So Long, Dinner?

By Karen Axelton

Is dinner out going the way of the dinosaur? Restaurant News reports that in the past year, 40 percent of consumers have cut back on dinners out. When they do eat out, cash-conscious consumers are more likely than a few years ago to choose restaurants based on whether they offer frequent diner programs (31 percent vs. 23 percent in 2009) or happy hour deals (24 percent vs. 21 percent in 2009).

Clearly, Americans have gotten used to bargain-hunting when it comes to dinners out. Making matters worse, 71 percent of consumers say they sometimes skip dinner just because they aren’t hungry.

Technomic’s Dinner and Late-Night Consumer Trend Report  offers some insights and suggestions on how restaurant owners can work with these growing trends.

• Offer smaller portions or shareable menu items for consumers who are looking to save money or eat less.
• Focus on late-night menus. The increasingly important millennial customer base likes to eat at all times of day and night, especially late night.
• To attract value-oriented customers without going broke, think about lower-priced items that can easily be bundled to create a quick and affordable meal for one diner or for a group or family.
• At the other end of the scale, adding “premium” options and upselling adult beverages, appetizers and desserts can boost dinner hour sales.

Dinner isn’t going away, but it is changing in importance as more consumers like to eat at more times of the daypart. You need to adapt to stay competitive.

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