Restaurant RX Releases New Survey “2010’s Changing Face of America’s Fine Diners”
Diners Prefer Adventurous Cuisine in a Casual Atmosphere
Contrary to recent speculation, Fine Dining is not dead, but consumers’ demands for menu variety, intimate atmosphere and international flavors have increased, confirms new research from foodservice industry consultant, Restaurant Rx.
“Fine dining chains are under a state of siege. Their key to success is awarding every guest VIP treatment every time.”
While the slow economy is sending the majority (63%) of fine diners to upscale establishments at the same pace as 2009, 88% of 1,600 fine diners in Restaurant Rx’s May 2010 survey indicate they are likely to visit their “favorite” upscale restaurant within the next 3 months. One key finding is that fine diners prefer one-of-a-kind establishments over upscale national chains by a wide margin: 81% vs. 19%.
“Restaurant operators need to focus on excellent food quality delivered in a casual ambiance," says Steve Mamarchev, Restaurant RX Partner. “Fine dining chains are under a state of siege. Their key to success is awarding every guest VIP treatment every time.”
Select findings include:
- Breaking from tradition, today’s fine diners prefer simply prepared foods served in a casual atmosphere (63%) over richly prepared food delivered in formal settings (11%).
- Today’s fine diners have an adventurous streak: 61% desire new dishes and exotic cuisine; only 11% describe themselves as “steak and potatoes” types.
- The three most highly ranked factors in selecting fine dining restaurants are food quality (9.6/10), service (9/10) and VIP treatment (8.9/10).
- Fine dining chains are faced with challenges from independent local establishments: While all establishments were rated highly, of those who went to one-of-a-kind restaurants in the previous 6 months, 40% scored the restaurant a “Perfect 10”; the highest performing chain was ranked a "Perfect 10" by only 26%.
Restaurant Rx’s survey explored the attitudes of high-income customers toward fine dining within the top 25 U.S. markets, including likes, dislikes and visitation habits for independents as well a leading upscale chains such as Capital Grille [DRI], Flemings, Houston’s, Ruth’s Chris Steak House [RUTH], McCormick & Schmicks [MSSR], and Morton’s [MRT].
RESTAURANT Rx is a consulting practice providing outstanding business-building solutions for the restaurant sector. Principals at Restaurant RX each have over 20 years of award-winning restaurant experience, ranging from upscale restaurants to multinational QSR chains. Services include market research and consulting, business development, marketing & management development, food quality, operations and customer experience.
