The Future Of Casual Dining? Asian Consumers

Casual Dining Report

2016

thinknowresearch.com#ThinkNowMRX

2

Contents

Methodology

Research Study Results

Frequency of Going to Casual Dining Restaurants

Day of Week Most Likely to Go

Type of Meal Eaten at Casual Dining Restaurants

Casual Dining Restaurant Occasions

Number of People in Party

With Whom Likely To Go to Casual Dining Restaurant

Dining Restaurant Spending

Casual Dining Restaurants Visited in Past 6 Months

Favorite Casual Dining Restaurant

Most Important Factors When Choosing Restaurants

Restaurants best Described by Statements

Appendix: Demographics

3

Methodology

4

Methodology

Method Online survey via ThinkNow Research’s Omnibus Study

Sample Size

Total: n=1285

Hispanics: n=511

White: n=258

African-American: n=258

Asian: n=258

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as White, African-American or Asian

• 18-64 years of age

Quotas/ Weighting

Quotas:

• Age bracket

• Gender balance

• Region

• Primary language spoken at home (Hispanics only)

Some light weighting applied to balance samples to U.S. Census data

with respect to age, gender and region.

Test Area Nationwide

Fieldwork Timing March, 2016

5

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clients gather insights about rapidly changing consumer segments

• Research experience specifically in the Hispanic, African

American, Asian and Total Market.

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an in-house Hispanic panel

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market research companies

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• Conduct online, in-person and telephone research

Who We Are

6

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QUANTITATIVE

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o Omnibus surveys

o Attitudes & Usage

o Brand Tracking

o Product testing

o Online & offline qualitative MIXED MODE

ONLINE

PANEL

PHONE

INTERCEPTS

Our Services

7

Survey Results

8Base: Hispanics (n=541), Whites (n=212), African Americans (n=211), Asians (n=226)

Frequency of Going to Casual Dining Restaurants

49%

84%

45%

82%

38%

81%

49%

88%

Once a week or more often Once a month or more often

Hispanic (A) White (B) African American (C) Asian (D)

About how often do you go to casual dining restaurants?

C

Letters indicate statistically

significant difference (95% confidence)

C

Approximately half of Asian adults eat at a casual dining restaurant at

least once a week. This is similar to Hispanics and significantly higher

than African-Americans.


Day of Week Most Likely to Go

3% 2%5%

7%

32%

39%

11%

4% 4%

13%

8%

25%

36%

10%

2% 3%

8%5%

35%

41%

6%4%

2%

8% 7%

29%

41%

8%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday


What day of the week are you most likely to go to a casual dining restaurants?

A



B

C

Similar to the other segments, Asians are most likely to go to a casual

dining restaurant on Saturday, followed by Fridays.


Type of Meal Eaten at Casual Dining Restaurants

14% 12%

43%

74%

15%

11%13%

44%

81%

14%16%

13%

43%

81%

18%

9%12%

35%

83%

9%

Breakfast Late Breakfast/Brunch Lunch Dinner Late evening


For what meals do you usually go to a casual dining restaurants?

D



A A A

DD

Consumers go to casual dining restaurants mainly to have dinner,

although lunchtime is common as well.


Casual Dining Restaurant Occasions

56%

49%47%

37%40%

34%

11%

52%

55%

52% 50%

42%

36%

13%

44%

50% 51%

39%

50%

38%

10%

60%

53% 53%49%

46%

33%

10%

To spend time withmy family

To go out To have a great meal To not have to cookat home

To spend time withfriends

To celebrate aspecial occasion

Work-related


For what occasions do you go to casual dining restaurants?



ACACC

C

Asians are the most likely segment to go to casual dining restaurants to

spend time with their family.

12

3.53.4

3.23.4

Mean


Base: Hispanics (n=539), Whites (n=211), African Americans (n=207), Asians (n=224)

Number of People in Party



C

Similar to the other segments, the average party size for Asians is just

over three.

When you go to a casual dining restaurant, how many people are usually in your party, including yourself?


With Whom Likely To Go to Casual Dining Restaurant

45%

30%

52%

30%

14%

2%7% 6%

41%

20%

50%

33%

11%3%

7%5%

45%

25%

49%46%

18%

5%

12%

2%

51%

23%

47%

35%

13%

1%5% 6%

Family as a whole Children Spouse/Significantother

Friends Parents Grandparents Other family Colleagues


When you go to a casual dining restaurant, who are you most likely to go with?

B



ABD

B

D

C

Again, Asians go to casual dining restaurants to spend time with their

whole family.


Dining Restaurant Spending:

By Race/Ethnicity

$51 $50

$46

$52

Mean


Approximately, about how much do you usually spend at a casual dining restaurant, including tip?

C



C

Asians spend an average of $52 at a casual dining restaurant, including

tip. This is significantly higher than African-Americans.

15

Casual Dining Restaurants Visited in P6M



Which of the following casual dining restaurants have you been to in the past 6 months?

Olive Garden, IHOP, Applebee’s, Chili’s and Cheesecake Factory are

the most common casual dining restaurants for Asians.

Hispanics (A) Whites (B)

African-

American (C) Asian (D)

Base Size n=615 n=252 n=258 n=256

Olive Garden 41% 41% 37% 44%

IHOP 42% B 31% 43% B 40%

Applebee’s 41% 41% 41% 38%

Chili’s 35% C 31% 28% 38% C

Cheesecake Factory 23% 20% 17% 37% ABC

Red Lobster 26% 34% A 33% 32%

TGI Friday’s 22% 24% 29% A 30% A

Buffalo Wild Wings 31% B 21% 30% B 30% B

Denny’s 42% BCD 30% 25% 29%

Outback Steakhouse 23% 22% 20% 23%

P.F. Chang’s 14% C 15% C 7% 22% AC

Red Robin 24% C 25% C 16% 20%

BJ’s 12% 8% 10% 15% B

Sizzler 9% 6% 7% 12% B

Hooters 15% D 11% 14% 10%

Dave and Busters 10% 14% D 15% D 8%

Hard Rock Café 10% 7% 7% 7%

Cheesecake Factory

is significantly higher

among Asians

…continued on next slide

16

Which of the following casual dining restaurants have you been to in the past 6 months?

Hispanics (A) Whites (B)

African-


Base Size n=615 n=252 n=258 n=256

Corner Bakery 5% 5% 4% 7%

Tony Roma’s 5% 5% 4% 7%

Mimi’s Café 5% 6% 3% 6%

Coco’s 4% 3% 2% 6% C

Black Angus 4% 3% 3% 6%

Johnny Rocket’s 8% 7% 5% 5%

Marie Calendar’s 5% 6% 4% 4%

Elephant Bar 4% 3% 2% 4%

Chevy’s Fresh Mex 5% C 3% 1% 4% C

Island’s 5% C 3% 1% 2%

Bob’s Big Boy 4% 6% 3% 2%

Baker’s Square 2% 3% 2% 2%

Carrow’s 3% C 4% C 0% 2%

Claim Jumper 4% 5% 2% 2%



Casual Dining Restaurants Visited in P6M (Cont’d)

17

Favorite Casual Dining Restaurant



Which of these casual dining restaurants would you consider to be your favorite?

Top restaurants shown Hispanics (A) Whites (B)

African-


Base Size n=528 n=209 n=206 n=220

Olive Garden 15% 12% 10% 16%

Cheesecake Factory 5% 6% 5% 14% ABC

Applebee’s 11% 14% 14% 8%

Red Lobster 5% 9% 13% A 7%

Buffalo Wild Wings 9% B 3% 6% 6%

Chili’s 10% D 7% 7% 6%

Outback Steakhouse 6% 6% 5% 5%

TGI Friday’s 2% 2% 4% 5%

IHOP 6% 4% 9% 4%

P.F. Chang’s 3% 3% na 2%

BJ’s 2% 2% 1% 2%

Black Angus na na 0% 2%

Red Robin 4% 5% 2% 2%

Sizzler 2% na 1% 2%

Tony Roma’s 1% 0% na 2%

Denny’s 7% CD 5% 2% 1%

Hard Rock Café 0% 2% 1% 1%

Olive Garden and Cheesecake Factory top the list of favorite casual

dining restaurant for Asians.

18

Most Important Factors When Choosing

Casual Dining Restaurants



When it comes to choosing a casual dining restaurant to go to, what would you say are the three (3) most important factors?

Top 3 Factors Hispanics (A) Whites (B)

African-


Base Size n=539 n=211 n=207 n=224

Has great tasting food 61% 70% AD 64% 60%

Provides a good value 33% 29% 29% 34%

Offers quality food 21% 27% 24% 26%

Has a great menu/many items to choose from

13% 13% 19% 19%

Has clean/nice-looking restaurants 23% 19% 20% 19%

Uses fresh products 18% 21% 20% 18%

Is convenient/Close to home and/or work 10% 12% 14% 16%

Has low prices 26% D 20% 32% BD 16%

My children like it 13% C 11% 7% 13% C

My spouse/significant other likes it 13% 13% 9% 13%

Has great service 19% 18% 14% 13%

Has a nice, family atmosphere 9% 9% 6% 12% C

Is healthier than other casual restaurants 10% 9% 12% 11%

Makes me feel welcome 7% 4% 8% 8%

Can be seated immediately/Short wait time

5% 8% 7% 5%

My friends like it 4% 5% 5% 5%

Has at least one item that I love 4% 3% 3% 4%

Has great specials 4% 2% 3% 4%

Has a good children’s menu 3% C 2% 1% 2%

Has great appetizers 2% 3% 2% 2%

Across all segments, great tasting food is the most important factor in a

casual dining restaurant, followed by value and quality food.

Low prices are

less important to

Asians compared

to other groups

Family atmosphere

is more important

to Asians

19

Restaurants best Described by Statements:

Asians

Please select the restaurant or restaurants that you feel are best described by each of the statements below.

Ranked by Importance (Asians) Applebee’s

Buffalo

Wild

Wings

Cheesecake

Factory Chili’s Denny’s IHOP

Olive

Garden

Red

Lobster

TGI

Friday’s

Base: Have visited restaurant n=75 n=53 n=68 n=68 n=52 n=82 n=84 n=57 n=55

Has great tasting food 56% 52% 74% 58% 37% 44% 61% 59% 50%

Provides a good value 57% 35% 51% 46% 48% 35% 62% 42% 44%

Offers quality food 52% 57% 74% 59% 42% 35% 68% 57% 50%

Has a great menu/many items to choose from 63% 48% 83% 55% 55% 45% 69% 65% 50%

Has clean/nice-looking restaurants 57% 66% 78% 49% 36% 45% 65% 66% 45%

Uses fresh products 54% 34% 51% 53% 27% 26% 70% 53% 32%

Is convenient/Close to home and/or work 55% 59% 49% 52% 49% 54% 66% 38% 41%

Has low prices 35% 35% 8% 39% 77% 62% 27% 11% 46%

My children like it 27% 34% 37% 41% 39% 37% 40% 28% 29%

My spouse/significant other likes it 43% 37% 57% 47% 17% 37% 47% 45% 42%

Has great service 52% 51% 61% 47% 37% 43% 60% 39% 44%

Has a nice, family atmosphere 52% 29% 61% 58% 42% 58% 67% 43% 38%

Is healthier than other casual restaurants 37% 21% 23% 22% 19% 27% 40% 30% 28%

Makes me feel welcome 54% 53% 67% 54% 34% 47% 56% 55% 46%

Can be seated immediately/Short wait time 46% 52% 31% 57% 44% 52% 34% 35% 41%

My friends like it 41% 44% 61% 37% 30% 33% 53% 55% 51%

Has at least one item that I love 53% 64% 65% 63% 45% 65% 66% 61% 59%

Has great specials 51% 32% 35% 44% 37% 38% 44% 48% 51%

Has a good children’s menu 35% 32% 36% 42% 44% 44% 35% 29% 30%

Has great appetizers 53% 58% 63% 53% 29% 26% 58% 45% 59%

Note: Restaurants below base size 50 may not be shown.

Among Asians, Cheesecake Factory and Olive Garden rate highest

across most of the casual dining restaurant attributes.

Top rated restaurant

per attribute

20

Sample Demographics

21

Demographic Profile

Top restaurants shown Hispanics Whites

African-

American Asian

Base Size n=528 n=209 n=206 n=220

Gender:

Males 51% 50% 48% 47%

Females 49% 50% 52% 53%

Age:

18-34 46% 34% 41% 39%

35-64 54% 66% 59% 61%

Mean Age 37.0 41.8 39.4 39.0

Employed 62% 60% 51% 70%

College graduate or more 29% 35% 21% 61%

Median Household Income $42K $63K $34K $77K

22

Demographic Profile

Top restaurants shown Hispanics

Base Size n=528

Home Language Use:

Spanish-Dominant 35%

Bilingual 35%

English-Dominant 30%

Acculturation Level:

Less Acculturated 16%

Bicultural 54%

More Acculturated 30%

Country or Origin:

Mexican Origin 64%

Puerto Rican 12%

South American 10%

Central American 6%

Dominican 5%

Cuban 5%

Other 3%

Date post:	15-Apr-2017
Category:	Marketing
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The Future Of Casual Dining? Asian Consumers

Marketing