• 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.

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%).

Looking at dining motivators, 52% said that 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 wanting alone time. 

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.