Report: 64% of diners to order holiday items from restaurants

Dive Brief:

Sixty-four percent of respondents in a HungerRush survey said they plan to order at least one food item from a restaurant to include in their holiday meals, according to a report emailed to Restaurant Dive.
Thirty-seven percent said they would order their entire holiday meals from a restaurant, according to a survey conducted in October of 1,000 U.S. adult consumers.
Respondents are also more likely to choose casual dining with 64% saying they would do so over fine dining, QSRs or drive-thru options.

Dive Insight:

Restaurants will have significant competition from grocery stores heading into the holidays with several retailers offering heavily discounted group meals. Lidl, for example, is offering a Thanksgiving dinner for 10 people for less than $30. The cost of goods in a Thanksgiving meal basket is up 27% compared to 2019, which could make some consumers prefer a restaurant meal.

The average price of a hearty Thanksgiving meal at a restaurant is $34 per person, according to Square data emailed to Restaurant Dive. Chains, including Cracker Barrel, Denny’s, Popeyes and Ruth’s Chris Steak House are offering Thanksgiving meals to-go. Cracker Barrel’s meals range from $99 for a meal of four to six to $149 for a meal of eight to 10.

HungerRush’s survey indicates that consumers are unlikely to dramatically shift their preferences for dining out during the holiday season. Of those surveyed, 40% said they would not change their dining habits and 49% said dining out is a preferred way to enjoy a meal, which HungerRush said could indicate “a potential surge in restaurant foot traffic this holiday season.”

However, younger generations are intending to dine out less frequently due to economic impacts with 45% of millennials and Generation Z each saying they would not dine out as much. These generations are more likely to dine out if coupons come into play with 80% of millennials and 84% of Gen Z saying they would take advantage of promotional offerings.

“Our latest survey underscores consumers’ appetite for restaurant experiences, even amidst external economic challenges and the hustle and bustle of the holiday season,” Shannon Chirone, SVP of marketing at HungerRush, said in a statement. “This data identifies the continued strong trend for consumers to choose quick-service, fast casual restaurants during the holiday season. And restaurants can use these findings to double down on loyalty, marketing, and experiences that will cater to their patrons both on-prem and off-prem.”