CHICAGO (FNS) -- A nationwide study of takeout food -- and the people who eat it -- gives the industry, for the first time, a quantifiable look at the motivations behind which establishments are patronized.
s selection of a certain takeout venue based on frequency, time of day and related compelling factors. Likewise, the study showcased each outlet category with consumers identifying the particular enhancement the outlet held for them, by individual market segment, at various points during the day.
"The industry has been focused on convenience, but all other kinds of things are at work and speak to the growth of takeout foods other than fast food," said Susan Mills, senior researcher for the NRA. "Looking at the demographics we knew takeout would grow. With the large portion of women in the work force this category has grown dramatically in the past three decades. The convenience of takeout foods is extremely important to these people. The biggest surprise was the multifaceted needs of consumers."
The study found that Americans love takeout foods. Some 78% of all households surveyed indicated that they made a carryout or delivery purchase at least once a month. In regards to their preferred source provider, 88% of those who purchased takeout said they selected fast food restaurants. Grocery stores, ranked fifth, were visited by 30%.
"There is a tremendous variation in the rate of usage of takeout foods among those who purchase them at least once a month," said Mills. "One fifth of the individuals are daily users. A slightly larger group are frequent users ordering takeout every other day. One third are light users ordering takeout just under once a week."
Daily users account for 51% of all off-premise occasions and 50% of dollars, the survey said. Frequent users account for just under one-third, or 29%, of both occasions and dollars. Together these groups represent 80% of the market, Mills said.
Among heavy users, daily users tend to be young, mobile, men who depend on takeout for much of their food, said Mills. They tend to not be home much and therefore do not utilize delivery services. Frequent users are young couples and young parents who favor fast food, brought back to the home.
The next group in the study are described as moderate users. They are generally young couples and empty nesters who prefer grocery store takeout. Light users tend to be more mature and use takeout as a change of pace favoring delivery and carryout places.
Of all takeout occasions, 22% are identified as in-a-hurry occasions; 20% as tired occasions, 19% as treat occasions; 15% as healthy occasions and 24% as decisions made because "there was no other choice."
For occasions where fast food operations were selected, 39% of the respondents said they were in a hurry; 21% said they were tired; 8% said it was a treat; 7% said they wanted healthy eating and 25% said there wasn't another choice.
Grocery stores were selected by 25% of respondents in in-a-hurry situations; 20% said they were tired; 8% wanted a treat; 24% said they were seeking healthy alternatives and 23% said they had no other choice.
Grocery stores kept pace with competitors on the average, outpacing most in the "healthy" occasion and "no other choice" categories, the study shows. Furthermore the study stated:
During weekdays takeout occasions in grocery stores tend to occur in the evening, while on weekends they tend to occur at midday.
Most takeout food purchases in supermarkets involve meal components that are combined with food already at home. This practice is more common for grocery store takeout than it is elsewhere in the food-service industry.
Takeout foods for parties and meetings from supermarkets are above average compared to takeout purchased elsewhere.
Salad, side dishes and fried chicken are the most commonly purchased takeout foods at grocery stores, followed by cold sandwiches and baked chicken.
At midday, grocery store takeout customers tend to be female but in the evening males are more likely to be patrons.
Grocery store takeout customers are somewhat older than takeout food customers in general. Retired couples, older parents, middle age and older singles are more frequent customers of grocery store takeout.
Consumers use grocery store takeout foods for a variety of reasons, according to the section of the poll which examined need. Eating healthy is ranked above average, yet so are situational reasons such as feeling tired or being in a hurry. Consumers who patronized supermarkets for their fresh meals said they chose the venue for the type of food, friendly servers, reasonable prices and acceptance of credit cards.
In evaluating the share of all off-premise occasions and dollars the study found that, not surprisingly, fast food restaurants command 52% of all occasions and 41% of all dollars. Carryout places, such as Boston Market or the local Chinese takeout place, run a distant second with only 10% of occasions, but 15% of all dollars. Grocery stores came in fifth garnering 6% of occasions and 6% of dollars.
Fast food restaurants dominated each daypart by varying degrees, Mills said. Fast food operations command 50% of the breakfast share, 60% of the lunch and 45% of the dinner share of business.
Runners-up for the day periods are deli, bagel and donut shops, holding a respectable 29% of the breakfast share. Grocery stores hold 4%. Carryout places have a 10% slice of the lunch business, while grocery stores hold 6%. Dinner was the most popular meal to have delivered regardless of the venue.
Consumer needs dictate which type of takeout is selected, Mills said. Those in a hurry, or tired and needing food, do not place food type or taste high on the scale of importance. Those who seek a healthy food or a treat look at an entirely different venue. They seek the small, affordable luxury where taste in particularly important, according to the study.
