Dive Brief:
- Thirty-seven percent of consumers are going to order either takeout or delivery from restaurants for Thanksgiving dinner, up from 32% last year, according to a Popmenu survey of 1,000 U.S. consumers aged 18 or older.
- Another 5% said they would dine at a restaurant on Thanksgiving, compared to 17% last year. Nearly a third of consumers (31%) said they eat fast food for Thanksgiving.
- Of the consumers ordering from restaurants on Thanksgiving, 75% said it is easier, 32% said it’s cheaper or costs around the same as buying ingredients and cooking, 23% said they are too tired to cook and 22% said they preferred to have a professionally cooked meal.
Dive Insight:
Consumers said they expect to spend about $170 on Thanksgiving dinner either cooking at home or ordering out, according to Popmenu. Several chains have been offering Thanksgiving dinners, including Cracker Barrel, Denny’s, Maggiano’s, Ruth’s Chris Steak House and Smokey Bones, according to Today. Denny’s Turkey & Dressing Bundle, which serves four people, is among the cheapest at around $60, depending on location. Popeyes’ Cajun-style turkey has already sold out online, but customers can still order and pick up in stores.
“Ordering in or dining out for Thanksgiving is becoming a new tradition for consumers who just want to relax and enjoy a meal vs. serving as the family chef for the day,” Brendan Sweeney, CEO and co-founder of Popmenu, said in a statement. “Restaurants have seen $10,000 or even $50,000 in Thanksgiving pre-orders.”
Popmenu’s survey included more than 1,000 consumers and was taken November 17-18.
Cracker Barrel, in particular, typically has a strong fiscal Q2 because of the holidays. Last year, Thanksgiving sales at the chain were strong, which carried into the rest of the quarter, President and CEO Julie Masino said in an earnings call. Loyalty members made up nearly half of the Thanksgiving sales, driven largely by direct engagement, she said.
Christmas and New Year’s Eve also look more optimistic for dining in, with 28% of people expecting to do so on Christmas and 35% saying they’ll dine in for New Year’s Eve, according to Popmenu’s survey.
