According to Restaurant DemandTracker, a recent survey of restaurant customers in the United States, casual-dining restaurants can take a variety of steps to increase traffic. The survey asked restaurant-goers who were aware of each casual-dining brand what the brand could do to make them visit more often in the future. The answer choices included a broad range of possible changes including opening more locations, reducing prices, making various changes to the menu and atmosphere, and improving service.
For many brands, opening more convenient locations would make people visit more often. The three casual-dining brands that could see the greatest increase in traffic from opening more locations were Tony Roma’s (44%), Joe’s Crab Shack (42%), and Hard Rock Café (39%).
For other brands, lowering prices or offering better promotions would make people visit more often. The three casual-dining brands that had could see the greatest lift from “lowering prices” were Outback Steakhouse (41%), Cheesecake Factory (40%), and Texas Roadhouse (40%). The brands that would see the greatest lift in traffic from “offering better discounts and promotions” were Texas Roadhouse (33%), Cheesecake Factory (32%), Outback Steakhouse (32%), and T.G.I. Friday’s (32%).
For some brands, making changes to the menu could also help drive traffic. “Offering more healthy food choices” could help drive traffic most at T.G.I. Friday’s (19%), and at Carino’s, Famous Dave’s, and Red Robin Gourmet Burger (tied with 18% each). “Offering more unique food choices” would help drive traffic at BJ’s Brewhouse (18%), Sizzler (14%) and T.G.I. Friday’s (14%).
For some brands, improving service could help drive traffic as well. “If the service was faster” would help drive traffic most at BJ’s Brewhouse (17%), Cheesecake Factory (14%) and Red Lobster (14%).
“In this challenging macro environment, restaurant brands have to evaluate what things they can do that could increase customer traffic,” said David Decker, President, Consumer Edge Insight. “Each restaurant brand has a unique set of opportunities. In the casual-dining segment, the most commonly cited factors that would make consumers visit more often are more convenient locations and lowering prices or offering more promotions. But many brands have an opportunity to tweak their food and beverage menus, improve service, or make changes to the atmosphere.”
Restaurant DemandTracker, a new syndicated consumer research service from Consumer Edge Insight, provides an in-depth analysis each quarter of how key economic and secular factors impact restaurant demand and which brands are best-positioned to succeed. Data for the most recent Restaurant DemandTracker was collected in January 2013 via an online survey of over 3,100 US consumers, age 18 and over, designed and weighted to be representative of the US adult population that visit restaurants at least once per month. Some of the topics covered include economic factors driving changes in restaurant patronage, impact of health trends on overall patronage and by segment, changing demographic profiles of restaurant segment users, and numerous brand performance metrics. The research covers the quick-service, fast-casual, family-dining, casual-dining, fine-dining, and pizza-takeout segments in detail.
Consumer Edge Insight LLC is a market research and consulting firm that helps clients who want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. In the restaurant industry we have marketing partnerships with GuestMetrics and BlackBox Intelligence. For further information, contact David Decker, firstname.lastname@example.org, or visit www.consumeredgeinsight.com.