consumer casual restaurant dining trends, a surveymonkey audience case study (april 2012)
DESCRIPTION
Using SurveyMonkey Audience, we surveyed over 1000 respondents to find out which casual dining restaurants they visited and how much they spend on a typical meal.TRANSCRIPT
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Case Study – Restaurants Understanding consumer dining and spending habits • Brinker International (EAT) • Cheesecake Factory (CAKE) • Darden Restaurants (DRI)
April 2012
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Objectives
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Project objective tips
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• Keep scope narrow - Makes survey creation simpler, quicker - Makes data analysis actionable
• Keep objectives focused - Focus on key data needs, not “nice to have” info - Work backwards
• Write/create your presentation first and figure out what questions you need to ask to fill in the gaps
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End objectives
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• We surveyed 1,000 consumers to understand how often consumers eat out at restaurants and how much they typically spend - Consumers eat out about [X] times per month on average - Consumers report spending about [$X] per visit
• The most popular of the casual dining restaurants we noted in the survey (Olive Garden, Chili’s, Cheesecake Factory, Ruby Tuesday, Outback and Applebee’s) were: - [X, Y, Z]
• The most frequently reported “Other” restaurants mentioned with unaided brand recall were: - [X, Y]
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Project Summary
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Audience project summary
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• Survey population: 1,000 consumers • Targeting criteria
- Age: 18+ - Geography: all US - Gender: 50% male / 50% females
• Targeting goals - Seeking 900-1,000 restaurant diners, expecting that a
large majority of consumers surveyed dine out at a restaurant in a typical month
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Respondent Summary
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Project respondent makeup
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Survey Questions
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Survey question examples
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Survey question examples (cont’d)
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Survey Data
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How frequently are people eating out?
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• Consumers report eating out between 3-4 times per month on average
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How much are they spending?
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• We did not ask how many people were typically present when consumers eat out since we wanted to understand average ticket (receipt) values
• The weighted average reported was about $35
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Which were the top restaurants?
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• The Olive Garden (~26%) and Applebee’s (~24%) were the top restaurants, but followed closely the other major brand names
• This was a US representation, so many consumers may not have certain restaurants in their area
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Which restaurant’s show up in “Other”?
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• A large number of respondents chose to add additional restaurants
• This provides interesting unaided brand/experience recall data
• Not surprisingly, popular restaurants like Red Robin and Red Lobster show up in the “Other” category
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Conclusions
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Key conclusions
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• Consumers report eating out about 3-4 times per month on average
• Consumers report spending about $35 per restaurant visit for dinner
• The most popular of the casual dining restaurants we noted in the survey (Olive Garden, Chili’s, Cheesecake Factory, Ruby Tuesday, Outback and Applebee’s) was - Olive Garden (~26% of respondents had visited in the past month),
closely followed by Applebee’s (~26% of respondents had visited in the past month)
• The most frequently reported “Other” restaurants mentioned with unaided brand recall were Red Lobster & Red Robin - Other included Texas Roadhouse, Cracker Barrel and Buffalo Wild
Wings