Diner Demographics: White Album

The first in a year-long series of demographic profiles, called "Demo Cuts," sheds light on the dining habits of Caucasian restaurant consumers.

By Kate Leahy, Associate Editor -- Restaurants & Institutions, 2/1/2007

Dividing American consumers into subsets—by age, gender, ethnicity, geography, income or any other variable—yields different scenarios about the roles played by foodservice. This first installment of Demo Cuts highlights notable characteristics of the nation’s largest ethnic group, Caucasians, who according to the U.S. Census Bureau represent two-thirds of the population. Very often traditional in dining preferences, this group continues to wield considerable influence on menu trends.

Age

Some differences set this segment’s dining habits apart, especially its older average age. With an average age of 40.4 years, white Americans are the oldest racial demographic, nearly five years more senior than the average Asian American, nine years more senior than the average black consumer and 13 years older than the average Hispanic American.

Dining Experience

White consumers tend to be more conservative diners, gravitating toward restaurants featuring the familiar rather than the novel and often reticent to pay considerably for a truly unique restaurant experience or seek out a scene. R&I’s New American Diner Survey finds that just 5.6% like visiting restaurants with a lot of activity, compared with 15% of blacks, 13.5% of Hispanics and 13.2% of Asians.

Food-and-Beverage Trends

White consumers as a group are more likely to order steaks or beef as an entrée than are Asian or black diners. Soda consumption also is highest among this demographic. A National Health and Nutrition Examination Survey conducted between 1999 and 2002 showed that Caucasians quaff the most soft drinks, with the greatest volume seen among young adult males, who consume nearly two 12-ounce servings a day.