decline in casual dining

Running head: DECLINE IN CASUAL DINING 1

Final Research Project

Humber College

Owen Parker

BUS 3001 – 0LA

Friday November 21, 2014

Tiffany ChengChris DaCostaJoanna Garcia

Kellie McKibbonKevin Wilson


Table of Contents

Executive Summary 3

Introduction & Objectives 4

Research Methods 5

Results & Findings 7

Limitations 10

Conclusion & Discussion 12

Recommendations 13

Appendix 14

References 26


Executive Summary

The purpose of this study is to understand what factors are causing a change in fast-casual and

casual dining restaurants.

The objectives of this research assignment are:

To understand what influences the decision to eat at a particular style of restaurant

To look at the product, and see if it requires changes according to consumer demands

To analyze the service and management of casual dining restaurants, in hopes of providing some

sense of expectation and if it also requires change.

To study the economic impact on society, to see if it correlates to the sales and revenue of the

industry

To acknowledge market shifts, in order to forecast market trends in the industry

Based on our results, we concluded that majority of participants were within the age group of 19 to

30, which provided useful information and insights on the purchasing behaviour of individuals within this

category. Individuals will spend anywhere from $37 to $125 on dining out each month, and while money

may not be a significant factor to this group when choosing on a place to dine out, a significant 91% of

our total sample size agreed that food and service quality were weighted higher as significant factors.

Although most participants of our survey were students, 43% would still spend anywhere from $151

to $300 each month (which is not the lowest range to choose from) and this is not surprising since fast-

casual dining meals can cost less without sacrificing food and service quality. This is a much better option

for students and individuals who may be concerned with the value of their money and time.

As for our recommendation, companies experiencing difficulties in their casual dining service may

want to consider rebranding. This could mean remodeling their look, coming up with new products

catered to Millennials and Gen X, and restructuring operational procedures. An alternative would be to

continue promotional efforts, offering more discounts and redesigning service quality to ensure overall

customer value.


Introduction

Restaurants are one of the most common places for people to socialize. It is a part of a person’s

life that is always there, whether it's grabbing a coffee in the morning, or going out for a special occasion.

This report will focus on the trends in the restaurant industry. Specifically, what are the factors that are

causing changes in fast-casual and casual dining restaurants?

Background

The main degree focus for a majority of the group is Tourism and Hospitality Management;

therefore, an industry related focus was important to the group. After researching trends in the hospitality

and tourism industry, it was decided that the restaurant industry would be the main focus of our research,

specifically the fast-casual and casual dining sectors. Through observations and secondary research, a

change in market share between these two restaurant sectors has become apparent. This research

highlights the decline of a casual dining restaurant, while the fast-casual sector of the market continues to

grow. Few restaurants in particular the display a notable change in market share include a decline in

Darden Restaurant Group, while restaurants such as Chipotle contribute to the rise in fast-casual dining.

By expanding the fast casual-dining market, Chipotle is contributing to creating a new environment for

other competitors to enter the market, which may lead to a slow deterioration of casual dining restaurants

as a whole. However, through a focus group, we found that experience is the main reason why people go

to a restaurant to eat. The group also conducted a survey that will either confirm that experience is one of

the most important factors, that determines where a person will go out to eat.

Objectives

The objectives of this research assignment are:

To understand what influences the decision to eat at a particular style of restaurant

To look at the product, and see if it requires changes according to consumer demands

To analyze the service and management of casual dining restaurants, in hopes of providing some

sense of expectation and if it also requires change.

To study the economic impact on society, to see if it correlates to the sales and revenue of the

industry

To acknowledge market shifts, in order to forecast market trends in the industry


Research Methods

The type of research we have used as the foundation of our report is descriptive research using

quantitative results. We addressed characteristics related to demographics and psychographics to be able

to clarify questions related to the ‘who, what, where, when, why, and how,’ that helped us understand the

nature of the problem related to the decline in casual dining.

To define our target population, we considered who would be our most relevant audience and

identified it to be students and individuals who dine out. From there, we developed our sample size based

on our sample frame, which we felt would be the Humber Campus and people at particular casual dining

restaurants. Additionally, we used an online survey that was posted on social networks to target more

audiences.

We used a convenience sampling method to aid us in data collection, during which time we

conducted focus groups, established discussions, and used an online surveying tool called Zoho. Each of

these methods were used during the week at high volume hours of the day.

We had hoped to achieve a greater sample size, however, given time constraints and other factors

that limited our ability to collect data, we were able to successfully survey around 80+ individuals. This

provided us with a basic foundation on which we could make assumptions.

Data Sources

Primary Data

Our sources of primary data collection included surveys, interviewing industry professionals,

property visits, focus groups, and observations. Surveys helped us to provide exact statistical numbers

that created visuals of what exactly was occurring in relation to specific factors. While interviewing

industry professionals allowed us to get insight from those involved in the industry to provide feedback or

results to any unanswered questions. Property visits also provided physical evidence and eliminated any

preconceived notions going into the establishment. By making first-hand observations, we were able to

experience and critique for ourselves. Lastly, our focus group provided useful insight as it allowed us to

engage in discussion with our target audience to get a direct understanding of their experiences.


Secondary Data

Our secondary forms of data collection were researched and obtained through many sources. Our

main focus was to obtain data and research statistics through journal articles, newspaper articles and

through qualitative research. Journal articles and newspaper articles provided us with the proper

information that was used to further explain our assumptions and set out facts that act as proof to our

findings and ideas.


Results & Findings

The results provided are based on the survey, focus group and secondary research. In order to

analyze the data, we separated them into minor sections: demographics, purchasing behaviour, quality of

food & services, price value and overall experience. Questions 9 and 10 in the survey were the

demographic related questions. The results told us that 80% of the survey respondents belonged to the age

group of 19 to 30, and of that 80%, approximately 35 people are students and employed, and 28 are

employed full-time. Since most of the participants of the survey were in that age range, it seems that most

participants are from the Millennials generation; which is usually around the age of 25 (Oches, 2012).

The reason many of the respondents were in the Millennials age group is because the engine used to take

part in the survey was an online-driven survey posted and reposted on Facebook. Millennials are usually

the ones usually driven by technology to thrive on trends like social media (Oches, 2012).

The questions we focused on regarding our research was purchasing behaviour. With the

collected results, they have shown that in over one month, 43% of the participants will spend on average

about $151 to $300 on food, 27% of respondents would spend anywhere from $0 to $150, and 24% will

spend anywhere from $301 to $500. 45.2% of Millennials aged between 25-34 food expenditures is spent

on eating outside of home (Oches, 2012). The Millennial generation holds $1.3 trillion dollars in spending

power as an important driver towards dining out (McGrath, 2014). Food credibility and authenticity is

what this generation takes into consideration to dine out and explore their restaurant options (McGrath,

2014). Certain companies are also becoming very tech savvy and creating apps for smartphones that

allow you to connect with restaurants easily, which provides convenience and attracts the millennial

generation (McGrath, 2014).

The next question is in relation to the quality of service in dining. Here, our survey results told us

that 79% of the respondents found that the quality of service is either important or very important. These

results tell us that 79% of participants would only enjoy their dining experience if the restaurant location

did a good job in providing great quality. In our discussion that was conducted as a focus group, the

participants also mentioned that timing could also vary based on the restaurant itself; if it was a fine

dining restaurant and the meal took over an hour of preparation, than it will turn out to be an incredible

meal. The focus group participants had different expectations depending on the eatery of choice and the

limit on spending. If the quality and price of the food was expensive, they will have higher expectations.


However, for their standards, a waiting time of 40 minute maximum would be considered acceptable for

an ordered meal.

When we asked them about the quality of food, a stronger result was shown through the survey.

For our participants, 91% felt that that quality is quite important when it comes to dining out. In our focus

group discussion, the example of Red Lobster was used. Our participants discussed their knowledge of

the menu from Red Lobster, saying how they use fresh Canadian wild salmon fish and that they are

content with the menu. However, when asking the group factors that come into play with Red Lobster,

most of the responses were in relation with the quality of service not being amazing overall, and the

amount of human traffic.

In the fourth question of the survey we asked about the price value of dining out. In the concluded

results, we noticed that people feel indifferent. About 38% of the people selected a low price value to be

quite important to them as they decide on where to dine out. Just a few percentages higher, the results

showed that most chose the middle rating of 3, meaning a low price value might or is not really important

when trying to decide where to dine at. In the focus group, the participants also answered similar to what

the chart showed, saying that it depended on the menu: what it consists of, or the cuisine. Also their price

points would also depend on the circumstances such as going out with friends, on a date, and going out

with family or other. In relation to Darden’s Core Competitors statistical chart, the more fine dining

restaurants have usually had a higher bill to pay by the end of the dinner. Factors concluding these results

consist of the quality of food on the menu, steaks being expensive for example, the brand reputation being

known and the atmosphere having an effect on the length and expenses that guests will decide to make.

Applebee’s in comparison to Outback Steakhouse’s reputation fits in the category of a more high end

restaurant and the atmosphere in Outback Steakhouse is more ambient which can attract clientele that

would want to stay longer periods resulting in higher checks (refer to appendix 4).

From our results we have drawn a comparison between the quality of food vs. the service. From our

surveys we see that people (91%) found the quality of food to be more important than the quality of

service (79%). The discussion also allowed us to compare these figures because when Red Lobster was

mentioned in regards to using fresh fish, their service does not always meet their expectations. That could

be the cause of it being a big chain, so it is usually busy.

Next we had the chance to ask our participants how they would rate their overall experiences in

two different types of restaurants. The first was at a fast-casual dining location. For this type of location,

our results told us that people either really had a great experience or very poor experience. Both ratings of


excellent and very poor scored the same 19%. We did conclude that majority (42%) rated their experience

to be a 4 out of 5.

In a casual dining restaurant the results were quite different. Here, the results leaned towards a

rating of 3 or 4 out of 5; 39% rated a 3, and 31% rated a 4. Only 2% of the respondents rated their last

overall experience at a casual dining restaurant to be very poor.

Our focus group discussed how they might rate an experience. They mentioned the atmosphere of

a restaurant to be important to recognize. In order to have a good experience, a good atmosphere should

not be too loud, good ambience, and potentially have different options at the restaurant such as a patio,

lounge or dining room as well as a variety in food options.

One of last few questions we asked was their likeliness of returning to a casual dining restaurant.

From our survey, 49% chose to likely or very likely, 45% said they may, and only 6% said they would not

likely. In our discussion group a member discussed an example of why they may not return. They had an

unsatisfied experience when visiting one of the casual dining type restaurants where they had felt too

much MSG was added to their meal, which left this person feeling uneasy after their leave. This reflected

a bad impression and they decided that they would not visit back anytime soon. Our secondary research

on this factor also showed us results of consumers visiting less frequently to casual dining restaurants, and

that when they do, it would be to go out for a treat either on a nice day, or using some type of discounts

and promotions (Chen, 2013)

Another result that we learned from the secondary research is that the trend of fast-casual dining

restaurants is not only a huge competition to casual dining restaurants. They are in fact also a threat to

fast-food stores such as McDonalds (Jargon, 2014). The article speaks about McDonald’s losing its

younger consumers, referring to the millennial generation, to the fast-casual places (Jargon, 2014).


Limitations

There are many possible factors for limiting research and the outcomes of the research. The

method of research used in this study is descriptive, with surveys regarding past dining experience of

more than eighty subjects, a focus group, and secondary research. Through these forms of research,

identifying trends between the change in restaurant service style preference and the needs of the people

purchasing the service. Throughout these forms of research limitations vary, including sample size,

diversity, and honesty; however, all limitations offer the chance for misinformed interpretations of the

findings.

The survey is intended to provide insight as to preference, and demographics. They questions are

worded in a way as to avoid implication and bias, in attempt to avoid influencing a certain response. The

survey questions are broken down into three main topics: Opinion, Experience, and Demographics.

Through these questions, preferences of service qualities will be gained, as well as to identify the

diversity in the participants. Some limitations of this survey are, sample size, diversity, and honesty. Over

80 people were surveyed; however, it is possible that this is not enough to secure an accurate depiction of

the general populous. The demographics of those surveyed is another limitation as it is difficult to ensure

all age groups, socio-economic standings, and cultures are included. It is also uncertain how honest

participants are with their information, such as spending habits, or employment status. Something missing

from the survey that affects the outcome of diversity is a question to identify city or neighborhood, as

availability to different restaurants may also alter decisions as per where to dine.

A focus group, consisting of four Humber College students, including two international students,

was used to identify opinions of the student demographic. Limitations of the focus group is the

demographic, as they are all students. Having other focus groups of different demographics would aid in

ensuring accuracy. Although within the focus group different ages, socio-economic standings, cultures,

and spending habits were found, increasing opinions from further diverse groups would be useful.

Confidentiality was ensured; however, as there is an interviewer and documenter present, anonymity is

lost, and therefore, honesty may again be a limitation.

Limitations within the secondary research also consist of size, diversity, and honesty. Within

these limitations, size could refer to the research done, but also the scale of the research found or

published. If the research found was built off of the findings of a survey of ten people, for example, and

did not disclose the sample size, then this become a limitation. Also identifying multiple research studies

finding similar outcomes is also important to limit the amount of limitations. Honesty if also prevalent, as


the research found may not be honest with findings, research methods, or may not have disclosed their

own limitations.

Overall, every effort to ensure minimal impact of limitations in the research conducted was made.

As aforementioned, detailed and unbiased questions were designed in order to obtain open and honest

answers, as well as to gain insight in experience, opinion and demographics. Similar objectives and

questions were designed for the focus group, as well as the search for secondary resources.


Conclusion & Discussion

Since most of the participants that were surveyed were in the age group of 19 to 30, this could

help us analyze what the dining industry means to this group of people. Some interesting information to

take away from this research was the relation of the purchasing behaviour to the people in this age group.

We learned that most individuals would spend about $37 to $125 on dining out each month. A significant

91% of our total sample size agreed that food quality is a significant factor when choosing where to dine

out. Reasons that could lead to this type of result is the fact that young consumers now look for generally

healthier foods at casual full-service type restaurants (Chen, 2013); which is what fast casual restaurants

such as Chipotle, Panera Bread generally offer. Since most participants in our survey were students, to see

the most percentage of 43% would still spend $151 to $300 (which is not the lowest range to choose), we

were not surprised because if we are looking for healthier food, people are willing to pay a little more.

Also people may choose to spend more money dining out, choosing fast casual because most meals can

cost less than $10 (Chen, 2013).


Recommendation

For Companies

The first recommendation for the companies who may be in decline would be to consider

rebranding. This could mean remodeling their look, coming up with new products which can focus on

boosting their business with the Millennials and Gen X customers. As mentioned in the discussion, that

younger consumers want healthier food items, so these big chain companies should relook at their menus

and design something that could appeal more to them. Darden has already initiated a re-branding effort

for Olive Garden whom they rest largely on now due to the sale of Red Lobster mark (Wong, 2014).

Another recommendation for the companies is to continue promoting themselves, perhaps with

more discounts or promotions. The casual dining restaurants actually have an advantage over fast casual

in a big way, and that would be their alcoholic beverages offered (Patt,2014). In the discussion group

some participants also mention that it is the atmosphere that casual dining restaurants give off which

show it as a place to hang out with friends for some drinks. People also tend to not mind spending a little

more when it comes to liquor (Patt, 2014). An example: Milestones, their Girls Night Out on Wednesday

nights which promote for 4 Bellini’s, 4 appetizers, for $40 (Milestones, 2014). It works because it attracts

more customers on mid-week, and a great deal for everyone!

For Research

In regards to the research project, some recommendations to improve for any future research are

to clarify the sample design. The sample size could be set larger to be able to include all types of

demographic factors: gender, age, social statuses. That way it could provide more data to accurately

analyze the consumers since in the dining industry it could be applied to almost everyone.

Another recommendation would be to solve the limitation of timing. For future research

purposes, making sure to properly plan in giving researchers more time to complete retrieving all data

necessary, such as the more completed surveys, conducting actual interviews, other types that will help

show better results.


Appendix

Appendix 1.

Questionnaire

Hello and welcome to our survey!

Over time, we have seen casual dining restaurants go through many changes on the scale between their

rise and decline. We are conducting this survey to understand consumer behaviours in the hospitality

industry.

The purpose of this survey is to help find out:

What factors could be influencing changes in the casual dining industry

Analyzing patterns in the casual dining industry

To observe casual dining industry’s market strategies

The survey is completely voluntary. If you do not choose to participate, please return the questionnaire to

the researcher. If you decide to respond, it will be assumed that you have demonstrated informed consent.

All responses will be kept confidential and will only be used exclusively by our research group to reach a

conclusion based on the results. Please return all questionnaires after completion.

Signature:_____________________________ Date:_____________________

INSTRUCTION:

Carefully read and understand the rating scale before answering each question when applicable.


Please review the questions and their options before circling your answer.

When you have finished, make sure that all items have been answered.

Section 1: Opinion

1. How often during the period of one month would you dine out at a restaurant?

1 2 3 4 5 more

2. How important is the quality of service in a casual or fast-casual dining restaurant?

(Not Important) 1 2 3 4 5 (Very important)

3. How important is the quality of food in a casual or fast-casual dining restaurant?


4. How important is a low price value when deciding on a restaurant to dine in?


5. How important is quick service and timing while dining in a casual or fast casual restaurant?


Section 2: Experience

6. How would you rate your last overall experience at a fast-casual restaurant (Ex. Chipotle Mexican

Grill, Five Guys, Hero Burger, Panera Bread)?

(Very Poor) 1 2 3 4 5 (Excellent)

7. How would you rate your last overall experience at a casual dining restaurant (Ex. Red Lobster, East

Side Mario’s, Kelsey’s)?

(Very Poor) 1 2 3 4 5 (Excellent)

8. How likely are you going to return to the fast-casual restaurant over the casual restaurant you last

visited?

(Not Likely) 1 2 3 4 5 (Very Likely)

Section 3: Demographic

9. Which age range would you belong to?

A) 0-18 B) 19-30 C) 31-45 D) 46-60 E) 61-75 F) 76+


10. Which category would you best fit?

A) Unemployed B) Employed part-time C) Student + Employed D) Student E) Employed Full-

Time F) Retired

11) How much money in the period of one month would you spend on food & beverage, recreation and

entertainment?

A) $0-150 B) $151-300 C) $301-500 D) $501-650 E) $651-800 F) $801+

Thank you for participating in our survey about the casual dining industry. Your answers are

greatly appreciated.

Appendix 2.

Online Survey Website & Account

Username: [email protected]

Password: wilsonkevin


Appendix 3.

Survey Results

3-1

Question 1: How often during the period of one month would you dine out at a restaurant?

112%

213%

324%4

21%

511%

more 19%

Question 1

012345more

3-2

Question 2: How important is the quality of service in a casual or fast-casual dining restaurant?


3-3

Question 3: How important is the quality of food in a casual or fast-casual dining restaurant?

Question 3

5 (Very Important) (45)4 (46%)3 (8%)2 (1%)1 (Not Important) (0%)

3-4

Question 4: How important is a low price value when deciding on a restaurant to dine in?

Question 2

5 (Very Important) (38%)4 (41%)3 (16%)2 (5%)1 Not Important (0%)


3-5

Question 5: How important is quick service and timing while dining in a casual or fast casual restaurant?

Question 5

5 (Very Important) (30%)4 (42%)3 (25%)2 (2%)1 (Not Important) (0%)

3-6

Question 6: How would you rate your last overall experience at a fast-casual restaurant (Ex. Chipotle

Mexican Grill, Five Guys, Hero Burger, and Panera Bread)?

Question 4

5 (very Important) (11%)4 (27%)3 (47%)2 (11%)1 (Not Important) (5%)


3-7

Question 7: How would you rate your last overall experience at a casual dining restaurant (Ex. Red

Lobster, East Side Mario’s, Kelsey’s)?

Question 7

5 (Excellent) (16%)4 (31%)3 (39%)2 (12%)1 (Very Poor) (2)

3-8

Question 8: How likely are you going to return to the fast-casual restaurant over the casual restaurant you

last visited?

Question 6

1 Very Poor (19%)2 (8%)3 (28%)4 (42%)5 Excellent (19%)


3-9

Question 9: Which age range would you belong to?

Question 9

0-18 (2%)19-30 (80%)31-45 (8%)46-60 (8%)61-75 (0%)76+ (2%)

3-10

Question 10: Which category would you best fit?

Question 8

5 (Very Likely) (24%)4 (25%)3 (27%)2 (18%)1 (Not Likely) (6%)


3-11

Question 11: How much money in the period of one month would you spend on food & beverage,

recreation and entertainment?

Question 11

$801 + (1%)$652-800 (5%)$501-650 (4%)$301-500 (24%)$151-300 (43%)$0-150 (27%)

Appendix 4.

Question 10

Retired (1%)Employed F/T (34%)Student (16%)Student/Employed(42%)Employed P/T (10%)Unemployed (1%)


https://marketrealist.imgix.net/uploads/2013/10/Dardens-Core-Competitors.png?

w=780&fit=max&auto=format

Appendix 5.

Focus Group Questions

a. Welcome and Introduction.

Thank you for taking this time to participate in our focus group, to help us out in our research

project. Firstly, please allow us to explain how this will work. This focus group will only consist

of students. During this discussion you can disagree, or comment. We only ask that one person

talk at a time so that it allows the note-taker to be able to capture the points mentioned.

The subject of this focus group is the restaurant dining industry. Over the past few decades the

restaurant dining industry has not always been the same due to changes in trends. For example,

the roller skating diners were a thing for a while. The most recent trend we have seen in the past

decade is the casual dining; and more recently is the fast casual. What we want to know is what

could be causing the trends to change? Therefore, the topic we shall focus on and discuss today is

the casual dining industry. Any questions before we begin?

b. Body with questions for:

i. Opening or ice-breaker

o When you go out with friends do you think about why you choose certain restaurants? Is

it the environment? The price? The service? Food?

o What types of restaurants do you go to?

ii. General questions with probes addressing research issue.

2. When is the last time you downloaded a restaurant app (restaurant owned or third party)

to your smartphone or tablet? If so, which one? Why do you use it?

3. Are there any styles of restaurants that do not appeal to you? Why?

iii. Specific questions with probes addressing research issue.

https://marketrealist.imgix.net/uploads/2013/10/Dardens-Core-Competitors.png?w=780&fit=max&auto=format

https://marketrealist.imgix.net/uploads/2013/10/Dardens-Core-Competitors.png?w=780&fit=max&auto=format


4. Why do you think certain restaurants attract you more than others? What factors influence

your decisions?

5. OK, suppose it’s your friend’s birthday. What style of restaurant would you choose?

Why?

6. OK, if you weren’t a student, would your choice differ? Why?

iv. Bottom line question with probes to answer research issue.

Nearing the end of this discussion, what is the biggest factor affecting your decision when it

comes to dining out?

v. Closing question or summary.

Before we end, do you have anything to add that would be useful in helping us with this

research?

c. Ending with debrief and thank you.

Okay, thank you for your help.

Appendix 6.

Focus Group Notes

Menu- what it consists of, price, cuisine

Price point- depends on circumstances (friends vs. Significant Other)

Food-try new foods and places (prefer independent restaurants to chain restaurants)

Experience- plays an important role in deciding, some factors include:

Servers (attitude and manner)

Hygiene

Cleanliness of overall restaurant (wiped off, table sticky), including washrooms

Service speed:

o If it takes more than an hour, amazing meal

o Timing varies based on restaurant itself

o 40 minutes max


Types of Restaurants- what individuals in the group prefer to go to?

Steakhouses

Family style including lots of food and sharing.

Places with good wine

One individual’s experience at Red Lobster:

Went for the endless shrimp option

Liked that the restaurant has fresh salmon; Canadian wild salmon fishes

Had terrible service

Restaurant’s marketing is excellent (tons of marketing- commercials, jingles etc.)

Overall it is usually busy- perhaps because it is a big chain and well known

Individual’s experience at Olive Garden:

Wouldn't go based on name

All the food had a lot of MSG, individual did not feel well after (sort of felt like they were

drugged)

Social Media, specifically apps

Does not download

Go on internet on phone instead

Can sway options, based on opinions of others (yelp, friends, etc.)

Atmosphere

Not too loud

Good ambience

Different options patio, lounge, dining room

If money was not an issue?


360-reputation, atmosphere

Would not sway decision

Would go to a lot nicer restaurants (fancier, etc.)

References

Chen, X. (2013, October 31). Darden analysis: Darden brands are losing guests to competitors.

Retrieved November 18, 2014, from http://marketrealist.com/2013/10/darden-analysis-darden-brands-

losing-guests-competitors/

Jargon, J. (2014, August 24). McDonald's Faces 'Millennial' Challenge. Retrieved November 16, 2014,

from http://online.wsj.com/articles/mcdonalds-faces-millennial-challenge-1408928743 <- relate to

“millenials”

Oches, Sam. (2012, November). Meet Your Consumer. QSR Magazine. Retrieved from

http://www.qsrmagazine.com/consumer-trends/meet-your-consumer

Wong, V. (2014, July 29). Darden's CEO Search Needs to Find Fresh Ideas for Casual Chains. Retrieved

November 19, 2014, from http://www.businessweek.com/articles/2014-07-29/olive-gardens-parent-

company-looks-for-new-ceo-and-fresh-ideas <- discusses rebranding process for Olive Garden

Kelso, A. (2014, January 31). Americans' dining out habits changed by recession. Retrieved November

16, 2014, from http://www.fastcasual.com/articles/americans-dining-out-habits-changed-by-recession/

Patt, R. (2014). 15 Reasons Why Casual Dining is Still Relevant. Retrieved November 19, 2014, from

http://rebeccapatt.com/2011/05/18/15-reasons-why-casual-dining-is-still-relevant/


Milestones. (2014). 4/4/40. Retrieved November 20, 2014, from

http://www.milestonesrestaurants.com/girls_night_out.php

http://www.milestonesrestaurants.com/girls_night_out.php

decline in casual dining

Data & Analytics

casualdining service

casual dining

restaurant industry

tourism industry

introduction restaurants

redesigning service

industry related focus

casualdining meals