Food and the Family What Americans are Eating

1
Food and the FamilyWhat Americans are Eating

• Sheila R. Cohn, RD
• Manager, Nutrition Policy
• National Restaurant Association
• scohn_at_dineout.org
• www.restaurant.org

2
OVERVIEW

• Industry Forecast 2002
• Who we are
• Customers Drive the Industry!

3
Restaurant Industry 2002

• Locations..858,000
• Employees11.6 Million
• Share of Food ......46.1
• Meals..54 Billion
• Typical Person.4.2 meals / wk

4
WHO WE ARE

• 11.6 million employees
• Largest private sector employer
• 9 of those employed in the United States

5
WHO WE ARE

• 1/3 of all adults in the United States have
  worked in the restaurant industry at some point
  during their lives
  
• Total annual wages and benefits equal 47 billion
  for fullservice restaurants and 37 billion for
  limited-service and snack establishments

6
WHO WE ARE

• The typical employee in a foodservice occupation
  is
  
• Female (57)
• Under 30 years of age (57)
• Single (70)
• Working part-time and averaging 25.6 hours a
  week
  
• Living in a household with two or more wage
  earners (81)

7
Eating-and-Drinking Places are Mostly Small
Businesses

• More than seven out of 10 eating-and-drinking
  places are single-unit (independent) operations
  
• One out of three eating-and-drinking place firms
  are sole proprietorships or partnerships
  
• More than seven out of 10 eating-and-drinking
  places had less than 20 employees in 1999
  
• Restaurants account for the largest share of
  economic activity in travel and tourism, an
  essential sector of the nations economy
  

8
Our Commitment

• Cornerstone of Community involvement
• 9 out of 10 tableservice restaurants are involved
  in charitable activity
  
• Restaurateurs philanthropic activities are most
  likely to be directed to community health programs

9
Local Support

• Youth athletic teams
• Fun runs and races
• Local sports leagues

10
Restaurants Provide a Ladder to Management
Opportunity

• More than eight out of 10 salaried employees at
  restaurant started as hourly employees
  
• Eating-and-drinking places employ more minority
  managers than any other industry
  
• Two-thirds (66) of supervisors in
  food-preparation-and-service occupations in 2001
  were women, 13 were African American and 11
  were of Hispanic origin

11
Restaurants Provide a Ladder to Management
Opportunity

• Eating-and-drinking places rank second, based on
  sales volume, among retail establishments owned
  by African-Americans and Hispanics
  
• Foodservice-and-lodging managers account for the
  largest number of managerial employees in the
  country 1.5 million

12
Restaurants First in Daily Customer Contact

• The typical person (age 8 and older) consumes an
  average of 4.2 meals prepared away from home per
  week, or 218 meals per year
  
• More than 54 billion meals will be eaten in
  restaurants and school and work cafeterias in
  2002
  
• As income increases, consumers eat away from home
  more frequently

13
Proportion of the Food Dollar Spent Away From Hom
e
53
46
25
1955
Present
2010
Source National Restaurant Association
14
SO.

• Who Drives the Industry ???

15
Customers Are The Driving Force

• A restaurant doesnt create a niche, it taps
  into one
  
• Any restaurant that fails to meet customer
  demands will not survive

16
Meeting Customer Expectations

• Nearly four out of five consumers gave an
  excellent or good rating to the value they
  received for the price they paid

17
Industry of Choice

• Virtually all restaurants allow customers to
  customize their meals, whether it is
  food-preparation method or substitution of food
  items to meet their needs
• Restaurants provide a variety of sizes including
  appetizers, half-portions, full portions, and
  even double portions
  
• Over 70 of consumers are more interested in
  customizing their food choices today than they
  were two years ago

18
Customer Expectations

• All age groups identify food as the most
  important attribute when dining out

19
NOT JUST FOR THE FOOD
More than two out of three adults agree
that going out to a restaurant with
family/friends gives them an opportunity
to socialize and is a better way to make
use of their leisure time than cooking and
cleaning up.
20
Knowledge, Attitudes, Wants and NeedsNew
Research Describes

• How receptive consumers are towards ingredients,
  flavors and preparations
  
• What types of foods and ingredients we can expect
  a growing number of consumers to be interested in
  ordering from foodservice establishments

21
Outside of the Ordinary

• Consumers want to be sold on menu choices
• Consumers are more knowledgeable and
  sophisticated in expressing what they want

22
Words that add a lot of interest

• Fresh, Farm-fresh
• Home-made
• Grilled, Charcoal grilled
• Roasted
• Char-Broiled
• Baked
• Barbequed
• Marinated
• Sautéed
• Hearty

23
Making a menu choice less interesting

• Raw
• Deep-fried, Fried, Flash Fried
• Blackened
• Infused
• Pureed
• Flan
• Jambalaya
• Poached

24
Food Attitudes and Menu ChoicesHow people choose
foods at restaurants

• How adventurous (or unadventurous) one is about
  foods
  
• How concerned one is about the food one consumes
  for health, nutrition or some form of dietary
  regime

25
Adventurous Diners

• Foods
• Prosciutto, Duck, Rabbit
• Mussels
• Goat cheese, gorgonzola
• Balsamic Vinegar, Tandoori
• Artichokes, Lemon Grass, Arugula
• Couscous, Polenta
• Sushi

• Menu Expressions
• Spicy
• Organic
• Herb-crusted
• Aged
• Free-range
• Wild
• Infused
• Sun-dried

26
Health-Conscious Diners

• Foods
• Salmon
• Feta, Goat Cheese
• Curry, Pine Nuts
• Winter Vegetables, Bib Lettuce, Eggplant
• Black Beans, Sun-dried Tomatoes, Figs
• Risotto, Polenta
• Ciabata Bread, Naan

• Menu Expressions
• Broiled
• Baked
• Natural
• Stir-Fried
• Pesticide Free
• Organic
• Delicate
• Hormone Free
• Stewed
• Raw
• Pureed

27
Carefree Diners

• Foods
• Steak, Chicken, Pork
• Fresh Mozzarella
• Pita Bread
• Vanilla
• Ketchup, Mustard, Garlic

• Menu Expressions
• Grilled
• Charbroiled
• Hearty
• Seasonal
• Smoked
• Mashed
• Mesquite
• Au Gratin
• Fried
• Sauced
• Breaded

28
Traditional Diners

• Foods
• Steak, Chicken, Turkey
• Fresh Mozzarella
• Ketchup, Mustard
• Cinnamon

• Menu Expressions
• Fresh, Farm Fresh
• Homemade
• Roasted
• Broiled
• Baked
• Farm Raised
• Crispy, Crunchy
• Pesticide Free
• Mashed
• Deep Fried
• Shredded
• Ground

29
Percentage of Adults who Indicated that They are
Busy so Convenience is Critical
30
Takeout Trends

• Growing appetite for takeout food
• 78 of U.S. households make at least one carryout
  or delivery purchase in a typical month

31
Menu Offerings

• One size definitely doesnt fit all
• Customization is in at fine dining, casual dining
  and family restaurants alike
  

32
Starters Anyone?

• The number of appetizers offered in 1999 yielded
  an average of nine appetizers per menu
  
• Stimulate diners taste buds and awaken the
  desire to experiment
  
• Promote sharing
• May easily double as a light meal for an adult or
  a child

33
Entrée Salads

• More chains offer salads as a meal
• Wider selection of unique entrée salads
  available
  

34

Entrée Salads

• Nearly half of tableservice operators report
  consumers buying more salads than 2 years ago
  
• More than 80 of tableservice menus offer
  main-dish salads
  
• Flavor and texture are driving factors - cool,
  crunchy, colorful
  
• Source National Restaurant Association

35
A Little Spice is Nice

• A preference for spiciness varies by generation
• Generation X and Y show a greater inclination to
  order more spicy dishes than older adults do

36
Ethnic CuisinesSignificant Growth Since 1994

• Italian
• Mexican
• Japanese (Sushi)
• Thai
• Caribbean
• Middle Eastern

37
Produce Impact

• Rise of organics
• Locally grown
• Entrée salads
• Meatless meals
• Comfort foods
• Ethnic fusion
• Labor savers

38
New Tastes

• Produce tried first at a restaurant and then
  purchased at a store
  
• Mangoes
• Kiwifruit
• Papayas
• Jicama
• Pineapples
• Source The Packers Fresh Trends 2000

39
Wrap It Up

• Make tonights dinner tomorrows lunch
• 95 of restaurants provide take-away containers
  for consumers that want to turn "tonights dinner
  into tomorrows lunch."
  
• 43 of consumers sometimes choose a larger
  portion so they can take leftovers home
  

40
Food and the FamilyWhat Americans are Eating

• Sheila R. Cohn, RD
• Manager, Nutrition Policy
• National Restaurant Association
• scohn_at_dineout.org
• www.restaurant.org