Dannon Away From Home News

Convenience, cravings, atmosphere drive diners to QSRs, study finds

Cravings and fun atmospheres drive consumers to restaurants rather than the local supermarket when time-starved families need a solution to the age-old question, “What’s for dinner?” according to a new report from The NPD Group.

The market research firm found that nearly two-thirds of prepared foods sold at retail come from traditional supermarkets, but there are advantages that restaurants can leverage to prevent further erosion in their takeout-meal market share from what NPD calls food stores.

First, consumers surveyed cited convenient locations most often as a reason for visiting a quick-service restaurant at 40 percent, compared with 43 percent for supermarkets. Other reasons that drove customers to quick-service restaurants included simply liking it there, good prices or a special craving, NPD found.

Restaurants lagged behind supermarkets slightly when consumers cited reasons like good prices or always going to one favorite place. The gap widened further in favor of supermarkets when guests gave reasons like “I’m in a hurry” or that they were seeking more variety or more healthful food choices.

“Consumers are not going to wake up tomorrow with more time on their hands and the urge to cook. In the end, it will be about meeting the consumer’s need for convenience, whether it’s a restaurant or a supermarket.”

Full Article: Nation’s Restaurant News