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Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
Claritas  B A S E S  Restaurant  Audit  Report
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Claritas B A S E S Restaurant Audit Report

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Restaurant research

Restaurant research

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    • 1. Dine Time: Insights from the Restaurant Audit Understanding Consumers’ Attitudes and Behaviors Related to Eating Away From Home March 24, 2005
    • 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
    • 3.
      • Methodology
    • 4. 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
    • 5. 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
    • 6. 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      
    • 7. Data Collection Schedule
      • Data collected over period of 4 ½ weeks in late August and early/mid September
      • Outbound invites beginning August 26 th ; schedule of randomly-selected days each week, ending September 19 th
        • Ensuring equal distribution/representation by day of week
      • Field closed September 26 th
      • Information collected on food and/or drink purchased away from home (PAFH)
    • 8. 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
    • 9. 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
    • 10. 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
    • 11.
      • Household Usage Levels
    • 12. Sources of Food/Drink PAFH – Past 30 Days Base: Total Households (N=26,274)
    • 13. Restaurant Penetration Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    • 14. Penetration: Family/Casual Restaurants Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    • 15. Penetration: Pizza/Fast-Casual Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    • 16. Penetration: Quick Serve/Fast Food Percentage of Households Visiting Within Past 30 Days Base: Total Households (N=26,274)
    • 17.
      • Visit Specifics
    • 18. Quick Serve/Fast Food – Modes of Purchase Percentage Indicating Using 1+ Times Past 30 Days
    • 19. Meal Type Distribution Base: Total Households Visits Past 30 Days
    • 20. Median Amount Spent per Occasion Base: Yesterday Visits
    • 21. Occasions Involving Offer/Promotion
    • 22. Level of Satisfaction with Visit Base: Yesterday Visits = 28,469
    • 23. Satisfaction Top Box – Very Satisfied
    • 24.
      • Reasons for Dining Out/
      • Selected Restaurant
    • 25. Reasons for Wanting Food Prepared Away from Home Base: Yesterday visits
    • 26. Reasons Specific Restaurant Selected Base: Yesterday Visits (N=28,469)
    • 27. Reasons Specific Restaurant Selected = Relatively Higher than Total Total Restaurant Visits Top 5 for Each Restaurant Highlighted in Red = Relatively Lower than Total 17 5 1 11 17 11 Busy/Pressed for Time 16 13 28 17 6 16 Friendly Service 25 4 0 2 33 9 Drive-Thru 10 9 30 4 3 13 Comfortable/Relaxing Atmosphere 16 11 29 24 7 15 Clean Place 13 28 33 16 9 17 Spouse/Other Adult Requested 31 22 15 37 33 20 Fast Service 22 24 21 38 26 24 Good Price/Value 32 35 40 51 20 33 Food I Really Like/Want 58 29 35 49 48 43 Convenient Location (N=319) (N=320) (N= 405) (N=588) (N=2,193) (N=28,469) Dunkin Donuts Pizza Hut Applebee's Subway McDonald's Total Visits
    • 28.
      • Related Attitudes
    • 29. 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
    • 30. Attitudes: Health/Nutrition Base: Total Households = 26,274
    • 31. Attitudes: Health/Nutrition Base: Total Households = 26,274
    • 32. Attitudes: Convenience Base: Total Households = 26,274
    • 33. Attitudes: Price/Promotion Base: Total Households = 26,274
    • 34. Attitudes: Variety/Selection Base: Total Households = 26,274
    • 35. Attitudes: Kid-related Base: Households with Children < 13 years old (N = 6,211)
    • 36.
      • Understanding Frequent
      • Restaurant Usage
    • 37. Frequency of Eating/Drinking Away from Home Base: Households N = 14,025 N = 6,038 N=6,211 N=26,274 Mean Number of Times Past 30 Days
    • 38. Frequency Eating Away from Home Base: Total Number of Occasions Over Past 30 Days Red-colored numbers designate high frequency categories within each group. 26% 20% 16% 20% % High Frequency Diner 57% 50% 50% 52% % of Total Visits Accounted for by High Frequency Diners 12 8 1 7 91+ 14 12 2 10 61-90 12 10 5 10 46-60 16 15 8 14 31-45 14 15 11 13 21-30 14 15 14 15 13-20 14 17 30 20 5-12 4 8 28 11 0-4 2+ w/Kids <13 (6,211 HH Representing 278,885 Visits) 2+ w/o Kids <13 (14,025 HH Representing 532,089 Visits) 1 Person (6,038 HH Representing 99,481 Visits) Total (26,274 HH Representing 910,455 Visits) Number of Visits
    • 39. 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 D iff .
    • 40. Attitudes – Lower vs. Higher Frequency Top Two Box - Agreement Base: 2+ Person Households (Kids < 13) +15 +13 +12 +12 +11 +10 +10 Diff .
    • 41. High vs. Low Frequency – Age
    • 42. High vs. Low Frequency – Marital Status and Ethnicity MARITAL STATUS ETHNICITY
    • 43. High vs. Low Frequency – Education / Income EDUCATION INCOME
    • 44. High vs. Low Frequency – Census Region
    • 45.
      • Thank you!
      • Additional questions, please contact:
      • Margie Lymperis, 312-583-5444
      • [email_address]
      • Ramona Spencer, 312-583-5406
      • [email_address]

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