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Trends in Snacking and Value Menus in Foodservice - US - June 2011

  • Menu trends and analysis of snacks on restaurant menus and value menu items, supported by industry examples
  • Marketing and promotional strategies used by foodservice players to bring attention to restaurant snacks and value menus
  • Exploration of net usage and frequency of restaurant snacks by restaurant segment
  • Identification of menu sections that are typically used when ordering snacks, as well as insight into users’ perceptions of the dollar/value menu
  • Defining a restaurant snack by components, food choices and beverages that restaurant snackers usually order
  • Dollars spent per restaurant snack and changes in snack spending during the last year
  • Consideration of the times of day usually visited to order restaurant snacks
  • Snack and value menu choices that consumers would like to see more of on restaurant menus

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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

                      • Snack sales remain steady, but poised for future growth
                        • Recession drives usage of value menus
                          • Inflation threatens value price points
                            • Snacks are a good vehicle for health on the menu
                              • Under-35s are an influential snack demographic
                                • Menu analysis for snacks and value-priced items
                                  • Restaurant snackers do so with frequency
                                    • Snack spending
                                      • Snack time
                                        • Snacks defined
                                          • Snacks on the menu
                                            • Snack options in demand
                                            • Insights and Opportunities

                                              • Insight: majority of consumers snack
                                                • Figure 1: Incidence of snacking between meals, 2006-10
                                              • Opportunities: value and health
                                                • The value of snacks
                                                  • The healthy snack
                                                    • Figure 2: Incidence of snacking on healthy foods, 2006-10
                                                • Inspire Insights

                                                    • Trend: Boomerang Generation
                                                      • Trend: Attention Economy
                                                      • Market Size

                                                        • Key points
                                                          • Dollar/value menu propelled demand for snacks
                                                              • Figure 3: Total U.S. sales of snacks through restaurants and vending machines/mobile vendors, at current prices, 2005-15
                                                              • Figure 4: Total U.S. sales of snacks through restaurants and vending machines/mobile vendors, at inflation-adjusted prices, 2005-15
                                                            • Fan chart forecast
                                                                • Figure 5: U.S. sales of snacks through restaurants and vending machines/mobile vendors fan chart forecast, at current prices, 2005-15
                                                            • Market Drivers

                                                              • Restaurant industry stabilizes; outlook is positive
                                                                  • Figure 6: NRA performance indices, January 2009–March 2011
                                                                • Restaurant sales show steady improvement
                                                                  • Figure 7: Adjusted foodservice and drinking places sales, January 2008–March 2011
                                                                • Challenges exist as unemployment and underemployment remain high
                                                                  • Figure 8: Unemployment and underemployment rates, January 2007–April 2011
                                                                • Consumers have more cash, but confidence comes in waves
                                                                  • Figure 9: Real personal disposable income, January 2007–March 2011
                                                                  • Figure 10: Consumer Sentiment Index, March 2007–April 2011
                                                                • Restaurant food prices have held steady
                                                                  • Figure 11: CPI for food, December 2010–March 2011
                                                                • …but not for long
                                                                    • Figure 12: Percent change in CPI in food and energy sectors, September 2010–March 2011
                                                                  • A young generation of snackers
                                                                      • Figure 13: Population, by age, 2006-16
                                                                    • High obesity rates provide reason for Americans to watch their diets
                                                                      • Figure 14: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20+, 1988-2008
                                                                      • Figure 15: Incidence of watching diet, 2008-10
                                                                    • Government intervention to help Americans eat more healthily at restaurants
                                                                      • Smaller portions are just right for snacking
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Packaged snacks have competitive edge
                                                                            • Prepared with portable snacks
                                                                              • Nutritional disclosure and tools
                                                                                • Figure 16: Snack nutritional value comparison
                                                                              • More choices
                                                                                • Figure 17: Number of CPG snack launches by type, 2005-10
                                                                            • Menu Analysis—Snack Items

                                                                              • Key points
                                                                                • QSRs account for the majority of restaurant snacks available
                                                                                  • Fast casual offer gourmet snacks
                                                                                    • Casual dining provides shareable snacks
                                                                                      • Figure 18: Incidence of snack items,* by restaurant segment, Q1 2011
                                                                                    • Bakery items and entrées most common menu items
                                                                                        • Figure 19: Incidence of snack items,* by menu item type, Q1 2011
                                                                                    • Menu Analysis—Value Pricing

                                                                                      • Key points
                                                                                        • Value-priced snacks
                                                                                            • Figure 20: Incidence of value-priced* menu items, by restaurant segment, Q1 2009-Q1 2011
                                                                                          • Soup and desserts account for largest share of value-priced menu items
                                                                                              • Figure 21: Incidence of value-priced* menu items, by menu item type, Q1 2009–Q1 2011
                                                                                          • Marketing Strategies

                                                                                            • Overview: marketing snacks
                                                                                              • Television ads
                                                                                                • Creating awareness for snack items
                                                                                                  • Figure 22: McDonald’s Angus Snack Wrap television ad, September 2010
                                                                                                  • Figure 23: Dairy Queen Mini Blizzard television ad, August 2010
                                                                                                  • Figure 24: Dairy Queen Mini Blizzard television ad, March 2011
                                                                                                • Encouraging snack opportunities
                                                                                                  • Figure 25: McDonald’s extra value meals television ad, December 2010
                                                                                                • Price positioning
                                                                                                  • Figure 26: Wendy’s value menu television ad, October 2010
                                                                                                  • Figure 27: McDonald’s McFlurry television ad, April 2011
                                                                                                • Digital marketing
                                                                                                  • Dunkin’ Donuts
                                                                                                    • Figure 28: Dunkindonuts.com home page, May 2011
                                                                                                    • Figure 29: Dunkin’ Donuts mobile food truck
                                                                                                  • Starbucks
                                                                                                      • Figure 30: Starbucks.com menu page, May 2011
                                                                                                    • Ad spend
                                                                                                      • Figure 31: Select restaurant advertisers,* by segment, 2008 and 2009
                                                                                                  • Restaurant Usage and Snacking Frequency

                                                                                                    • Key points
                                                                                                      • More than half of respondents visit restaurants for snacks
                                                                                                        • Figure 32: Restaurant usage for snacking, February 2011
                                                                                                      • Accessible restaurant concepts are most frequently used for snacking
                                                                                                        • Figure 33: Number of restaurant visits in the past month for snacks, February 2011
                                                                                                      • Men snack more frequently at restaurants
                                                                                                        • Figure 34: Number of restaurant visits in the past month for snacks, by gender, February 2011
                                                                                                      • Under-35s are an important group of snackers
                                                                                                        • Figure 35: Number of restaurant visits in the past month for snacks, by age, February 2011
                                                                                                      • Changes in snack purchase behavior
                                                                                                        • Figure 36: Changes in snack purchases, February 2011
                                                                                                      • High-frequency snackers are buying more snacks this year
                                                                                                        • Figure 37: Changes in snack purchases, by age, February 2011
                                                                                                    • Snack Spending

                                                                                                      • Key points
                                                                                                        • Most spend less than $5 on snacks
                                                                                                          • Figure 38: Spending on snacks, February 2011
                                                                                                        • Spending on snacks by demographic
                                                                                                          • Figure 39: Average spent on snacks, by select demographics, February 2011
                                                                                                      • Snack Time at Restaurants

                                                                                                        • Key points
                                                                                                          • Snacking at restaurants typically occurs midday
                                                                                                            • Figure 40: Time periods for snacking at restaurants, February 2011
                                                                                                          • Under-25s are late-night snackers
                                                                                                            • Figure 41: Snack time at restaurants, by age, February 2011
                                                                                                        • What Constitutes a Snack

                                                                                                          • Key points
                                                                                                            • Components of a snack
                                                                                                              • Figure 42: Components of a snack, by gender, February 2011
                                                                                                            • Under-35s snack on mini-meals
                                                                                                              • Figure 43: Components of a snack, by age, February 2011
                                                                                                            • Food items ordered as snacks
                                                                                                              • Figure 44: Food ordered as a snack, by gender, February 2011
                                                                                                            • French fries most popular among young snackers
                                                                                                                • Figure 45: Food ordered as a snack, by age, February 2011
                                                                                                              • Beverages ordered as snacks
                                                                                                                • Figure 46: Beverage ordered as a snack, by gender, February 2011
                                                                                                              • Under-25s prefer regular soda, over-65s order diet-friendly beverages
                                                                                                                • Figure 47: Beverage ordered as a snack, by age, February 2011
                                                                                                            • Snacks on the Menu

                                                                                                              • Key points
                                                                                                                • Dollar/value menu and side items offer popular snacks
                                                                                                                    • Figure 48: Menu sections where snacks are ordered, February 2011
                                                                                                                  • Women look to the dessert menu for snacks
                                                                                                                    • Figure 49: Menu sections where snacks are ordered, by gender, February 2011
                                                                                                                  • Under-25s order snacks across menu sections
                                                                                                                    • Figure 50: Menu sections where snacks are ordered, by age, February 2011
                                                                                                                  • Lower-income consumers order dollar/value menu snacks
                                                                                                                    • Figure 51: Menu sections where snacks are ordered, by household income, February 2011
                                                                                                                  • Dollar/value menu offers economical snack options
                                                                                                                    • Figure 52: Perceptions of dollar/value menu snacking, by gender, February 2011
                                                                                                                • Snack Options in Demand

                                                                                                                  • Key points
                                                                                                                    • Demand is high for value menu and healthy snacks
                                                                                                                      • Figure 53: Snack options consumers want on the menu, February 2011
                                                                                                                    • Women want healthy snacks
                                                                                                                      • Figure 54: Snack options consumers want on the menu, by gender, February 2011
                                                                                                                    • Under-25s show insatiable demand for all kinds of snacks
                                                                                                                      • Figure 55: Snack options consumers want on the menu, by age, February 2011
                                                                                                                    • Low-income households aren’t as interested in healthy snacking
                                                                                                                      • Figure 56: Snack options consumers want on the menu, by household income, February 2011
                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Hispanics frequently eat restaurant snacks
                                                                                                                        • Figure 57: Number of restaurant visits in the past month for snacks, by Hispanic origin, February 2011
                                                                                                                      • Hispanics more likely to order combo menu snack items
                                                                                                                        • Figure 58: Components of a snack, by Hispanic origin, February 2011
                                                                                                                      • Hispanics more likely to order combo menu snack items
                                                                                                                        • Figure 59: Menu sections where snacks are ordered, by Hispanic origin, February 2011
                                                                                                                      • Hispanics show elevated interest in calorie-controlled snack options
                                                                                                                        • Figure 60: Snack options consumers want on the menu, by Hispanic origin, February 2011
                                                                                                                    • Cluster Analysis

                                                                                                                        • Healthy Value Seekers
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunities
                                                                                                                                • Big-spending Frequent Diners
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunities
                                                                                                                                        • Unchanged Infrequents
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunities
                                                                                                                                                • Characteristic tables
                                                                                                                                                  • Figure 61: Snacking clusters, February 2011
                                                                                                                                                  • Figure 62: Number of restaurant visits in the past month for snacks, by snacking clusters, February 2011
                                                                                                                                                  • Figure 63: Components of a snack, by snacking clusters, February 2011
                                                                                                                                                  • Figure 64: Average spent on snacks, by snacking clusters, February 2011
                                                                                                                                                  • Figure 65: Changes in snack spending, by snacking clusters, February 2011
                                                                                                                                                  • Figure 66: Snack options consumers want on the menu, by snacking clusters, February 2011
                                                                                                                                                • Demographic tables
                                                                                                                                                  • Figure 67: Snacking clusters, by gender, February 2011
                                                                                                                                                  • Figure 68: Snacking clusters, by age, February 2011
                                                                                                                                                  • Figure 69: Snacking clusters, by household income, February 2011
                                                                                                                                                  • Figure 70: Snacking clusters, by race, February 2011
                                                                                                                                                  • Figure 71: Snacking clusters, by Hispanic origin, February 2011
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Custom Groups—Heavy, Medium, and Light Snackers

                                                                                                                                                    • Nearly all heavy snackers use fast food restaurants when snacking
                                                                                                                                                      • Figure 72: Restaurant usage for snacking, by snacking frequency groups, February 2011
                                                                                                                                                    • Heavy snackers are buying more snacks this year
                                                                                                                                                      • Figure 73: Changes in snack purchases, by snacking frequency groups, February 2011
                                                                                                                                                    • Heavy snackers spend the most on snacks
                                                                                                                                                      • Figure 74: Spending on snacks, by snacking frequency groups, February 2011
                                                                                                                                                    • Mini-meals popular among heavy snackers
                                                                                                                                                      • Figure 75: Components of a snack, by snacking frequency groups, February 2011
                                                                                                                                                    • Side items and main dish items most popular with heavy snackers
                                                                                                                                                      • Figure 76: Menu sections where snacks are ordered, by snacking frequency groups, February 2011
                                                                                                                                                    • Broad scope of snack interests among core users
                                                                                                                                                      • Figure 77: Snack options consumers want on the menu, by snacking frequency group, February 2011
                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • American Medical Association (AMA)
                                                                                                                                                    • Applebee's International Inc.
                                                                                                                                                    • Arby's Restaurant Group
                                                                                                                                                    • Atlanta Bread Company International, Inc.
                                                                                                                                                    • Brinker International Inc.
                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                    • Burger King Corporation
                                                                                                                                                    • Campbell Soup Company
                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                    • CKE Restaurants Inc.
                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                    • Darden Restaurants Inc.
                                                                                                                                                    • Denny's Corporation
                                                                                                                                                    • Dunkin' Brands
                                                                                                                                                    • El Pollo Loco Holdings, Inc.
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                    • Food Distributors International
                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                    • Fox & Hound Restaurant Group
                                                                                                                                                    • Golden Corral Corporation
                                                                                                                                                    • International Food Information Council Foundation (IFIC)
                                                                                                                                                    • International Food Service Executives Association (IFSEA)
                                                                                                                                                    • International Foodservice Distributors Association (IFDA)
                                                                                                                                                    • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                    • International Franchise Association (IFA)
                                                                                                                                                    • KFC Corporation
                                                                                                                                                    • McCormick & Schmick's Seafood Restaurants, Inc.
                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                    • McKee Foods Corporation
                                                                                                                                                    • National Council of Chain Restaurants (NCCR)
                                                                                                                                                    • National Nutritional Foods Association
                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                    • National Retail Federation (NRF)
                                                                                                                                                    • P.F. Chang's China Bistro Inc.
                                                                                                                                                    • Pizza Hut Inc
                                                                                                                                                    • Red Robin Gourmet Burgers Inc.
                                                                                                                                                    • Reuters Group PLC
                                                                                                                                                    • Skype Technologies S.A.
                                                                                                                                                    • Sonic Corp.
                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                    • TGI Friday's
                                                                                                                                                    • Tim Hortons (USA)
                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                    • University of Michigan, The
                                                                                                                                                    • US Department of Commerce
                                                                                                                                                    • Whataburger Restaurants LP
                                                                                                                                                    • YouTube, Inc.
                                                                                                                                                    • Zaxby's Franchising, Inc.

                                                                                                                                                    Trends in Snacking and Value Menus in Foodservice - US - June 2011

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