2013
                                                                                                                  • Key online campaigns
                                                                                                                    • What we think
                                                                                                                      • Rainforest Café
                                                                                                                        • Figure 41: Rainforest Café—key social media indicators, March 11, 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                        • Menu Analysis—Menu Overview

                                                                                                                          • Key points
                                                                                                                            • Segment breakdown
                                                                                                                              • Figure 42: Segment breakdown of food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                              • Figure 43: Segment breakdown of food items at the top 100 chain restaurants, by price, Q4 2009-12
                                                                                                                            • Menu section breakdown
                                                                                                                                • Figure 44: Menu section breakdown of food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                                • Figure 45: Menu section breakdown of food menu items at the top 100 chain restaurants, by price, Q4 2009-12
                                                                                                                            • Menu Analysis—Menu Claims

                                                                                                                              • Key points
                                                                                                                                • Cuisine type
                                                                                                                                    • Figure 46: Top 10 cuisine types for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                                  • Nutritional claims
                                                                                                                                      • Figure 47: Top 10 nutritional claims for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                                    • Preparation claims
                                                                                                                                      • Figure 48: Top 10 preparation claims for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                                    • Menu item claims
                                                                                                                                        • Figure 49: Top 10 menu item claim for food items at the top 100 chain restaurants, by incidence, Q4 2009-12
                                                                                                                                    • Segment Usage and Ordering Method

                                                                                                                                      • Key points
                                                                                                                                        • Most respondents (96%) dine out at least once a month, despite economy
                                                                                                                                          • Figure 50: Segment usage and ordering method, November 2012
                                                                                                                                        • Men use restaurants more than women, especially pizza restaurants
                                                                                                                                          • Figure 51: Segment usage and any ordering, by gender, November 2012
                                                                                                                                        • Young consumers most likely to use full service, delivery, and drive-thru
                                                                                                                                          • Figure 52: Segment usage and any ordering, by age, November 2012
                                                                                                                                        • Affluent prefer upscale food, middle class use to-go and delivery at mid-priced operators, while lower income groups use drive-thru at quick serves
                                                                                                                                          • Figure 53: Segment usage and any ordering, by household income, November 2012
                                                                                                                                        • Hispanics more likely to use restaurants than non-Hispanics
                                                                                                                                          • Figure 54: Segment usage and any ordering, by Hispanic origin, November 2012
                                                                                                                                      • Importance of Atmosphere Characteristics

                                                                                                                                        • Key points
                                                                                                                                          • Consumers are concerned most with cleanliness, menu variety, and seating; women rely on reputation, while men look for a friendly staff
                                                                                                                                            • Figure 55: Any importance of atmosphere characteristics, by gender, November 2012
                                                                                                                                          • Young consumers seek music, while older consumers want menu variety
                                                                                                                                            • Figure 56: Any importance of atmosphere characteristics, by age, November 2012
                                                                                                                                          • Hispanics find décor, music, and children’s programs important
                                                                                                                                            • Figure 57: Any importance of atmosphere characteristics, by Hispanic origin, November 2012
                                                                                                                                        • Deterrents for Return Visits

                                                                                                                                          • Key points
                                                                                                                                            • Women concerned with cleanliness and men are sensitive to overcrowding
                                                                                                                                              • Figure 58: Deterrents for return visits, by gender, November 2012
                                                                                                                                            • Older consumers are more demanding; younger concerned with billing
                                                                                                                                              • Figure 59: Deterrents for return visits, by age, November 2012
                                                                                                                                            • Deterrents by income level are reflective of the restaurant segments used
                                                                                                                                              • Figure 60: Deterrents for return visits, by household income, November 2012
                                                                                                                                          • Usage of Deals at Restaurants

                                                                                                                                            • Key points
                                                                                                                                              • Women prefer printed coupons more than men
                                                                                                                                                • Figure 61: Usage of deals at restaurants, by gender, November 2012
                                                                                                                                              • Younger consumers take advantage of more deals and use technology
                                                                                                                                                • Figure 62: Usage of deals at restaurants, by age, November 2012
                                                                                                                                              • Lower income use printed coupons, while affluent prefer online coupons
                                                                                                                                                • Figure 63: Usage of deals at restaurants, by household income, November 2012
                                                                                                                                              • Hispanics use deals geared toward larger groups and families
                                                                                                                                                • Figure 64: Usage of deals at restaurants, by Hispanic origin, November 2012
                                                                                                                                            • Consumer Attitudes toward Restaurants

                                                                                                                                              • Key points
                                                                                                                                                • Women want customization and deals; men want greater value and speed
                                                                                                                                                    • Figure 65: Agreement with consumer attitudes toward restaurants, by gender, November 2012
                                                                                                                                                  • Older consumers are focused on the traditional dining experience, while younger consumers look for the extras that make dining special
                                                                                                                                                      • Figure 66: Agreement with consumer attitudes toward restaurants, by age, November 2012
                                                                                                                                                    • Lower income serve themselves, while middle income want customization
                                                                                                                                                        • Figure 67: Agreement with consumer attitudes toward restaurants, by household income, November 2012
                                                                                                                                                      • Hispanics like to serve themselves and are persuaded by special pricing
                                                                                                                                                        • Figure 68: Agreement with consumer attitudes toward restaurants, by Hispanic origin, November 2012
                                                                                                                                                    • Restaurant Technologies Preferred by Consumers

                                                                                                                                                      • Key points
                                                                                                                                                        • Women want to be seated quickly, while men want to be entertained
                                                                                                                                                            • Figure 69: Restaurant technologies preferred by consumers, by gender, November 2012
                                                                                                                                                          • Younger consumers want more technology for customized experiences
                                                                                                                                                              • Figure 70: Restaurant technologies preferred by consumers, by age, November 2012
                                                                                                                                                            • Desired technology is a reflection of wealth and restaurant segment
                                                                                                                                                              • Figure 71: Restaurant technologies preferred by consumers, by household income, November 2012
                                                                                                                                                          • Usage Groups

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumer attitudes of in-store and out-of-store users differ
                                                                                                                                                                  • Figure 72: Segment usage and any ordering, by ordering method, November 2012
                                                                                                                                                                  • Figure 73: Any importance of atmosphere characteristics, by ordering method, November 2012
                                                                                                                                                                  • Figure 74: Usage of deals at restaurants, by ordering method, November 2012
                                                                                                                                                                  • Figure 75: Agreement with consumer attitudes toward restaurants, by ordering method, November 2012
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Cluster 1: Old Timers
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Cluster 2: Value Heavy
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster 3: Road Runners
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster 4: Fancy Pants
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                    • Figure 76: Target clusters, November 2012
                                                                                                                                                                                                    • Figure 77: Segment usage and dine-in, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 78: Segment usage and to-go or carry-out, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 79: Segment usage and delivery, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 80: Segment usage and drive thru, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 81: Segment usage and any ordering, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 82: Any importance of atmosphere characteristics, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 83: Deterrents for return visits, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 84: Usage of deals at restaurants, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 85: Agreement with consumer attitudes toward restaurants, by target clusters, November 2012
                                                                                                                                                                                                    • Figure 86: Restaurant technologies preferred by consumers, by target clusters, November 2012
                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                    • Figure 87: Target clusters, by demographic, November 2012
                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                  • Appendix—Social Media

                                                                                                                                                                                                    • Brand usage or awareness
                                                                                                                                                                                                      • Figure 88: Brand usage or awareness, November 2012
                                                                                                                                                                                                      • Figure 89: McDonald's usage or awareness, by demographics, November 2012
                                                                                                                                                                                                      • Figure 90: Dairy Queen usage or awareness, by demographics, November 2012
                                                                                                                                                                                                      • Figure 91: Rainforest Café usage or awareness, by demographics, November 2012
                                                                                                                                                                                                      • Figure 92: Chuck E. Cheese usage or awareness, by demographics, November 2012
                                                                                                                                                                                                      • Figure 93: Dave & Busters usage or awareness, by demographics, November 2012
                                                                                                                                                                                                      • Figure 94: Red Robin usage or awareness, by demographics, November 2012
                                                                                                                                                                                                    • Activities done
                                                                                                                                                                                                      • Figure 95: Activities done, November 2012
                                                                                                                                                                                                      • Figure 96: McDonald's – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 97: McDonald's – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 98: Dairy Queen – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 99: Dairy Queen – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 100: Rainforest Café – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 101: Rainforest Café– Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 102: Chuck E. Cheese – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 103: Chuck E. Cheese – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 104: Dave & Busters – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 105: Red Robin – Activities done, by demographics, November 2012
                                                                                                                                                                                                      • Figure 106: Red Robin – Activities done, by demographics, November 2012
                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                      • Figure 107: Selected restaurant brands’ share of conversations, Feb. 20-March19, 2013
                                                                                                                                                                                                      • Figure 108: Conversations on selected restaurant brands, by brand by day, Feb. 20-March19, 2013
                                                                                                                                                                                                      • Figure 109: Selected restaurant brands’ share of brand conversations, by page type, Feb. 20-March19, 2013
                                                                                                                                                                                                      • Figure 110: Topics of conversations concerning restaurant brands, Feb. 20-March 19, 2013
                                                                                                                                                                                                      • Figure 111: Topics of conversation regarding selected restaurant brands, by day, Feb. 20-March 19, 2013
                                                                                                                                                                                                      • Figure 112: Types of conversation regarding selected restaurant brands, by type of website, Feb. 20-March 19, 2013
                                                                                                                                                                                                  • Appendix—Additional Tables

                                                                                                                                                                                                      • Figure 113: Segment usage and dine-in, by gender, November 2012
                                                                                                                                                                                                      • Figure 114: Segment usage and to-go, by gender, November 2012
                                                                                                                                                                                                      • Figure 115: Segment usage and delivery, by gender, November 2012
                                                                                                                                                                                                      • Figure 116: Segment usage and drive thru, by gender, November 2012
                                                                                                                                                                                                      • Figure 117: Segment usage and dine-in, by age, November 2012
                                                                                                                                                                                                      • Figure 118: Segment usage and to-go, by age, November 2012
                                                                                                                                                                                                      • Figure 119: Segment usage and delivery, by age, November 2012
                                                                                                                                                                                                      • Figure 120: Segment usage and drive thru, by age, November 2012
                                                                                                                                                                                                      • Figure 121: Segment usage and dine-in, by household income, November 2012
                                                                                                                                                                                                      • Figure 122: Segment usage and to-go, by household income, November 2012
                                                                                                                                                                                                      • Figure 123: Segment usage and delivery, by household income, November 2012
                                                                                                                                                                                                      • Figure 124: Segment usage and drive thru, by household income, November 2012
                                                                                                                                                                                                      • Figure 125: Segment usage and dine-in, by Hispanic origin, November 2012
                                                                                                                                                                                                      • Figure 126: Segment usage and to-go, by Hispanic origin, November 2012
                                                                                                                                                                                                      • Figure 127: Segment usage and delivery, by Hispanic origin, November 2012
                                                                                                                                                                                                      • Figure 128: Any importance of atmosphere characteristics, by household income, November 2012
                                                                                                                                                                                                      • Figure 129: Deterrents for return visits, by Hispanic origin, November 2012
                                                                                                                                                                                                      • Figure 130: Restaurant technologies preferred by consumers, by Hispanic origin, November 2012
                                                                                                                                                                                                      • Figure 131: Segment usage and dine-in, by ordering method, November 2012
                                                                                                                                                                                                      • Figure 132: Segment usage and to-go or carry-out, by ordering method, November 2012
                                                                                                                                                                                                      • Figure 133: Segment usage and delivery, by ordering method, November 2012
                                                                                                                                                                                                      • Figure 134: Segment usage and drive thru, by ordering method, November 2012
                                                                                                                                                                                                      • Figure 135: Deterrents for return visits, by ordering method, November 2012
                                                                                                                                                                                                      • Figure 136: Restaurant technologies preferred by consumers, by ordering method, November 2012
                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Domino's Pizza LLB
                                                                                                                                                                                                    • Jamba Juice Company
                                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                                    • Potbelly Sandwich Works
                                                                                                                                                                                                    • Red Robin Gourmet Burgers Inc.
                                                                                                                                                                                                    • Smashburger Master LLC
                                                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                                                    • TGI Friday's
                                                                                                                                                                                                    • U.S. Bureau of the Census

                                                                                                                                                                                                    The Dining Out Experience - US - April 2013

                                                                                                                                                                                                    £3,199.84 (Excl.Tax)