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Consumer Casual Restaurant Dining Trends, A SurveyMonkey Audience Case Study (April 2012)
 

Consumer Casual Restaurant Dining Trends, A SurveyMonkey Audience Case Study (April 2012)

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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.

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.

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    Consumer Casual Restaurant Dining Trends, A SurveyMonkey Audience Case Study (April 2012) Consumer Casual Restaurant Dining Trends, A SurveyMonkey Audience Case Study (April 2012) Presentation Transcript

    • Case Study – RestaurantsUnderstanding consumer dining and spending habits•  Brinker International (EAT)•  Cheesecake Factory (CAKE)•  Darden Restaurants (DRI)April 2012 www.surveymonkey.com/mp/audience
    • Objectives www.surveymonkey.com/mp/audience 2
    • Project objective tips•  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 www.surveymonkey.com/mp/audience 3
    • End objectives•  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] www.surveymonkey.com/mp/audience 4
    • Project Summary www.surveymonkey.com/mp/audience 5
    • Audience project summary•  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 www.surveymonkey.com/mp/audience 6
    • Respondent Summary www.surveymonkey.com/mp/audience 7
    • Project respondent makeup www.surveymonkey.com/mp/audience 8
    • Survey Questions www.surveymonkey.com/mp/audience 9
    • Survey question examples www.surveymonkey.com/mp/audience 10
    • Survey question examples (cont’d) www.surveymonkey.com/mp/audience 11
    • Survey Data www.surveymonkey.com/mp/audience 12
    • How frequently are people eating out?•  Consumers report eating out between 3-4 times per month on average www.surveymonkey.com/mp/audience 13
    • How much are they spending?•  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 www.surveymonkey.com/mp/audience 14
    • Which were the top restaurants?•  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 www.surveymonkey.com/mp/audience 15
    • Which restaurant’s show up in “Other”?•  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 www.surveymonkey.com/mp/audience 16
    • Conclusions www.surveymonkey.com/mp/audience 17
    • Key conclusions•  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 www.surveymonkey.com/mp/audience 18