Americans are twice as likely to say they are visiting casual dining restaurants less often (30%) as more often (15%) in 2010 as compared to 2009, according to Sandelman & Associates. The remaining 55% say the frequency of their visits has not changed.
While men and women (15% each) are equally likely to say they are visiting more often than a year ago, women (33%) are more likely than men (26%) to say they are visiting less often. Age also plays a significant role: the older the consumer, the more likely they are to say they are cutting back on casual dining visits.
Those two factors combine to make men aged 18-34 the “sweet spot” for casual dining restaurants; 31% of this group is increasing its visits, compared to 21% that are visiting less often than a year ago. The proportion that is increasing its visits to casual restaurants outpaces “heavy casual dining users” — defined as those who eat at such restaurants 12 or more times in the prior three months — 29% of whom are visiting more often. However, men aged 18-34 are more likely than heavy users (15%) to say they are cutting back.
Source: “Where Are Casual Diners Eating When Not At Casual Dining,” Sandelman & Associates, Paul Clarke, Director Marketing, 25790 W. Apache Ln., Barrington, IL 60010; 847-277-7603; paul@sandelman.com; www.sandelman.com. Price: $500.
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