Cma insider-dining-out-study-11-08-12-final-v2

CMA Insiders Dining Out

Study Findings September 2012

• The CMA conducted research with CMA Insiders, a proprietary country music consumer and fan panel, to assess trends and attitudes in restaurant dining frequency, selection criteria, influences and preferences among Country Music Consumers. This report provides an analysis of findings.

• This research was conducted via online survey during Aug/Sep of 2012 and resulted in a total sample base of 1222 respondents.

• Definitions relevant for this survey include the following:

• A fast food restaurant, also known as a quick service restaurant (QSR) characterized by fast food and minimal

table service with limited menu and food packed for take-out. Commonly offers driver-thru service as well. Typical meal

cost range is under $8.00. Examples include McDonalds, Taco Bell, Wendy’s.

• A fast casual restaurant not offering full table service, but a higher quality of food and atmosphere than fast food

while not offering drive-thru service. Typical meal cost is in the US$8–$15 range. Examples include Panera, Au Bon Pain,

Chipotle.

• A casual dining restaurant which serves moderately-priced food in a casual atmosphere, excluding buffet but

typically provides table service. Examples include Applebees’, Red Lobster, Cheesecake Factory.

• A fine dining restaurant providing full service with specific dedicated meal courses. Examples include Ruth Chris,

Morton’s and may also include many independent establishments.

Overview

• The CMA Insider Fan Panel is a group of more than 13,000 Country Music consumers recruited from various industry and consumer sources. The panel allows opportunities to better understand the Country Music Consumer. The make-up of the CMA Insiders panel includes adults from all demographic groups and membership is not excluded for any key demographic adult group. However, the results of this panel research are not projectable to the U.S. Population due to demographic make-up variances between the Insider panel population and the U.S. general population.

• Publication or media use for any material or data presented in this report requires prior approval and permission from the Country Music Association.

CMA Insiders

• Three in four Country Music Consumers dine out once a week or more across various

types of restaurants.

• Nearly half (46%) estimated spending more than $50 per week dining out with 17% saying they spend more than $100 per week.

• Casual Dining establishments are frequently selected for special occasions such as

family celebrations and business meals; fine dining restaurants more than double as a potential choice for “romantic” dining occasions.

• American, Mexican, Italian, Steakhouses and Chinese ranked as the top five preferred

cuisines among the Country Music Consumer audience; other types of cuisine hold appeal as well.

• Eighty-three percent stated they had tried a new restaurant in the past six months;

word-of-mouth plays a big role in new restaurant trial.

• Similarly, Country Music Consumers are “Influentials” when it comes to restaurant

choices with 81% having recommended a restaurant to others in the past six months.

Key Findings

• The majority of Country Music Consumers dine out frequently with 3 out of 4 indicating they dine out once a week or more.

• In a typical week, 54% of Country Music Consumers choose dinner dining three or more times while breakfast meals are taken out of home less than twice a week for most.

Country Music Consumers are Frequent Restaurant Diners

Frequency of Dining Out

Several times /week

45%

Once a week 32%

Several times/month

18%

Once a month 5%

77%

Typical Weekly Spend >$50

• Nearly half (46%) of Country Music Consumers estimate spending over $50 a week on dining or ordering out, with 17% telling us they spend more than $100 each week.

46%

Average Weekly Dining Out Spending

• Country Music Consumers are most likely to select a casual dining restaurant when

dining out for “special” occasions; the exception being before/after a live event such as a concert where time and schedules may dictate a simpler choice.

• When it comes to “romantic” occasions, their likeliness to select a fine dining restaurant more than doubles compared to other “occasion” dining choices.

Casual Dining Often Rises to the “Occasion”

Country Music Consumers Favor American and International Flavors

Country Music Consumers most often rank American cuisine as their top preference (84%) while

other international flavors round out the Top Five Preferred Cuisines.

American Mexican Italian Steakhouse Chinese

84% 62% 53% 48% 44%

% of Country Music Consumers who ranked as a “Top 5”

Country Music Consumers’ Preference for American Cuisine is

Reflected in Recent Restaurant Experiences

McDonald’s and Subway rate as the top most recently visited Fast Food and Fast Casual

restaurants; Applebee’s and Cracker Barrel rate highest among Casual Dining establishments.

68%

60%

47%

44%

44%

43%

39%

34%

29%

26%

Top Fast Food and Fast Casual Restaurants Top Casual Dining and Fine Dining Restaurants

*Top restaurants may vary by geography and region

Healthy, Family and Value Factors Can Help Drive Selection

While food and service quality, type of cuisine, value, and location are must-haves in the restaurant choice

decision, healthy food options, couponing and family-friendly services provide opportunities for engagement

with Country Music Consumers.

OP

PO

RT

UN

ITIE

S

Restaurant Selection Criteria

Country Music Consumers are ready and willing to try new restaurants

• With 83% having tried a new restaurant within a six month period, the Country Music Consumer is a key target for acquiring new customers; for 64%, word-of-mouth is a key influence.

• In the same vein, 81% of Country Music Consumers recommended restaurants to friends in the past 6 months, with 18% of those recommending four or more times.

• Maintaining and rewarding these “Influentials” to the restaurant selection process provides additional opportunities to support new customer acquisition.

• Two-thirds of those who have tried a new restaurant based on radio advertising are Adults 25-54, while 60% of fans citing social media influences are Adults 18-44.

*Multiple response question - percentages may exceed 100%

Social Media Supports Restaurant Selection

• Social media plays a significant part in informing restaurant selection on many fronts with

Country Music Consumers. From responding to social ads to sharing experiences and

recommendations, social media connects Country Music Consumers with restaurant options.

*Multiple response question - percentages may exceed 100%

Male

40%

Female

60%

AGE

GENDER

INCOME

MARITAL STATUS

HOUSEHOLD SIZE

EDUCATION

Respondent Profile