Abstract
The competitive nature of the mid-market sector continues to make it difficult for various brands to differentiate themselves, with the only noticeable polarisation being between those catering for the low-cost end of the market and those following the trend of premium casual dining. Because of this some of the new brands entering the market are aiming to appeal to different demographics than the traditional family sector.
This report considers the hypothesis: "how do mid-market restaurant chains establish loyalty in a competitive marketplace?"
The report covers the value of the overall eating out market, current trends affecting the mid-market sector, key players, new menu innovation and consumer behaviour and attitudes relating to eating out, food issues and family meal times.
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