Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Economic factors drag down family dining
- Competing forces coming from all angles
- Lackluster sales for large players despite valiant efforts
- The family dining dollar, customization and LTOs drive campaign efforts
- Menu Insights Analysis: The Family Midscale Menu
- Menu Insights Analysis: Marketing the Family Midscale Menu
- Menu Insights Analysis: The Beverage Menu
- Menu Insights Analysis: The Kids’ Menu
- Family midscale restaurant usage
- Spending habits in family midscale
- Important attributes and consumer ratings at family midscale
- Future menu of family midscale
- Attitudes toward family midscale
Insights and Opportunities
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- (Dis)comfort food
- Making comfort food guilt free…
- …with kids’ menus at the forefront
- Business model expansion
- A natural for GPS and cell phone apps
Inspire Insights
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- Trend: Brand Review
Market Size and Forecast
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- Key points
- Family midscale feels the pinch of reduced consumer spending
- Sales and forecast of family midscale restaurants
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- Figure 1: U.S. sales at family midscale restaurant sales, at current prices, 2005-15
- Figure 2: U.S. sales at family midscale restaurant sales, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Family midscale fanned forecast, at current prices, 2005-15
Market Drivers
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- Key points
- Family midscale restaurants suffer from “trading-down”
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- Figure 4: NRA Performance Indices, January 2009-September 2010
- Figure 5: Adjusted foodservice and drinking place sales, January 2008-September 2010
- Unemployment and underemployment discourage spending out
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- Figure 6: Unemployment and underemployment rates, January 2007-July 2010
- Disposable income
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- Figure 7: U.S. real disposable personal income growth, January 2007 – August 2010
- Consumer confidence
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- Figure 8: University of Michigan Consumer Sentiment Index, March 2007 September 2010
- Demographics
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- Figure 9: Family midscale daypart usage, July 2010
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- Figure 10: U.S. population by age, 2005-15
Competitive Context
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- Quick service excelling at breakfast and BFY
- Deep discounting at casual-dining chains
- Retail’s double threat
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- Figure 11: Incidence of cooking more at home to save money and improve nutrition, by age, July 2010
Company Profile—IHOP
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- Performance and demographics
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- Figure 12: Leading demographics for IHOP, February-March 2010
- The IHOP menu
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- Figure 13: IHOP email promotion, 2010
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- Figure 14: IHOP email promotion, 2010
- Promotions
Company Profile—Denny’s
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- Performance and demographics
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- Figure 15: Leading demographics for Denny’s, February-March 2010
- The Denny’s menu
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- Figure 16: Dennys.com monthly visitors, March 2010-August 2010
Company Profile—Cracker Barrel
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- Performance and demographics
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- Figure 17: Leading demographics for Cracker Barrel, February-March 2010
- The Cracker Barrel menu
Company Profile—Bob Evans
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- Performance and demographics
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- Figure 18: Leading demographics for Bob Evans, February-March 2010
- The Bob Evans menu
Company Profile—Friendly’s
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- Overview and demographics
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- Figure 19: Leading demographics for IHOP, February-March 2010
- The Friendly’s menu
Marketing Strategies
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- Overview
- Harnessing the family dining dollar
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- Figure 20: Bob Evans email promotion, 2010
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- Figure 21: Bob Evans email promotion, 2010
- Figure 22: Bob Evans television ad, 2010
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- Figure 23: International House of Pancakes (IHOP) television ad, 2010
- Figure 24: IHOP.com monthly visitors, March 2010-August 2010
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- Figure 25: Friendly’s television ad, 2010
- Figure 26: Friendlys.com monthly visitors, March 2010-August 2010
- Customization
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- Figure 27: Village Inn television ad, 2010
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- Figure 28: Denny’s television ad, 2010
- Figure 29: Denny’s email promotion, 2010
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- Figure 30: Old Country Buffet television ad, 2010
- Figure 31: Old Country Buffet monthly visitors, March 2010-August 2010
- Limited-time offers
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- Figure 32: IHOP email promotion, 2010
- Social media
- Denny’s
- IHOP
- Huddle House
Menu Insights Analysis: The Family Midscale Menu
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- Key points
- Morning meals dominate the menu; burgers growth also evident
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- Figure 33: Top 10 family midscale menu items, by incidence, Q3 2007-Q3 2010
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- Figure 34: Top 10 family midscale menu items, by incidence and price, Q3 2007-Q3 2010
Menu Insights Analysis: Marketing the Family Midscale Menu
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- Key points
- Comfort food descriptors lead claims
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- Figure 35: Top 10 menu item claims on family midscale menus, by incidence, Q3 2007-Q3 2010
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- Figure 36: Top 10 ingredient marketing claims on family midscale menus, by incidence, Q3 2007-Q3 2010
Menu Insights Analysis: The Beverage Menu
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- Key points
- Alcohol has seen the greatest growth
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- Figure 37: Top 10 beverages on family midscale menus, by incidence, Q3 2007-Q3 2010
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- Figure 38: Top 10 beverages on family midscale menus, by incidence and price, Q3 2007-Q3 2010
Menu Insights Analysis: The Kids’ Menu
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- Key points
- Sundaes, macaroni and cheese, and pancakes most popular for kids
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- Figure 39: Top 10 kids’ menu items at family midscale menus, by incidence, Q3 2007-Q3 2010
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- Figure 40: Top 10 kids’ menu items at family midscale menus, by incidence and price, Q3 2007-Q3 2010
Family Midscale Restaurant Usage
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- Key points
- Breakfast and dinner most popular, but work could be done to attract at lunch
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- Figure 41: Family midscale daypart usage, July 2010
- Figure 42: Family midscale daypart usage, by household income, July 2010
- IHOP leads for breakfast; Denny’s gets lunch and dinner traffic
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- Figure 43: Family midscale breakfast brand usage, July 2010
- Figure 44: Family midscale breakfast brand usage, by age, July 2010
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- Figure 45: Family midscale breakfast brand usage, by household income, July 2010
- Figure 46: Family midscale lunch brand usage, July 2010
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- Figure 47: Family midscale lunch brand usage, by age, July 2010
- Figure 48: Family midscale dinner brand usage, July 2010
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- Figure 49: Family midscale dinner brand usage, by age, July 2010
Spending Habits in Family Midscale
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- Key points
- An average of $12.90 spent per person
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- Figure 50: Average check and party size, July 2010
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- Figure 51: Average check and party size, by age, July 2010
- Figure 52: Average check and party size, by household income, July 2010
- Consumers remain leery of upping spending
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- Figure 53: Changes in spending at family midscale, July 2010
- Figure 54: Changes in spending at family midscale, by gender, July 2010
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- Figure 55: Changes in spending at family midscale, by household income, July 2010
- Budget the leading deterrent to spending
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- Figure 56: Reasons for spending less at family midscale, July 2010
Important Attributes and Consumer Ratings at Family Midscale
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- Key points
- Value for the money and likeable menu choices two leading factors
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- Figure 57: Important attributes for family midscale restaurants, July 2010
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- Figure 58: Important attributes for family midscale restaurants, by gender, July 2010
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- Figure 59: Important attributes for family midscale restaurants, by household income, July 2010
- The value for money message falling through the cracks
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- Figure 60: Ratings of family midscale performance, July 2010
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- Figure 61: Ratings of family midscale performance, by age, July 2010
Future Menu of Family Midscale
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- Key points
- Customer “want to haves” lend well to customization
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- Figure 62: Future menu considerations at family midscale, July 2010
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- Figure 63: Future menu considerations at family midscale, by gender, July 2010
Attitudes Toward Family Midscale
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- Key points
- Sit-down, full-service a key distinguisher
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- Figure 64: Attitudes toward family midscale experience, July 2010
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- Figure 65: Attitudes toward family midscale, by gender, July 2010
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- Figure 66: Attitudes toward family midscale, by age, July 2010
- Figure 67: Attitudes toward family midscale, by household income, July 2010
Cluster Analysis
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- Expecters
- Demographics
- Characteristics
- Opportunity
- Contenteds
- Demographics
- Characteristics
- Opportunity
- The Detached
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 68: Family restaurant clusters, July 2010
- Figure 69: Important attributes for family midscale restaurants, by family restaurant clusters, July 2010
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- Figure 70: Ratings of family midscale performance, by family restaurant clusters, July 2010
- Figure 71: Future menu considerations at family midscale, by family restaurant clusters, July 2010
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- Figure 72: Attitudes toward family midscale, by family restaurant clusters, July 2010
- Cluster demographics
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- Figure 73: Family restaurant clusters, by gender, July 2010
- Figure 74: Family restaurant clusters, by age, July 2010
- Figure 75: Family restaurant clusters, by household income, July 2010
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- Figure 76: Family restaurant clusters, by race, July 2010
- Figure 77: Family restaurant clusters, by Hispanic origin, July 2010
- Cluster methodology
Appendix: Additional Consumer Tables
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- Figure 78: Family midscale breakfast brand usage, by race/Hispanic origin, July 2010
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- Figure 79: Family midscale lunch brand usage, by race/Hispanic origin, July 2010
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- Figure 80: Family midscale dinner brand usage, by race/Hispanic origin, July 2010
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- Figure 81: Important attributes for family midscale restaurants, by race/Hispanic origin, July 2010
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- Figure 82: Future menu considerations at family midscale, by race/Hispanic origin, July 2010
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- Figure 83: Family midscale breakfast brand usage, by presence of children in household, July 2010
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- Figure 84: Family midscale lunch brand usage, by presence of children in household, July 2010
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- Figure 85: Family midscale dinner brand usage, by presence of children in household, July 2010
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- Figure 86: Important attributes for family midscale restaurants, by presence of children in household, July 2010
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- Figure 87: Future menu considerations at family midscale, by presence of children in household, July 2010
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Appendix: Trade Associations
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