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The Dinner Consumer Trend Report
Technomic Inc., July 2008, Pages: 300
A study exploring attitudes and usage surrounding routine, late-night and special-occasion dinners.
CAPITALIZE ON GROWTH OPPORTUNITIES IN THE EVOLVING DINNER DAYPART
For many Americans, dinner is the most important meal of the day. Most consumers eat more at dinner than they do at other meals, spend more on meals for dinner and skip dinner much less often than breakfast and lunch. However, the dinner daypart is changing and traditional dinner operators
are feeling increased pressure from growing competition in the market.
To help operators and suppliers better understand the evolving dinner daypart and uncover areas of growth opportunity, Technomic has developed the Dinner Occasion Consumer Trend Report.
Gain an advantage on the competition by:
- Learning what consumers want out of their dinner experience, including which menu options, service attributes, types of ambiance and special offers are important in choosing where they will eat dinner for any given occasion.
- Understanding the dynamics of special-occasion dinners. The types of restaurants that consumers most often visit for special-occasion dinners differ from those they choose for routine dinners. This provides implications for positioning and target marketing.
- Leveraging late-night dinner opportunities. About one in five consumers (19%) ate their most recent away-from-home dinner at 8pm or later. Young consumers, aged 18–24, are especially likely to eat dinner later in the evening.
- Discovering what consumers expect to and are willing to pay for dinner. Although the majority of consumers (63%) are willing to pay more for dinner than for lunch, over half (55%) say they are trying to eat dinner more frequently at home to save money.
COMPREHENSIVE COVERAGE
This updated report will consist of the following areas:
- The latest consumer research surrounding dinner: An exclusive Technomic survey of more than 1,500 U.S. consumers showcases dinner preferences, attitudes and purchasing behavior including the dynamics of last night’s dinner, the most recent away-from-home dinner and specialoccasion dinners.
- In-depth coverage and analysis of restaurant menus: Comprehensive review by Technomic Information Services’ powerful MenuMonitor database. By conducting an in-depth search of dinner menus at Top 250 chain restaurants, emerging chains and leading independents, operators and manufacturers will be able to recognize dinner menu and flavor trends among the industry’s leading players.
- Menu item comparisons: Foodservice operators and manufacturers can gain a better understanding of how their dinner entrées, ingredients and side items stack up against competitors through detailed listings and comparisons within both the limited- and full-service segments.
EXPANDED DELIVERABLES
In addition to comprehensive reporting on these topics, Technomic experts will provide the following deliverables:
- Comprehensive executive summary including insights, implications and areas of opportunity for both operators and manufacturers.
- Emerging chain and leading independent profiles: menu positionings for 20 concepts with a strong dinner focus.
- A complete set of printed data tables on all consumer interviews are provided, tabulated by cluster segments that include: gender, age, ethnicity and household income.
- Late-night concept profiles: profiles and menu positioning for concepts promoting late-night dinner.
- A year’s worth of dinner menu listings, including new items, discontinued items, specials and limitedtime offers.
Scope of Coverage
Technomic Information Services reports on restaurant chains, multi-chain companies and multi-concept operators, making our information useful to the broadest audience of industry participants and analysts. We provide our clients—food manufacturers, foodservice operators, trade organizations and financial institutions—with a wide variety of market research and information support to enhance their business and stay abreast of news and trends within the competitive foodservice marketplace.
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