claritas b a s e s restaurant audit report

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


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


Methodology


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


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


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


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)


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


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


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


Household Usage Levels


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


Restaurant Penetration


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


Penetration: Family/Casual Restaurants



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


Penetration: Pizza/Fast-Casual



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


Penetration: Quick Serve/Fast Food



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


Visit Specifics


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)


Meal Type Distribution

Base: Total Households Visits Past 30 Days

Household Visits Past 30 Days

Breakfast17%

Lunch36%

Dinner29%

Snacks18%


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)


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)


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%


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)


Reasons for Dining Out/Selected Restaurant


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)


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


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


Related Attitudes


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


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


Attitudes: Health/Nutrition


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



Attitudes: Convenience


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


Attitudes: Price/Promotion


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



Attitudes: Variety/Selection


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



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



Understanding Frequent Restaurant Usage


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)


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


2+ w/o Kids <13 (14,025 HH


2+ w/Kids <13 (6,211 HH


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.


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)


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)


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


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


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


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


Thank you!

Additional questions, please contact:

Margie Lymperis, [email protected]

Ramona Spencer, [email protected]

mailto:[email protected]

mailto:[email protected]

claritas b a s e s restaurant audit report

Business

household information

household composition

sample sizes

minutes sample

final sample

head of household age

household member visitation

augment teen sample