About 67% of consumers expect to eat out at least as often in 2010 as they did in 2009

Although financial forecasts for the year ahead remain weak, there is a glimmer of hope for foodservice operators weary from month after month of softening sales. Consumers’ declining restaurant visits appear to have bottomed out: 67% of respondents to R&I’s 2010 New American Diner Study say they expect to eat out at least as often in 2010 as they did in 2009; that’s up from 56.9% who were similarly optimistic last year.

Certainly, diners are feeling the effects of job cuts, lower wages and general financial uncertainty. Approximately 60% of the consumers in R&I’s study say the economic downturn affected their dining-out habits in the past year, and the top way they’ve been cutting expenses is by dining out less often. Some diners report trading down to less-expensive restaurants, and many others are adjusting their typical meal orders to trim check sizes.

The New American Diner Study shows evidence that the pressures on people’s wallets are changing their dining behaviors in other ways, too. The percentage of respondents who say they are more likely to order menu items labeled “organic,” for example, dropped to 17.8% from 22.8% last year; similarly, the percentage of those likely to respond to the term “all-natural” has fallen from 37.8% to 30.6%.

Through it all, Americans’ connection to restaurants remains strong: 87.7% of study respondents say they visited a restaurant in the past year. They continue to see restaurants as a primary destination when celebrating special occasions or meeting up with friends as well as when they seek the simple convenience of not having to cook and clean up. Operators who tune in to differences in attitudes among dining demographic groups will find additional opportunities to connect with consumers. One example: All consumers are looking for deals, but R&I’s data reveals that lower price points are the strongest draw for young diners, whereas targeted coupons may hold more appeal for families.

This report outlines more of the findings of R&I’s exclusive research, starting with a general profile of the New American Diner and then spotlighting key differences among young diners, older diners and families. The data offers insights about what today’s diners want and what they respond to—and points out simple ways to keep them coming through the doors.