Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Spending in restaurants
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- Figure 1: Average annual expenditures on food away from home, Black and Non-Black households, 2008 and 2011
- Fast food is popular
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- Figure 2: Types of restaurants visited in last 30 days, all Black respondents, October 2012
- Blacks seek restaurants with unhurried and upbeat ambiance
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- Figure 3: Factors that are important to consumers when it comes to dining out, by race/ethnicity, November 2012
- Importance of factors in restaurant choice
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- Figure 4: Factors that influence restaurant choice, by type of restaurant, all Black consumers, October 2012
- Dining out spending outlook
- Spend More segment
- Spend The Same segment
- Spend Less segment
- What we think
Issues in the Market
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- Rising beef prices could negatively impact fast food restaurant sales
- Government push toward healthy eating will drive menu options
Insights and Opportunities
Trend Applications
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- Trend: Make It Mine
- Trend: Carnivore, Herbivore…. Locavore
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- Figure 5: Level of influence sustainability has on where Black consumers eat, by race/ethnicity, October 2012
- Figure 6: Level of influence technology has on where Black consumers eat, by race/ethnicity, October 2012
Profile of the Black Dining Out Consumer
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- Key points
- Blacks’ spending on food away from home remains stable
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- Figure 7: Average annual expenditures, by category, Black and other race households, 2008 and 2011
- Fast food restaurants remain the most popular dining out choices
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- Figure 8: Incidence of eating or getting ready-to-eat prepared food from restaurants among Blacks, by gender and age, October 2012
- Income and proximity of restaurants drive where Blacks eat
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- Figure 9: Incidence of eating-in or taking out ready-to-eat prepared food from restaurants among Blacks, by household income, October 2012
- Larger households are more likely to eat out
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- Figure 10: Incidence of eating or getting ready-to-eat prepared food from restaurants among Blacks, by household size, October 2012
- Busy lifestyle determines whether Black consumers dine in or dine out
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- Figure 11: How restaurant food was ordered and where it was eaten, by race/ethnicity, October 2012
- Cravings are far more likely to drive what Black consumers order
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- Figure 12: Factors influencing where Black consumers eat, by race/ethnicity, October 2012
Attitudes of the Dining Out Consumer
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- Key points
- Dining out ranks #2 on pastimes of Black consumers
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- Figure 13: Top 5 leisure activities, by race/ethnicity, October 2011-November 2012
- Black consumers aren’t willing to sacrifice taste for healthier dishes
- Blacks prefer dining out over entertaining friends and family at home
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- Figure 14: Attitudes, interests and opinions, by race/ethnicity, October 2011-November 2012
- Black consumers are more likely to order take-out
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- Figure 15: How restaurant food was ordered and where it was eaten, by race/ethnicity, October 2012
- Cost is important, but cravings drive Black consumers into a restaurant
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- Figure 16: Attitudes toward restaurants, by gender and income, October 2012
- Blacks seek restaurants with unhurried and upbeat ambiance
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- Figure 17: Factors that are important to Black consumers when dining out, November 2012
Factors Influencing Dining Out Choices
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- Key points
- Ambiance and friendly staff are key to an enjoyable experience
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- Figure 18: Characteristics that are important in restaurant atmosphere, November 2012
- Cleanliness and how food is prepared is more important to Blacks
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- Figure 19: Factors that deter Black consumers on return visits, November 2012
- Black consumers prefer value meal deals over coupons
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- Figure 20: Usage of deals and promotions at restaurants, November 2012
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- Figure 21: Factors that influence restaurant choices, by gender and age, October 2012
- Black consumers have lower expectations for fast food restaurants
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- Figure 22: Factors that influence restaurant choices, by type of fast food restaurant, all Black consumers, October 2012
- Black people take more into consideration when they’re planning to eat at fine dining establishments
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- Figure 23: Factors that influence restaurant choices, by casual, family and fine dining restaurants, all Black consumers, October 2012
- Black consumers are more likely to embrace innovative approaches
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- Figure 24: Types of restaurant technology Black consumers prefer, November 2012
The Fast Food Restaurant Consumer
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- Key points
- Blacks exhibit the highest incidence of visiting fast food restaurants
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- Figure 25: Incidence and frequency of eating at a fast food and/or drive-in restaurant, October 2011-November 2012
- Restaurants with pizza or chicken dishes are more popular
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- Figure 26: Fast food and/or drive-in restaurants visited, by race/ethnicity, October 2011-November 2012
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- Figure 27: Fast food and/or drive-in restaurants visited, by race/ethnicity, October 2011-November 2012 (continued)
- Income has little bearing on how frequently people visit fast food establishments
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- Figure 28: Incidence of visiting Fast food and drive-in restaurants, by household income, October 2011-November 2012
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- Figure 29: Fast food and drive restaurants visited, by household income, October 2011-November 2012
- Half of Black moms said they eat at fast food restaurants nearly every day
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- Figure 30: Incidence and frequency of moms visiting fast food and drive-in restaurants, by race/ethnicity, October 2011-November 2012
- Black moms are significantly less likely to eat at McDonald’s
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- Figure 31: Types of fast food and/or drive-in restaurants visited by Moms, by race/ethnicity, October 2011-November 2012
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- Figure 32: Types of fast food and/or drive-in restaurants visited by Moms, by race/ethnicity, October 2011-November 2012 (continued)
- McDonald’s leads the pack for kids 6-11 years
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- Figure 33: Favourite fast food or drive-in restaurant, by race/ethnicity, October 2011-November 2012
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- Figure 34: Reason for favourite fast food or drive-in restaurant, by race/ethnicity, October 2011-November 2012
- The majority of Black teens do not see fast food as “junk food”
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- Figure 35: Number of visits to fast food and drive-in restaurants in last thirty days by teens, by race/ethnicity, October 2011-November 2012
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- Figure 36: Types of fast food and/or drive-in restaurants visited by teens, by race/ethnicity, October 2011-November 2012
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- Figure 37: Types of fast food and/or drive-in restaurants visited by teens, by race/ethnicity, October 2011-November 2012 (continued)
- Household income has little influence on frequency of visits
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- Figure 38: Fast food and drive-in restaurant visit frequency, by household income, October 2011-November 2012
The Family Restaurant and Steakhouse Consumer
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- Key points
- Black consumers dine at family-style restaurants at least once a week on average
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- Figure 39: Incidence of visits to family restaurants and steak houses in last 30 days, by race/ethnicity, October 2011-November 2012
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- Figure 40: Family restaurants and/or steakhouses visited in last 3 months, by race/ethnicity, October 2011-November 2012
- Black consumers dine out at family restaurants more frequently regardless of income
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- Figure 41: Incidence of visits to family restaurants and steak houses, by household income, October 2011-November 2012
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- Figure 42: Incidence of visits to family restaurants and steak houses, by household income, October 2011-November2012
- Men 35-54 years of age are more likely to dine out than anyone else
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- Figure 43: Incidence of visits to family restaurants and steak houses, by gender and age, October 2011-November 2012
- Single women and empty-nesters are key segments driving frequency
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- Figure 44: Incidence of visits to family restaurants and steak houses, by gender and age, August 2011-August 2012
- Life stage is a huge driver as to where Blacks dine
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- Figure 45: Family restaurants and/or steakhouses visited in last 3 months, by gender and age, October 2011-November 2012
- Lower-income Blacks less likely to dine out, but those who do dine more frequently
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- Figure 46: Frequency of visits to family restaurants and steak houses in last 30 days, by household income, frequency of usage, October 2011-November 2012
- Larger families weigh cooking at home vs. dining out…. dining out wins!
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- Figure 47: Frequency of visits to family restaurants and steak houses in last 30 days, by household size, October 2011-November 2012
- Black Moms dine at family restaurants/steakhouses at least once a week
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- Figure 48: Frequency of visits to family restaurants and steak houses by Moms in the last 30 days, by race/ethnicity, October 2011-November 2012
- Black Moms especially enjoy steakhouses and family restaurants
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- Figure 49: Family restaurants and/or steakhouses visited, moms by race/ethnicity, October 2011-November 2012
- Chuck E. Cheese tops the list of kid’s favorite sit-down restaurant
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- Figure 50: Percentage of kids who have visited family-style/sit down restaurants, by race/ethnicity, October 2011-November 2012
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- Figure 51: Favourite family style/sit-down restaurants for kids, by race/ethnicity, October 2011-November 2012
- Black teens represent a viable opportunity - they are dining out substantially more often than other teens
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- Figure 52: Frequency of visits to family restaurants and steak houses by teens, by race/ethnicity, October 2011-November 2012
- Black teens could be strong brand evangelists.
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- Figure 53: Family restaurants and/or steakhouses visited by teens, by race/ethnicity, October 2011-November 2012
Spending on Dining Out – Outlook
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- Key points
- Black consumers expect to spend the same on dining out as last year
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- Figure 54: Expectations for increase/decrease in dining out expenditures, by type of restaurant, all black consumers, October 2012
- Higher-income families will drive spending growth across the board
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- Figure 55: Expectations for increase/decrease in dining out expenditures, by type of restaurant, Black consumers by household income, October 2012
- Distinct differences observed in how Blacks plan to spend
- Spend More segment
- Spend The Same segment
- Spend Less segment
Regional Differences
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- Key points
- Midwesterners dine at fast food restaurants most frequently
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- Figure 56: Incidence of visits to fast food and drive-in restaurants in last 30 days, Black consumers by region, October 2011-November 2012
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- Figure 57: Incidence of visits to family restaurants and steak houses in last 30 days, Black consumers, by region, October 2011-November 2012
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- Figure 58: Top 10 fast food and/or drive-in restaurants visited, by region, October 2011-November 2012
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- Figure 59: Fast food and/or drive-in restaurants visited in last three months, Northeast region, October 2011-November 2012
- Figure 60: Fast food and/or drive-in restaurants visited in last three months, Midwest region, October 2011-November 2012
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- Figure 61: Fast food and/or drive-in restaurants visited in last three months, Southern region, October 2011-November 2012
- Figure 62: Fast food and/or drive-in restaurants visited in last three months, Western region, October 2011-November 2012
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- Figure 63: Top ten family restaurants and/or steakhouse restaurants visited in last three months, all regions, October 2011-November 2012
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- Figure 64: Top ten family restaurants and/or steakhouse restaurants visited in last three months, Northeast region, October 2011-November 2012
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- Figure 65: Top ten family restaurants and/or steakhouse restaurants visited in last three months, Midwest region, October 2011-November 2012
- Figure 66: Family restaurants and/or steakhouse restaurants visited in last three months, Southern region, October 2011-November 2012
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- Figure 67: Family restaurants and/or steakhouse restaurants visited in last three months, Western region, October 2011-November 2012
Restaurant Dayparts
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- Key points
- Black consumers are more likely to dine out for breakfast and snacks
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- Figure 68: Time of day when people dine out – fast food restaurants and family restaurants and/or steakhouses, by race/ethnicity, October 2011-November 2012
- Black consumers are more likely to eat at fast food restaurants
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- Figure 69: Time of day when people dine out – fast food restaurants and family restaurants and/or steakhouses visited, by gender, October 2011-November 2012
- It doesn’t matter what time of day it is, Black consumers more likely to eat at McDonald’s
- Black consumers eat at non-breakfast restaurants for breakfast
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- Figure 70: Fast food restaurants family restaurants and/or steakhouses visited for breakfast, Black respondents by gender, October 2011-November 2012
- Black males and females dine at same restaurants for lunch but two chains stand out – Golden Corral and Chick-Fil-A
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- Figure 71: Fast food restaurants family restaurants and/or steakhouses visited for lunch, black respondents by gender, October 2011-November 2012
- Black consumers eat at fast food restaurants for dinner because they’re more cost effective and efficient
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- Figure 72: Fast food restaurants and family restaurants and/or steakhouses visited for dinner, black respondents by gender, October 2011-November 2012
- Dollar menus and appetizer specials driving Black consumers into restaurants during snack time
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- Figure 73: Fast food restaurants and family restaurants and/or steakhouses visited for snacks, Black respondents by gender, October 2011-November 2012
Beverage Purchase Behaviors
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- Key points
- The popularity of frozen drinks may be driving sales independent of meals
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- Figure 74: Types of beverage purchased in last month at a restaurant, all black respondents, October 2012
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- Figure 75: Types of beverage purchased in last month at a restaurant, by gender and age, October 2012
- Most Black consumers are not ordering alcoholic beverages
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- Figure 76: Types of alcoholic beverage purchased in last month at a restaurant, by gender and age, October 2012
Cluster Analysis
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- Frugalist Fast Foodies
- Demographics
- Characteristics
- Opportunity
- Noble Techies
- Demographics
- Characteristics
- Opportunity
- Health Seekers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 77: Target clusters, October 2012
- Figure 78: Dining out choices among black consumers, by target clusters, October 2012
- Figure 79: Factors that influence restaurant choices, by target clusters, October 2012
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- Figure 80: Agreement with attitudes toward restaurant spending, by target clusters, October 2012
- Figure 81: Attitudes toward restaurant traits, by target clusters, October 2012
- Cluster demographic tables
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- Figure 82: Target clusters, by household income, October 2012
- Figure 83: Target clusters, by household size, October 2012
- Figure 77: Target clusters, by gender and age, October 2012
- Figure 84: Target clusters - education October 2012
- Cluster methodology
Marketing Strategies
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- Overview of the restaurant industry landscape
- Industry spotlight: McDonald’s
- McDonald’s recipe for success is being deeply rooted
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- Figure 85: McDonalds “stay focused” television advertisement, 2013
U.S. Black Population
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- Key points
- U.S. population by race/ethnicity
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- Figure 86: Population numbers and percentages, by race/ethnicity, 2008-18
- Figure 87: Population numbers, by race/ethnicity, 2008-2018
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- Figure 88: Asian, Black, and Hispanic population numbers and percent change, 1970-2020
- Black population by age
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- Figure 89: U.S. Black population, by age, 2008-18
- Figure 90: U.S. Population, by age, 2008-18
- U.S. Black geographic concentration
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- Figure 91: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 92: States with largest Black population, 2011
- Figure 85: States with largest Black population, 2008
- Population by geographic concentration
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- Figure 93: States (including District of Columbia) ranked, by highest share of total population that are Black, 2011
- Black metros
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- Figure 94: Metropolitan status of Black households, 2006 and 2011
- Figure 95: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black purchasing power
- Black income
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- Figure 96: Median household income, by race/ethnicity of householder, 2011
- Figure 97: Household income distribution for all households and Black households, 2011
- Purchasing power by race/ethnicity
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- Figure 98: Purchasing power, by race/ethnicity, 1990-2017
- Figure 99: Purchasing power, by race/ethnicity, 1990-2017
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- Figure 100: Top 10 states/regions with the largest share of black buying power, 2012
- Affluent Blacks
- Black women are the key dining out consumer
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- Figure 101: Household, by type and tenure of householder, by Ethnicity/race of householder, 2012
- Half of all black children live with moms
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- Figure 102: Children by presence and type of parents, by all races vs. Blacks, 2012
- Figure 103: Average household size, by race/ethnicity of householder, 2001, 2008, and 2012
Appendix – Consumer Tables
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- Regional differences
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- Figure 104: Fast food and/or drive-in restaurants visited in last three months, by region, October 2011-November 2012
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- Figure 105: Fast food and/or drive-in restaurants visited in last three months, by region, October 2011-November 2012 (continued)
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- Figure 106: Family restaurants and/or steakhouses visited in last three months, by region, October 2011-November 2012
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- Figure 107: Family restaurants and/or steakhouses visited in last three months, by region, October 2011-November 2012
Appendix – Trade Associations
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