Restaurant Takeout Options Create Additional Revenue Channel Without Hurting Dining Room Traffic

Operators worried that takeout sales could cannibalize dining room traffic can rest assured, as 60 percent of consumers who recently purchased takeout said that if they had not done so on that occasion, they would most likely have made food at home and not purchased from a foodservice operator.

"In many cases consumers do not view takeout orders as a part of the same consideration set as food purchased to be eaten in the dining room or onsite," says Technomic Vice President Joe Pawlak. "Operators have a real opportunity to gain an advantage if they can respond to consumers' needs for convenience, accuracy and food quality."

In order to help restaurant operators, suppliers and others aligned with the foodservice industry better understand consumer behavior, preferences and attitudes regarding takeout, Technomic has developed the 2011 Takeout and Off-Premise Dining Consumer Trend Report.

Interesting findings include:

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  About 60 percent of consumers also say that they are willing to pay more for takeout packaging made with sustainable materials. Trends toward sustainable, recyclable materials for takeout containers are taking shape at several major restaurant brands on the chain level.
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  About half of consumers surveyed agree that their takeout occasion could be "ruined" by any of several mishaps: leaking food or liquids (52 percent), deterioration of food taste or freshness (49 percent), food that doesn't stay hot or cold (46 percent) or missing condiments (46 percent).
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  Boxed meals, value meals and snacks stand out as leading take-out options for limited-service restaurants, while full-service restaurants are promoting family dining options.