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Market Research Report

Casual Dining - US - October 2008

Published by Mintel International Group Ltd, Contact us : +1-860-674-8796
Published 2008/10 Content info  
Product code MT75953
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Description TOC

Table of Contents

  • Scope and Themes
  • What you need to know
  • Definition
  • Resources used for Consumer sections
  • Abbreviations and terms
  • Abbreviations
  • Terms
  • Executive Summary
  • Casual dining bears the brunt of economic conditions
  • Most chains show declines in same-store sales
  • Sales growth declines in all segments but Italian shows promise
  • Higher-priced steak and seafood segments suffer more
  • Desirable demographics lead to higher chance for growth
  • Upscale, quality positioning trumps value pricing
  • Olive Garden thrives on quality and value positioning
  • Ad support continues to be important in maintaining presence of mind
  • Ads for Contemporary American concepts fail to stand out
  • Age and household income are the greatest determinants of casual dining usage and attitudes
  • Personal experience and price are most influential in restaurant selection
  • Simple product claims like "fresh" work best
  • Curbside pickup and delivery attract desirable demographics
  • Market Size and Forecast
  • Market size
    • Figure 2: Total U.S. system-wide sales of leading casual dining chains, at current and inflation-adjusted prices, 2005-09
    • Figure 3: Selected casual dining same-store sales, 2006-08
  • Competitive Context
  • Casual diners downgrading to fast casual and QSR
    • Figure 4: System-wide sales growth of casual dining, fast casual, and QSR chains, 2006-08
  • Segmentation Performance
  • Introduction
    • Figure 5: U.S. system-wide sales of leading casual dining chains, segmented by menu type, 2005 and 2007
    • Figure 6: Growth rates of U.S. system-wide sales of leading casual dining chains, segmented by menu type, 2006 and 2007
  • Segment Performance: Contemporary American
  • Crowded segment shows mixed performance
    • Figure 7: U.S. system-wide sales of leading Contemporary American casual dining chains, 2005 and 2007
    • Figure 8: U.S. system-wide units and sales per unit of leading Contemporary American casual dining chains, 2005 and 2007
  • Segment Performance: Italian
  • Success of segment suggests unmet demand for Italian
    • Figure 9: U.S. system-wide sales of leading Italian casual dining chains, 2005 and 2007
    • Figure 10: U.S. system-wide units and sales per unit of leading Italian casual dining chains, 2005 and 2007
  • Segment Performance: Steakhouse
  • Outback losing share to smaller competitors
    • Figure 11: U.S. system-wide sales of leading steakhouse casual dining chains, 2005 and 2007
    • Figure 12: U.S. system-wide units and sales per unit of leading steakhouse casual dining chains, 2005 and 2007
  • Segment Performance: Seafood
  • Red Lobster shows no unit expansion but maintains share
    • Figure 13: U.S. system-wide sales of leading seafood casual dining chains, 2005 and 2007
    • Figure 14: U.S. system-wide units and sales per unit of leading seafood casual dining chains, 2005 and 2007
  • Segment Performance: Ethnic
  • Ethnic segment grows on unit expansion
    • Figure 15: U.S. system-wide sales of leading ethnic casual dining chains, 2005 and 2007
    • Figure 16: U.S. system-wide units and sales per unit of leading ethnic casual dining chains, 2005 and 2007
  • Market Drivers
  • Restaurant industry in recession
    • Figure 17: Restaurant performance index: all-items, current situation, and expectations, January 2006-August 2008
  • Discretionary income under attack; but upper-middle-income families feel less pain
    • Figure 18: Percentage of income spent on key consumer expenditures, by HH income quintile, 2006*
  • Growth in hard times comes from key demographics
    • Figure 19: Changes in spending at casual dining restaurants, by age, July-August 2008
    • Figure 20: Changes in spending at casual dining restaurants, by HH income, July-August 2008
    • Figure 21: Changes in spending at casual dining restaurants, by race/ethnicity, July-August 2008
  • Restaurants hold back from passing on full cost increases to consumer
    • Figure 22: Increases in food CPI, 2005-08
  • Leading Companies
  • Overview
    • Figure 23: U.S. system-wide sales of segment-leading casual dining chains, 2005 and 2007
  • Trend analysis: value pricing vs. upscale positioning
  • Restaurant Analysis: Applebee' s
    • Figure 24: Indexed likelihood of usage for Applebee' s, by age and income, February 2007-March 2008
  • Applebee' s rebrands as a "neighborhood" for broad appeal
  • Unit expansion comes to a halt
  • Restaurant Analysis: Chili' s
    • Figure 25: Indexed likelihood of usage for Chili' s, by age and income, February 2007-March 2008
  • Re-imaging and new menu items seem to lead to recovery
  • Sale of restaurants to franchisees reduces risk
  • Restaurant Analysis: Outback Steakhouse
    • Figure 26: Indexed likelihood of usage for Outback Steakhouse, by gender, February 2007-March 2008
    • Figure 27: Indexed likelihood of usage for Outback Steakhouse, by age and income, February 2007-March 2008
  • Despite strong brand equity, Outback joins the rest in concept redesign
  • Restaurant Analysis: T.G.I. Friday' s
    • Figure 28: Indexed likelihood of usage for T.G.I. Friday' s, by age and income, February 2007-March 2008
    • Figure 29: Indexed likelihood of usage for T.G.I. Friday' s, by race/ethnicity, February 2007-March 2008
    • Figure 30: Indexed likelihood of usage for T.G.I. Friday' s, by children in the household, February 2007-March 2008
  • Menu expands with value-priced items
  • Restaurant Analysis: Olive Garden
    • Figure 31: Indexed likelihood of usage for Olive Garden, by gender, February 2007-March 2008
    • Figure 32: Indexed likelihood of usage for Olive Garden, by age and income, February 2007-March 2008
  • Concept offers upscale image at affordable prices
  • Aggressive unit expansion continues
  • Restaurant Analysis: Red Lobster
    • Figure 33: Indexed likelihood of usage for Red Lobster, by age and income, February 2007-March 2008
    • Figure 34: Indexed likelihood of usage for Red Lobster, by race/ethnicity, February 2007-March 2008
  • Menu change and website emphasize freshness of seafood
  • Expansion and quality positioning expected after period of brand building
  • Restaurant Analysis: P.F. Chang' s China Bistro
  • Upscale concept continues to expand menu offerings
  • Higher price points suffer as customers seek out value
  • Innovation and Innovators
  • T.G.I. Friday' s innovates in service and promotion
  • Guest recognition program
  • Wireless server calls
  • Contest for everyday chefs
  • Video games at the table
  • Advertising and Promotion
  • Overview
    • Figure 35: Media expenditures for leading casual dining chains, 2006 and 2007
  • Ads for Contemporary American concepts fail to stand out
  • Applebee' s
    • Figure 36: Applebee' s: Ultimate Trios Appetizers, March 2008
    • Figure 37: Applebee' s: Talking Apple, January 2008
  • Chili' s
    • Figure 38: Chili' s: Friends in Car, January 2008
    • Figure 39: Chili' s: Musical Chairs, June 2008
  • T.G.I. Friday' s
    • Figure 40: T.G.I. Friday' s: Right Price, April 2008
    • Figure 41: T.G.I. Friday' s: Championship BBQ, August 2008
  • Ruby Tuesday
    • Figure 42: Ruby Tuesday: Restaurant Change, August 2008
    • Figure 43: Ruby Tuesday: Wrong Demolition, August 2008
  • Olive Garden offers near-fine dining at affordable prices
    • Figure 44: Olive Garden: Chef' s School, June 2008
    • Figure 45: Olive Garden: Family Tradition, July 2008
  • Outback Steakhouse remains distinctly Australian
    • Figure 46: Outback Steakhouse: 20th Birthday, March 2008
    • Figure 47: Outback Steakhouse: Quick Golf Game, June 2008
  • Sharper targeting from smaller seafood competitor takes aim at Red Lobster' s general appeal
    • Figure 48: Red Lobster: New Seafood Creations, May 2008
    • Figure 49: Joe' s Crab Shack: $5 Appetizers, January 2008
    • Figure 50: Joe' s Crab Shack: Buckets and Beer, July 2008
  • Adspend increases for value deals
  • Usage of Casual Dining Restaurants
  • Key points
    • Figure 51: Casual dining penetration, by gender, age, HH income and race/ethnicity, July-August 2008
  • Usage of Casual Dining Restaurants Brands
  • Key points
    • Figure 52: Casual dining restaurant brands' penetration, July-August 2008
  • General Attitudes toward Dining Out
  • Key points
  • Attitudes toward casual dining restaurants
    • Figure 53: Attitudes toward food and dining out, by HH income, July-August 2008
  • Attitudes toward diet
    • Figure 54: Attitudes toward diet, by age, July-August 2008
  • Factors in Selecting a Restaurant
  • Key points
  • Factors in selecting a casual dining restaurant
    • Figure 55: Factors in selecting a casual dining restaurant, July-August 2008
    • Figure 56: Factors in selecting a casual dining restaurant, by age, July-August 2008
  • Cuisine Types and Menu Items
  • Key points
  • Cuisine type
    • Figure 57: Preferred types of cuisine, July-August 2008
  • Product claims for menu items
    • Figure 58: Attractiveness of product claims for menu items, July-August 2008
    • Figure 59: Attractiveness of product claims for menu items, by age, July-August 2008
    • Figure 60: Attractiveness of product claims for menu items, by HH income, July-August 2008
  • Changes in Casual Restaurant Spending
  • Key points
  • Changes in casual restaurant spending
    • Figure 61: Changes in spending at casual dining restaurants, by gender, July-August 2008
    • Figure 62: Changes in spending at casual dining restaurants, by age, July-August 2008
    • Figure 63: Changes in spending at casual dining restaurants, by HH income, July-August 2008
  • Casual Dining Features
  • Key points
    • Figure 64: Usage of casual dining features, by HH income, July-August 2008
  • Race/Ethnicity: Asian Dining Out Habits
  • Key points
  • Race/ethnicity
    • Figure 65: Attitudes toward food and dining out, by race/ethnicity, July-August 2008
    • Figure 66: Factors in selecting a casual dining restaurant, by race/ethnicity, July-August 2008
    • Figure 67: Changes in spending at casual dining restaurants, by race/ethnicity, July-August 2008
    • Figure 68: Usage of casual dining features, by race/ethnicity, July-August 2008
  • Appendix: Other Useful Consumer Tables
  • Simmons usage
    • Figure 86: Casual dining penetration, by gender, age, HH income and race/ethnicity, February 2007-March 2008
  • Attitudes toward diet
    • Figure 87: Attitudes toward diet, by gender, July-August 2008
    • Figure 88: Attitudes toward diet, by HH income, July-August 2008
  • Factors in selecting a casual dining restaurant
    • Figure 89: Factors in selecting a casual dining restaurant, by HH income, July-August 2008
  • Use of casual dining features
    • Figure 90: Usage of casual dining features, by age, July-August 2008
  • Attitudes toward diet and attractiveness of product claims by race/ethnicity
    • Figure 91: Attitudes toward diet, by race/ethnicity, July-August 2008
    • Figure 92: Attractiveness of product claims for menu items, by race/ethnicity, July-August 2008
  • Appendix: Trade Associations
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