People watch wallets when eating out

According to a new Harris Interactive study of 2,496 U.S. adults, ‘good prices’ are the top reason people choose a restaurant.

Restaurants aren’t out of the woods yet. According to a new Harris Interactive study of 2,496 U.S. adults, ‘good prices’ are the top reason people choose a restaurant, and ‘special offers’ matter to nearly two-thirds of Gen Xers and Boomers and more than half of Millennials and Matures. The study also reveals higher trip frequency to lower-priced establishments. Nearly two-thirds of U.S. adults ate at a fast feeder during the past month, 54% went to a casual local eatery, 52% went to a casual dining chain, 18% had local fine dining, and only 9% ate at a fine dining chain. For most, eating out less continues to be a savings strategy. Many more people say they eat out “less frequently” at every kind of restaurant now than six months ago. There is a slice of good news in this data however, —the “less frequently” mentions in 2013 have fallen since last year with regard to every restaurant type. So traffic may be slowing… but at a slower rate. As long as cost remains a major factor for diners, we believe supermarkets should emphasize their prepared foods’ value… quality at fair prices. Supermarkets could also win over health-driven shoppers by preparing foods in a healthy way (less salt, perhaps) and messaging that difference in stores, circulars and online.