Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Solid sales increases in 2012-13, but slower growth forecast into 2018
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- Figure 1: US sales and fan chart forecast of family restaurants, at current prices, 2008-18
- Economic factors limit growth
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Market driven by demographics
- The consumer
- Respondents most likely to use pizza and burger concepts
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- Figure 3: Type of family midscale dining restaurant visited in the past month (any daypart), July-August 2013
- Value meals most likely to persuade respondents to visit family chains more often
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- Figure 4: Restaurant characteristics that would make consumers visit family restaurants more often, July-August 2013
- Four in 10 do not visit family restaurants because they prefer to cook at home
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- Figure 5: Reasons consumers have not visited a family restaurant during the past month, July-August 2013
- What we think
Issues and Insights
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- Will restaurant renovations help revive the segment?
- The issues
- The insights
- Can family chains fend off breakfast daypart competition?
- The issues
- The insights
- Can BFY foods help family chains compete on value?
- The issues
- The insights
Trend Applications
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- Trend: Moral Brands
- Trend: Prove It
- Mintel Futures: Access Anything, Anywhere
Innovators and Innovations
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- Technology allows for more convenient/faster service, brand engagement
- Restaurant space renovations make for a more inviting dining experience
- Menu overhauls that cater to demand for flavor and healthier fare
- Chains launch new breakfast items
- Kid-friendly initiatives
Market Size and Forecast
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- Key points
- Sales forecast to slow in the near term
- Demographics drive sales
- Sales and forecast of family restaurants
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- Figure 6: US sales and forecast of family restaurants, at current prices, 2008-18
- Figure 7: US sales and forecast of family restaurants, at constant prices, 2008-18
- Fan chart forecast
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- Figure 8: US sales and fan chart forecast of family restaurants, at current prices, 2008-18
Market Drivers
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- Key points
- Sales forecast to slow as economic recovery drags on
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- Figure 9: Reasons consumers have not visited a family restaurant during the past month, July-August 2013
- Families play an important role in the segment
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- Figure 10: Type of family midscale dining restaurant visited in the past month, by presence of children in household (any daypart), July-August 2013
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- Figure 11: Family dining characteristics that appeal to consumers, by presence of children in household (any important), July-August 2013
- Kids’ menus show little change
- Child population grows more slowly than general population
- Younger consumers most apt to visit family midscale restaurants
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- Figure 12: Type of family midscale dining restaurant visited in the past month, by age (any daypart), July-August 2013
- Hispanics drawn to family midscale restaurants
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- Figure 13: Type of family midscale dining restaurant visited in the past month, by Hispanic origin (any daypart), July-August 2013
Competitive Context
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- Key points
- Competition for breakfast customers causes chains to expand dayparts
- Family midscales offer express sites to compete with fast casual and QSR
- Home cooking impinges on the potential for dining out
- Growth of sides/salads/soups helps the segment compete on value
Menu Analysis – Family Midscale Restaurants
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- Key points
- Staying the course
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- Figure 14: Menu item types, family midscale restaurants, Q2 2012-13
- Figure 15: Menu composition of family midscale restaurants, Q2 2012-13
- Breakfast-centric
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- Figure 16: Top breakfast items at restaurants, Q2 2012-13
- Playing catch-up in the coffee wars
- Finding daypart identity
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- Figure 17: Top lunch menu items at family midscale restaurants Q2 2010-13
- Figure 18: Top dinner menu items at family midscale restaurants Q2 2010-13
- A Family Health Plan
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- Figure 19: Top children’s menu items, Q2 2010-13
Types of Family Midscale Restaurants that Consumers Prefer (Any Daypart)
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- Key points
- Family pizza restaurants are the top choice for any daypart
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- Figure 20: Type of family midscale dining restaurant visited in the past month, by demographics (any daypart), July-August 2013
- Men are more apt to visit a range of family restaurants during any daypart
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- Figure 21: Type of family midscale dining restaurant visited in the past month, by gender (any daypart), July-August 2013
- Matrix Generation respondents most likely to dine at family restaurants
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- Figure 22: Type of family midscale dining restaurant visited in the past month, by generations (any daypart), July-August 2013
- Less than $25K least likely to eat at most types of family midscale
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- Figure 23: Type of family midscale dining restaurant visited in the past month, by household income (any daypart), July-August 2013
- Affordable, social concepts attract large households
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- Figure 24: Type of family midscale dining restaurant visited in the past month, by household size (any daypart), July-August 2013
- Millennial parents more apt than older parents to use family restaurants
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- Figure 25: Type of family midscale dining restaurant visited in the past month, by millennial parents (any daypart), July-August 2013
- Married or not, households with kids most likely to use family midscales
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- Figure 26: Type of family midscale dining restaurant visited in the past month, by marital status (any daypart), July-August 2013
- Family restaurants appeal most to consumers on dates and work lunches
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- Figure 27: Type of family midscale dining restaurant visited in the past month, by with whom consumers visit family restaurants (any daypart), July-August 2013
- Lunch, dinner diners most likely to use pizza and burger brands
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- Figure 28: Type of family midscale dining restaurant visited in the past month, by family midscale dayparts (any daypart), July-August 2013
Types of Family Restaurants Consumers Prefer at Lunch
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- Key points
- Respondents are most apt to use burger concepts during lunch
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- Figure 29: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by gender, July-August 2013
- 18-34s report most use of lunchtime family restaurants
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- Figure 30: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by age, July-August 2013
- Appealing to the Matrix Generation
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- Figure 31: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by generations, July-August 2013
- Larger households most likely to use family midscales for lunch
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- Figure 32: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by household size, July-August 2013
- Dessert customers most likely to lunch at a range of family restaurants
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- Figure 33: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by family midscale dayparts, July-August 2013
Types of Family Restaurants Consumers Prefer at Dinner
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- Key points
- Men use family midscales for dinner more than women
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- Figure 34: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by gender, July-August 2013
- Appealing to the unique tastes of distinct generations
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- Figure 35: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by generations, July-August 2013
- Households with children most apt to use family restaurants for dinner
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- Figure 36: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by presence of children in household, July-August 2013
- 18-34s most likely to use family segment for dinner regardless of household income
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- Figure 37: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by age and household income, July-August 2013
- Millennial parents especially likely to use family restaurants for dinner
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- Figure 38: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by millennial parents, July-August 2013
- Pizza appears most popular for dinner, whether alone or with friends, family
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- Figure 39: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
- Dinner customers very likely to use family restaurants for other dayparts
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- Figure 40: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by family midscale dayparts, July-August 2013
Types of Family Restaurants Consumers Prefer when Snacking and Late Night
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- Key points
- Snack daypart use also leads to use of dessert and late-night dayparts
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- Figure 41: Type of family midscale dining restaurant visited during the snack daypart in the past month, by family midscale dayparts, July-August 2013
- Late-night daypart use increases use of snack and dessert dayparts
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- Figure 42: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by family midscale dayparts, July-August 2013
Who Consumers Dine with at Family Restaurants
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- Key points
- Most visit family restaurants with spouses/partners
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- Figure 43: Who consumers visit family restaurants with, by gender, July-August 2013
- 18-24s most apt to visit with friends, extended family, boyfriends/girlfriends
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- Figure 44: Who consumers visit family restaurants with, by age, July-August 2013
- Younger women more apt than younger men to visit with spouses
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- Figure 45: Who consumers visit family restaurants with, by gender and age, July-August 2013
- Respondents with children most apt to visit with spouses/partners, children
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- Figure 46: Who consumers visit family restaurants with, by presence of children in household, July-August 2013
Family Midscale Restaurant Characteristics that Appeal to Consumers
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- Key points
- More than nine in 10 say cleanliness is important
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- Figure 47: Family dining characteristics that appeal to consumers, July-August 2013
- Women most concerned about cleanliness, well-treated staff, calories
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- Figure 48: Family dining characteristics that appeal to consumers, by gender (any important), July-August 2013
- 18-34s show most concern about a range of important characteristics
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- Figure 49: Family dining characteristics that appeal to consumers, by age (any important), July-August 2013
- Boomers most likely to say cleanliness and well-treated staff are important
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- Figure 50: Family dining characteristics that appeal to consumers, by generations (any important), July-August 2013
- Less than $25K most likely to say friendly, well-treated staff are important
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- Figure 51: Family dining characteristics that appeal to consumers, by household income (any important), July-August 2013
- Hispanics most likely to cite a range of characteristics as important
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- Figure 52: Family dining characteristics that appeal to consumers, by Hispanic origin (any important), July-August 2013
Reasons Consumers Visit Family Midscale Restaurants
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- Key points
- Flavorful, affordable food are top reasons to visit family restaurants
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- Figure 53: Main reasons consumers visit a family restaurant, July-August 2013
- Women cite affordability, healthfulness more than men
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- Figure 54: Main reasons consumers visit a family restaurant, by gender, July-August 2013
- Those aged 55+ most motivated by affordability, variety, and relaxed atmosphere
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- Figure 55: Main reasons consumers visit a family restaurant, by age, July-August 2013
- Women 55+ more likely than men 55+ to look for affordability
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- Figure 56: Main reasons consumers visit a family restaurant, by gender and age, July-August 2013
- Kid friendliness is a key strategy for attracting families
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- Figure 57: Main reasons consumers visit a family restaurant, by presence of children in household, July-August 2013
- Millennial parents motivated by speedy service, kid friendliness
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- Figure 58: Main reasons consumers visit a family restaurant, by millennial parents, July-August 2013
Restaurant Influencers that Would Make Consumers Visit Family Midscale Restaurants More Often
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- Key points
- More than half look for value prices; non-Hispanics most likely to agree
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- Figure 59: Restaurant characteristics that would make consumers visit family restaurants more often, by Hispanic origin, July-August 2013
- Millennial parents most apt to value better desserts, healthier kids’ meals
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- Figure 60: Restaurant characteristics that would make consumers visit family restaurants more often, by millennial parents, July-August 2013
- Customers on dates would like to see alcohol served
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- Figure 61: Restaurant characteristics that would make consumers visit family restaurants more often, by with whom consumers visit family restaurants, July-August 2013
Reasons Why Consumers Do Not Visit Family Midscale Restaurants
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- Key points
- Four in 10 respondents say they prefer to cook at home
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- Figure 62: Reasons consumers have not visited a family restaurant during the past month, by demographics, July-August 2013
- Respondents aged 45 and older more likely to prefer cooking at home
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- Figure 63: Reasons consumers have not visited a family restaurant during the past month, by age, July-August 2013
Marketing Strategies
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- Overview of brand landscape
- Company analysis: Friendly’s Ice Cream
- Online initiatives
- TV presence
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- Figure 64: Friendly’s, “Build Your Own Burger,” TV Ad, 2013
- Figure 65: Friendly’s, “10 Trillion Ways,” TV Ad, 2013
- Print and other
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- Figure 66: Friendly’s, “Cones for Kids,” Print Ad, 2013
- Company analysis: IHOP
- Online initiatives
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- Figure 67: IHOP, “Melt Away, Getaway,” Facebook Sweepstakes Ad, 2013
- TV presence
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- Figure 68: IHOP, “Stuffed French Toast,” TV Ad, 2013
- Figure 69: IHOP, “Jordin Sparks National Pancake Day PSA,” TV Ad, 2013
- Print and other
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- Figure 70: IHOP, “Griddle Melts,” Facebook Mobile Ad, 2013
- Company analysis: Cracker Barrel Old Country Store
- Online initiatives
- TV presence
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- Figure 71: Cracker Barrel, “Wholesome Fixins,” TV Ad, 2013
- Print and other
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- Figure 72: Cracker Barrel, Billboard Ads, 2013
- Figure 73: Cracker Barrel, “Brad Paisley’s Favorite Cracker Barrel Meal,” TV Ad, 2013
- Company analysis: Denny’s
- Online initiatives
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- Figure 74: Denny’s, “Always Available in Golden,” Online Facebook Ad, 2013
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- Figure 75: Denny’s, “Help End Childhood Hunger,” Online Facebook Ad, 2013
- TV presence
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- Figure 76: Denny’s, “Omel’art,” TV Ad, 2013
- Figure 77: Denny’s, “So Many Choices,” TV Ad, 2013
- Print and other
- Company analysis: Bob Evans
- Online initiatives
- TV presence
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- Figure 78: Try Bob Evans Carry-Out Tonight
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- Figure 79: Bob Evans Gluten-Free Restaurant Menu
- Print and other
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- Figure 80: Bob Evans, Online Facebook Ad, 2013
- Figure 81: Bob Evans, Online Facebook Ad, 2013
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- Figure 82: Bob Evans, Online Facebook Ad, 2013
- Company analysis: Golden Corral
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- Figure 83: Golden Corral, Online Facebook Ad, 2013
- Online initiatives
- TV presence
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- Figure 84: Golden Corral, “$12.99 Premium Weekend is Back! (Spanish)” TV Ad, 2013
- Figure 85: Golden Corral, “$12.99 Premium Weekend is Back!” TV Ad, 2013
- Print and other
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- Figure 86: Golden Corral, Online Facebook Ad, 2013
- Figure 87: Golden Corral, “$2.99 Kids-America’s Family Budget Act,” TV Ad, 2013
Appendix – Other Useful Consumer Tables
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- Types of family restaurants frequented by consumers
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- Figure 88: Type of family midscale dining restaurant visited in the past month, by gender and age (any daypart), July-August 2013
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- Figure 89: Type of family midscale dining restaurant visited in the past month, by age and household income (any daypart), July-August 2013
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- Figure 90: Type of family midscale dining restaurant visited in the past month, by region (any daypart), July-August 2013
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- Figure 91: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by generations, July-August 2013
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- Figure 92: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by gender and age, July-August 2013
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- Figure 93: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by millennial parents, July-August 2013
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- Figure 94: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
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- Figure 95: Type of family midscale dining restaurant visited during the breakfast daypart in the past month, by family midscale dayparts, July-August 2013
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- Figure 96: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by household income, July-August 2013
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- Figure 97: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by race/Hispanic origin, July-August 2013
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- Figure 98: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by gender and age, July-August 2013
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- Figure 99: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by millennial parents, July-August 2013
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- Figure 100: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by age and household income, July-August 2013
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- Figure 101: Type of family midscale dining restaurant visited during the lunch daypart in the past month, by with whom consumers visit family restaurants, July-August 2013
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- Figure 102: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by age, July-August 2013
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- Figure 103: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by gender and age, July-August 2013
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- Figure 104: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by household income, July-August 2013
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- Figure 105: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by race/Hispanic origin, July-August 2013
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- Figure 106: Type of family midscale dining restaurant visited during the dinner daypart in the past month, by household size, July-August 2013
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- Figure 107: Type of family midscale dining restaurant visited during the snack daypart in the past month, by millennial parents, July-August 2013
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- Figure 108: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by age, July-August 2013
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- Figure 109: Type of family midscale dining restaurant visited during the late-night daypart in the past month, by Hispanic origin, July-August 2013
- Who consumers like to dine with at family midscale restaurants
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- Figure 110: Who consumers visit family restaurants with, by generations, July-August 2013
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- Figure 111: Who consumers visit family restaurants with, by household income, July-August 2013
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- Figure 112: Who consumers visit family restaurants with, by race/Hispanic origin, July-August 2013
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- Figure 113: Who consumers visit family restaurants with, by household size, July-August 2013
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- Figure 114: Who consumers visit family restaurants with, by age and household income, July-August 2013
- Family restaurant characteristics that appeal to consumers
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- Figure 115: Family dining characteristics that appeal to consumers, by gender and age (any important), July-August 2013
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- Figure 116: Family dining characteristics that appeal to consumers, by with whom consumers visit family restaurants (any important), July-August 2013
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- Figure 117: Family dining characteristics that appeal to consumers, by family midscale dayparts (any important), July-August 2013
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- Figure 118: Family dining characteristics that appeal to consumers, by restaurant types (any important), July-August 2013
- Reasons to visit family restaurants
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- Figure 119: Main reasons consumers visit a family restaurant, by generations, July-August 2013
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- Figure 120: Main reasons consumers visit a family restaurant, by household income, July-August 2013
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- Figure 121: Main reasons consumers visit a family restaurant, by Hispanic origin, July-August 2013
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- Figure 122: Main reasons consumers visit a family restaurant, by household size, July-August 2013
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- Figure 123: Main reasons consumers visit a family restaurant, by with whom consumers visit family restaurants, July-August 2013
- Influencers in choosing casual dining restaurants more often
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- Figure 124: Restaurant characteristics that would make consumers visit family restaurants more often, by gender, July-August 2013
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- Figure 125: Restaurant characteristics that would make consumers visit family restaurants more often, by age, July-August 2013
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- Figure 126: Restaurant characteristics that would make consumers visit family restaurants more often, by household income, July-August 2013
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- Figure 127: Restaurant characteristics that would make consumers visit family restaurants more often, by household size, July-August 2013
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- Figure 128: Restaurant characteristics that would make consumers visit family restaurants more often, by age and household income, July-August 2013
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- Figure 129: Restaurant characteristics that would make consumers visit family restaurants more often, by family midscale dayparts, July-August 2013
- Reasons consumers do not visit family restaurants
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- Figure 130: Reasons consumers have not visited a family restaurant during the past month, by gender, July-August 2013
Appendix – Market Drivers
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- Consumer confidence
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- Figure 131: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 132: US Unemployment Rate, by month, 2002-13
- Figure 133: US unemployment and underemployment rates, 2007-13
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- Figure 134: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 135: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 136: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 137: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 138: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 139: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 140: US population, by age, 2008-18
- Figure 141: US households, by presence of own children, 2002-12
Appendix – Trade Associations
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