Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Recession causes consumers to dine out less
- Spinning health on the menu
- Americans continue to battle obesity
- Movement towards transparent menus
- Government stepping in to help Americans get healthy
- Innovative efforts
- Consumers want help
- Health on the menu
- Marketing health
- Dining out offers opportunity to splurge
- Focus: Yum! Brands’ KFC adapting to health trends
- Healthy dining and the consumer
- Where consumers dine
- The disconnect—doing and believing
- Taste and satiation trigger consumers to order menu items
- What’s a healthy meal?
- Attitudes and behaviors towards eating healthy
- Who wants to know?
- Healthy eaters spend more
- As frequent diners, moms and dads demand health
Insights and Opportunities
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- Key points
- There’s money in your health
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- Figure 1: Menu item mean cost, by importance of eating healthy, February 2009
- Spinning value for healthy items
- Eliminate the veto factor
- Navigating the future of menu transparency
Inspire Insights
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- Me, Me, Me: Why Freedom and Obesity Go Hand in Hand
- What's it about?
- What we've seen
- Freedom to Eat: The American Way
- David versus Goliath: menu regulation versus freedom of choice
- Analogies, please
- The solution? Regulate the individual, not the menu.
- The LEAN Act up close: what menu regulation?
- The individual eater has little to fear.
- The restaurant industry has little to fear.
Market Factors
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- Restaurant industry recession continues
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- Figure 2: Restaurant Performance Index, current situation, and expectations, November 2007-February 2009
- All restaurant segments affected
- Consumer confidence undermines willingness to spend at restaurants
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- Figure 3: Consumer Sentiment Index, by quarter, 2001-08
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- Figure 4: Restaurant spend compared to last year, February 2009
- Breaking the “healthy” price barrier
- Americans making healthier choices—restaurants react
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- Figure 5: Weighing healthy item expense, interest, and usage—adults, by presence of children, February 2009
- Transparency: the new government mandate
- Beware: Accurate data essential
- Adapting transparency to the consumer
Restaurant Innovation: Health on the Menu
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- Key points
- Health defined
- Freshness means healthy
- Cutting the fat
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- Figure 6: Incidence of fat claims on the menu, Q1 2007-Q1 2009
- Counting calories
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- Figure 7: Incidence of calorie claims on the menu, Q1 2007-Q1 2009
- Food allergies—nothing to sneeze at
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- Figure 8: Incidence of gluten/wheat claims on the menu, Q1 2007-Q1 2009
- Pinch of salt
- Small bites
Restaurant Innovation: Marketing the Healthy Menu
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- Key points
- Marketing health—where to start?
- First step: The power of positive messaging
- Slam dunk—market freshness
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- Figure 9: Incidence of fresh claims on the menu, Q1 2007-Q1 2009
- Making healthy options affordable
Restaurant Innovation: Menu Transparency
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- Key points
- Leaders in menu transparency
- Subway
- Uno’s Chicago Grill
- Restaurants highlighting the “healthy stuff”
- Healthfulness is deceptive
Restaurant Innovation: Anti-Health
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- Key points
- Fattening fare tempts consumers…
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- Figure 10: Marketing claims of new menu food and beverage items, Q1 2009
- …all across the menu
- Anti-health on the menu—ignorance is bliss
Brand Qualities: Adapting to the Health Trend
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- Fast food charged as culprit in obesity, forcing brands to change their image
- Yum! Brands striking a balance
- Revolutionizing the KFC brand
- Rebranding for health
- Focus on freshness
- Making it affordable to eat healthy
Consumer Restaurant Segment and Daypart Usage
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- Key points
- Restaurant usage, by daypart: an overview
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- Figure 11: Types of restaurants visited in the past month, by daypart, February 2009
- Demographic analysis
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- Figure 12: Types of restaurants visited in the past month, by age, February 2009
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- Figure 13: Types of restaurants visited in the past month, by race/Hispanic origin, February 2009
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- Figure 14: Types of restaurants visited in the past month, by income, February 2009
- Addendum: Consumer question explanation
Consumer Diet Self-Perceptions and Importance of Eating Healthy
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- Key points
- Overview
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- Figure 15: Consumer diet self-perceptions, degree of healthfulness, February 2009
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- Figure 16: Importance of eating healthy, degree of importance, February 2009
- Demographic analysis
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- Figure 17: Consumer diet self-perceptions and importance of eating healthy, by gender, February 2009
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- Figure 18: Consumer diet self-perceptions and importance of eating healthy, by age, February 2009
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- Figure 19: Consumer diet self-perceptions and importance of eating healthy, by income, February 2009
Weighing Rationales for Dining Out: Hunger, Health, and Satiation
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- Key points
- Overview
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- Figure 20: Breakfast and dinner ordering preferences: hunger, health, and satiation, February 2009
- Demographic analysis: Breakfast ordering preferences
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- Figure 21: Breakfast ordering preferences: hunger, health, and satiation, by age, February 2009
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- Figure 22: Breakfast ordering preferences: hunger, health, and satiation, by income, February 2009
- Demographic analysis: Dinner ordering preferences
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- Figure 23: Dinner ordering preferences: hunger, health, and satiation, by gender, February 2009
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- Figure 24: Dinner ordering preferences: hunger, health, and satiation, by age, February 2009
Rating a “Healthy Meal” and Weighing Ingredients
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- Key points
- Overview
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- Figure 25: Rating a “healthy” meal: freshness, taste, and satiation, February 2009
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- Figure 26: Important ingredient attributes of a “healthy” meal, February 2009
- Demographic analysis: Healthy meal attributes
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- Figure 27: Rating a “healthy” meal: freshness, taste, and satiation, by age, February 2009
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- Figure 28: Rating a “healthy” meal: freshness, taste, and satiation, by race/Hispanic origin, February 2009
- Demographic analysis: Healthy meal ingredients
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- Figure 29: Important ingredient attributes of a “healthy” meal, by gender, February 2009
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- Figure 30: Important ingredient attributes of a “healthy” meal, by age, February 2009
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- Figure 31: Important ingredient attributes of a “healthy” meal, by race/Hispanic origin, February 2009
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- Figure 32: Important ingredient attributes of a “healthy” meal, by income, February 2009
Weighing Healthy Item Expense, Interest, and Usage
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- Key points
- Overview
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- Figure 33: Weighing healthy item: expense, interest, and usage, February 2009
- Demographic analysis
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- Figure 34: Weighing healthy item: expense, interest, and usage, by gender, February 2009
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- Figure 35: Weighing healthy item: expense, interest, and usage, by age, February 2009
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- Figure 36: Weighing healthy item: expense, interest, and usage, by race/Hispanic origin, February 2009
Interest in Menu Transparency Innovations
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- Key points
- Overview
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- Figure 37: Interest in menu transparency innovations, February 2009
- Demographic analysis
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- Figure 38: Interest in menu transparency innovations, by gender, February 2009
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- Figure 39: Interest in menu transparency innovations, by age, February 2009
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- Figure 40: Interest in menu transparency innovations, by income, February 2009
Custom Groups: Menu Item Ordering and Cost and Consumer Healthfulness
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- Key points
- Setting the stage
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- Figure 41: Importance of eating healthy, degree of healthfulness, February 2009
- Menu item ordering behavior and mean cost, by importance of eating healthy
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- Figure 42: Menu item ordering and mean cost, by menu item, February 2009
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- Figure 43: Menu item ordering, by menu item, by importance of eating healthy, February 2009
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- Figure 44: Menu item mean cost, by menu item, by importance of eating healthy, February 2009
Custom Groups: Restaurant Spend and Consumer Healthfulness
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- Key points
- Changes in restaurant spending habits
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- Figure 45: Restaurant spend compared to last year, February 2009
- Restaurant spend and consumer healthfulness: moms/dads versus men/women without kids
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- Figure 46: Restaurant spend compared to last year, by custom groups, February 2009
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- Figure 47: Types of restaurants visited in the past month, by custom groups, February 2009
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- Figure 48: Weighing healthy item expense, interest, and usage, by custom groups, February 2009
Cluster Analysis
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- Skinnies
- Who they are
- Opportunity
- Trackers
- Who they are
- Opportunity
- Freshies
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 49: Healthy dining clusters, February 2009
- Figure 50: Restaurant spend compared to last year, by healthy dining clusters, February 2009
- Figure 51: Restaurant dayparts visited in the past month, by healthy dining clusters, February 2009
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- Figure 52: Types of restaurants visited in the past month, by healthy dining clusters, February 2009
- Figure 53: Important ingredient attributes of a “healthy” meal, by healthy dining clusters, February 2009
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- Figure 54: Weighing healthy item: expense, interest, and usage, by healthy dining clusters, February 2009
- Figure 55: Interest in menu transparency innovations, by healthy dining clusters, February 2009
- Cluster demographics
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- Figure 56: Healthy dining clusters, by gender, February 2009
- Figure 57: Healthy dining clusters, by age, February 2009
- Figure 58: Healthy dining clusters, by income, February 2009
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- Figure 59: Healthy dining clusters, by race, February 2009
- Figure 60: Healthy dining clusters, by Hispanic origin, February 2009
- Cluster methodology
Appendix: Additional Consumer Tables
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- Figure 61: Consumer diet self-perceptions and importance of eating healthy, by race/Hispanic origin, February 2009
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- Figure 62: Breakfast ordering preferences: hunger, health, and satiation, by household size, February 2009
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- Figure 63: Dinner ordering preferences: hunger, health, and satiation, by income, February 2009
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- Figure 64: Rating a “healthy” meal: freshness, taste, and satiation, by income, February 2009
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- Figure 65: Important ingredient attributes of a “healthy” meal, by household size, February 2009
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- Figure 66: Weighing healthy item: expense, interest, and usage, by income, February 2009
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Appendix: Trade Associations
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