Restaurant Chains
Essay by review • March 1, 2011 • Essay • 291 Words (2 Pages) • 1,091 Views
upcoming years. As a result of the focus on full-service breakfast chains, the heart of the report is an exploration of family/midscale offerings. Attitudes toward brunch are likewise covered in the proprietary consumer research.
This examination brings up an interesting conundrum--breakfast sales are rising rapidly, yet family/midscale chains show the slowest growth of any restaurant sector. This finding suggests that brand repositioning may be necessary for family/midscale operations to better capitalize on general growth in breakfast sales.
Working with the hypothesis that family/midscale marketing needs to shift from product-specific promotions to experience-based campaigns, party composition data from the Simmons NCS survey results is used. An exhaustive proprietary survey on breakfast attitudes has also been commissioned. To provide potential for rethinking strategies in operations and marketing, this report explores the breakfast food and dining preferences of 1,100+ respondents who have dined out for breakfast in the last month at a full-service restaurant, and who average more than 3.5 full-service breakfasts and brunches out per month.
Demographic differences in attitudes are explored on the basis of age, gender, and race/ethnicity. Significantly, these three factors collide to make young minority males perhaps the most desirable single group for full-service breakfast. Based on the negative correlation between frequency of dining out for full-service breakfast and interest in nutrition, trends toward healthier eating and potential responses are explored in depth.
In addition, an industry analysis from its own Menu Insights database has been used, and sales data for the combined independent and chain markets from the Consumer Expenditure Survey. The Market Drivers section points to demographic shifts that are occurring in the U.S., allowing the clients to maximize marketing efforts and appeal to growing consumer bases such as minorities and over-55s. The report also offers a lesson on what
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