Table of Contents
Executive Summary
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- The market
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- Figure 1: Expenditures and fan chart forecast of Black consumers and dining out, at current prices, 2009-19
- Market drivers
- Leading companies
- The consumer
- Attitudes toward dining out
- Decision factors for choosing restaurants
- Dining out dayparts
- Ordering and dining behaviors
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- Figure 2: Ordering food at restaurants behaviors in the past month, September 2014
- Types of beverages consumed at restaurants
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- Figure 3: Beverages ordered at restaurants in the past month, by reason for ordering, September 2014
- QSR, fast casual, pizza, and food trucks
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- Figure 4: Type of restaurants visited in the past month, by gender, September 2014
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- Figure 5: Top 10 list of fast food, fast casual, and pizza restaurant chains visited for any dining daypart, by race/Hispanic origin, April 2013-June 2014
- Casual, family, and fine dining restaurants
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- Figure 6: Type of restaurants visited in the past month, by gender, September 2014
- Source: Lightspeed GMI/Mintel
- What we think
Issues and Insights
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- What can marketers do to set themselves apart from the competition?
- The issues
- The implications
- How receptive are Black consumers to ethnic foods?
- The issues
- The implications
- What can restaurants do to attract Black consumers? Is targeted advertising still relevant?
- The issues
- The implications
Trend Application
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- Inspire Trend: Moral Brands
- Inspire Trend: Life Hacking
- Inspire Trend: Help Me Help Myself
Market Size and Forecast
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- Key points
- 10-year expenditures growth forecast to yield a 68% increase from 2009-19
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- Figure 8: Expenditures and forecast of Black consumers on dining out, at current prices, 2009-19
- Figure 9: Expenditures and forecast of Black consumers on dining out, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 10: Expenditures and fan chart forecast of Black consumers and dining out, at current prices, 2009-19
Market Drivers
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- Key points
- Black buying power grows in South as reverse migration takes place
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- Figure 11: Top 10 states or areas ranked by share of Black buying power, 2013
- Higher population of single people, particularly moms, seek convenience and entertainment
- Higher population of Millennials willing to spend a little extra cash to have fun
Segment Performance Overview
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- Key points
- Limited-service accounts for lion’s share, though growth is slower
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- Figure 12: Expenditures of Black consumers on dining out, by segment, at current prices, 2012 and 2014
Segment Performance – Limited-service Restaurants
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- Key points
- Limited-service forecast to grow by 31% by 2019
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- Figure 13: Expenditures and forecast of Black consumers at limited-service restaurants, at current prices, 2009-19
- Figure 14: Expenditures and forecast of Black consumers at limited-service restaurants, at inflation-adjusted prices, 2009-19
- Best-cast sales for limited-service could reach $35.8 billion by 2019
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- Figure 15: Expenditures and fan chart forecast of Black consumers and dining out – limited-service segment, at current prices, 2009-19
Segment Performance – Full-service Restaurants
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- Key points
- 10-year sales gains projected to grow by 71% from 2009-19
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- Figure 16: Expenditures and forecast of Black consumers at full-service restaurants, at current prices, 2009-19
- Figure 17: Expenditures and forecast of Black consumers at full-service restaurants, at inflation-adjusted prices, 2009-19
- Best-cast sales for full-service could reach $23.5 billion by 2019
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- Figure 18: Expenditures and fan chart forecast of Black consumers and dining out – full-service segment, at current prices, 2009-19
Innovations and Innovators
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- Brand extensions
- Expand with delivery and catering
- Customization
Leading Companies and Marketing Strategies
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- Overview of the brand landscape
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- Figure 19: Applebee’s “Take Two Menu” TV ad, June 2014
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- Figure 20: Chili’s “At Chili’s, Fresh is Now!” TV ad, October 2014
- Figure 21: Red Lobster “Celebrate What’s New” TV ad, November 2014
- Brand spotlight: McDonald’s
Attitudes toward Dining Out
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- Key points
- Blacks want customization, variety, and ethnic dishes
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- Figure 22: Attitudes toward ordering appetizers/entrées/sides at restaurants, by gender, September 2014
- Blacks from the West more receptive to ethnic dishes, especially soul food
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- Figure 23: Attitudes toward ordering appetizers/entrées/sides at restaurants, by region, September 2014
- Mini desserts may be nice alternative for health-conscious Blacks
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- Figure 24: Attitudes toward ordering desserts at restaurants, by gender, September 2014
Decision Factors for Choosing Restaurants
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- Key points
- Midwesterners take health into consideration, more so than South and Northeast
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- Figure 25: Health-related factors taken into consideration when choosing restaurants, by region, September 2014
- Southerners much less concerned about sustainability, opportunity for marketers
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- Figure 26: Sustainability-related factors taken into consideration when choosing restaurants, by region, September 2014
- Three in 10 prefer restaurants with advanced technology, especially Midwesterners
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- Figure 27: Technology-related factors taken into consideration when choosing restaurants, by region, September 2014
- Midwesterners have keen eye on who’s doing what in Black community
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- Figure 28: Impact of being involved in the Black community has on restaurant consideration, by region, September 2014
Dining Out Dayparts
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- Key points
- Dining out dayparts: Overall
- More Blacks eat at QSRs for lunch, casual dining for dinner
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- Figure 29: Type of restaurants visited, by daypart, September 2014
- Correspondence analysis yields distinctions by daypart
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- Figure 30: Correspondence Analysis of dining out daypart and type of restaurant, January 2015
- Dining out daypart: Breakfast
- Blacks eat breakfast at QSRs and family restaurants
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- Figure 31: Restaurants eaten at for breakfast in the past month, by gender, September 2014
- Dining out daypart: Lunch
- Men more likely than women to dine at most restaurants for lunch
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- Figure 32: Restaurants eaten at for lunch in the past month, by gender, September 2014
- Dining out daypart: Dinner
- Men eat at a wide range of restaurants, more so than women
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- Figure 33: Restaurants eaten at for dinner in the past month, by gender, September 2014
- Dining out daypart: Late Night
- Men are twice as likely as women to eat out late at night
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- Figure 34: Restaurants eaten at for late night snack/meal in the past month, by gender, September 2014
Ordering and Dining Behaviors
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- Key points
- Food ordering behaviors
- Four out of five order food in person, Millennials more likely to dine in
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- Figure 35: Ordering food at restaurants behaviors in the past month, by generations, September 2014
- Two in five order online, food eaten somewhere else
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- Figure 36: Online ordering and dining habits in the past month, by generations, September 2014
- Blacks order from drive-thru, less likely to eat in car
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- Figure 37: Drive-thru ordering and dining habits in the past month, by generations, September 2014
- Dining behaviors
- Eight in 10 Blacks do takeout, especially Baby Boomers
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- Figure 38: Dining outside of the restaurant behaviors in the past month, by generations, September 2014
- Six in 10 Blacks dine in
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- Figure 39: Dining at the restaurant habits in the past month, by generations, September 2014
- Majority of Blacks don’t eat in their car, most eat somewhere else
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- Figure 40: Eating in the car habits in the past month, by generations, September 2014
Types of Beverages Consumed at Restaurants
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- Key points
- Soft drinks purchased with meals, specialty drinks warrant special visit
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- Figure 41: Beverages ordered at restaurants in the past month, by reason for ordering, September 2014
- Men significantly more likely to order beverages at restaurants
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- Figure 42: Beverages ordered at restaurants in the past month, by gender, September 2014
- Women more likely to drink tea and coffee when they dine out
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- Figure 43: Beverages ordered at restaurants in the past month – with a meal/snack, by gender, September 2014
- Blacks stop at restaurants specifically for specialty drinks, very few only stop for soft drinks
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- Figure 44: Beverages ordered at restaurants in the past month – as stand-alone, by gender, September 2014
QSR, Fast Casual, Pizza, and Food Trucks
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- Key points
- Men significantly more likely to eat at QSRs, fast casuals, pizza restaurants, and food trucks
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- Figure 45: Type of restaurants visited in the past month, by gender, September 2014
- Blacks eat at fast food restaurants significantly more than Whites
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- Figure 46: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by race/Hispanic origin, April 2013-June 2014
- Southerners more likely to eat at QSR, pizza, and fast casual restaurants
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- Figure 47: Type of fast food, pizza, fast casual, and food trucks visited in the past month, by region, September 2014
- Blacks go to most QSR, fast casual, and pizza restaurants alone
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- Figure 48: Dining companions at fast food or drive-in restaurants, by dining daypart, April 2013-June 2014
- Blacks more likely than others to eat at McDonald’s
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- Figure 49: Top 10 fast food or drive-in restaurant chains visited for any dining daypart, by race/Hispanic origin, April 2013-June 2014
- Major differences in where Blacks dine, compared to other consumers
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- Figure 50: Top 10 list of fast food, fast casual, and pizza restaurant chains visited for any dining daypart, by race/Hispanic origin, April 2013-June 2014
Casual, Family, and Fine Dining Restaurants
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- Key points
- Men more likely than women to eat at sit-down restaurants
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- Figure 51: Type of restaurants visited in the past month, by gender, September 2014
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- Figure 52: Type of restaurants visited in the past month, by region, September 2014
- Applebee’s is the leading restaurant among Blacks
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- Figure 53: Top 10 list of family or sit-down restaurant chains visited for any dining daypart, by race/Hispanic origin, April 2013-June 2014
Appendix – The US Black Population
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- Key points
- Buying power
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- Figure 54: Buying power trends among Black consumers, 1990-2018 (projections)
- Black buying power is growing at a faster rate than that of White consumers
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- Figure 55: Changes in buying power, by race, June 2013
- Black buying power more than $1 trillion
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- Figure 56: Top 10 states or areas ranked by share of Black buying power, 2013
- Top 10 states with highest buying power represent two thirds of buying power
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- Figure 57: Top 10 states ranked by value of Black buying power, 2013
- Population statistics
- Black population growing at a faster rate than Whites
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- Figure 58: Population by race and Hispanic origin, 2009-19
- Black population growth slows
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- Figure 59: Asian, Black, and Hispanic populations, 1970-2020
- Children younger than 18 account for 27% of Black population
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- Figure 60: Black population, by age, 2009-19
- Geographic concentration
- Majority of Blacks reside in the South; a different marketing approach may be needed
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- Figure 61: Black geographic concentration, by region, 2010
- Population grows in the South, reverse migration may be occurring
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- Figure 62: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
- New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
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- Figure 63: Top 10 cities with the largest population of Blacks, 2010
- More than 80% of Detroit’s and Jackson’s population is Black
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- Figure 64: Top 10 cities with the highest percentage of Blacks [in millions], 2010
- Gender
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- Figure 65: Men by race and Hispanic origin, 2009-19
- Figure 66: Women by race and Hispanic origin, 2009-19
- Generations
- iGeneration and Millennials represent nearly half of Black population
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- Figure 67: Population of generations, by race/Hispanic origin, 2014
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- Figure 68: Distribution of population by race and generation, 2014
- Marital status
- Only one third of Blacks are married, compared to 50% or more of others
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- Figure 69: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
- Blacks twice as likely never to marry
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- Figure 70: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
- Figure 71: Marital status of Blacks, by age, 2013
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- Figure 72: Marital status of Black adults, by gender, 2013
- Parental status
- One third of Black households are headed by women
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- Figure 73: Households type, by race of householder, 2013
- More Black children born to unmarried women in 2012
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- Figure 74: Fertility rate, by race and Hispanic origin of mother, 2002-12
- Figure 75: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
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- Figure 76: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 77: Who children live with, by race and Hispanic origin, 2012
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- Figure 78: Black households, by presence and ages of own children, 2013
- Education
- Majority of Blacks seek college, while others may be relying on entrepreneurship
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- Figure 79: Educational attainment of Blacks aged 25 or older, by age, 2012
- Income
- Blacks have lower household incomes, attributed to several factors besides occupation
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- Figure 80: Median household income, by race and Hispanic origin of householder, 2012
- Figure 81: Household income distribution by race and Hispanic origin of householder, 2012
Appendix – Other Useful Consumer Tables
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- Race/Hispanic origin
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- Figure 82: Dining companions at fast food or drive-in restaurants – lunch, by race/Hispanic origin, April 2013-June 2014
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- Figure 83: Fast food or drive-in restaurant chains visited for dinner, by race/Hispanic origin, April 2013-June 2014
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- Figure 84: Dining companions at fast food or drive-in restaurants – snacks, by race/Hispanic origin, April 2013-June 2014
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- Figure 85: Fast food or drive-in restaurant chains visited for any dining daypart, by race/Hispanic origin, April 2013-June 2014
- Gender
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- Figure 86: Fast food or drive-in restaurant visits, by gender, April 2013-June 2014
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- Figure 87: Dining companions at fast food or drive-in restaurants – breakfast, by gender, April 2013-June 2014
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- Figure 88: Dining companions at fast food or drive-in restaurants – lunch, by gender, April 2013-June 2014
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- Figure 89: Dining companions at fast food or drive-in restaurants – dinner, by gender, April 2013-June 2014
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- Figure 90: Dining companions at fast food or drive-in restaurants – snacks, by gender, April 2013-June 2014
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- Figure 91: Fast food or drive-in restaurant chains visited for any dining daypart, by gender, April 2013-June 2014
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- Figure 92: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by gender, April 2013-June 2014
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- Figure 93: Family and sit-down restaurant visits, by gender, April 2013-June 2014
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- Figure 94: Dining companions at family and sit-down restaurants, by gender, April 2013-June 2014
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- Figure 95: Dining companions at family or sit-down restaurants – breakfast, by gender, April 2013-June 2014
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- Figure 96: Dining companions at family or sit-down restaurants – lunch, by gender, April 2013-June 2014
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- Figure 97: Dining companions at family or sit-down restaurants – dinner, by gender, April 2013-June 2014
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- Figure 98: Dining companions at family or sit-down restaurants – snacks, by gender, April 2013-June 2014
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- Figure 99: Total past 30 day expenditures at a fast food or drive-in restaurant, by gender, April 2013-June 2014
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- Figure 100: Whether money spent at a fast food, drive-in, family, or sit-down restaurant, by gender, April 2013-June 2014
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- Figure 101: Total past 30 day expenditures at a family or sit-down restaurant, by gender, April 2013-June 2014
- Age
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- Figure 102: Fast food or drive-in restaurant visits, by age, April 2013-June 2014
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- Figure 103: Dining companions at fast food or drive-in restaurants – breakfast, by age, April 2013-June 2014
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- Figure 104: Dining companions at fast food or drive-in restaurants – lunch, by age, April 2013-June 2014
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- Figure 105: Dining companions at fast food or drive-in restaurants – dinner, by age, April 2013-June 2014
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- Figure 106: Dining companions at fast food or drive-in restaurants – snacks, by age, April 2013-June 2014
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- Figure 107: Fast food or drive-in restaurant chains visited for any dining daypart, by age, April 2013-June 2014
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- Figure 108: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by age, April 2013-June 2014
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- Figure 109: Family and sit-down restaurant visits, by age, April 2013-June 2014
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- Figure 110: Dining companions at family and sit-down restaurants, by age, April 2013-June 2014
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- Figure 111: Dining companions at family or sit-down restaurants – breakfast, by age, April 2013-June 2014
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- Figure 112: Dining companions at family or sit-down restaurants – lunch, by age, April 2013-June 2014
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- Figure 113: Dining companions at family or sit-down restaurants – dinner, by age, April 2013-June 2014
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- Figure 114: Dining companions at family or sit-down restaurants – snacks, by age, April 2013-June 2014
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- Figure 115: Total past 30 day expenditures at a fast food or drive-in restaurant, by age, April 2013-June 2014
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- Figure 116: Whether money spent at a fast food, drive-in, family, or sit-down restaurant in the last 30 days, by age, April 2013-June 2014
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- Figure 117: Total past 30 day expenditures at a family or sit-down restaurant, by age, April 2013-June 2014
- Generation
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- Figure 118: Attitudes toward ordering desserts at restaurants, by generations, September 2014
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- Figure 119: Attitudes toward ordering appetizers/entrées/sides at restaurants, by generations, September 2014
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- Figure 120: Restaurants eaten at for breakfast in the past month, by generations, September 2014
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- Figure 121: Restaurants eaten at for lunch in the past month, by generations, September 2014
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- Figure 122: Restaurants eaten at for dinner in the past month, by generations, September 2014
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- Figure 123: Restaurants eaten at for late night snack/meal in the past month, by generations, September 2014
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- Figure 124: Type of restaurants visited in the past month, by generations, September 2014
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- Figure 125: Factors taken into consideration when choosing restaurants, by generations, September 2014
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- Figure 126: Beverages ordered at restaurants in the past month, by generations, September 2014
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- Figure 127: Type of restaurants visited in the past month, by generations, September 2014
- Household income
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- Figure 128: Fast food or drive-in restaurant visits, by household income, April 2013-June 2014
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- Figure 129: Dining companions at fast food or drive-in restaurants – breakfast, by household income, April 2013-June 2014
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- Figure 130: Dining companions at fast food or drive-in restaurants – lunch, by household income, April 2013-June 2014
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- Figure 131: Dining companions at fast food or drive-in restaurants – dinner, by household income, April 2013-June 2014
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- Figure 132: Dining companions at fast food or drive-in restaurants – snacks, by household income, April 2013-June 2014
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- Figure 133: Fast food or drive-in restaurant chains visited for any dining daypart, by household income, April 2013-June 2014
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- Figure 134: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by household income, April 2013-June 2014
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- Figure 135: Family and sit-down restaurant visits, by household income, April 2013-June 2014
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- Figure 136: Dining companions at family and sit-down restaurants, by household income, April 2013-June 2014
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- Figure 137: Dining companions at family or sit-down restaurants – breakfast, by household income, April 2013-June 2014
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- Figure 138: Dining companions at family or sit-down restaurants – lunch, by household income, April 2013-June 2014
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- Figure 139: Dining companions at family or sit-down restaurants – dinner, by household income, April 2013-June 2014
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- Figure 140: Dining companions at family or sit-down restaurants – snacks, by household income, April 2013-June 2014
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- Figure 141: Whether money spent at a fast food, drive-in, family, or sit-down restaurant in the last 30 days, by household income, April 2013-June 2014
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- Figure 142: Total past 30 day expenditures at a fast food or drive-in restaurant, by household income, April 2013-June 2014
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- Figure 143: Total past 30 day expenditures at a family or sit-down restaurant, by household income, April 2013-June 2014
- Region
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- Figure 144: Attitudes toward ordering desserts at restaurants, by region, September 2014
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- Figure 145: Restaurants eaten at for breakfast in the past month, by region, September 2014
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- Figure 146: Restaurants eaten at for lunch in the past month, by region, September 2014
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- Figure 147: Restaurants eaten at for dinner in the past month, by region, September 2014
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- Figure 148: Restaurants eaten at for late night snack/meal in the past month, by region, September 2014
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- Figure 149: Fast food or drive-in restaurant visits, by region, April 2013-June 2014
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- Figure 150: Dining companions at fast food or drive-in restaurants – breakfast, by region, April 2013-June 2014
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- Figure 151: Dining companions at fast food or drive-in restaurants – lunch, by region, April 2013-June 2014
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- Figure 152: Dining companions at fast food or drive-in restaurants – dinner, by region, April 2013-June 2014
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- Figure 153: Dining companions at fast food or drive-in restaurants – snacks, by region, April 2013-June 2014
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- Figure 154: Fast food or drive-in restaurant chains visited for any dining daypart, by region, April 2013-June 2014
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- Figure 155: Frequency of visiting fast food and drive-in restaurants in the past 30 days, by region, April 2013-June 2014
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- Figure 156: Family and sit-down restaurant visits, by region, April 2013-June 2014
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- Figure 157: Dining companions at family and sit-down restaurants, by region, April 2013-June 2014
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- Figure 158: Dining companions at family or sit-down restaurants – breakfast, by region, April 2013-June 2014
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- Figure 159: Dining companions at family or sit-down restaurants – lunch, by region, April 2013-June 2014
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- Figure 160: Dining companions at family or sit-down restaurants – dinner, by region, April 2013-June 2014
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- Figure 161: Dining companions at family or sit-down restaurants – snacks, by region, April 2013-June 2014
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- Figure 162: Whether money spent at a fast food, drive-in, family, or sit-down restaurant in the last 30 days, by region, April 2013-June 2014
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- Figure 163: Total past 30 day expenditures at a fast food or drive-in restaurant, by region, April 2013-June 2014
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- Figure 164: Total past 30 day expenditures at a family or sit-down restaurant, by region, April 2013-June 2014
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- Figure 165: How/where consumers have ordered and eaten in the past month, by region, September 2014
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- Figure 166: Beverages ordered at restaurants in the past month, by region, September 2014
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- Figure 167: Type of restaurants visited in the past month, by region, September 2014
- Type of restaurant
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- Figure 168: Attitudes toward ordering desserts at restaurants, by restaurant type visited, September 2014
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- Figure 169: Type of restaurants visited in the past month, by any meal, September 2014
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- Figure 170: Attitudes toward ordering appetizers/entrées/sides at restaurants, by restaurant type visited, September 2014
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- Figure 171: Restaurants eaten at for breakfast in the past month, by any meal, September 2014
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- Figure 172: Restaurants eaten at for lunch in the past month, by any meal, September 2014
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- Figure 173: Restaurants eaten at for dinner in the past month, by any meal, September 2014
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- Figure 174: Restaurants eaten at for late night snack/meal in the past month, by any meal, September 2014
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- Figure 175: Factors taken into consideration when choosing restaurants, by restaurant type, September 2014
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- Figure 176: How/where consumers have ordered and eaten in the past month, by restaurant type visited, September 2014
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- Figure 177: Beverages ordered at restaurants in the past month, by restaurant type, September 2014
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- Figure 178: Type of restaurants visited in the past month, by any meal, September 2014
Appendix – Trade Associations
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- Council for Responsible Nutrition
- Food Marketing Institute (FMI)
- International Food Information Council (IFIC)
- International Food Service Executives Association (IFSEA)
- International Foodservice Distributors Association (IFDA)
- International Foodservice Manufacturers Association (IFMA)
- International Franchise Association (IFA)
- National Council of Chain Restaurants (NCCR)
- National Restaurant Association (NRA)
- Organic Trade Association (OTA)
- Produce Marketing Association (PMA)
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