Consuming Passions: American Diner Study
R&I’s New American Diner Study explores the who, what, when, where and why of dining dynamics.
By The Editors -- Restaurants and Institutions, 1/1/2007
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 “part of my regular routine and generally I do not consider it anything special.”
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.
About the Survey
R&I’s 2007 New American Diner Study data are based on a representative sample of U.S. consumers, weighted to match the population by gender, household income, race, region and age. In all, more than 3,200 respondents were surveyed. The margin of error for this data is +/-2%.
The New American Diner Study is designed to create data for analyzing consumer behaviors and perceptions. Beginning in February 2007, full-color reports will be available for purchase, and custom analysis services will be available. For more details about the research, contact Terri Solomon.
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