• by Karlene Lukovitz  @KLmarketdaily, August 3, 2010

While Olive Garden and Applebee's pulled the largest number of votes (9% each) when consumers were recently asked to name their favorite casual dining/ family chain, The Cheesecake Factory emerged as the winner (13%) when the results were indexed to factor in chains' comparative number of locations.

The favorites voting was part of a restaurant outlook study from Market Force Information, which also found diners' motivations for patronizing casual dining and family formats to be more driven by social and family factors than convenience.

Market Force, a customer intelligence/experience management solutions provider, conducted the survey in May and June among its network of 300,000-plus independent mystery shoppers and merchandisers. For the favorites question, respondents were asked to choose from among 60-plus top casual/family chains. The 4,600 respondents ranged in age from 18 to 72, and 76% were women. Respondents reflected a broad spectrum of income levels, with 60% reporting incomes of more than $50,000 per year. Eighty percent work full- or part-time, and half reported having children at home.

On a straight-number-of-votes/non-indexed basis, Olive Garden and Applebee's were followed by Red Lobster (7%); Texas Roadhouse, Cheesecake Factory, Outback Steakhouse and Chili's (each with 6%); TGI Friday's, Cracker Barrel and PF Chang's (each with 4%); and International House of Pancakes/IHOP, Ruby Tuesday, Red Robin, Golden Corral and Longhorn Steakhouse (each with 3%).

When results were indexed to factor in chains' comparative numbers of locations (Olive Garden and Applebee's each has close to 700 locations, versus Cheesecake Factory's 150, for example), Cheesecake Factory was followed by Texas Roadhouse and Red Robin (each with 8%); Olive Garden and Ruby Tuesday (each with 5%); Red Lobster and PF Chang's (each with 4%); Longhorn Steakhouse and Outback Steakhouse (each with 3%); Cracker Barrel, TGI Friday, Golden Corral, Applebee's and Chili's (each with 2%); and IHOP (1%).

Asked to score the chains on the characteristics they appreciate most, consumers rated Cheesecake Factory highest in six out of 10 categories, including taste, food quality, atmosphere and cleanliness. Red Robin was rated highest on speed of service and for its accommodation of children.

The survey's trend findings included greater willingness on consumers' part to spend to dine out in casual/family restaurants, as compared with a survey in December 2009. In June, one in four consumers indicated that they expect to eat out more in coming months than they had in previous months, and just 8% said they expected to eat out less. Six months ago, more than half said they expected to eat out less in the first months of 2010.

Looking at dining motivators, 52% said they visit casual/family restaurants to have time with family and friends, 41% when they are too tired to cook, 37% to celebrate special occasions, and 23% when they're pressed for time, with only 5% citing that they want alone time.

These socially oriented results contrast with findings in the coffee shop/snacks segments of Market Force's survey, where being pressed for time was the most commonly cited reason for visiting (42.3%), followed by wanting alone time (24.2%), with only 18% citing wanting time with family/friends and 5% citing celebrating special occasions.

The survey also found that dinner is by far the meal most likely to be eaten at casual/family formats. Nearly three-quarters (72%) reported eating dinner at these formats, versus 24% citing snacks, 3% citing breakfast, and 1% citing lunch. This points to a significant opportunity for these operators to create niches as lunch destinations, Market Force's analysts noted.

Of the 17% of respondents who reported trying a new casual/family restaurant in the past month, 34% said they did so because of a friend's recommendation, while 27% stopped as a result of noticing a chain store from the street. Just 15% mentioned a coupon or promotion as the driver.