Ties that bond

The bond between consumers and foodservice remains vital, strong and complex, but it cannot be taken for granted.

R&I ’s 2008 New American Diner Study finds that away-from-home dining continues to occupy an important place in Americans’ increasingly busy lives. The average

adult purchases a meal or snack outside the home 3.72 times each week. Nearly one-third (31.9%) of respondents say that on weekdays they always or often purchase lunch from a foodservice operation, compared with 20.2% who do so at breakfast and 16.9% who always/often do so during the week at dinner.

Dinner occasions rise sharply on weekends, and consumers are more inclined to try new foods and new restaurants when the workweek is over. Additionally, consumers’ interest in exploring ethnic cuisines and in healthful menu options continues to grow.

Away-from-home meals provide valuable convenience: 46.2% of those who purchase weekday breakfasts, for example, say their primary reason for doing so is a lack of time to prepare and eat food at home. But dining out is far more than simply “handy”; it is a valued way to share time with family and friends and a treasured treat or indulgence. Many diners (44.3%) say they strongly agree that enjoying a dinner away from home “is as much about the experience as about the food.”

The tie between consumers and foodservice has become an important phenomenon of daily life, but it is not unbreakable. Diners expect high-quality food and service, and they want to feel that they receive value for the money they spend. Nearly one-third of diners say they strongly agree that price range is the first variable they consider in choosing a dining destination.

Some key insights from the 2008 New American Diner Study are included in this report and are presented to help operators better understand consumers’ needs and expectations in the year ahead.

—The Editors