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
- Sales data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Family midscale restaurant market overview
- Consumer confidence remains shaken
- Family restaurants attract young users
- The family factor
- Competition for family midscale restaurants
- Leading family midscale restaurants brand performance
- Breaking down the family midscale menu
- Family midscale restaurant usage
- Spending habits of the family midscale user
- Value and likable menu items are most influential selection factors
- Family restaurants get high performance rating for likable menu items
- Future demands for the family midscale menu
- Success in service; value and health perceptions lag
Insights and Opportunities
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- Sustainable approach to value
- Adding value through promotional efforts
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- Figure 1: Valuable marketing efforts of fast casual restaurant chains, by gender and age, June 2011
- Adding value through healthy innovation
- Adding value through express family dining
Inspire Insights
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- Trend: New Fundamentalism
- Trend: A Simple Balance for Health
Market Size and Forecast
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- Key points
- Family restaurants turn to value pricing to increase traffic
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- Figure 2: Total U.S. systemwide sales of family midscale restaurants, at current prices, 2006-16
- Figure 3: Total U.S. systemwide sales of family midscale restaurants, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Fan chart of market value for family midscale restaurants, at current prices, 2006-16
Market Drivers
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- Lackluster consumer confidence supports instability in restaurant industry
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- Figure 5: Consumer Sentiment Index, March 2007–September 2011
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- Figure 6: Real personal disposable income, January 2007–August 2011
- Figure 7: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 8: Unemployment and underemployment rates, January 2007–September 2011
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- Figure 9: NRA performance indices, January 2009-August 2011
- Figure 10: Adjusted foodservice and drinking places sales, January 2008–August 2011
- Implication for family midscale restaurant market
- Young age groups drawn to family restaurants
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- Figure 11: Family midscale usage, by age, June 2011
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- Figure 12: Population, by age, 2006-16
- Implication for family midscale restaurant market
- The family dynamic
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- Figure 13: Family midscale usage, by presence of children, June 2011
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- Figure 14: Households, by presence of children, 1999-2009
- Implication for family midscale restaurant market
Competitive Context
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- Discounting is a short-term fix to a long-term problem
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- Figure 15: Average price of menu items, by restaurant segment, Q2 2008-Q2 2011
Leading Family Midscale Restaurant Chains
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- Key points
- Leading family restaurant chains weather the recessionary storm
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- Figure 16: U.S. systemwide sales of leading family midscale chains, 2008 and 2010
Restaurant Analysis—IHOP
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- Overview
- Slow sales growth
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- Figure 17: IHOP systemwide comparable restaurant sales growth, percentage increase, 2006-Q2 2011
- IHOP brand strategies
- Marketing
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- Figure 18: IHOP email alert, August 2011
- Menu
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- Figure 19: IHOP TV ad, New Pair, February-May 2011
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- Figure 20: IHOP menu, Q3 2011
- Brand extension
- The IHOP customer
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- Figure 21: IHOP usage, by race/ethnicity, February 2010-March 2011
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- Figure 22: IHOP usage, by frequency groups, June 2011
Restaurant Analysis—Denny’s
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- Overview
- Attempting to move out of troubled water
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- Figure 23: Denny’s systemwide comparable restaurant* sales growth, percentage increase, 2006-Q2 2011
- Denny’s brand strategies
- Marketing
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- Figure 24: Denny’s promotion, July 2011
- Menu
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- Figure 25: Denny’s menu, Q3 2011
- Brand expansion
- The Denny’s customer
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- Figure 26: Denny’s usage, by select demographics, February 2010-March 2011
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- Figure 27: Denny’s usage, by frequency groups, June 2011
Restaurant Analysis—Cracker Barrel
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- Overview
- Sales remain flat
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- Figure 28: Cracker Barrel systemwide comparable restaurant sales growth, percentage increase, 2006-11
- Cracker Barrel brand strategies
- Menu
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- Figure 29: Cracker Barrel menu, Q3 2011
- The Cracker Barrel customer
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- Figure 30: Cracker Barrel usage, by select demographics, February 2010-March 2011
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- Figure 31: Cracker Barrel usage, by frequency groups, June 2011
Restaurant Analysis—Golden Corral
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- Overview
- Solid growth in 2010
- Golden Corral brand strategies
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- Figure 32: Golden Corral menu, Q3 2011
- The Golden Corral customer
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- Figure 33: Golden Corral usage, by select demographics, February 2010-March 2011
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- Figure 34: Golden Corral usage, by frequency groups, June 2011
Menu Insights Analysis: The Family Midscale Menu
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- Key points
- Pancake and cheeseburger innovation offers unique flavor profiles
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- Figure 35: Top 10 food items at family midscale restaurants, by incidence, Q2 2008-Q2 2011
- Steak commands highest price point at family restaurants
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- Figure 36: Top 10 food items at family midscale restaurants, by incidence and price, Q2 2008-Q2 2011
Menu Insights Analysis: The Beverage Menu
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- Key points
- Shift away from soda; growth in lager
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- Figure 37: Top 10 beverages at family midscale restaurants, by incidence, Q2 2008-Q2 2011
- Highest price increases for coffee and pale lager
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- Figure 38: Top 10 beverages at family midscale restaurants, by incidence and price, Q2 2008-Q2 2011
Menu Insights Analysis: The Kids’ Menu
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- Key points
- Family restaurants are a leader in kids’ menu offerings
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- Figure 39: Incidence of kids’ menu items, by restaurant segment, Q2 2008-Q2 2011
- Chicken fingers are the prevalent kids’ meal item at family restaurants
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- Figure 40: Top 10 kids’ menu food items at family midscale restaurants, by incidence, Q2 2008-Q2 2011
- Chicken fingers are the most expensive kids’ menu item
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- Figure 41: Top 10 kids’ menu food items at family midscale restaurants, by incidence and price, Q2 2008-Q2 2011
Marketing Strategies
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- Overview
- Promotional pricing strategies
- Limited-time discounts
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- Figure 42: Cracker Barrel TV ad, Summer Spark, May-July 2011
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- Figure 43: Crackerbarrel.com monthly visits, August 2010-July 2011
- Value menu pricing
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- Figure 44: Denny’s TV ad, Time for Anything, May 2011
- “All you can eat” promotions
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- Figure 45: IHOP TV ad, We Know You Know, January-March 2011
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- Figure 46: IHOP Facebook ad, October 2011
- Promoting menu items
- Television
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- Figure 47: Big Boy TV ad, Savory Ingredients, August-October 2011
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- Figure 48: Denny’s TV ad, Which Came First, March-May 2011
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- Figure 49: IHOP email alert, August 2011
- Coupons
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- Figure 50: Big Boy coupon offers, September-October 2011
- Social Media
- Mentions in the press
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- Figure 51: Dennys.com monthly visits, August 2010-July 2011
Family Midscale Restaurant Usage
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- Key points
- Family midscale more likely to be used for breakfast
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- Figure 52: Family midscale daypart usage, by age, June 2011
- Family midscale has stronger appeal to families
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- Figure 53: Family midscale daypart usage, by presence of children, June 2011
- Family midscale restaurants not frequently visited
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- Figure 54: Family midscale usage frequency, by age, June 2011
- Families are high frequency users
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- Figure 55: Family midscale usage frequency, by presence of children, June 2011
Family Midscale Restaurant Brand Usage
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- Key point
- IHOP has the strongest reach of family midscale brands
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- Figure 56: Family midscale brand usage, June 2011
- Frequency of use by brand
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- Figure 57: Family midscale brand monthly visits, June 2011
- Breakfast usage by brand
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- Figure 58: Family midscale breakfast usage, by age, June 2011
- Figure 59: Family midscale breakfast usage, by presence of children, June 2011
- Lunch usage by brand
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- Figure 60: Family midscale lunch usage, by age, June 2011
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- Figure 61: Family midscale lunch usage, by presence of children, June 2011
- Dinner usage by brand
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- Figure 62: Family midscale dinner usage, by age, June 2011
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- Figure 63: Family midscale dinner usage, by presence of children, June 2011
Spending Habits at Family Midscale Restaurants
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- Key points
- Diners spend an average of $11.32 per person at family restaurants
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- Figure 64: Average check and party size, July 2010 and June 2011
- Diners 25-44 have highest check averages, yet those 45-64 yield higher per-person spend
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- Figure 65: Average check and party size, by age, June 2011
- Highest per-person spend comes from consumers with modest incomes
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- Figure 66: Average check and party size, by household income, June 2011
- Large families spend less per person at family restaurants
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- Figure 67: Average check and party size, by presence of children, June 2011
- Changes in spending at family midscale
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- Figure 68: Changes in spending at family midscale, by gender, June 2010
- Younger users are spending more
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- Figure 69: Changes in spending at family midscale, by age, June 2010
- Budgetary reasons remain leading deterrent to spending
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- Figure 70: Reasons for spending less at family midscale, by gender, June 2011
Family Midscale Selection Factors
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- Key points
- Value and appealing menu items highly influence restaurant selection
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- Figure 71: Important attributes for selecting a family midscale restaurant, by gender, June 2011
- Older family restaurant users value the restaurant experience
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- Figure 72: Important attributes for selecting a family midscale restaurant, by age, June 2011
- Families need menus that offer something for everybody
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- Figure 73: Important attributes for selecting a family midscale restaurant, by presence of children, June 2011
Consumer Ratings of Family Midscale Restaurants
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- Key points
- Family restaurants receive highest rating for having likable menu items
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- Figure 74: Ratings of family midscale performance, June 2011
- Older respondents give highest performance ratings
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- Figure 75: Ratings of family midscale performance, by age, June 2011
- Less affluent give higher performance ratings for taste
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- Figure 76: Ratings of family midscale performance, by household income, June 2011
- Performance ratings highest among households with two or more kids
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- Figure 77: Ratings of family midscale performance, by presence of children, June 2011
Consumer Demands for Family Midscale Restaurants
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- Key points
- Healthy side dishes, small plates, and seafood offer platform for innovation
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- Figure 78: Future menu considerations at family midscale, by gender, June 2011
- Younger diners looking for more variety at lunch and dinner
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- Figure 79: Future menu considerations at family midscale, by age, June 2011
- Lower incomes want a variety of lunch and dinner options
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- Figure 80: Future menu considerations at family midscale, by household income, June 2011
- Families want healthier kids’ meal options
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- Figure 81: Future menu considerations at family midscale, by presence of children, June 2011
Attitudes Toward Family Midscale Restaurants
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- Key points
- Full-service experience is benefit of family-style dining
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- Figure 82: Attitudes toward family midscale experience, June 2011
- Those who are younger than 45 visit family restaurants on the weekends
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- Figure 83: Attitudes toward family midscale experience, by age, June 2011
- Healthy menu items could attract affluent diners
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- Figure 84: Attitudes toward family midscale experience, by household income, June 2011
- Slow service could be a deterrent for weeknight family meals
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- Figure 85: Attitudes toward family midscale experience, by presence of children, June 2011
Light, Medium, and Heavy Usage
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- High frequency users spend less per person…
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- Figure 86: Average check and party size, by frequency groups, June 2011
- … but they are spending more overall this year
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- Figure 87: Changes in spending at family midscale, by frequency group, June 2010
- Frequent users appreciate the dine-in experience
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- Figure 88: Important attributes for selecting a family midscale restaurant, by frequency groups, June 2011
- High frequency users more likely to give positive rating
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- Figure 89: Ratings of family midscale performance, by frequency groups, June 2011
- Appease frequent users with greater variety of lunch and dinner options
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- Figure 90: Future menu considerations at family midscale, by frequency groups, June 2011
- Need for healthy and light options to keep frequent users happy
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- Figure 91: Attitudes toward family midscale experience, by frequency group, June 2011
Appendix: Trade Associations
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