For Black consumers, restaurant decision-making is multifaceted, blending preferences for consistency, tech innovation and meaningful value. Trust in familiar chain restaurants remains strong, yet recommendations from peers heavily influence where they choose to order. Tech innovations also resonate, as Black consumers show openness to personalized, convenience-driven experiences, especially in fast casual settings where tech amenities enhance engagement. Value extends beyond price – cleanliness, quality, flavor and connection make the experience worthwhile. Diverse types of diners present opportunities for restaurants to create memorable, flavorful meals that cater to independent tastes. For health-conscious younger consumers, transparent, healthy options are becoming essential. Overall, Black consumers prioritize restaurants that balance trusted quality with modern conveniences, positioning restaurants to innovate meaningfully without losing sight of their core brand integrity.
This report looks at the following areas:
- Market context, demographics and how current events impact Black consumers and foodservice
- Black consumers’ restaurant use and how it compares to the general population
- Barriers and motivators to ordering from restaurants
- Use and interest in technology in foodservice
- How a personal connection, community and identity factor into restaurant perceptions
- Messaging strategies for foodservice providers and strategic opportunities
Black consumers want restaurants that align with their social values, offer unique experiences and use tech to enhance convenience.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
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Executive Summary
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Offer meal deals to help consumers manage concerns about affordability
- Create and market specials to help singles connect through flavor
- Overcome barriers for health-conscious younger Black consumers with health-centric tech innovations
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Market Dynamics
- Market context
- Black unemployment stablizes post-pandemic; could influence dining habits for Black consumers
- Graph 1: unemployment rate, by Black and by total, 2019-24
- Black adults’ median household income has been steadily increasing
- Graph 2: median household income % annual change, by Black and by total, 2012-22
- Food insecurity in the South, where most Black people reside, is near or above the US average
- Historical redlining practices still influence Black consumers’ relationship with dining at home and ordering from restaurants
- What a Trump presidency means for Black consumers and the restaurant decision-making process
- Black consumers’ capacity for dining out has increased over the years, but brands must prove their value beyond price to keep their engagement
- Graph 3: expenditures – food away from home, by Black consumers vs all, 2013-23
- Food expenditures have increased, but the true value is questionable due to inflation impacts
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Consumer Insights
- Consumer fast facts
- Restaurant visitation
- Prioritizing quick and casual; Black consumers’ restaurant preferences highlight affordability and access
- Graph 4: restaurant visitation in the past three months – NET dine-in or takeout/delivery, by Black consumers vs all, 2024
- Black Gen Z and Millennials order from a wider variety of restaurant types
- Graph 5: Black consumers – count of restaurant types visited in the past three months, by generation, 2024
- Fast casual and casual dining stakeholders can focus on value pricing along with service to move the needle in their favor
- Graph 6: Black consumers – restaurant visitation in the past three months, by count of types of restaurant types, 2024
- Urban Black consumers drive fast casual dining
- Graph 7: Black consumers’ restaurant visitation in the past three months – fast casual restaurant, by area, 2024
- Whether dining in or carrying out, Black consumers are slightly more engaged than the general population with LSRs
- Graph 8: restaurant visitation in the past three months – NET dine-in types, by Black consumers vs all, 2024
- Graph 9: restaurant visitation in the past three months – NET takeout/delivery types, by Black consumers vs all, 2024
- Visitation is balanced with slightly more interest in restaurant types that offer a unique experience like fine dining and food trucks
- Graph 10: restaurant visitation in the past three months – dine-in, by Black consumers vs all, 2024
- Takeout for Black consumers is convenience-focused
- Graph 11: restaurant visitation in the past three months – ordered takeout, by Black consumers vs all, 2024
- Black diners are experience-focused, but appreciate consistency
- Graph 12: Black consumers – restaurant habits (any agree), 2024
- Black consumers are learning the good and bad of restaurants from others
- Barriers to ordering from restaurants
- Price and access are key barriers for Black consumers in foodservice
- Graph 13: Black consumers – barriers to ordering from restaurants, 2024
- Increase partnerships for B2C opportunities to reach new areas
- The value-add of home-cooked meals resonates with older consumers
- Graph 14: Black consumers – barriers to ordering from restaurants – home-cooked meals offer better value, by age, 2024
- Younger consumers more likely to cite health conditions as a barrier – could be an indicator of greater health-consciousness
- Graph 15: Black consumers – barriers to ordering from restaurants – health conditions makes it difficult to dine out, by age, 2024
- Important restaurant factors
- Price is an obvious factor in restaurant choice; cleanliness is also a top motivation
- Price is an obvious factor in restaurant choice, cleanliness is also a top motivation
- Graph 16: Black consumers – most important factors in restaurant choice (any rank 1-3)*, 2024
- Black consumers value a comprehensive dining experience; cleanliness, quality and service are considered along with price
- Make the connection of value and experience to encourage Black consumers to visit restuarants
- Graph 17: Black consumers – most important factors in restaurant choice – price/affordability (any rank 1-3)*, by HHI, 2024
- Loyalty programs are attractive to Black Gen Z and Millennial diners
- Graph 18: Black consumers – most important factors in restaurant choice – loyalty programs (any rank 1-3)*, by generation, 2024
- Emphasize opportunities for singles to maximize their experience as a solo diner
- Graph 19: Black consumers – most important factors in restaurant choice – flavor (any rank 1-3)*, by marital status, 2024
- Motivations for ordering takeout
- Black consumers do not see ordering takeout/delivery/drive-thru as a regular part of daily life, but rather a luxury to enjoy on occasion
- Graph 20: Black consumers – motivations for ordering takeout/delivery/drive-thru instead of cooking, 2024
- The desire for convenience and food they can’t find in their kitchen leads Black consumers to choose different restaurant styles
- Graph 21: Black consumers – motivations for ordering takeout/delivery/drive-thru instead of cooking, by restaurant types visited, 2024
- Black women have practical motives for ordering, while men are more purposeful
- Graph 22: Black consumers – motivations for ordering takeout/delivery/drive-thru instead of cooking, by gender, 2024
- Sources of new restaurant discovery
- Word-of-mouth is the top source for all consumers, but Black consumers are more influenced by social media, TV ads and search
- Graph 23: sources of new restaurant discovery, by Black consumers vs all, 2024
- Although online and TV rank similarly, TV ads show to be more effective for Black consumers
- How to read
- TV ads are key for reaching Black men
- Graph 24: Black consumers – sources of new restaurant discovery – TV ads, by gender, 2024
- TV ads are more effective for Black consumers going into the office
- Graph 25: Black consumers – sources of new restaurant discovery – TV ads, by work from home status, 2024
- Online mediums are a prime source of discovery for parents
- Graph 26: Black consumers – sources of new restaurant discovery, by parental status, 2024
- Restaurants and technology
- Black consumers are receptive to technology integrations in foodservice
- Graph 27: Black consumers – attitudes toward tech in restaurants (agree), 2024
- This is especially true for fast casual restaurants
- More than half are open to sharing their data with restaurants in exchange for a deal
- Graph 28: attitudes toward tech and restaurants (any agree), by Black consumers vs all, 2024
- Attitudes toward restaurants
- Leverage personal connections to keep Black consumers engaged
- Black men are more likely to feel a deeper connections to restaurants
- Graph 29: Black consumers – attitudes toward identity/connection and restaurants (any agree), by gender, 2024
- Reputation and community involvement can build trust with Black diners, but independent restaurants may need to show their value in another way
- Graph 30: attitudes toward trust/community and restaurants (any agree), by Black consumers vs all, 2024
- Black Gen Zs and Millennials are more trusting of independent restaurants
- Graph 31: Black consumers – “I trust independent restaurants more than chain restaurants” (any agree), by generation, 2024
- Black consumers are ethical diners who want to patronize restaurants with similar values
- Graph 32: Black consumers – attitudes toward social/political stance and restaurants (agree), 2024
- Black consumers on the extreme ends of the political ideological spectrum are more impacted by restaurants’ stance on political issues
- Graph 33: Black consumers “A restaurant’s opinions on social and political issues influence whether I choose to eat there” (agree), by political ideological affiliation, 2024
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Innovation and Marketing strategies
- Maintaining brand integrity will help keep Black consumers who gravitate toward chain restaurants engaged
- Red Lobster’s new CEO may attract a new wave of Black customers
- Chick-fil-A offers comprehensive entertainment to fit Black parents’ busy lifestyles
- Carl’s Jr. Ghosting campaign can connect to Black consumers with tying in personal stories
- Taco Bell revives old menu items with a limited Decades Menu
- Panera gets behind one-swipe ordering
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Appendix
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- TURF methodology
- Generations
- Abbreviations and terms
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