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Dining Out - Canada - March 2018

With just over half of the population either getting takeout or dining out, it can be said that Canadians are regulars at foodservice vendors. With young consumers having a hankering for non-traditional meal occasions, foodservice vendors are well positioned to increase traffic beyond dinner and lunches. While practical considerations of being time-pressed will play a role, there is a strong emotional component associated with eating out – be it rewarding oneself or dining with family or friends. Canadians are driven to chain and independent restaurants for different reasons, meaning that traction will be had by honing in on the unique value propositions of each.

This report looks at the following areas:

  • 18-24s: the most likely to be regulars, the most likely to feel the financial impact
  • Parents have differing needs depending on their children’s life stage
  • Quebecers: eating out is less of a reward, but no less meaningful

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • 18-24s: the most likely to be regulars, the most likely to feel the financial impact
            • Figure 1: Select attitudes towards patronizing restaurants, 18-24s vs overall, December 2017
          • Parents have differing needs depending on their children’s life stage
            • Figure 2: Dining out for weekend lunch and weekday dinners, by age of children at home vs non-parents, December 2017
          • Quebecers: eating out is less of a reward, but no less meaningful
            • Figure 3: Select attitudes towards eating out, Quebec vs overall, December 2017
          • The opportunities
            • iGen women are regulars and have cravings for a variety of vendors
              • Figure 4: patronizing select foodservice vendors, men 18-24 vs women 18-24, December 2017
            • I want some! Parents have cravings too
              • Figure 5: Reasons for patronizing restaurants, parents vs non-parents, December 2017
            • Fast food venues – Don’t fix what isn’t broken, give ‘em more of what they want
              • Figure 6: Patronage of fast food venues, by income, December 2017
            • What it means
            • The Market – What You Need to Know

              • Foodservice sector sees modest growth
                • Time constraints on parents mean greater reliance on foodservice
                  • An aging population may be a benefit for casual dining
                  • Market Size and Forecast

                    • Restaurant sales continue to increase
                      • Figure 7: Total Canada sales and fan chart forecast for restaurants and other eating places, at current prices, 2012-22
                      • Figure 8: Canada value sales for restaurants and other eating places, at current and constant prices, 2012-22
                  • Market Factors

                    • Positive momentum in the economy means more spending power
                      • Figure 9: Canada’s unemployment rate, August 2012-August 2017
                    • Canadian perception of financial health improves moving into 2018
                      • Figure 10: Perception of financial health, February 2016-18
                    • Appealing to the emotional side will be key as cost of eating out continues to rise
                      • Figure 11: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, December 2012-December 2017
                    • Parents are becoming increasingly time-strapped
                      • An aging population may benefit casual dining
                        • Figure 12: Population aged 0-14 and over 65, 1995-2035*
                      • HMR options may be cutting in to the competition
                      • Key Players – What You Need to Know

                        • Canadians love eating out
                          • Food trends are more visible than ever
                            • Minimum wage increases will have an impact
                              • Foodservice vendors take a stand
                              • What’s Working?

                                • Dining out is the top splurge for Canadians
                                  • Figure 13: Select attitudes towards patronizing restaurants, December 2017
                                • The emotional connection with foodservice: spotlight on Tim Hortons
                                  • Figure 14: Tim Hortons True Stories TV Commercial – Dad's Place, March 2016
                                  • Figure 15: Tim Hortons Guests Share Their Perfect Pairings, February 2017
                                • Food has never been so visible
                                  • Figure 16: Reasons for patronizing restaurants, women 18-24 vs overall, December 2017
                                • Social media is keep trendy foods and ingredients top of mind
                                  • Rainbow colours take over social media feeds: Starbucks Unicorn Frappuccino
                                    • So does black (charcoal) ice cream
                                    • What’s Struggling?

                                      • Restaurants brace for change with minimum wage increases
                                        • There’s a real cost to eating out for 18-24s
                                          • Figure 17: Select attitudes towards patronizing restaurants, 18-24s vs overall, December 2017
                                        • Opportunities to connect with iGens with snacking
                                          • Figure 18: $5 fill ups: crowd pleaser, August 2017
                                        • Gamifying discounts will also appeal to iGens
                                          • Lunches are a primary meal occasions, but are under threat
                                            • Figure 19: Dining out occasions (any day), December 2017
                                        • What’s Next?

                                          • Fast food chains sell hardware
                                            • Figure 20: Introducing the Bling Mac, February 2018
                                          • Foodservice vendors tackle real life issues: spotlight on Burger King
                                            • Burger King and anti-bullying
                                              • Figure 21: Bullying Jr., October 2017
                                            • Burger King and net neutrality
                                              • Figure 22: Whopper Neutrality, January 2018
                                          • The Consumer – What You Need to Know

                                            • Quick and casual options prove most common
                                              • Lunches and dinners drive patronage, though young consumers are keen on non-traditional occasions
                                                • Restaurant patronage stems from both physical and emotional needs
                                                  • Chain restaurants and independent restaurants satiate different interests
                                                  • Where Canadians are Eating

                                                    • Fast and casual options more commonly patronized
                                                      • Figure 23: Venues, December 2017
                                                    • Attention to health may be hindering older women’s interest in fast food
                                                      • Women aged 55+ are least likely to patronize fast food restaurants
                                                        • Figure 24: Fast food venues, by gender and age, December 2017
                                                      • Healthy options and smaller portion sizes will appeal to women aged 55+
                                                        • Older and more affluent consumers driving patronage of casual dining
                                                          • Figure 25: Patronizing casual dining restaurants, by age and income, December 2017
                                                        • Gains to be had by catering to the in-person experience to a maturing audience
                                                          • Fast food venues can stay in their lane
                                                            • Patronage doesn’t differ by income
                                                              • Figure 26: Patronage of fast food venues, by income, December 2017
                                                            • Don’t fix what ain’t broke, give them more of what they already want
                                                              • Figure 27: BMxB Limited Edition Collaboration – Touch It, January 2018
                                                          • Frequency of Restaurant Patronization

                                                            • Patronizing restaurants is almost a routine activity for many
                                                              • Figure 28: Frequency of patronizing restaurants (net any restaurant), December 2017
                                                            • Gains to be had by catering to iGen women as they’re already there
                                                              • Figure 29: Frequency of patronizing any restaurants, men and women 18-24 vs overall, December 2017
                                                              • Figure 30: patronizing select foodservice vendors, men 18-24 vs women 18-24, December 2017
                                                            • Tantalizing cravings through social media to win over iGen women
                                                              • Parents are reliant on foodservice – Logistics and emotions play a role
                                                                • Figure 31: Patronizing select foodservice vendors, parents vs overall, December 2017
                                                              • Foodservice patronage serves different needs for different occasions
                                                              • Dayparts: When Canadians Eat at Restaurants

                                                                • Dinners and lunches are the primary meal occasions for Canadians
                                                                  • Figure 32: Dining out occasions (any day), December 2017
                                                                • The lunchtime competition is stiff – Opportunities to leverage health and downtime
                                                                  • Healthy options will appeal
                                                                    • Let’s take a break! Opportunities to appeal to those who want a quick getaway
                                                                      • Parents have differing needs depending on their children’s life stage
                                                                        • Figure 33: Dining out for weekend lunch and weekday dinners, by age of children at home vs non-parents, December 2017
                                                                      • Going out for food is a family decision – Restaurants need to have kid appeal
                                                                        • 18-24s drive non-traditional occasions
                                                                          • Figure 34: Dining out for non-traditional meal occasions, by men and women aged 18-24 vs overall, December 2017
                                                                        • Brunches could draw iGen women to casual dining venues
                                                                        • Reasons for Patronizing Restaurants

                                                                          • Eating is about physical satiation, but is also emotionally gratifying
                                                                            • Figure 35: Reasons for patronizing restaurants, December 2017
                                                                          • Dining out is a highly social experience – In their words
                                                                            • Socializing is a key aspect for women aged 35+
                                                                              • Figure 36: Patronizing restaurants for social time with friends and family, by age and gender, December 2017
                                                                            • Make it a night out for Boomer women: dinner and a live theatre performance
                                                                              • Figure 37: Agreement with ‘The social aspect of eating out is important to me’, Women 55+ vs overall, December 2017
                                                                            • Cravings and time drive parents to restaurants
                                                                              • Taking a bite out of the time crunch will appeal to moms
                                                                                • Parents have cravings too
                                                                                  • Figure 38: Reasons for patronizing restaurants: to satisfy a craving, parents vs non-parents, December 2017
                                                                                • It really is an experiential and emotional thing for Chinese Canadians
                                                                                  • Figure 39: Reasons for patronizing restaurants, Chinese Canadians vs overall, December 2017
                                                                                  • Figure 40: Select attitudes towards eating out, Chinese Canadians vs overall, December 2017
                                                                                • Elevating the experiential should yield gains
                                                                                  • Figure 41: Meant to #EatTogether, December 2017
                                                                                • For Quebecers, eating out is more routine, but no less meaningful
                                                                                  • Figure 42: Reasons for patronizing restaurants as a “treat to myself”, Quebec vs overall, December 2017
                                                                                  • Figure 43: Select attitudes towards eating out, Quebec vs overall, December 2017
                                                                                • Mealtime is no time to rush – Quebecers are unique in their approach to eating
                                                                                  • Messages touting the satiation of the mind and body will resonate
                                                                                  • Motivators for Patronizing Chain Restaurants

                                                                                    • Predictability and consistency are draws
                                                                                      • Figure 44: Motivations for patronizing chain restaurants, December 2017
                                                                                    • Men like predictability
                                                                                      • Figure 45: ‘Consistent taste’ a motivator for patronizing chain restaurants, by gender, December 2017
                                                                                    • Chain restaurants make it easy to dine with kids – Parents of 6-11s
                                                                                      • Figure 46: ‘Ease of dining out with kids’ a motivator for patronizing chain restaurants, by age of children in the household, December 2017
                                                                                    • Showing off fun times on social media should gain the attention of other parents
                                                                                    • Motivators for Patronizing Independent Restaurants

                                                                                      • Unique offerings and supporting local are drivers
                                                                                        • Figure 47: Motivations for patronizing independent restaurants, December 2017
                                                                                      • Independent restaurants have a personal touch – In their words
                                                                                        • Acknowledging local ties should bring gains
                                                                                          • Figure 48: TURF analysis, motivations for patronizing independent restaurants, December 2017
                                                                                        • Consumers have taken a stand to support local businesses
                                                                                          • Older consumers care more about supporting local
                                                                                            • Figure 49: ‘Desire to support local businesses’ as a reason for patronizing independent restaurants, over-55s vs overall, December 2017
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Consumer survey data
                                                                                              • Consumer qualitative research
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                  • Appendix – TURF Analysis Methodology

                                                                                                    • Methodology
                                                                                                      • Figure 50: Table – TURF analysis –Independent motivators, December 2017

                                                                                                  Dining Out - Canada - March 2018

                                                                                                  US $4,395.00 (Excl.Tax)