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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- The market
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- Figure 1: U.S. sales and fan chart forecast of family midscale restaurants, at current prices, 2007-17
- Market drivers
- Competitive context
- Marketing strategies
- Menu analysis
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- Figure 2: Breakdown of menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Figure 3: Top 10 nutritional claims on family midscale restaurant menus, by incidence, Q2 2009-Q2 2012
- Consumer data
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- Figure 4: Influential factors to persuade more frequent visitation, June 2012
- Attitudes toward Family Midscale Restaurants
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- Figure 5: Attitudes toward family midscale restaurants, June 2012
- What we think
Issues in the Market
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- Where’s the excitement?
- Who are the new competitors to family midscale restaurants?
- What can family midscale restaurants do to drive traffic?
- How can family midscale restaurants get in touch with consumer wants?
Insights and Opportunities
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- Menu innovation
- Cracker Barrel
- Denny’s
- IHOP
- Red Robin
- Promotional pricing
- Better for you
- Rebranding
- Kids’ and seniors
- Technology
Trend Applications
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- Trend: Nouveau Poor
- Trend: Who are the Joneses?
- Trend: 2015 Brand Intervention
Market Size and Forecast
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- Key points
- Market size insight
- Sales and forecast of market
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- Figure 6: Total U.S. sales and forecast of family midscale restaurants, at current prices, 2007-17
- Figure 7: Total U.S. sales and forecast of family midscale restaurants, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 8: Total U.S. sales and fan chart forecast of family midscale restaurants, at current prices, 2007-17
Market Drivers
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- Key points
- Disposable personal income is showing signs of improvement
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- Figure 9: Real disposable personal income, January 2007-August 2012
- Unemployment and underemployment rates remain high but are declining
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- Figure 10: Unemployment and underemployment rates, January 2007-September 2012
- Consumer sentiment increases after seven months of decline
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- Figure 11: Consumer sentiment, January 2007-September 2012
- Government legislation
- Health concerns continue
- Cost and inflation of food items
Competitive Context
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- Family versus midscale restaurants
- Eating at home
- Fast food restaurants
- Fast casual restaurants
- Casual dining restaurants
Featured Companies
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- Golden Corral
- Mimi’s Cafe
- Red Robin
Marketing Strategies
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- Overview of the brand landscape
- Television
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- Figure 12: Denny’s “Something for Everyone” Television Ad, January 2012
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- Figure 13: Denny’s “Tour of America” Television Ad, July 2012
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- Figure 14: Denny’s “Build Your Own” Television Ad, May 2012
- Figure 15: Denny’s “A Lot for $4” Television Ad, October 2012
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- Figure 16: Denny’s “Sounds Good” Television Ad, February 2012
- Figure 17: Denny’s “Wrap/Rap” Television Ad, October 2012
- Online marketing
- Social media
- In-store marketing
- Marketing to Hispanics
Menu Analysis—Menu Items
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- Key points
- Menu breakdown
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- Figure 18: Menu breakdown at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Menu items
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- Figure 19: Top 10 menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Figure 20: Top 10 menu items at family midscale restaurants, by price, Q2 2009-Q2 2012
Menu Analysis—Menu Descriptors
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- Key points
- Menu claims
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- Figure 21: Top 10 menu claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Nutritional claims
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- Figure 22: Top 10 nutritional claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Geographical and regional claims
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- Figure 23: Top 10 geographical and regional claims at family midscale restaurants, by incidence, Q2 2009-Q2 2012
Menu Analysis—Kids’ Menus
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- Key points
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- Figure 24: Top 10 kids’ menu items at family midscale restaurants, by incidence, Q2 2009-Q2 2012
- Figure 25: Top 10 kids’ menu items at family midscale restaurants, by price, Q2 2009-Q2 2012
Restaurant Usage and Frequency
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- Key points
- IHOP leads in usage while men are more likely than women to visit Denny’s
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- Figure 26: Restaurant usage and frequency, by gender, June 2012
- Younger consumers prefer IHOP, Denny’s, and Waffle House
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- Figure 27: Restaurant usage and frequency, by age, June 2012
- Usage of IHOP peaks for middle-income consumers
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- Figure 28: Restaurant usage and frequency, by household income, June 2012
- Families more likely to have visited IHOP, Denny’s, and Golden Corral
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- Figure 29: Restaurant usage and frequency, by presence of children in household, June 2012
Changes in Behavior Related to Family Restaurants
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- Key points
- Consumers maintain last year’s usage behavior at family midscale restaurants
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- Figure 30: Changes in behavior around family midscale restaurants, June 2012
- Women use coupons and cook at home more, while men trade up and down
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- Figure 31: Changes in behavior around family midscale restaurants, by gender, June 2012
- Consumers aged 18-24 have increased their consumption behavior
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- Figure 32: Changes in behavior around family midscale restaurants, by age, June 2012
- Income determines cooking at home, couponing, and amount spent
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- Figure 33: Changes in behavior around family midscale restaurants, by household income, June 2012
- Families are trading down to fast food and ordering appetizers more
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- Figure 34: Changes in behavior around family midscale restaurants, by presence of children in household, June 2012
Items Typically Ordered at Family Midscale Restaurants
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- Key points
- Only 35% of consumers typically purchase breakfast foods
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- Figure 35: Items typically ordered at family midscale restaurants, by gender, June 2012
- Nonsenior aged respondents are ordering senior meals
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- Figure 36: Items typically ordered at family midscale restaurants, by age, June 2012
- Low-income consumers more likely to order appetizers and desserts
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- Figure 37: Items typically ordered at family midscale restaurants, by household income, June 2012
- Families with children order appetizers and desserts
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- Figure 38: Items typically ordered at family midscale restaurants, by presence of children in household, June 2012
Suggested Improvements for Family Midscale Restaurants
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- Key points
- Women are more likely to want to see improvements in kids’ offerings
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- Figure 39: Suggested improvements for family midscale restaurants, by gender, June 2012
- Young consumers want greater variety and better health
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- Figure 40: Suggested improvements for family midscale restaurants, by age, June 2012
- Middle-income diners desire seasonal items, fruits, and vegetables
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- Figure 41: Suggested improvements for family midscale restaurants, by household income, June 2012
- Households without children seek healthy options
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- Figure 42: Suggested improvements for family midscale restaurants, by presence of children in household, June 2012
Decision Criteria to Choose a Family Midscale Restaurant
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- Key points
- Menu variety, relaxed atmosphere, and value lead decision criteria
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- Figure 43: Decision criteria to choose a family midscale restaurant, by gender, June 2012
- Each age group is attracted to family dining for a different set of reasons
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- Figure 44: Decision criteria to choose a family midscale restaurant, by age, June 2012
- Affluent visit when traveling while low income seek all-you-can-eat options
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- Figure 45: Decision criteria to choose a family midscale restaurant, by household income, June 2012
- Nonfamily consumers drawn in by coupons and all-day breakfast
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- Figure 46: Decision criteria to choose a family midscale restaurant, by presence of children in household, June 2012
Influential Factors for Greater Visitation
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- Key points
- Consumers want gourmet items at value price points
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- Figure 47: Influential factors for greater visitation, by gender, June 2012
- Younger consumers want gourmet items, fast service, and longer hours
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- Figure 48: Influential factors for greater visitation, by age, June 2012
- Affluent consumers want healthy, better tasting, gourmet dishes
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- Figure 49: Influential factors for greater visitation, by household income, June 2012
- Families seek fast and friendly service
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- Figure 50: Influential factors for greater visitation, by presence of children in household, June 2012
Attitudes toward Family Midscale Restaurants
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- Key points
- Family restaurants offer a sit-down experience at a low price
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- Figure 51: Attitudes toward family midscale restaurants, by gender, June 2012
- A quarter of consumers aged 25-34 think family restaurants aren’t cool
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- Figure 52: Attitudes toward family midscale restaurants, by age, June 2012
- Affluent consumers have trouble differentiating family restaurant brands
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- Figure 53: Attitudes toward family midscale restaurants, by household income, June 2012
- Families question cleanliness and would rather spend on activities
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- Figure 54: Attitudes toward family midscale restaurants, by presence of children in household, June 2012
Usage Groups
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- Restaurant usage at family midscale restaurants
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- Figure 55: Restaurant usage and frequency, by user frequency, June 2012
- Changes in behavior at family midscale restaurants
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- Figure 56: Changes in behavior around family midscale restaurants, by user frequency, June 2012
- Items typically ordered at family midscale restaurants
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- Figure 57: Items typically ordered at family midscale restaurants, by user frequency, June 2012
- Suggested improvements around family midscale restaurants
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- Figure 58: Suggested improvements, by user frequency, June 2012
- Decision criteria to choose a family midscale restaurant
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- Figure 59: Decision criteria to choose a family midscale restaurant, by user frequency, June 2012
- Influential factors for greater visitation
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- Figure 60: Influential factors for greater visitation, by user frequency, June 2012
Additional Tables
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- Figure 61: Check average, by gender, June 2012
- Figure 62: Repertoire on average price and party size, by gender, June 2012
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- Figure 63: Check average, by age, June 2012
- Figure 64: Repertoire on average price and party size, by age, June 2012
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- Figure 65: Check average and party size, by household income, June 2012
- Figure 66: Repertoire on average price and party size, by household income, June 2012
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- Figure 67: Check average and party size, by presence of children in household, June 2012
- Figure 68: Repertoire on average price and party size, by presence of children in household, June 2012
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- Figure 69: Check average and party size, by user frequency, June 2012
- Figure 70: Repertoire on average price and party size, by user frequency, June 2012
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- Figure 71: Restaurant usage group, by gender, June 2012
- Figure 72: Restaurant usage and frequency, by age, June 2012
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- Figure 73: Restaurant usage and frequency, by household income, June 2012
- Figure 74: Restaurant usage and frequency, by presence of children in household, June 2012
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Appendix—Trade Associations
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