Convenience still top order for younger diners
Recession increased focus on value pricing, but many consumers want quick, easy, close-to-home restaurant meals too
January 27, 2010 02:15 PM Eastern Time
CHICAGO--(EON: Enhanced Online News)--Restaurants and foodservice establishments serving up convenience are poised to d
recession economy. A new report from Mintel suggests that although value has become the mantra of many contemporary diners, c
resonates with the out-to-eat crowd, especially those under age 34.
Over half of younger adults rank a restaurant’s proximity to their workplace as very important/important when selecting where to
34s and 55% of 18-24s, versus 41% of all respondents). The ability to order online ahead of time is also essential to young, time-s
consumers (31% of 25-34s and 24% of 18-24s, versus 19% overall). The younger demographics also rank extended hours (i.e. la
speed of service highly in their restaurant selection processes.
“Though value remains important to diners in this economy, our survey reveals convenience may be equally as important. Young ad
families, especially, are pressed for time, making restaurants an easy and often necessary solution for meals. As foodservice establis
revenue, improving convenience may help them get diners in the door,” states Chris Haack, senior analyst at Mintel.
While 43% of respondents told Mintel they’ve cut spending on delivery and takeout this year, approximately one in six 18-34 year-
spending more on these convenient services compared to 2008. In the past three months, 18-34s were twice as likely as the genera
have ordered delivery. Approximately 30% of them picked up food from a restaurant, compared to 20% of all respondents.
Restaurants make mealtime easier, especially for 25 to 34 year-olds, many of whom work full-time or have young children. Nearly
they dine at casual restaurants because they’re too tired to cook, while 40% do so because they have no time to prepare a meal. (T
40% and 30% of all respondents, respective