Consumers seek value, more customization and options while dining out, new study shows
Written by Betsy
Tuesday, 13 July 2010 00:00
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CHICAGO, IL (July 22, 2010)--  Consumers continue to dine out but are seeking greater value and more diverse kids’ menus, while using the Internet to find the deals and menus they desire, according to a newly released series of foodservice reports by Kairos Consumers, a market research firm.  In the study, respondents voiced confusion and skepticism about restaurants “going green,” and said they are reluctant to pay more for sustainable restaurant practices unless the benefits are made clear to them.
 
“People still want to eat out, but are more price conscious than in the past and are actively seeking out coupons and discounts using online media.  Consumers also told us they are concerned about nutritional labeling and want more ability to customize their meals, regardless of the type of restaurant they choose for their dining experience,” said Co-Founder of Kairos Consumers, Katerina Makatouni, about her company’s report, Menus and Restaurants: Filling Restaurants and Making Healthy Palatable  (Kairos Learning 2.1).
 
In addition, many families are placing a high priority on a restaurant’s children’s amenities, as keeping the kids happy and calm during mealtime is a key influencer for dining decisions.  Parents are choosing restaurants that offer healthier kids’ menus while still providing a fun factor, as noted in the Kairos report, Kids Dining Experience: Small Consumers, Big Business (Kairos Learning 2.2). The full study elaborates on parents’ responses regarding the best kids’ menus and the type of restaurants that get high marks for family dining. 
 
“The consumers we spoke to seem very clear-cut on what they want in menu options when it comes to choice and their children; however they are not as certain of the benefits of sustainability or a restaurant’s motives behind it,” said Makatouni of the research in her company’s report, Sustainability in Consumer Foodservice: A Rainbow of Green (Kairos Learning 2.3).   Consumers in the study expressed confusion about the meaning of sustainability and how it relates to health and environmental concerns.  In addition, respondents reported that restaurants clearly demonstrating sustainable practices are more likely to gain their trust than those that solely use marketing tactics. 
 
The Kairos reports, which include the comprehensive findings from consumer focus groups and interviews with restaurant operators as well as other research, are segmented into three key learnings: (1)Menus and Restaurants: Filling Restaurants and Making Healthy Palatable (Kairos Learning 2.1); (2) Kids Dining Experience: Small Consumers, Big Business (Kairos Learning 2.2); and (3) Sustainability in Consumer Foodservice: A Rainbow of Green (Kairos Learning 2.3).  Each Learning is available for US $250 at www.kairosconsumers.com. Additional consumer research studies are also included on the website.
                                                                                                              
Kairos Consumersis a market research agency specializing in the design, management and analysis of qualitative consumer and B2B research studies.  The professionals at Kairos put the global consumer at your fingertips by customizing studies to your unique needs.  Contact  This e-mail address is being protected from spambots. You need JavaScript enabled to view it to learn more.
 
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Last Updated on Wednesday, 02 February 2011 13:48