Table of Contents
Scope and Themes
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- What you need to know
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market drivers
- 2012 look ahead at menu/operational trends
- Menu insights
- Restaurant usage
- Changes in restaurant spending
- Impact of calorie disclosure and the economy
- Restaurants and menu options
- The potential for technology
- Improvement for restaurants
- Interest in preparation techniques
- Familiarity and interest in regional cuisines
Insights and Opportunities
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- Prepare for the law
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- Figure 1: Moe’s Southwest Grill’s Food Mission Wheel, December 2011
- Regional rivalry
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- Figure 2: Familiarity of and interest in regional American BBQ, October 2011
Inspire Insights
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- Trend: Access All Areas
- Trend: Patriot Games
Market Size and Forecast
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- Key points
- Sales and forecast of restaurants
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- Figure 3: U.S. restaurant sales, at current prices, 2006-16
- Figure 4: U.S. restaurant sales, at inflation-adjusted prices, 2006-16
- Sales and forecast of full-service restaurants
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- Figure 5: U.S. sales at full-service restaurants, at current prices, 2006-16
- Figure 6: U.S. sales at full-service restaurants, at inflation-adjusted prices, 2006-16
- Sales and forecast of limited-service restaurants
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- Figure 7: U.S. sales at limited-service restaurants, at current prices, 2006-16
- Figure 8: U.S. sales at limited-service restaurants, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 9: U.S. restaurant sales, fan chart, 2006-16
Market Drivers
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- Key points
- Unemployment rate looks more hopeful
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- Figure 10: Incidence of unemployment and underemployment, Jan. 2007-Nov. 2011
- Disposable personal income inches up
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- Figure 11: Real disposable income, Jan. 2007-Oct. 2011
- Consumer sentiment, cautiously optimistic
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- Figure 12: Consumer sentiment, March 2007-Nov. 2011
- Restaurant Performance Index looks hopeful
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- Figure 13: Restaurant Performance Index, Jan. 2009-Oct. 2011
- Menu labeling legislation will likely impact the industry
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- Figure 14: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
2012 Look Ahead
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- Key points
- American regionalism
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- Figure 15: Familiarity of and interest in regional American cuisines, October 2011
- Double-sided menus
- Price
- Health
- Consumer control
- Slow it down
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- Figure 16: Interest in preparation techniques, October 2011
- Imported ideas
Marketing Strategies
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- Overview
- Television
- Domino’s
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- Figure 17: Domino’s, raising the bar television ad, 2011
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- Figure 18: Domino’s, artisan pizza—try it television ad, 2011
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- Figure 19: Hardee’s, made fresh television ad, 2011
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- Figure 20: Hardee’s, unbeatable hand television ad, 2011
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- Figure 21: Popeyes, I’m dancing television ad, 2011
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- Figure 22: Wendy’s, hot and juicy television ad, 2011
- Websites and other digital media
- Pizza Hut
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- Figure 23: Quantcast.com traffic estimates for pizzahut.com, May-Oct 2011
- IHOP
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- Figure 24: Quantcast.com traffic estimates for IHOP.com, May-Oct 2011
- Applebee’s
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- Figure 25: Quantcast.com traffic estimates for applebees.com, May-Oct 2011
- Outback Steakhouse
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- Figure 26: Outback Steakhouse Facebook contest, December 2011
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- Figure 27: Quantcast.com traffic estimates for outback.com, May-Oct 2011
- Cause marketing
Menu Insights Analysis—Top Menu Items
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- Key points
- Top menu items
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- Figure 28: Top 10 menu items at restaurants, by incidence, Q3 2008-Q3 2011
- Menu item prices
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- Figure 29: Top 10 menu items at restaurants, by incidence and price, Q3 2008-Q3 2011
Menu Insights Analysis—Top Menu Item Claims
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- Key points
- Geographical claims
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- Figure 30: Top 10 American geographic claims at restaurants, by incidence, Q3 2008-Q3 2011
- Menu item claims
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- Figure 31: Top 10 menu item claims at restaurants, by incidence, Q3 2008-Q3 2011
Restaurant Usage
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- Key points
- Choice restaurant types
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- Figure 32: Restaurant usage, by age, October 2011
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- Figure 33: Restaurant usage, by annual household income, October 2011
- Frequency of visits
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- Figure 34: Restaurant monthly visits, by gender, October 2011
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- Figure 35: Restaurant monthly visits, by age, October 2011
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- Figure 36: Restaurant monthly visits, by annual household income, October 2011
Changes in Restaurant Spending
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- Key points
- Future spending intentions
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- Figure 37: Restaurant spending next year, by gender, October 2011
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- Figure 38: Restaurant spending next year, by age, October 2011
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- Figure 39: Restaurant spending next year, by annual household income, October 2011
- Segments at which consumers plan to spend more
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- Figure 40: Restaurant segments spending change, October 2011
Impact of Calorie Disclosure and the Economy
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- Key points
- Action plan when calories are posted
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- Figure 41: Impact of calorie count disclosure on dining out, by gender, October 2011
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- Figure 42: Impact of calorie count disclosure on dining out, by age, October 2011
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- Figure 43: Impact of calorie count disclosure on dining out, by annual household income, October 2011
- Economic impact on dining out
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- Figure 44: Impact of the recession on dining out, by gender, October 2011
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- Figure 45: Impact of the recession on dining out, by age, October 2011
- Figure 46: Impact of the recession on dining out, by annual household income, October 2011
Restaurants and Menu Options
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- Key points
- Attitudes about restaurant menus
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- Figure 47: Attitudes toward restaurant menu options, by gender, October 2011
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- Figure 48: Attitudes toward restaurant menu options, by age, October 2011
- Figure 49: Attitudes toward restaurant menu options, by annual household income, October 2011
The Potential for Technology
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- Key points
- Attitudes toward menu-ordering technology
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- Figure 50: Attitudes toward technology for ordering, by age, October 2011
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- Figure 51: Attitudes toward technology for ordering, by annual household income, October 2011
Improvement for Restaurants
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- Key points
- Ways to improve restaurants
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- Figure 52: Improvement for restaurants, by gender, October 2011
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- Figure 53: Improvement for restaurants, by age, October 2011
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- Figure 54: Improvement for restaurants, by annual household income, October 2011
Interest in Preparation Techniques
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- Key points
- Meaningful descriptions
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- Figure 55: Interest in preparation techniques, by gender, October 2011
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- Figure 56: Interest in preparation techniques, by age, October 2011
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- Figure 57: Interest in preparation techniques, by annual household income, October 2011
Familiarity with and Interest in Regional Cuisines
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- Key points
- Familiarity with various regional cuisines
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- Figure 58: Familiarity of regional American cuisines, by gender, October 2011
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- Figure 59: Familiarity of regional American cuisines, by age, October 2011
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- Figure 60: Familiarity of regional American cuisines, by annual household income, October 2011
- Interest in various regional cuisines
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- Figure 61: Familiarity of and interest in regional American cuisines, October 2011
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- Figure 62: Interest in regional American cuisines, by gender, October 2011
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- Figure 63: Interest in regional American cuisines, by age, October 2011
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- Figure 64: Interest in regional American cuisines, by annual household income, October 2011
Custom Groups—Light, Medium, Heavy
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- Spending plans revealed
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- Figure 65: Restaurant spending next year, by usage frequency, October 2011
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- Figure 66: Restaurant segments spending change, by usage frequency, October 2011
- Impact of calorie counts
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- Figure 67: Impact of calorie count disclosure on dining out, by usage frequency, October 2011
- Universal view of improvements
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- Figure 68: Improvement for restaurants, by usage frequency, October 2011
- Customization and technology matter to heavy users
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- Figure 69: Attitudes toward restaurants and eating out, by usage frequency, October 2011
Appendix—Trade Associations
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