CHARLOTTE, N.C., July 25,
2024 /PRNewswire/ -- Families are dining out more
often, with a primary goal of saving time and effort, according to
a national study conducted by Affinity Group. The study highlights
a significant trend in family dining habits, with convenience and
value emerging as the top priorities when selecting a
restaurant.
The study, which polled 491 families across the country, found
that 74% of families report dining out more often this year
compared to last. This significant increase reflects the changing
lifestyles and priorities among families. One of the key reasons
cited for this uptick in family dining is the desire to save time
and effort. With busy schedules and a hectic work-life balance,
families are turning to restaurants to alleviate some of the stress
and burden of preparing meals at home. In fact, 60% of families
surveyed reported that they dine out specifically to save time and
effort.
However, it's not just about saving time – families are also
looking for variety and value when choosing where to dine. The
survey revealed that 41% of families prioritize having a diverse
selection of menu options, while 42% are seeking good value for
their money.
"While convenience remains a top factor, families are also
placing a strong emphasis on variety and value when selecting a
restaurant," said Enzo Dentico,
Chief Executive Officer of Affinity Group. "Our study reveals that
families are seeking diverse dining experiences that satisfy the
varied tastes and preferences of the entire family, as well as
affordable options that fit their budgets. As a leading sales
agency, our deep understanding of these evolving dining habits
allows us to provide invaluable insights to our clients, helping
them tailor their offerings to meet the demands of today's families
and ultimately drive growth in their businesses."
Key Findings: Families Seek Convenience, Variety, and Value
in Dining Out Trends
Increased Dining Out:
A striking 74% of families
report dining out more often this year compared to last. The
primary reasons include saving time and reducing the effort
associated with meal preparation. This shift reflects the growing
demands on family schedules and a preference for the convenience of
dining out.
Factors in Restaurant Choice:
When choosing a
restaurant, families place a high value on variety and
affordability. While kids' menus are appreciated, they are not
deemed essential, as parents believe they can find suitable options
on a diverse menu. Specifically, 41% of families prioritize a
diverse selection of menu options, and 42% seek good value for
their money.
Economic Factors:
While many families are dining out
more frequently due to time constraints and a desire to explore new
foods, some are dining out less due to financial concerns. Cost
remains a significant factor influencing dining habits for a
portion of the families surveyed. Specifically, 58% of respondents
actively look for deals and discounts before deciding on a
restaurant. These statistics underscore that while convenience and
variety are important, economic considerations continue to play a
crucial role in how families choose dining establishments.
Loyalty Factors:
Loyalty programs and promotions play
a crucial role in family dining decisions. According to the survey,
29% of families are more likely to return to a restaurant if they
participate in a loyalty program that provides rewards or
discounts. Over 80% of families have a favorite restaurant they
visit frequently, and earning that loyalty depends mostly on good
food, but also reasonable prices with friendly service. In fact,
58% want reasonable prices and 52% want friendly service. These
findings highlight the increasing importance of customer retention
strategies in the competitive dining industry.
Creating Memorable Dining Experiences:
Food quality is
the best way to create a memorable positive dining experience. 88%
of diners have had a memorable experience, with 75% of these
occurring in the last month. When asked what influenced their
desire to return, 73% cited food, 50% mentioned atmosphere and
service, 46% noted friendliness and value, and 32% highlighted wait
time and their server. These statistics emphasize the critical role
of food quality and customer service in fostering positive dining
experiences and encouraging repeat visits.
Sharing Dining Experiences:
Diners are enthusiastic
about sharing their positive experiences, with 89% planning to tell
others about their positive dining encounters, mostly by word of
mouth. However, only one in three will use social media, limiting
the ability to build a broad positive reputation. Conversely, food
influences bad dining experiences, which have been experienced by
67% of families this year, with 65% of these bad experiences
occurring in the last month. Negative experiences are more likely
to be shared on social media, with 77% planning to tell others
about their bad experience, 44% intending to leave a review on
Yelp, and 42% on the restaurant's website. When asked what made
them never want to return, 60% cited food, 48% mentioned service,
and 47% pointed to wait time.
Recapturing diners after a bad experience is challenging and
often costly, with half or fewer willing to return only in response
to a refund or significant discount. These statistics underscore
the importance of maintaining high food quality and service
standards to foster positive dining experiences and minimize the
impact of negative ones.
Study Methodology
Affinity Group's Family Dining Study was conducted in June of
2024 among a nationally representative sample of 491 households.
Affinity Group is committed to investigating and sharing the
results of our thought leadership work on topics of interest to all
parts of the food service industry.
About Affinity Group
Affinity Group's experience in all aspects of the retail and
foodservice industry make us the perfect partner to help our
customers grow their brand and drive results for their business.
Our talented team of sales professionals has the in-depth knowledge
today's culinary brands need to make sure they stay connected to a
community of resources and relationships. For more information,
visit www.affinitysales.com
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SOURCE Affinity Group