claritas b a s e s restaurant audit report
DESCRIPTION
Restaurant researchTRANSCRIPT
Integras is a division of Claritas, Inc. Copyright 2004 Integras. All Rights Reserved.1
Dine Time: Insights from the Restaurant
Audit
Understanding Consumers’ Attitudes and Behaviors Related
to Eating Away From Home
March 24, 2005
Integras is a division of Claritas, Inc. Copyright 2004 Integras. All Rights Reserved.2
Agenda
Methodology Household Usage Levels
• Types of Outlets
• Specific Restaurants
Visit Specifics• Purchase Mode
• Daypart
• Price
• Use of Offer/Promotion
• Satisfaction
Reasons for Dining Out/Selected Restaurants Related Attitudes Understanding Frequent Restaurant Usage
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Methodology
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Methodology/Sample Design
Online survey – average completion time was 21 minutes Sample is online panel – BASES (sister VNU company) Outgo sample of 42,200
• Rep sample – 40,100• Augment teen sample – 2,100
Outgo balanced on demographics (region, household composition, household income, race/ethnicity) and PRIZM Lifestage group
Ending sample of 30,533 (72% response rate)• Rep sample – 29,106 (73%)• Augment teen sample – 1,427 (68%)
Final sample assigned both household level and individual level weights
• Household level – using head of household age and household income• Individual level – using respondent age, gender, and household income
Weighted Base• 26,274 households• 18,917 individuals, representing 28,469 “yesterday” restaurant visits
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Markets With Sample Sizes of 100+
Los Angeles-Long Beach, CA 633
Buffalo-Niagara Falls, NY 296
BostonWorcesterLawrenceLowellBrockton, MA-NH 563
Seattle-Bellevue-Everett, WA 295
Chicago, IL 548
Cleveland-Lorain-Elyria, OH 292
New York, NY 508
San Diego, CA 265
Atlanta, GA 502
Baltimore, MD 262
Philadelphia, PA-NJ 464
Las Vegas, NV-AZ 248
Pittsburgh, PA 422
Minneapolis-St. Paul, MN-WI 229
Tampa-St. Petersburg-Clearwater, FL 420
San Antonio, TX 211
Phoenix-Mesa, AZ 416
Cincinnati, OH-KY-IN 208
Washington, DC-MD-VA-WV 378
Indianapolis, IN 198
Portland-Vancouver, OR-WA 367
Kansas City, MO-KS 190
Dallas, TX 343
Rochester, NY 189
St. Louis, MO-IL 337
Columbus, OH 188
Houston, TX 324
Charlotte-Gastonia-Rock Hill, NC-SC 182
Detroit, MI 321
Fort Lauderdale, FL 181
Orlando, FL 308
Oklahoma City, OK 177
Riverside-San Bernardino, CA 301
Oakland, CA 174
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Markets With Sample Sizes of 100+ (cont.)
Fort Worth-Arlington, TX 170
Orange County, CA 129
Milwaukee-Waukesha, WI 167
West Palm Beach-Boca Raton, FL 129
Norfolk-Virginia Beach-Newport News, VA-NC 167
Newark, NJ 128
Austin-San Marcos, TX 165
NewHaven/Bridgeport/Stamfrd/Waterbury/Danbury,CT 124
Raleigh-Durham-Chapel Hill, NC 162
Tulsa, OK 123
Sacramento, CA 162
Dayton-Springfield, OH 119
Denver, CO 154
Sarasota-Bradenton, FL 117
Miami, FL 153
New Orleans, LA 116
Nashville, TN 153
Tacoma, WA 116
Syracuse, NY 152
Hartford, CT 114
Nassau-Suffolk, NY 149
Akron, OH 110
Greensboro--Winston-Salem--High Point, NC 145
Salt Lake City-Ogden, UT 108
Jacksonville, FL 141
Omaha, NE-IA 105
Tucson, AZ 140
Albany-Schenectady-Troy, NY 102
Monmouth-Ocean, NJ 138
Spokane, WA 101
Louisville, KY-IN 131
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Data Collection Schedule
Data collected over period of 4 ½ weeks in late August and early/mid September
Outbound invites beginning August 26th; schedule of randomly-selected days each week, ending September 19th
• Ensuring equal distribution/representation by day of week
Field closed September 26th
Information collected on food and/or drink purchased away from home (PAFH)
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Survey Design/Content
First section obtained household information:• Household member visitation past 30 days by type of location where
ate/drank something away from home (Fast food restaurant, Ethnic restaurant, Snack bar, Deli, Coffee bar/coffee house, Vending machine, Neighborhood corner store, etc.)
• Household member visitation past 30 days by restaurant (61 listed) – see next chart
• Frequency of eating out, eating out by meal type (breakfast, lunch, dinner, snack), by service (dine-in, carry out, drive-thru)
• Attitudes toward related topics (38 statements) – health/nutrition, price/promotion, convenience, variety/selection, kid-related
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Restaurant List (HH Visited Past 30 Days)
A&W Applebee's Arby's Baja Fresh Mexican
Grill Baker's Square Bennigan's Bob Evans Boston Market Burger King California Pizza
Kitchen Caribou Coffee Carl's Jr. Checkers Chick-Fil-A Chili's Chipotle Mexican Grill
Churchs Cinnabon Cracker Barrel
Culver's Dairy Queen Denny's Domino's Dunkin Donuts Einstein Bros. Bagels Hardee's IHOP In-N-Out Burgers Jack in the Box KFC/Kentucky Fried
Chicken Krispy Kreme Little Caesars Lone Star Steakhouse
Long John Silver's McDonald's Old Country Buffet Olive Garden Outback Papa John's
Panda Express Panera Bread Pizza Hut Ponderosa Popeye's Quizno's Red Lobster Ruby Tuesday Rubio's Fresh
Mexican Grill Sizzler Sonic Starbucks Steak 'n Shake Subway Taco Bell TCBY T.G.I. Friday's TOGO's Waffle House Wendy's Whataburger White Castle
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Survey Design/Content (cont’d.)
Second section requested information about an individual’s eating-out behavior – occasion-specific (yesterday’s; if did not eat out yesterday, then last visit):
• Day of week• Time of day• Meal type• Who accompanied (incl. age)• Reason dined out• Location before/after visit• Distance traveled• Restaurant/location at which dined out (~90 listed)• Reason specific restaurant chosen• Whether purchased as dine-in, carry out, drive-thru• Items ate/drank• Price paid, and whether special offer/promotion (coupon, value meal,
discounted/no coupon, game/promotion)• Satisfaction with visit
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Household Usage Levels
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Sources of Food/Drink PAFH – Past 30 Days
Base: Total Households (N=26,274)
23%
25%
26%
28%
28%
30%
32%
37%
41%
51%
59%
66%
86%
Work/School Cafeteria
Vending Machine
Ice Cream/Yogurt Shops
Bakery/Donut/Bagel Shop
Fine Dining Restaurant
Deli
Convenience Store (w/gas station)
Coffeehouse
Ethnic Restaurant
Grocery Store/Supermarket Deli
Pizza Restaurant/Take-out/Delivery
Family/Casual Restaurant
Fast Food Restaurant
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Restaurant Penetration
Base: Total Households (N=26,274)
Percentage of Households Visiting Within Past 30 Days
19%
21%
21%
24%
29%
31%
31%
31%
41%
57%
Applebee's
Dairy Queen
Arby's
Pizza Hut
KFC/Kentucky Fried Chicken
Subway
Taco Bell
Wendy's
Burger King
McDonald's
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Penetration: Family/Casual Restaurants
Base: Total Households (N=26,274)
Percentage of Households Visiting Within Past 30 Days
5%
6%
6%
7%
8%
10%
10%
10%
11%
12%
13%
19%
Old Country Buffet
Bob Evans
T.G.I. Friday's
Ruby Tuesday
Outback
Red Lobster
IHOP
Chili's
Cracker Barrel
Denny's
Olive Garden
Applebee's
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Penetration: Pizza/Fast-Casual
Base: Total Households (N=26,274)
Percentage of Households Visiting Within Past 30 Days
1%
3%
3%
6%
7%
5%
10%
11%
24%
Rubio's Fresh Mexican Grill
Chipotle Mexican Grill
Baja Fresh Mexican Grill
Boston Market
Panera Bread
Little Caesar's
Papa John's
Domino's
Pizza Hut
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Penetration: Quick Serve/Fast Food
Percentage of Households Visiting Within Past 30 Days
Base: Total Households (N=26,274)
13%
16%
21%
21%
29%
31%
31%
31%
41%
57%
Dunkin Donuts
Starbucks
Dairy Queen
Arby's
KFC
Subway
Taco Bell
Wendy's
Burger King
McDonald's
5%
5%
6%
6%
8%
8%
9%
9%
12%
12%
13%
A&W
Steak 'n Shake
Popeye's
Carl's Jr.
Hardee's
Long John Silver's
Jack in the Box
Quizno's
Sonic
Krispy Kreme
Chick-Fil-A
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Visit Specifics
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Quick Serve/Fast Food – Modes of Purchase
Percentage Indicating Using 1+ Times Past 30 Days
77%
63%
70%66%
54%
61%
75%
64%
72%
92%
67%
75%
Drive-Thru Carry-out Dine-in
Total (N= 26,274) 1 Person HH (N=6,038) 2+ HH No Kids < 13 (N=14,025) 2+ HH Kids < 13 (N=6,211)
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Meal Type Distribution
Base: Total Households Visits Past 30 Days
Household Visits Past 30 Days
Breakfast17%
Lunch36%
Dinner29%
Snacks18%
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Median Amount Spent per Occasion
Base: Yesterday Visits
$5.29
$4.00
$5.49
$9.75
$2.50
Total (N=28,469) Breakfast (N=3,900) Lunch (N=10,348) Dinner (N=8,343) Snacks (N=5,878)
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Occasions Involving Offer/Promotion
10%
3%
4%
84%
10%
8%
8%
74%
10%
5%
12%
73%
10%
4%
10%
77%
10%
5%
9%
76%
Other
Used Coupon
Value Meal
Did Not Use
Total (N=28,469)
Breakfast (N=3,900)Lunch (N=10,348)
Dinner (N=8,343)Snack (N=5,878)
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Level of Satisfaction with Visit
Base: Yesterday Visits = 28,469
Very Satisfied58%
Somewhat Satisfied
28%
Neither Satisfied nor Dissatisfied
10%
Somewhat Dissatisfied
3%
Very Dissatisfied1%
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Satisfaction
Top Box – Very Satisfied
58%
60%
54%
63%
43%
51%
39%
42%
60%
52%
65%
72%
82%
66%
58%
59%
70%
67%
74%
Total
Breakfast
Lunch
Dinner
Total Yesterday (N=28,469) McDonald's (N=2,192) Pizza Hut (N=320)
Applebee's (N=405) Dunkin Donuts (N=319) Subway (N=588)
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Reasons for Dining Out/Selected Restaurant
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Reasons for Wanting Food Prepared Away from Home
Base: Yesterday visits
25%
23%
19%
15%
14%
14%
11%
10%
10%
19%
15%
18%
10%
11%
25%
9%
8%
4%
24%
35%
14%
11%
14%
14%
7%
9%
10%
22%
22%
33%
16%
18%
8%
17%
16%
8%
37%
6%
7%
23%
13%
13%
11%
5%
16%
Hungry/Thirsty
Meal Time/Time to Eat
No Cook/Clean-up
A Taste for It
Socialize With Friends
Routine/Habit
Relax
Spend Time With Family
Needed Break
Total (N=28,469) Breakfast (N=3,900) Lunch (N=10,348) Dinner (N=8,343) Snacks (N=5,878)
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Reasons Specific Restaurant Selected
Base: Yesterday Visits (N=28,469)
11%
13%
15%
16%
17%
20%
24%
33%
43%
Busy/Pressed for Time
Comfortable/Relaxing Atmosphere
Clean Place
Friendly Service
Spouse/Other Adult Requested
Fast Service
Good Price/Value
Food I Really Like
Convenient Location
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Total Visits
McDonald's Subway Applebee's Pizza Hut Dunkin Donuts
(N=28,469) (N=2,193) (N=588) (N= 405) (N=320) (N=319)
Convenient Location 43 48 49 35 29 58
Food I Really Like/Want 33 20 51 40 35 32
Good Price/Value 24 26 38 21 24 22
Fast Service 20 33 37 15 22 31
Spouse/Other Adult Requested 17 9 16 33 28 13
Friendly Service 16 6 17 28 13 16
Clean Place 15 7 24 29 11 16
Comfortable/Relaxing Atmosphere 13 3 4 30 9 10
Busy/Pressed for Time 11 17 11 1 5 17
Drive-Thru 9 33 2 0 4 25
Reasons Specific Restaurant Selected
= Relatively Higher than Total
Total Restaurant Visits
Top 5 for Each Restaurant Highlighted in Red= Relatively Lower than Total
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Related Attitudes
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Selected Attitude Statements
Health/nutrition• I eat at fast food places that offer healthy menu choices • I seek out restaurants that have low-carb or Atkins items on the menu
Convenience• Meal preparation should take as little time as possible • I'm usually in too much of a hurry to sit down and eat in a restaurant
Price/promotion• I visit fast food restaurants when they have a good deal, sale, or offer
coupons • I try to eat at fast food places that have the lowest prices
Variety/selection• I like to eat at new or unique restaurants • When a restaurant has a new food item on the menu, I usually try it
Kid-related• My children often influence which restaurant we visit • We go to the restaurants that have play areas
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Attitudes: Health/Nutrition
Base: Total Households = 26,274
60%
50%
39%
20%
15%
23%
19%22%
6%5%
Avoid foods high in fat Avoid fried foods Food from fast food placesis not very good for you
Following a low-carb diet Seek out restaurants thathave low-carb or Atkin's
items on the menu
Agree Strongly/Somewhat Agree Strongly
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Attitudes: Health/Nutrition
Base: Total Households = 26,274
53%
48%
42%
37%
18%
25%
13% 13%
9%
3%
Wish more restaurantsgave information about thenumber of calories for each
item on their menu
Eat at fast food places thatoffer healthy menu choices
Order differently whenhave information about the
menu's calorie/fatcontent/carb content, etc.
Good-tasting food is moreimportant than nutrition
Convenience is moreimportant than nutrition
Agree Strongly/Somewhat Agree Strongly
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Attitudes: Convenience
Base: Total Households = 26,274
36%
27% 27%
25%
12%
8%7% 6%
Usually have very little time to eatlunch
Meal times tend to be hectic atmy house
Usually in too much of a hurry tosit down and eat in a restaurant
I feel guilty when I serveconvenience foods to my family
Agree Stongly/Somewhat Agree Strongly
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Attitudes: Price/Promotion
Base: Total Households = 26,274
80%
48%
44%
37%
29%
17%14%
10%
Don't mind paying a littlemore for well-liked menu
items
Visit fast food restaurantswhen they have a good deal,
sale, or offer coupons
Often purchase a valuemeal, as opposed to
individual items on themenu
Try to eat at fast food placesthat have the lowest prices
Agree Strongly/Somewhat Agree Strongly
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Attitudes: Variety/Selection
Base: Total Households = 26,274
71%
62%
40%
32%
25%
8%
I love to eat different foods with interestingflavors
I like to eat at new or unique restaurants When a restaurant has a new food item onthe menu, I usually try it
Agree Strongly/Somewhat Agree Strongly
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Attitudes: Kid-related
Base: Households with Children < 13 years old (N = 6,211)
72%
59%
54%52%
34%
16%
22%
17%
Kids love to eat at fast foodrestaurants
Children often influence whichrestaurant we visit
Won't go to restaurants thataren't kid-friendly
Visit the restaurants that havekids meals children like best
more often than otherrestaurants
Agree Strongly/Somewhat Agree Strongly
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Understanding Frequent Restaurant Usage
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Frequency of Eating/Drinking Away from Home
Base: Households
N = 14,025N = 6,038 N=6,211N=26,274
Mean Number of Times Past 30 Days
34.7
16.5
37.9
44.9
Total 1 Person Households 2+ People (No Kids < 13) 2+ People (Kids < 13)
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Frequency Eating Away from Home
Base: Total Number of Occasions Over Past 30 Days
Number of Visits Total (26,274 HH
Representing 910,455 Visits)
1 Person (6,038 HH
Representing 99,481 Visits)
2+ w/o Kids <13 (14,025 HH
Representing 532,089 Visits)
2+ w/Kids <13 (6,211 HH
Representing 278,885 Visits)
0-4 11 28 8 4
5-12 20 30 17 14
13-20 15 14 15 14
21-30 13 11 15 14
31-45 14 8 15 16
46-60 10 5 10 12
61-90 10 2 12 14
91+ 7 1 8 12
% High Frequency Diner 20% 16% 20% 26%
% of Total Visits Accounted for by High Frequency Diners
52% 50% 50% 57%
Red-colored numbers designate high frequency categories within each group.
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Attitudes – Higher vs. Lower Frequency
Top Two Box - Agreement
Base: 1 Person Households
+25
+23
+22
+18
+13
+13
+13
+12
+12
+12
+11
+10
+10
+10
Diff.
34%
76%
20%
37%
46%
12%
58%
39%
57%
25%
28%
44%
55%
43%
44%
86%
30%
48%
58%
24%
70%
52%
70%
38%
46%
66%
78%
68%
Try new items on menu
Pay more for an item I like
Convenience more important than nutrition
Purchase the value meal
Meal prep should take as little time as possible
Meal times are hectic
Like new or unique restaurants
Eat too many snack foods
Fast food is not good for you
In too big a hurry to sit down and eat in a restaurant
Little time for lunch
Rarely plan ahead what to have for dinner
Do not want to cook
Nothing at home to eat
LOWER (30 or fewer occasions) HIGHER (31 or more occasions)
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Attitudes – Lower vs. Higher Frequency
Top Two Box - Agreement
Base: 2+ Person Households (Kids < 13)
+15
+13
+12
+12
+11
+10
+10
Diff.
60%
68%
22%
39%
31%
52%
20%
31%
32%
71%
57%
33%
51%
47%
68%
37%
49%
51%
Like new or unique restaurants
Family usually eats dinnertogether
In too big a hurry to sit downand eat in a restaurant
Eat too many snack foods
Little time for lunch
Do not want to cook
Meal times are hectic
Rarely plan ahead what tohave for dinner
Nothing at home to eat
LOWER (60 or fewer occasions) HIGHER (61 or more occasions)
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High vs. Low Frequency – Age
25%
17%
20%
19%
15%
5%
8%
12%
24%
25%
23%
9%
21%
16%
21%
20%
17%
6%
65+
55-64
45-54
35-44
25-34
Under 25
Lower Higher Total
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High vs. Low Frequency – Marital Status and Ethnicity
MARITAL STATUS
ETHNICITY
4%
2%
6%
7%
81%
41%
59%
5%
3%
10%
12%
71%
43%
57%
4%
2%
7%
8%
79%
42%
58%
Other
Asian
Hispanic
African-American
Caucasian
Non-Marrieds
Married
Lower Higher Total
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High vs. Low Frequency – Education / Income
EDUCATION
INCOME
24%
19%
29%
29%
40%
38%
22%
36%
21%
26%
18%
49%
37%
14%
26%
19%
28%
27%
41%
38%
21%
$75,000+
$50,000 to $74,999
$25,000 to $49,999
Under $25,000
College Graduate/Post-graduate
Some College
High School or Less
Lower Higher Total
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High vs. Low Frequency – Census Region
15%
8%
16%
16%
8%
5%
10%
20%
13%
5%
15%
5%
15%
15%
6%
7%
12%
21%
14%
5%
15%
7%
16%
16%
7%
6%
11%
20%
14%
5%
Pacific
Mountain
East North Central
East North Central
West North Central
East South Central
West South Central
South Atlantic
Middle Atlantic
New England
Lower Higher Total
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Thank you!
Additional questions, please contact:
Margie Lymperis, [email protected]
Ramona Spencer, [email protected]