Tableservice Trends
Poised for growth
The restaurant industry is poised for continued growth. Nearly
40 percent of all adults report that meals prepared at a restaurant
are essential to the way they live. Lower income consumers are
just as likely as upper income consumers to view restaurant dining
as essential to their lifestyle. Roughly 43 percent of consumers
with household incomes of less than $15,000 report that restaurants
are essential to their lifestyle ? the same proportion as consumers
with incomes of more than $50,000.
Eating out versus cooking at home
As the lives of Americans grow more hectic, finding time to cook
becomes increasingly difficult. Tableservice Trends - 1997* data
reveal that nearly one-half of Americans are cooking fewer meals
at home than they were two years ago. This trend is most pronounced
among older age groups.
Carryout meals
As consumers increasingly utilize the restaurant industry, restaurateurs
are creating more dining-out choices such as the carryout food
option. More than 34 percent of consumers report buying more
carryout food today than they did two years ago. This trend is
greatest among younger consumers between the ages of 18 and 34.
What are we eating?
Tableservice Trends - 1997 reveals that consumers are eating more
chicken (35 percent), seafood (27 percent) and beef (12 percent)
entrees than they were two years ago. The increase in orders
for chicken and seafood entrees is consistent among both men and
women. In contrast, only 7 percent of women report eating more
beef entrees than they were two years ago, compared to 16 percent
of men.
Restaurateurs continue to respond to health-conscious patrons
by offering more food choices. More than 29 percent of patrons
who consume vegetarian entrees report ordering more of these entrees
than they did two years earlier; 44 percent of patrons report
ordering more salads compared with two years earlier.
Challenges
Just as restaurateurs express optimism regarding growth, they
also recognize challenges within the industry. More than one
out of five operators report competition as the top challenge
facing businesses in 1997. Operators with average checks of $25
or more report their greatest challenge is maintaining their volume
of business.
One out of four operators of establishments with average checks
in the less than $8 and $8 - 14.99 ranges report finding qualified
and motivated labor a top challenge in 1997. These operators
also included the minimum wage and tip credit issues as challenges.
Computer use
Restaurateurs are increasingly using computers for a host of operational
needs including accounting payroll records, sales analysis, inventory
control, menu planning, employee scheduling and online services.
While more than 80 percent of tableservice operators utilize
a computer in some fashion, 98 percent of operators with five
or more establishments report using a computer.
Fifty-three percent of operators with average check sizes of $25
or more and 47 percent of operators with average check sizes of
$15 to $25 report advertising their establishments on the Internet.
Thirty-seven percent of operators with an average check size
of $8 to $14 report the same. Only 18 percent of operators with
average check sizes of less than $8 use the Internet for advertising.
Marketing
Restaurateurs continue to use a variety of marketing tools. More
than 90 percent of all tableservice operators offer gift certificates.
More than 70 percent offer seasonal specials and roughly 90 percent
incorporate daily specials into their menus. Roughly 75 percent
of all operators surveyed sponsor a community event; and about
25 percent offer a frequent-diner program.
Entertainment
Many restaurateurs recognize that entertainment enhances the dining
experience and offer live music, display kitchens, video or board
games, cooking classes or cigar rooms. Entertainment can also
add to the overall dining experience and increase social pleasure
for children and adults alike. Many tableservice establishments
offer entertainment to help pass the time while food is being
prepared and throughout the dining experience. According to Dinner
Decision Making - 1996, consumers have higher expectations of
some type of entertainment at restaurants with check sizes of
more than $20; such expectations decline as check size declines.
Live music is the most common form of entertainment, especially
among higher-average check size operations. Lower average check
size operations are more likely to offer video or board games
and display kitchens that allow customers to watch their meals
being prepared.
At many entertainment-based concepts the ambiance and decor of
the restaurants themselves serve as the entertainment. Visual
sensations of any type - ranging from fish tanks to walls of video
screens - can help hook customers searching for a stimulating
and lively environment.
*Tableservice Trends? 1997 is available to National Restaurant
Association members for $45, excluding shipping and handling.
To order, call (800) 482-9122
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