Consumer Eating and Dining Habits of America Today (5/6)

Experts agree that…most restaurants have answered consumers' demands by fortifying menus with new options, both nutritious and indulgent, and allowing diners to customize their orders. According to the NRA's 2004 Tableservice Operator Survey comprising responses from family-dining, casual-dining and fine-dining restaurateurs and comparisons of findings from 2002 more than half of the casual camp's operators saw rising sales of poultry and entrée salads last year. Another 75 percent of operators noted increased sales of low-carbohydrate items, while 40 percent said sales of organic and low-fat items were up. And there was an across-the-board surge in bottled-water sales. Health Concern vs. Taste & Indulgence As sales of healthful items continue to climb, dessert and appetizer sales are slipping, according to Harry Balzer, vice president of NPD Group, a research and consulting firm based in Port Washington, N.Y. That suggests the issue may not be how people eat but how much they order, he said. “People talk health more than they eat healthy,” says Bob Goldin, president of Technomic, Inc. As some industry experts have noticed, savvy operators make expansion of menu options on both ends of the spectrum, both in items that people indulge in and healthier choices as well. "It's a classic example of people knowing what they should or shouldn't eat from a health and nutrition standpoint," People buy what tastes good more often than not. Taste is the primary criterion, and oftentimes the healthier items don't taste as good. Major Health Issues: 1. Trans fats can be eliminated without affecting the taste of most foods. 2. Making products with whole grains is what restaurants can do. 3. Reduce portion size. 4. Consumers seek out customized options and fresher flavors. 5. Operators should come up with innovative choices of the traditional favorites Options & Choices for Consumers Choices that meet health concerns, choices that satisfy taste buds, choices for new experiences, choices of good service. … Ethnic dining becomes one of America’s favorite dining choices. "The restaurant industry always has been an industry of choice from the consumer perspective," observes B. Hudson Riehle, the NRA's senior vice president of research. Today's Consumers do indeed want to exercise their freedom of choice when it comes to selecting their dining-out destinations. Consumer Privilege “Most restaurants think they are in the food business serving guests, not in the people business serving food.” Comment by Dwayne Chambers, VP of Marketing, Red Robin Gourmet Burgers, Greenwood Village, Colo. Recognition of customers is important. Service is another key factor. Consumers feel entitled to be treated as the company's best customer. And that's a challenge. Every customer wants to be recognized not left waiting and be treated with respect and caring. "Have it your way," casual-dining operators like T.G.I. Friday's and Romano's Macaroni Grill now are tossing out traditional menu constraints by allowing guests the option of mixing and matching meal options. The sense of consumer privilege also is helping to drive the trend toward more menu customization at restaurants across the country. Flavors and Flavor Intensity for Choices Offering a broader range of selections also drives frequency of visits to the same eating-place. There is a propensity for Americans to try new foods. Americans want bolder flavors, not necessarily high spice profiles. Ethnic cuisines, especially the cuisines from Asia rise on the tide.