Diner Demographics: Mature Choices

What older diners have to their advantage is leisure time. And many like to spend it dining with friends and family.

By Kate Leahy, Associate Editor -- Restaurants & Institutions, 4/15/2007

The graying of America is a positive trend for foodservice: The 65-and-older population is projected to rise from 12.4% in 2000 to one of every five consumers by 2030, and older consumers dine out routinely, if not with the same frequency as younger generations. As baby boomers ease into "golden age," their numbers are expected to yield more opportunity for away-from-home operations.

Yes, Matures (age 61 or older) frequent family-dining and buffet/cafeteria concepts more often than do other age groups, but they also are most likely to visit fine-dining restaurants and are above-average casual-dining patrons, R&I’s Tastes of America Study finds.

Not the most adventuresome group, nearly half dine at a familiar favorite nine of 10 times. When they decide on a first-time dining visit, Matures are less likely to be influenced by word-of-mouth or broadcast advertising, but more likely to be swayed by reviews or newspaper ads. Parking can be a deal-breaker—they want a place to put their wheels.

Matures also spend more when they dine out, according to R&I’s New American Diner Study, expecting to pay more on average for lunches and dinners than do baby boomers (ages 42 to 60), Generation X (ages 27 to 41) or Generation Y (age 26 or younger).

In addition, eating out more often is considered a social event rather than a convenience or indulgence. They are least likely to say they like the restaurant food better than what they cook for themselves. This, after all, is a generation that knows how to cook.

Mature diners are least likely to purchase prepared meals from supermarkets and rarely use delivery services. More than one-third say they eat out primarily to share meals with friends and family.

Matures prefer menus that offer healthful foods and nutrition information and are most likely to share an entrée and to take home leftovers.