Economic Downturn Leads To Changes In Dining Habits
Americans Favor Italian Over Other Cuisines; Diners Seek Greener,
Healthier Options; In Tough Times, Customers Seek Value, Improved Service
and 'BATHs'
NEW YORK, Oct. 23 /PRNewswire/ -- Zagat Survey today released the
results of its 2009 America's Top Restaurants survey. The guide, covering
1,516 eateries in 45 major markets, is based on 25 million meals
experienced by over 145,000 surveyors (53% men, 47% women). The average
surveyor ate out 3.3 times per week and spent an average $34.21 for a
typical dinner, a 2.8% increase over last year. While this year's survey
reflects current hard times, the attached list of top rated restaurants
reflects enormous progress in the industry by way of both quality and
diversity since Zagat Survey started in 1979.
Given the nation's current fiscal woes, grim news from the restaurant
front would be no surprise. However, it has so far exhibited a great deal
of resilience. As the survey shows, eating out has become a way of life for
many Americans, with 50% of all meals prepared outside the home. In short,
restaurants have become the family kitchen for the busy two-career families
and long working hours mean businesses as often as not foot the bill for
eating out. Of course, having business meals be largely tax deductible
doesn't hurt.
According to Zagat Survey CEO Tim Zagat, "Americans are still eating
out in restaurants, they are just making smarter choices. They're dining in
high-end restaurants for lunch instead of dinner, seeking out value prix
fixe meals, and taking advantage of more causal neighborhood eateries.
Regardless of how the economy is doing, people still have to eat."
Changing Habits: Still, the financial uncertainty has had an effect:
When asked what effect the weakening economy had on their dining habits,
33% said they are eating out less and being more sensitive to menu prices;
28% said they are eating in less expensive places, and roughly 20% said
they are cutting back on alcohol, appetizers and desserts. Only 34% of
surveyors report being unaffected by the economic downturn.
Taking BATHs: One result of the economic downturn is an upturn at what
we call "BATH" (Better Alternative to Home) restaurants: casual,
modestly-priced eateries (pasta-rias, burger joints, BBQs, upscale diners,
noodle shops and myriad ethnics) as well as family dining chains. This
genre buys wholesale and produces meals far more efficiently than home
cooks. In city after city, our surveys show that BATHs are by far the
fastest growing dining segment. That also helps explain the industry's low
overall inflation rate. As we measure it, the average cost of a meal
increased by less than half of the Consumer Price Index since 1979.
Value Openings: The current downturn will no doubt pressure restaurants
to offer an even greater value proposition. Expect to see more low-priced
prix-fixe meals. In New York, over 100 restaurants, including such revered
places as Jean Georges, Asiate, and Le Cirque, offer fixed price lunch
menus in the $20 range. Another approach is the small-plates menu, which
allows the customer to eat less and pay less. Also plan on seeing more
bargain-priced blue-plate specials.
Less expensive Spin-offs: In response to the current economy, many high
level restaurateurs and chefs are expanding their empires with mid-priced
or even inexpensive spin-offs like Atlanta's Holeman and Finch, Atlantic
City's izakaya, Boston's Alta Strada, Denver's Osteria Marco, Minneapolis'
Heidi's, New York City's Bar Boulud and Seattle's Txori. Formal expensive
restaurants are also gradually shifting their styles to become casual less
expensive brasseries.
Going Green and Health Conscious: Across the country, more and more
chefs are using fresh, seasonal and sustainable ingredients. This trend
spans high-end restaurants to casual local eateries. It's a smart move,
since 69% of our surveyors - especially those on the West Coast - say that
locally grown fare is important to them, and 59% say they'd actually pay
more for sustainably produced food. In cities like Los Angeles, New York
City and San Francisco, some places are even banishing bottled water - and
diners seem to approve: only 10% are ordering bottled water and 11% have
switched to tap. When it comes to low fat, heart-healthy food items, 69% of
diners say they are important to them and 65% agree that trans fats should
be banned. In New Orleans and Las Vegas, two of the last major cities not
to have banned smoking, this is still a major issue. Recent smoking bans
will offer welcome relief to health-conscious diners.
Dollars and Cents: This year, Las Vegas leads the pack as the most
expensive city to dine in across the U.S. with the average meal costing a
whopping $44.44. New York City ($40.78) is next in line, followed by Miami
($38.86) and San Francisco ($38.70). At the other end of the spectrum are
New Orleans ($26.18) and Austin ($26.74). Across the pond a meal in London
($72.39) and Paris ($80.50) may leave US diners in sticker shock. Although
dining in the States is far more affordable, inflation at the most
expensive restaurants at 5.4% is almost double the overall inflation, and
should prove to be a big issue this year.
Service and Tipping: If restaurants want a remedy for the slowing
economy, they should teach their staffs to be nicer. When asked what
irritates them the most when dining out, a staggering 68% of surveyors said
service. Noise/crowds (13%), prices (6%) and food (6%) complaints follow.
Despite poor service, diners in recent years have become increasingly
generous. The nationwide average tip is now 19%, having inched up from
approximately 17% ten years ago.
Favorite Cuisines: Italian remains the nation's favorite cuisine
according to a 26% plurality of surveyors. Following close behind is
American cuisine (16%), Japanese (12%), French (11%), Mexican (9%) and Thai
(8%).
Online Reservations: While 72% of our surveyors make reservations by
phone and only 16% reserve online, this is rising fast. Witness San
Francisco and Minneapolis, where 49% and 30% of diners reserve via the
Internet.
To celebrate its 30th birthday, Zagat has launched zagat.com/celebrate,
which offers a look back at the dramatic changes in dining over the past 30
years. To lend a hand in tackling global hunger, Zagat is teaming up with
Action Against Hunger this year.
The 2009 America's Top Restaurants guide ($15.95) was edited by Bill
Corsello and Shelley Gallagher and is available at bookstores and other
retail outlets, through Zagat.com or by calling 888-371-5440.
About Zagat Survey, LLC
Known as the "burgundy bible," Zagat Survey is the world's most trusted
source for information about where to eat, drink, stay and play around the
globe, and as such has become a symbol of quality. Zagat Survey rates and
reviews airlines, restaurants, hotels, nightlife, movies, music, golf,
resorts, shopping, spas, and a range of other entertainment categories in
over 100 countries and has been lauded as the "most up-to-date,
comprehensive and reliable guides ever published" and as "a necessity
second only to a valid credit card." Zagat content is available in print,
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BlackBerry, on mobile phones, and on TV. For more information, visit
ZAGAT.com.
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