Consuming passions

The two most telling statistics from among the thousands contained in R&I ’s 2007 New American Diner Study may be these: While 94% of Americans patronized foodservice operations in the previous 12 months, only 16% strongly agree with the proposition that dining away from home is

Dining out remains very special for the vast majority of consumers despite the increasing ease and frequency with which it occurs in their lives, from grab-and-go breakfasts and lunches with friends or co-workers to dinners intimate or boisterous and spur-of-the-moment midday or late-night snacks. Little other discretionary spending is made with such regularity by so large a segment of the population. Yet partaking food prepared away from home refuses to be as humdrum as a daily commute.

“Shall we dine out?” and “Where should we go?” are accorded thoughtful deliberation, the New American Diner Study shows. Convenience—often defined as proximity—is a prime consideration, but menu, value, service style and ambience are among the factors in the decision-making process. The relationship that binds diners and operators is deep, strong and complicated if not often contradictory. Consumers say they like to try new foods and fresh destinations, but they also reveal that more often than not they return to favorite spots and dishes. They want help meeting goals to eat more healthfully, but don’t always choose what they believe to be the most healthful meals.

This report gathers some of the survey’s findings on who the New American Diners are and what, where, when and why they eat. As a coda, J. Walker Smith, president of Yankelovich Inc., considers consumers’ hunger for time, an insight foodservice must heed to maintain its extraordinary relationship with guests.