2|trendsource
0102030405060
AN OCEAN OF CHOICES OR A SEA OF SAMENESS
HOW MANY CASUAL DINING CHAIN RESTAURANTS ARE
WITHIN A 20-MINUTE WALK OR DRIVE OF YOUR HOME
And the thing about casual dining chains is, well,
there's a lot of them.
Only 11% of respondents do not live within a
20-minute walk or drive from at least one casual
dining chain; for the vast majority (53%) there are 6 or
more within that distance. Over half of our
respondents live within a 20-minute walk or drive from
at least six casual dining chains. Another 20% have
3-5 options within that distance.
Those numbers are enormous. Think of another
industry boasting such numbers. Convenience Stores,
sure. Fast Food Maybe. But few industries and fewer
restaurant segments represent that level of ubiquity
for that many people.
53.4%
20.4%
15.0%
11.3%
6 or more
3 to 5
1 or 2
None
OVERALL
While this seems like good news for the
segment—they seem to have coverage across the
country—it also speaks to the density and competition
within it. Indeed, saying nothing of the competition
from fast food, fast casual, and independent dining
(more to come on those later), our aggregate
respondent has an embarrassment of choices when
they decide to head out for a quick casual dining bite.
This density has led chains to find differentiators,
often based on price, often leading to
mutual-assurance-of-self-destruction discount wars
within the segment (particularly Applebee's v.
Friday's).Price aside, casual dining chains must find
ways to differentiate themselves in this sea of
sameness and we have a few ideas how.
0.00.51.01.52.02.53.03.54.0
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3.87
3.82
3.19
3.18
2.82
Outing with friends
Family dinner
Romantic date
Business meal
Dining alone
OVERALL1 = not at all likely 2 = slightly likely3 = somewhat likely4 =very
likely5 = extremely likely
Friends and family—every restaurant segments' bread and
butter—drive the majority of casual dining chain visits.
Lagging distantly behind, romantic dates and business
meals. Look, we are going to say this as gingerly as
possible: these are not the types of places most Americans
go to, well, show off. Taking a date or a business prospect to
a casual dining restaurant, no matter how awesome the
blossom, may not necessarily strike the most impressive
note. But a quick bite with your brother and a college buddy
Go for it! Those guys are stuck with you already.
This speaks to comfort and familiarity—once you don't have
to shine anybody on, you can go for what feels safe, basic,
and no-hassle. That's where this segment makes its money,
and we will return to this topic soon and repeatedly.
FRIENDS AND
FAMILY—EVERY
RESTAURANT SEGMENTS'
BREAD AND
BUTTER—DRIVE THE
MAJORITY OF CASUAL
DINING CHAIN VISITS.
YOU KNOW, MY DARLING, I CAN'T STAND TO EAT ALONE
Consumers have plenty of nearby options once they decide to hit up a casual dining
chain, but what occasions drive them there in the first place What sorts of dining parties
can be found in these restaurants
HOW LIKELY, ON A SCALE OF 1-5, ARE YOU TO CHOOSE
CASUAL DINING Chains IN EACH OF THESE SITUATIONS
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0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Millennial 1 Millennial 2Generation X
Baby Boomer Silent
3.873.813.973.83
3.58
3.363.313.34
3.02
2.23
3.693.70
3.953.793.83
BY GENERATION
Outing with friendsFamily dinner
3.013.17
3.263.17
3.08
2.502.61
2.76
3.04
3.30
Business mealDining alone
Romantic date
THE SILENT GENERATION,
IS FAR LIKELIER THAN
ANY OTHER GENERATION
TO BE FOUND AT A
CASUAL DINING CHAIN
EATING ALONE
HOW LIKELY ARE YOU TO CHOOSE CASUAL DINING CHAINS
IN EACH OF THESE SITUATIONS
A couple side notes must be mentioned, however.
First, let's pour a discount soft drink out for the silent
generation, which is far likelier than any other
generation to be found at a casual dining chain eating
alone. Whether they are widowed, single for life, or
simply tired of their partner (hey, sometimes you just
run out of stuff to talk about), smile at the next senior
you see going one-on-one with a crossword puzzle in
the Denny's booth.
Second, and far more relevant to restaurants' bottom
lines, Generation X really likes this segment. They are
likelier than any other generation to hit it up for an
outing with friends, a family dinner, a romantic date,
and a business meal. There are a couple of
explanations behind this, we believe.
Generation X came of age with this segment, and
probably even had their own first legal adult beverage
at a Friday's or somewhere similar. Second, they are
the grown-ups now. They are the ones who have adult
responsibilities like managing family dinner, taking the
kids to little league, and getting the old squad (Flossy
Posse!) together for a quick drink. They are busy, have
disposable income, and came of age in a moment
where Friday's was fun and full of flare. They are the
segment's biggest fans and its most loyal supporters.
If only they'd sit with their grandma at Cracker Barrel.。