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The U.S. Foodservice Landscape 2010: Restaurant Industry and
Consumer Trends, Momentum and Migration
May 1, 2010
On the heels of more than two years of recession, the foodservice industry continues to
feel the results of discretionary spending pullbacks, and while it has worked margin
miracles, must nevertheless work its way out of a triple threat: declining guest traffic,
declining average check, and declines sales. Going forward, foodservice operators
across all segments will need a walk the fine line by balancing incentives and discounts
with added value and brand enhancement, working toward weaning consumers from
the downward spiral of price shopping.
The U.S. Foodservice Landscape 2010: Restaurant Industry and Consumer Trend
Momentum and Migration provides unique insights into consumers’ evolving relationship
with the foodservice industry, helping restaurant operators position their brands—and
menus—accordingly. Highlights of the study include 1) directional consumer behavioral
and attitude analysis via Packaged Facts’ proprietary Consumer Restaurant Outlook
Tracker, which identifies the consumers who will lead near-term foodservice growth; 2)
Via its Consumer Restaurant Usage and Spend Tracker, unique analysis of meal usage
by restaurant type, party size, and party spend, to help target consumers who can bring
in higher guest check averages; 3) Share of Stomach sales analysis that trends
foodservice sales by segment against its retail counterpart, and provides quarterly
same-store comparable trends and guest traffic frequency trends for more than 50
restaurant brands by segment—all of which provide a thorough sense of where the
industry is heading; and 4) current and future menu pricing strategies and detailed
consumer brand affiliations, to provide competitive insight.
Woven throughout U.S. Foodservice Landscape 2010, readers will also find granular
consumer insight provided via “consumer drilldowns” that shed insight on a host of
pertinent guest traffic and incenting themes. Themes addressed include the degree to
which healthy and new menu items influence choosing a restaurant versus choosing a
menu item; the benefits of positioning gift cards & loyalty programs to healthy eaters
and online order placers; targeting party spend by budget and health attitudes; and
psychographic analyses of male and female Budgeters, Health Seekers, and Big
Eaters.

2. While the report forecasts foodservice industry sales in detail through 2012, simply put,
the restaurant industry will face sales challenges through the reporting period. In an
environment where growth—even stasis—means taking share, knowing where menu
pricing trends, sales trends, menu selection trends, and convenience trends are going is
paramount. This new foodservice report provides needed consultation on these themes,
helping industry participants what position restaurant menus and services for
tomorrow’s consumer.
Read an excerpt from this report below.
Data Methodology
Our methodology rests on a balance of data-centric expertise and holistic
understanding, maximizing accuracy and depth of analysis. Report data is derived from
thorough analysis of a host of sources, including the following:
Proprietary company interviews
Proprietary consumer surveys
The Experian Simmons National Consumer Study
The U.S. Census Bureau
The Bureau of Labor Statistics Consumer Expenditure Survey
The U.S. Department of Agriculture
The U.S. Securities and Exchange Commission
The Bureau of Labor Statistics Retail Trade Survey
Company presentations
Trade associations and trade magazines
Academic journals
Industry conferences
Restaurant menus
Coverage areas
In addition to supporting analysis (such as an introduction, an executive summary, and
terms & definitions), U.S. Foodservice Landscape 2010 covers the following major
topics. Please note that the final published version of this report may contain addition
information. Charts/graphs, as well as major header topics, are included.
Additional Information
Market Insights: A Selection From The Report

3. Fast food remains traffic king: 4 in 10 restaurant visits in past month were to fast
food/QSR
As part of our proprietary February 2010 consumer survey, Packaged Facts measured
restaurant usage and mean usage frequency by restaurant type.
As expected, mean use of “fast food/quick service restaurants” was substantially higher
than any other restaurant type—about three times higher than for runner-up causal
restaurants—a testament fast food’s strong value, low-cost, and convenience
propositions.
With an aggregate mean use of all restaurant types of 10.8 in the past month, fast
food/quick-service visits represent almost half (49%) of all visits, followed by casual
restaurants (17%), family restaurants (15%) and coffeehouses (15%).
The Restaurant Generation: 18-34 year-olds still moving through restaurant doors
The relevance of youth to the restaurant industry is demonstrated by higher average
mean usage among 18-34s for every restaurant type shown.
This demographic group grew into adulthood at a time when dining out became
commonplace. Having gone through their first recession (leaving aside the mini-
recession that took place in 2001), these consumers’ lifestyles nevertheless remain
strongly attached to the emotional and practical benefits that restaurants provide them,
and they are at an age when socializing among friends and dating is paramount.
We believe that continuing to engage this group, more than any other age group, will be
the key to strengthening restaurant sales in the long run, as the macroeconomic trends
shaping the world today will shape the spending behavior of this group tomorrow.
Table of Contents
Chapter 1: Executive Summary
Scope and Methodology
Scope
Methodology
Macroeconomic summary
Relevant facts and figures
Consumer Outlook Tracker
Relevant facts and figures
Consumer Restaurant Spend Tracker
Relevant facts and figures
Share of Stomach: Sales Analysis

4. Relevant facts and figures
Health, budgeting and technology
Relevant facts and figures
Menu regulation
Relevant facts and figures
Restaurant & menu selection influencers
Relevant facts and figures
Restaurant & menu selection influencers: Restaurant attributes and
recommendations
Relevant facts and figures
Restaurant & menu selection influencers: Restaurant and menu discounts &
incentives
Relevant facts and figures
Share of Stomach: day part analysis
Relevant facts and figures
Psychographic groups: Budgeters, Health Seekers, and Big Eaters
Brand Analysis: selected insights
Starbucks
McDonald’s
Burger King
Wendy’s
Domino’s
Chipotle
Panera Bread
Cracker Barrel
Denny’s
P.F. Chang’s China Bistro
The Cheesecake Factory
Darden Restaurants, Inc
Ruth’s Chris Steak House
Chapter 2: Restaurant Macroeconomic Analysis
Consumers’ heavy burden will not lift soon
Consumer Confidence
Unemployment
Personal Savings Rate
Graph 2-1: Unemployment, Savings Rate and Consumer Confidence: 2007-2010
Packaged Facts’ Consumer Restaurant Tracker: Home Meal Use Continues to
Gain Ground
Graph 2-2: Consumer Restaurant Tracker: Current Behavior: A Top Line View
Graph 2-3: Consumer Restaurant Tracker: Next 3 Months: A Top Line View
Unemployment trends adversely affect everyday consumer; QSR and family
segments to suffer
Graph 2-4: Unemployment Rate, Education Level, Adults Aged 25+, 2007-10
Graph 2-5: Unemployment Rate, Adults Aged 16+, 2007-10
Regional weakness

5. Unemployment forecast: a little less bleak in 2011, and just a little less bleak than
that in 2012
Graph 2-6: Unemployment Forecast, 2010-12
Stock and housing declines take toll on household wealth; rebound to 2006
levels a long way off
Graph 2-7: Household Net Worth, 2005-09
Graph 2-8: Wealth Effect: Wilshire 5000 and Case Shiller Index
Food at home gains pricing edge
Graph 2-9: CPI: Food at Home vs. Food Away from Home, 2005-2009
Graph 2-10: CPI: Food at Home vs. Food Away from Home, July 2008 -
December 2009
Slight uptick in food inflation expected for 2010
Graph 2-11: PPI: Selected Commodities, 2007-2009
Graph 2-12: CPI: Selected Processed Foods and Feeds, 2007-2009
Chapter 3: Consumer Restaurant Outlook
Note on reading charts
Consumers’ burden will not lift soon: 2534s with $50K+ HH show promise
Consumer Confidence
Current Situation vs. Expectations
Graph 3-1: The Conference Board Consumer Confidence Index: 2007-2010
Packaged Facts’ Consumer Restaurant Tracker: Significant Shift to Home Food
Spend Continues
Graph 3-2: Consumer Restaurant Tracker: Current Behavior
Near Future Portends More of the Same
Graph 3-3: Consumer Restaurant Tracker: Future Behavior
Hope resides in positive perceptions about future job security and treating
self/others
Graph 3-4: Consumer Restaurant Tracker: Event Occurrence Likelihood
Restaurant spend to be led by 25-34s?
Graph 3-5: Restaurant Visits, by Age: 2008-09
Graph 3-6: Consumer Restaurant Tracker: Current Behavior, by Age
Graph 3-7: Consumer Restaurant Tracker: Future Behavior, by Age
Graph 3-8: Consumer Restaurant Tracker: Event Occurrence Likelihood, by Age
A split along income lines suggests increasing divergence in use by HH income
Graph 3-9: Consumer Restaurant Tracker: Current Behavior, by HH Income
Graph 3-10: Consumer Restaurant Tracker: Future Behavior, by HH Income
Graph 3-11: Consumer Restaurant Tracker: Event Occurrence Likelihood, by HH
Income
Age & Income Consumer Drill-Downs Reinforce Importance of $50K+ 25-34s to
present and future
Graph 3-12: Consumer Restaurant Tracker: Current Behavior, by Age and
Income
Graph 3-13: Consumer Restaurant Tracker: Future Behavior, by Age and Income
Graph 3-14: Consumer Restaurant Tracker: Event Occurrence Likelihood, by
Age and Income
Appendix: Consumer Survey

6. Chapter 4: Consumer Restaurant Usage & Spend Tracker
Note on reading charts
Triple threat: declining guest counts, guest checks, and sales
Graph 4-1: Average Check, Guest Traffic, and Sales Trends: 2002-09
Graph 4-2: Annual Meals Purchased at Restaurants, Per Person: 2000-09
Fast food remains traffic king: 4 in 10 restaurant visits in past month were to fast
food/QSR
Graph 4-3: Mean Restaurant Usage in Last Month, by Restaurant Type
Restaurant use near complete saturation; street stands now used by 17% of
restaurant goers
Graph 4-4: Restaurant Usage in Last Month, by Restaurant Type, 2010
The Restaurant Generation: 18-34 year-olds still moving through restaurant
doors
Graph 4-5: Mean Restaurant Usage in Last Month, by Restaurant Type, 2010, by
Age
Graph 4-6: Restaurant Usage in Last Month, by Restaurant Type, 2010, by Age
Discretionary income translates to more frequent use; fast food an egalitarian
exception
Graph 4-7: Mean Restaurant Usage in Last Month, by Restaurant Type, 2010, by
HH Income
Graph 4-8: Restaurant Usage in Last Month, by Restaurant Type, 2010, by HH
Income
Minorities above-average users across most restaurant types
Graph 4-9: Mean Restaurant Usage in Last Month, by Restaurant Type, 2010, by
Race/Ethnicity
Graph 4-10: Restaurant Usage in Last Month, by Restaurant Type, 2010, by
Race/Ethnicity
Total Spend Award goes to 25-34s
Graph 4-11: Consumer Restaurant Meal Spend and Party Size Analysis, 2010,
by Age
Average mean cost increases with HH income; party size highest among middle-
income users
Graph 4-12: Consumer Restaurant Meal Spend & Party Size Analysis, February
2010, by HH Income
If they love eating healthy, they’ll love spending money
Graph 4-13: Consumer Restaurant Meal Spend & Party Size Analysis: Food &
Health Attitudes, 2010
Appendix: Consumer Survey
Chapter 5: Share of Stomach: Sales Analysis
Restaurant Performance Index on upswing but still exhibits contraction
Graph 5-1: Restaurant Performance Index, 2006-2010
Food away from home sales get a leg up on food at home sales
Graph 5-2: Food Away From Home versus Food at Home, 2004-2008
Food away from home: market size and forecast: 2004-11
Graph 5-3: Food Away From Home, by Segment, 2004-11
Eating and drinking places: market size and forecast: 2004-11

7. Full-service segment trends
Limited-service segment trends
Graph 5-4: Eating and Drinking Places: Sales Growth, 2004-11
Graph 5-5: Eating and Drinking Places: Percentage Sales Growth, 2004-11
Quarterly same-store sales comparisons, by brand and restaurant segment
Note on same-store sales
Summary analysis
Fast food/QSR burger segment
Graph 5-6: Quarterly Same-Store Sales Comparables, Fast Food/QSR Burger,
2008-09
Fast food/QSR fast casual segment
Graph 5-7: Quarterly Same-Store Sales Comparables, Fast Food/QSR Fast
Casual, 2008-09
Other fast food/QSR
Graph 5-8: Quarterly Same-Store Sales Comparables, QSR Other, 2008-09
Family restaurants
Graph 5-9: Quarterly Same-Store Sales Comparables, Family, 2008-09
Casual bar & grill
Graph 5-10: Quarterly Same-Store Sales Comparables, Casual Bar & Grill, 2008-
09
Casual international
Graph 5-11: Quarterly Same-Store Sales Comparables, Casual International,
2008-09
Other casual restaurants
Graph 5-12: Quarterly Same-Store Sales Comparables, Casual Other, 2008-09
Upscale restaurants
Graph 5-13: Quarterly Same-Store Sales Comparables, Upscale, 2008-09
Guest traffic count and frequency comparisons, 2007-09
Summary analysis
Frequency counts: definition
Guest traffic: LSR, family and casual restaurants: 2007-09
Graph 5-14: Guest Traffic: LSR, Family, and Casual, 2007-09
Guest traffic: Snack & beverage: 2007-09
Graph 5-15: Guest Traffic: Snack & Beverage, 2007-09
Guest traffic: Fast food/QSR burger: 2007-09
Graph 5-16: Guest Traffic: Fast Food/QSR Burger, 2007-09
Guest traffic: Fast food/QSR chicken: 2007-09
Graph 5-17: Guest Traffic: Fast Food/QSR Chicken, 2007-09
Guest traffic: Fast food/QSR pizza: 2007-09
Graph 5-18: Guest Traffic: Fast Food/QSR Pizza, 2007-09
Guest traffic: Buffet/cafeteria: 2007-09
Graph 5-19: Guest Traffic: Buffet/Cafeteria, 2007-09
Guest traffic: Family restaurants: 2007-09
Graph 5-20: Guest Traffic: Family Restaurants, 2007-09
Guest traffic: Casual bar & grill: 2007-09
Graph 5-21: Guest Traffic: Casual Bar & Grill, 2007-09

8. Guest traffic: Casual international: 2007-09
Graph 5-22: Guest Traffic: Casual International, 2007-09
Guest traffic: Casual steakhouse: 2007-09
Graph 5-23: Guest Traffic: Casual Steakhouse, 2007-09
Chapter 6: Health, Budgeting & Technology: Consumer Analysis
Note on reading charts
Consumer food, health and budgeting attitudes suggest challenge and
opportunity
Graph 6-1: Food and Health Attitudes, February-March 2010, by HH Income
Graph 6-2: Food and Health Attitudes, February-March 2010, by Age
Graph 6-3: Food and Health Attitudes, February-March 2010, by HH Income
Appendix: Consumer Survey
Chapter 7: Health and Menu Regulation
A healthful America: whether we like it or not
Don’t forget: It’s about money
Graph 7-1: Prevalence of Adult Overweight, Obesity, and Extreme Obesity,
1988-2006
Graph 7-2: Prevalence of Overweight Among Children and Adolescents, 1988-
2006
Why pick on restaurants?
February 2010 report weighs impact of food away from home on diet quality
How to address menu labeling
Chapter 8: Restaurant & Menu Selection Influencers: an Overview
Note on reading charts
Convenience and familiarity more apt to influence decision than discounts
Graph 8-1: Restaurant Selection Factors, February-March 2010
Among restaurant attributes, environmentally friendly practices least apt to
influence
Graph 8-2: Restaurant Selection Factors: Restaurant Attributes, February-March
2010
Direct experience with restaurant more likely to influence than recommendations
Graph 8-3: Restaurant Selection Factors: Recommendations & Curiosity,
February-March 2010
A range of discounts and incentives share influence among consumers
Graph 8-4: Restaurant Selection Factors: Discounts & Incentives, February-
March 2010
Healthy and new menu items not a significant restaurant draw
Graph 8-5: Restaurant Selection Factors: Food Attributes, February-March 2010
On the menu, combo plates and mix-and-match options spur selections
Graph 8-6: Menu Item Selection Factors, February-March 2010
Appendix: Consumer Survey
Chapter 9: Restaurant Selection Analysis: Attributes, Recommendations & Other
Preferences

9. Note on reading charts
Practical but memorable, with a twist
Graph 9-1: Restaurant Selection Factors: Restaurant Attributes, 2010
Environmental pulse quickens with youth
Graph 9-2: Restaurant Selection Factors: Restaurant Attributes, 2010, by Age
Special services, ambience, and quick service influenced by HH income
Graph 9-3: Restaurant Selection Factors: Restaurant Attributes, 2010, by HH
Income
Take me to . . . where I’ve already been!
Graph 9-4: Restaurant Selection Factors: Recommendations & Curiosity,
February-March 2010
Age: Reputation and past experience versus recommendations, reviews and
something new
Graph 9-5: Restaurant Selection Factors: Recommendations & Curiosity, 2010,
by Age
Higher HH income; higher use of online reviews
Graph 9-6: Restaurant Selection Factors: Recommendations & Curiosity, 2010,
by HH Income
Convenience comes in many flavors
Ordering technology continues to evolve; virtual ordering platforms to continue
rapid adoption
Graph 9-7: Technology-Related Ordering and Research Behaviors, by Age and
HH Income
But the pizza players continue to lead on innovation.
Free internet wireless is the rule and expectation
Adapting to QSR efficiency
Text coupons on the rise
iPhone apps
Reimaging the rule, not the exception
Dual branding trend widens
Spreading the word and learning from patrons via social networking
Appendix: Consumer Survey
Chapter 10: Discounting & Incentives, Food Attributes, and Menu Attributes
Note on reading charts
Influence of discounts and incentives on consumers
A range of discounts and incentives share influence among consumers
Graph 10-1: Restaurant Selection Factors: Discounts & Incentives, 2010
Degree of influence correlates with youth
Graph 10-2: Restaurant Selection Factors: Discounts & Incentives, by Age
Specials & combos spur bottom end; gift cards & loyalty programs spur middle
and high end
Graph 10-3: Restaurant Selection Factors: Discounts & Incentives, 2010, by HH
Income
Take note of different needs by race & ethnicity
Graph 10-4: Restaurant Selection Factors: Discounts & Incentives, 2010, by
Race/Ethnicity

10. Higher interest in rewards programs among healthy eaters and online order
placers
Graph 10-5: Food and Health Attitudes, 2010, by Discounts & Incentives
Yes, food matters
Graph 10-6: Restaurant Selection Factors: Food Attributes, 2010
To 18-34s: Here’s to your health! Something new? Something small?
Graph 10-7: Restaurant Selection Factors: Food Attributes, 2010, by Age
With heavier pocketbooks comes wider interest in cuisine, healthful items &
smaller portions
Graph 10-8: Restaurant Selection Factors: Food Attributes, 2010, by HH Income
Menu item strategies that incent selection
Graph 10-9: Menu Item Selection Factors, 2010
Fickle youth, strongly persuaded by all but smaller portions
Graph 10-10: Menu Selection Factors, 2010, by Age
HH income: LTOs & lower prices draw lower end; waiter recs & new items the
higher end
Graph 10-11: Menu Selection Factors, 2010, by HH Income
Menu item selection influence among men & women by healthy eating
characteristics
Graph 10-12: Healthy Attitudes, Gender Column, Menu Selection Factors, 2010
Menu item selection influence among men & women by budgeting characteristics
Graph 10-13: Budget Attitudes, Gender Column, by Menu Selection Factors,
2010
In the past three months, which of the following has influenced your selection
from the restaurant menu?
Menu pricing strategy a top priority
Fast food/QSR must avoid extreme affordability death spiral
Notable fast food/QSR initiatives
With “Barbell Strategy,” Burger King plays catch up with McDonald’s on value
Wendy’s: “Real” food at a real value
Arby’s adjusts to value pricing
Starbucks pricing restructure nears completion
Sonic also hones value message
Domino’s pizza introduction draws new fans
CKE stays upstream
Coffeehouses embrace value bundling
Other notable promotions
Fast casual QSR segment innovates in face of recession
This promotion brought to you by Facebook
Family restaurants hope everyday value is the answer; we believe it is
Denny’s: everyday value with entry-point pricing across all dayparts
Bob Evans to emphasize value for money
With petite menus and extra promotions, casual restaurants walk a careful line
Darden balances the brand positioning of Olive Garden, Longhorn Steakhouse,
and Red Lobster
Smaller portions: a smart move with long-term potential

11. Chili’s, Cheesecake Factory, Champps, and California Pizza Kitchen downsize
portions
International aspirations: P.F. Chang’s China Bistro and McCormick & Schmick’s
To pair or not to pair: Applebee’s versus Chili’s
Other notable developments: P.F. Chang’s does lunch; Red Robin sets $5.99
price point; CPKI Adventure Card
Upscale: the fixe is in, for now, but for how long?
Highbrow, meet comfort food
Loyalty/rewards programs to pick up steam
Graph 10-14: Top U.S. loyalty program memberships ranked by industry
Up next: Chipotle
Up next: Panera Bread
A case for loyalty: it’s all about ROI
The marketer’s view
The consumers’ view
Case study: Levy Restaurants & Bistro 110
Bistro 110 Préféré membership
Starbucks tweaks Customer Loyalty Program
Other developments
American Express teams with Dunkin’ Donuts to reward for recharging shopping
card
BJ’s rolls out new loyalty programs
Kona Grill ramps up Konavore Loyalty Program
Gift card programs expand; we see an oversaturated market ahead
Red Robin incents gift cards with Bonus Bucks
Cracker Barrel gift card sales up 14%
The Cheesecake Factory, Inc. gift card redemptions up 25%
Ruth’s Chris gift card sales top $40 million per year
Chapter 11: Day Part & Ordering Behavior Trend Analysis
Note on reading charts
Breakfast activity belies industry sales impact
Breakfast sales rise to 10.2% of restaurant-related meal spend in 2008
Graph 11-1: Restaurant Meal Sales Per Consumer Unit, by Daypart: 2005-08
In 2010, dinner day part accounts for half of all usage; breakfast less than 10%
Graph 11-2: Day Part Usage on Last Visit, February-March 2010
With age comes wisdom—and breakfast restaurant use
Graph 11-3: Day Part Usage on Last Visit, February-March 2010, by Age
For Black and Asian restaurant goers, sweet snacks and “just a beverage” more
popular
Graph 11-4: Day Part Usage on Last Visit, February-March 2010, by
Race/Ethnicity
Dinner ordering behavior: two menu items per person is the norm
Graph 11-5: Dinner Ordering Behavior, February-March 2010
25-34s most likely to order appetizers, alcoholic beverages; 65+ diners most
likely to order dessert
Graph 11-6: Dinner Ordering Behavior, February-March 2010, by Age

12. Alcoholic beverage use 60% more likely among $75K+ diners
Graph 11-7: Dinner Ordering Behavior, February-March 2010, by HH Income
Day part trends
Day part pricing trends
Breakfast now a mixed bag: near-term growth prospects challenged; long-term
growth promising
McDonald’s racks up $7.5 billion in 2009 breakfast sales; $1 value menu to
pressure competition
Burger King addresses breakfast challenges
Wendy’s to reenter breakfast wars
Chick-fil-A adds yogurt parfait
Fast casual: Einstein Noah and Panera Bread tread water
Family restaurants: Denny’s
Panera Bread scores at lunch
Dinner impact: Sonic and Denny’s
Snacking moves
Happy Hour attempts to rescue afternoon business
Chapter 12: Psychographic Profile Analysis
Note on reading charts
Meet the psychographic groups
Consumer food, health and budgeting attitudes dues suggest both challenge and
opportunity
Graph 12-1: Psychographic Profile Analysis, by Age
Graph 12-2: Psychographic Profile Analysis, by HH Income
Graph 12-3: Psychographic Profile Analysis, by Restaurant Discounts and
Incentives
Graph 12-4: Psychographic Profile Analysis, by Menu Selection Factor
Chapter 13: Restaurant Brand Analysis
Note on food lifestyle segmentation charts
Note on low- and high-frequency users
Starbucks Corporation
Recession response
Menu pricing strategies and customer incentives
Healthful and “foodie” user groups important to the brand
Graph 13-1: Starbucks Usage Frequency Analysis, Health Attitudes
Graph 13-2: Starbucks Usage Frequency Analysis, Food Lifestyle Segmentation
Starbucks core low- and high-frequency users
Graph 13-3: Starbucks core demographics: low- and high-frequency users
Starbucks by the numbers
Graph 13-4: Starbucks by the numbers
McDonald’s Corporation
2009-10 menu pricing strategy
Going forward
Core customers: Convenience and Ease and Weekend Cooks

13. Graph 13-5: McDonald’s Usage Frequency Analysis, Food Lifestyle
Segmentation
Snack Wrap expansion may tweak user and non-user interest
Graph 13-6: McDonald’s Usage Frequency Analysis, Snacking Behavior
McDonald’s core low- and high-frequency users
Graph 13-7: McDonald’s core demographics: low- and high-frequency users
McDonald’s by the numbers
Graph 13-8: McDonald’s by the numbers
Burger King Holdings, Inc.
Barbell strategy
Reinvigorating breakfast
Attempts to broaden fan appeal
Convenience and Variety on a Budget
Graph 13-9: Burger King Usage Frequency Analysis, Food Lifestyle
Segmentation
Snacking: opportunity or lost opportunity?
Graph 13-10: Burger King Usage Frequency Analysis, Snacking Behavior
Burger King core low- and high-frequency users
Graph 13-11: Burger King core demographics: low- and high-frequency users
Burger King by the numbers
Graph 13-12: Burger King by the numbers
Wendy’s
2009-10 strategy
“Real” food at a real value
Wendy’s to reenter breakfast wars
Snacking
Remodeling
Acquisitions?
“Food Lifestyle” segmentation groups a blend of McDonald’s and Burger King
Graph 13-13: Wendy’s Usage Frequency Analysis, Food Lifestyle Segmentation
Wendy’s core low- and high-frequency users
Graph 13-14: Wendy’s core demographics: low- and high-frequency users
Wendy’s by the numbers
Graph 13-15: Wendy’s by the numbers
Domino’s Pizza, Inc
In brief: profile
2009-10 strategy
PULSE helps drives online transactions
An impulse-driven higher-frequency user
Graph 13-16: Domino’s Usage Frequency Analysis, Food Lifestyle Segmentation
Graph 13-17: Domino’s Usage Frequency Analysis, New Product Interaction
Domino’s core low- and high-frequency users
Graph 13-18: Domino’s core demographics: low- and high-frequency users
Domino’s by the numbers
Graph 13-19: Domino’s by the numbers
Chipotle Mexican Grill, Inc.

14. Competitive positioning: Customization; Food with Integrity
2009-10 strategy
On the menu
Restaurant expansion plans
Loyalty program
Variety on a Budget draws a crowd
Graph 13-20: Chipotle Usage Frequency Analysis, Food Lifestyle Segmentation
Graph 13-21: Chipotle by the numbers
Panera Bread Company
2009-10 strategy
Daypart positioning
Loyalty program
Variety on a Budget
Graph 13-22: Panera Bread Usage Frequency Analysis, Food Lifestyle
Segmentation
Panera Bread core low- and high-frequency users
Graph 13-23: Panera Bread core demographics: low- and high-frequency users
Panera Bread by the numbers
Graph 13-24: Panera Bread by the numbers
Cracker Barrel Old Country Store, Inc.
Restaurant operations
Retail operations
2009-10 strategy
Menu item innovation
Reformed Traditional users may seek untapped health appeal
Graph 13-25: Cracker Barrel Usage Frequency Analysis, Food Lifestyle
Segmentation
Cracker Barrel core low- and high-frequency users
Graph 13-26: Cracker Barrel core demographics: low- and high-frequency users
Cracker Barrel by the numbers
Graph 13-27: Cracker Barrel by the numbers
Denny’s Corporation
Recession challenges
2009-10 menu strategy
2010 shift to everyday value supported with LTO entrees
Weekend Cooks help drive sales
Graph 13-28: Denny’s Usage Frequency Analysis, Food Lifestyle Segmentation
Graph 13-29: Denny’s Usage Frequency Analysis, Food Competition
Denny’s core low- and high-frequency users
Graph 13-30: Denny’s core demographics: low- and high-frequency users
P.F. Chang’s China Bistro
2009-10 menu strategy and innovation
Graph 13-31: P.F. Chang’s Usage Frequency Analysis, Food Lifestyle
Segmentation
The Cheesecake Factory
Menu strategy and innovation

15. Coupons can fly
Graph 13-32: The Cheesecake Factory Usage Frequency Analysis, Coupon
Interest
Darden Restaurants, Inc.
Menu pricing strategy
Reimaging in the works
Food lifestyle analysis: Red Lobster versus Olive Garden
Graph 13-33: Red Lobster Usage Frequency Analysis, Food Lifestyle
Segmentation
Graph 13-34: Olive Garden Usage Frequency Analysis, Food Lifestyle
Segmentation
Graph 13-35: Olive Garden Usage Frequency Analysis, Health Attitudes
Olive Garden & Red Lobster core low- and high-frequency users
Graph 13-36: Olive Garden & Red Lobster core demographics: low- and high-
frequency users
Ruth’s Chris Steak House
On the menu
Revenue building strategies and menu moves
Appendix on food lifestyle segmentation charts
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