Claritas B A S E S Restaurant Audit Report

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  • Claritas B A S E S Restaurant Audit Report

    1. 1. Dine Time: Insights from the Restaurant Audit Understanding Consumers’ Attitudes and Behaviors Related to Eating Away From Home March 24, 2005
    2. 2. Agenda <ul><li>Methodology </li></ul><ul><li>Household Usage Levels </li></ul><ul><ul><li>Types of Outlets </li></ul></ul><ul><ul><li>Specific Restaurants </li></ul></ul><ul><li>Visit Specifics </li></ul><ul><ul><li>Purchase Mode </li></ul></ul><ul><ul><li>Daypart </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Use of Offer/Promotion </li></ul></ul><ul><ul><li>Satisfaction </li></ul></ul><ul><li>Reasons for Dining Out/Selected Restaurants </li></ul><ul><li>Related Attitudes </li></ul><ul><li>Understanding Frequent Restaurant Usage </li></ul>
    3. 3. <ul><li>Methodology </li></ul>
    4. 4. Methodology/Sample Design <ul><li>Online survey – average completion time was 21 minutes </li></ul><ul><li>Sample is online panel – BASES (sister VNU company) </li></ul><ul><li>Outgo sample of 42,200 </li></ul><ul><ul><li>Rep sample – 40,100 </li></ul></ul><ul><ul><li>Augment teen sample – 2,100 </li></ul></ul><ul><li>Outgo balanced on demographics (region, household composition, household income, race/ethnicity) and PRIZM Lifestage group </li></ul><ul><li>Ending sample of 30,533 (72% response rate) </li></ul><ul><ul><li>Rep sample – 29,106 (73%) </li></ul></ul><ul><ul><li>Augment teen sample – 1,427 (68%) </li></ul></ul><ul><li>Final sample assigned both household level and individual level weights </li></ul><ul><ul><li>Household level – using head of household age and household income </li></ul></ul><ul><ul><li>Individual level – using respondent age, gender, and household income </li></ul></ul><ul><li>Weighted Base </li></ul><ul><ul><li>26,274 households </li></ul></ul><ul><ul><li>18,917 individuals, representing 28,469 “yesterday” restaurant visits </li></ul></ul>
    5. 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. 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. 7. Data Collection Schedule <ul><li>Data collected over period of 4 ½ weeks in late August and early/mid September </li></ul><ul><li>Outbound invites beginning August 26 th ; schedule of randomly-selected days each week, ending September 19 th </li></ul><ul><ul><li>Ensuring equal distribution/representation by day of week </li></ul></ul><ul><li>Field closed September 26 th </li></ul><ul><li>Information collected on food and/or drink purchased away from home (PAFH) </li></ul>
    8. 8. Survey Design/Content <ul><li>First section obtained household information: </li></ul><ul><ul><li>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.) </li></ul></ul><ul><ul><li>Household member visitation past 30 days by restaurant (61 listed) – see next chart </li></ul></ul><ul><ul><li>Frequency of eating out, eating out by meal type (breakfast, lunch, dinner, snack), by service (dine-in, carry out, drive-thru) </li></ul></ul><ul><ul><li>Attitudes toward related topics (38 statements) – health/nutrition, price/promotion, convenience, variety/selection, kid-related </li></ul></ul>
    9. 9. Restaurant List (HH Visited Past 30 Days) <ul><li>A&W </li></ul><ul><li>Applebee's </li></ul><ul><li>Arby's </li></ul><ul><li>Baja Fresh Mexican Grill </li></ul><ul><li>Baker's Square </li></ul><ul><li>Bennigan's </li></ul><ul><li>Bob Evans </li></ul><ul><li>Boston Market </li></ul><ul><li>Burger King </li></ul><ul><li>California Pizza Kitchen </li></ul><ul><li>Caribou Coffee </li></ul><ul><li>Carl's Jr. </li></ul><ul><li>Checkers </li></ul><ul><li>Chick-Fil-A </li></ul><ul><li>Chili's </li></ul><ul><li>Chipotle Mexican Grill </li></ul><ul><li>Churchs </li></ul><ul><li>Cinnabon </li></ul><ul><li>Cracker Barrel </li></ul><ul><li>Culver's </li></ul><ul><li>Dairy Queen </li></ul><ul><li>Denny's </li></ul><ul><li>Domino's </li></ul><ul><li>Dunkin Donuts </li></ul><ul><li>Einstein Bros. Bagels </li></ul><ul><li>Hardee's </li></ul><ul><li>IHOP </li></ul><ul><li>In-N-Out Burgers </li></ul><ul><li>Jack in the Box </li></ul><ul><li>KFC/Kentucky Fried Chicken </li></ul><ul><li>Krispy Kreme </li></ul><ul><li>Little Caesars </li></ul><ul><li>Lone Star Steakhouse </li></ul><ul><li>Long John Silver's </li></ul><ul><li>McDonald's </li></ul><ul><li>Old Country Buffet </li></ul><ul><li>Olive Garden </li></ul><ul><li>Outback </li></ul><ul><li>Papa John's </li></ul><ul><li>Panda Express </li></ul><ul><li>Panera Bread </li></ul><ul><li>Pizza Hut </li></ul><ul><li>Ponderosa </li></ul><ul><li>Popeye's </li></ul><ul><li>Quizno's </li></ul><ul><li>Red Lobster </li></ul><ul><li>Ruby Tuesday </li></ul><ul><li>Rubio's Fresh Mexican Grill </li></ul><ul><li>Sizzler </li></ul><ul><li>Sonic </li></ul><ul><li>Starbucks </li></ul><ul><li>Steak 'n Shake </li></ul><ul><li>Subway </li></ul><ul><li>Taco Bell </li></ul><ul><li>TCBY </li></ul><ul><li>T.G.I. Friday's </li></ul><ul><li>TOGO's </li></ul><ul><li>Waffle House </li></ul><ul><li>Wendy's </li></ul><ul><li>Whataburger </li></ul><ul><li>White Castle </li></ul>
    10. 10. Survey Design/Content (cont’d.) <ul><li>Second section requested information about an individual’s eating-out behavior – occasion-specific (yesterday’s; if did not eat out yesterday, then last visit): </li></ul><ul><ul><li>Day of week </li></ul></ul><ul><ul><li>Time of day </li></ul></ul><ul><ul><li>Meal type </li></ul></ul><ul><ul><li>Who accompanied (incl. age) </li></ul></ul><ul><ul><li>Reason dined out </li></ul></ul><ul><ul><li>Location before/after visit </li></ul></ul><ul><ul><li>Distance traveled </li></ul></ul><ul><ul><li>Restaurant/location at which dined out (~90 listed) </li></ul></ul><ul><ul><li>Reason specific restaurant chosen </li></ul></ul><ul><ul><li>Whether purchased as dine-in, carry out, drive-thru </li></ul></ul><ul><ul><li>Items ate/drank </li></ul></ul><ul><ul><li>Price paid, and whether special offer/promotion (coupon, value meal, discounted/no coupon, game/promotion) </li></ul></ul><ul><ul><li>Satisfaction with visit </li></ul></ul>
    11. 11. <ul><li>Household Usage Levels </li></ul>
    12. 12. Sources of Food/Drink PAFH – Past 30 Days Base: Total Households (N=26,274)
    13. 13. Restaurant Penetration Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    14. 14. Penetration: Family/Casual Restaurants Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    15. 15. Penetration: Pizza/Fast-Casual Base: Total Households (N=26,274) Percentage of Households Visiting Within Past 30 Days
    16. 16. Penetration: Quick Serve/Fast Food Percentage of Households Visiting Within Past 30 Days Base: Total Households (N=26,274)
    17. 17. <ul><li>Visit Specifics </li></ul>
    18. 18. Quick Serve/Fast Food – Modes of Purchase Percentage Indicating Using 1+ Times Past 30 Days
    19. 19. Meal Type Distribution Base: Total Households Visits Past 30 Days
    20. 20. Median Amount Spent per Occasion Base: Yesterday Visits
    21. 21. Occasions Involving Offer/Promotion
    22. 22. Level of Satisfaction with Visit Base: Yesterday Visits = 28,469
    23. 23. Satisfaction Top Box – Very Satisfied
    24. 24. <ul><li>Reasons for Dining Out/ </li></ul><ul><li>Selected Restaurant </li></ul>
    25. 25. Reasons for Wanting Food Prepared Away from Home Base: Yesterday visits
    26. 26. Reasons Specific Restaurant Selected Base: Yesterday Visits (N=28,469)
    27. 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. 28. <ul><li>Related Attitudes </li></ul>
    29. 29. Selected Attitude Statements <ul><li>Health/nutrition </li></ul><ul><ul><li>I eat at fast food places that offer healthy menu choices </li></ul></ul><ul><ul><li>I seek out restaurants that have low-carb or Atkins items on the menu </li></ul></ul><ul><li>Convenience </li></ul><ul><ul><li>Meal preparation should take as little time as possible </li></ul></ul><ul><ul><li>I'm usually in too much of a hurry to sit down and eat in a restaurant </li></ul></ul><ul><li>Price/promotion </li></ul><ul><ul><li>I visit fast food restaurants when they have a good deal, sale, or offer coupons </li></ul></ul><ul><ul><li>I try to eat at fast food places that have the lowest prices </li></ul></ul><ul><li>Variety/selection </li></ul><ul><ul><li>I like to eat at new or unique restaurants </li></ul></ul><ul><ul><li>When a restaurant has a new food item on the menu, I usually try it </li></ul></ul><ul><li>Kid-related </li></ul><ul><ul><li>My children often influence which restaurant we visit </li></ul></ul><ul><ul><li>We go to the restaurants that have play areas </li></ul></ul>
    30. 30. Attitudes: Health/Nutrition Base: Total Households = 26,274
    31. 31. Attitudes: Health/Nutrition Base: Total Households = 26,274
    32. 32. Attitudes: Convenience Base: Total Households = 26,274
    33. 33. Attitudes: Price/Promotion Base: Total Households = 26,274
    34. 34. Attitudes: Variety/Selection Base: Total Households = 26,274
    35. 35. Attitudes: Kid-related Base: Households with Children < 13 years old (N = 6,211)
    36. 36. <ul><li>Understanding Frequent </li></ul><ul><li>Restaurant Usage </li></ul>
    37. 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. 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. 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. 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. 41. High vs. Low Frequency – Age
    42. 42. High vs. Low Frequency – Marital Status and Ethnicity MARITAL STATUS ETHNICITY
    43. 43. High vs. Low Frequency – Education / Income EDUCATION INCOME
    44. 44. High vs. Low Frequency – Census Region
    45. 45. <ul><li>Thank you! </li></ul><ul><li>Additional questions, please contact: </li></ul><ul><li>Margie Lymperis, 312-583-5444 </li></ul><ul><li>[email_address] </li></ul><ul><li>Ramona Spencer, 312-583-5406 </li></ul><ul><li>[email_address] </li></ul>

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