OAK BROOK, Ill.—Good news is on the dining front as 67 percent of respondents to Restaurants & Institutions’ 2010 New American Diner Study anticipated eating out at least as often in 2010 as they did in 2009, up from 56.9 percent who were similarly optimistic last year.
Some diners report trading down to less-expensive restaurants, and many others are adjusting their typical meal orders to trim check sizes. Additionally, the percentage of respondents who are more likely to order menu items labeled “organic” dropped to 17.8 percent from 22.8 percent last year; the percentage of those likely to respond to the term “all-natural” fell from 37.8 percent to 30.6 percent.
The new report defines the general profile of the new American diner and spotlights key differences among young diners, older diners and families. The data offers insights about what today’s diners want and what they respond to, and provides restaurateurs with marketing tactics to keep them coming through the doors.
