• by Teresa Buyikian , August 27, 2024

While some chains, such as Starbucks, have seen a slump in recent months, the fast-casual segment is having a resurgence among families. Per a recent study published by Affinity Group research, a reported whopping 74% of families are eating out more this year than last.

The study, conducted this summer with 491 families across the country, found that convenience and value were the top motivating factors for dining out (60% of families surveyed reported that they dine out “specifically to save time and effort”), followed closely by variety and experience. The survey revealed that 41% of families prioritize having a wide selection of menu options, while 42% seek value for their money.

"Our study reveals that families are seeking diverse dining experiences that satisfy the varied tastes and preferences of the entire family, as well as affordable options that fit their budgets,” said Enzo Dentico, Affinity Group CEO in a release.

The National Restaurant Association’s August 2024 research seems to somewhat align with the result of the findings, with “restaurant sales trending modestly higher… the expectation is that households will retain both the desire and wherewithal to continue incorporating restaurants into their spending plans in the months ahead.”

The National Restaurant Association also reported that eating and drinking establishments registered total sales of $94.7 billion for July, representing “the fourth consecutive month of rising sales.”

And while price is paramount, experience is inching up in importance for families. Eighty-eight percent of Affinity diners surveyed reported having had a memorable family dining experience, with 75% of these occurring in the last month. When they were asked what influenced their desire to return, 73% mentioned food, 50% cited atmosphere and service, 46% noted friendliness and value, and 32% highlighted wait time and their server.

But in the end, it still comes down to getting the most bang for the family buck. Fifty-eight percent of Affinity respondents actively look for discounts before deciding on a restaurant. Which also leads many to seek out loyalty programs for their favorite chains, with 29% of families more likely to return to a restaurant if they participate in a loyalty rewards program. More than 80% of families reported they have a restaurant they frequent, with 58% wanting their mainstay to have both reasonable prices and 52% desiring friendly service.

And when these family diners have a good experience, they like to share. The report cited that customers are “enthusiastic” to share their positive dining experiences, with 89% intending to verbally tell others about the great meal. Only 1/3 of those will also use social media to share their opinions, preferring word-of-mouth.

Yet conversely, if the food and/or experience is bad, which 67% of families reported had happened thus far in 2024, they will still verbally tell friends (77%) but they are also way more apt to share on social media, “with 44% intending to leave a review on Yelp and 42% on the restaurant's website.” Sixty percent cited food, 48% mentioned service, and 47% pointed to wait time as reasons why they wouldn’t return to the restaurant.

 

 

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