A Reliable Source

Difficult operating conditions may lie ahead, but consumers are relying on foodservice to be there for them and their families.

By Scott Hume, Editor-in-Chief -- Restaurants and Institutions, 1/1/2008

Kingman Brewster Jr. was familiar with tumultuous times. As president of Yale University from 1963 to 1977, he faced student protests over the Vietnam War and alumni discontent over his decision to open undergraduate admission to women and his efforts to broaden Yale’s ethnic and cultural diversity.

Those problems bear little connection to the adversities the foodservice industry faces, but Brewster’s counsel about the importance of handling adversity does. In his 1966 baccalaureate address, Brewster sent graduates into the real world with the admonition, “There is no greater challenge than to have someone relying upon you; no greater satisfaction than to vindicate his expectation.”

An analysis of some key findings of R&I’s 2008 New American Diner Study begins in this issue, and the data offer fascinating glimpses into how, when, where and why consumers call on foodservice for meals and snacks. This exclusive research yields valuable information about the kinds of food and service Americans want from operators. This year’s study also plumbs the differences between weekday and weekend dining occasions. 

But the study’s most basic finding is how deeply ingrained in American society food away from home has become, and that simple cultural marker should not be overlooked. Especially now.

Market researchers refer to “consumer usage patterns” in describing foodservice purchases, but consumers do more than “use” foodservice. The relationship is far deeper and more personal. This year’s New American Diner Study shows that the average adult purchases nearly four meals a week away from home, suggesting that consumers’ connection with foodservice can be described more aptly as reliance than use.

The difficulties that beset the industry in 2007 are likely to continue at least through the first half of this year. A slow-growth economy, fragile consumer confidence and higher overhead costs will continue to make it difficult for operators to keep prices low and quality high. Customer counts may continue to disappoint operators in all industry segments and price categories. But consumers are relying on foodservice to somehow make it all work—to be there with affordable, appealing and satisfying meals. Vindicating that expectation will be a true measure of success in 2008.

How can foodservice meet consumers’ expectations when so many hurdles seem to stand in the way? Yale offers some guidance there, too. Yale University Dining Services’ mission statement is to “serve great food at a great price, improve how we operate through better communication, maintain the highest of operating standards and focus on the development of ourselves and others as a means of strengthening our people.” 

As 2008 begins, that sounds like a pretty good set of goals to pursue.