Restaurant trends in 2011
Despite the slow economy, the restaurant industry remains the cornerstone of a strong American economy. According to the National Restaurant Association, anticipated industry sales should exceed $604 billion in 2011, which is 3.6% more than in 2010.
In terms of the impact on the overall economy, US restaurants employ nearly 13 million full-table and quick-service workers, or one in ten US workers. For marketing, media, and related vendors in general, the amount of revenue affected by restaurant sales skyrockets to more than $20 million.
Dawn Sweeney, President and CEO of the National Restaurant Association, stated that, “It has been a very challenging time for our industry over the last two years and while challenges still lie ahead, we are pleased to report that the outlook is improving. With a total economic impact of over $1.5 trillion, the industry The restaurant industry is a strong player in the economic recovery and will continue to provide consumers with the choice and convenience they desire. As the cornerstone of communities across the United States, restaurants will continue to be an essential part of our daily lives.”
Although the economic and industry forecasts are positive, the vast majority of restaurants are struggling to stay alive. With the possible exception of New York City, the income gap cannot be filled by increases in menu prices. Customers continue to keep an eye on their budgets and eating out is often the victim.
Two in five bosses report that they haven’t been able to dine out as much as they normally would. More than 60% of Americans have adjusted their budgets to the slow economy and 24% of people say they will spend less in restaurants than in 2010.
Over 90% of restaurants are small businesses with less than fifty employees. While big chains have the advantage of big marketing and advertising budgets, local restaurants have the upper hand when it comes to new dining trends.
- Technology even has the playing field. Regional and local restaurants can set up and manage social media to attract new customers. Imagine the potential of reaching a market of teens who are literally sleeping with their mobile phones or a personal review posted virally to their closest 300 friends. Cheap, but priceless.
- Potential and existing customers expect menus online and now they want that menu on their mobile phones and tablets. The cost of creating and maintaining websites and mobile apps is so small that local restaurants cannot afford them.
- Another big trend of 2011 is the growing momentum of the “Go Local” movement. It’s not about the west coast or the east coast; it’s about my city, my neighborhood and my food. People are not only buying locally grown food for the home, but also looking for that local support in their restaurants.
- People have grown tired of processed foods and foods with no nutritional value. They want whole ingredients and restaurant-prepared meals.
- Customers are more likely to return to restaurants that expand and adapt their menus to include a wide variety of healthy and affordable foods.
- Comfort food is all the rage. People want the food they grew up with and appreciate. In these troubled times, people want healthy, comfort food, and local and regional restaurants are more accommodating and more knowledgeable of the local cuisine.
- In addition to local cuisine and home-cooked comfort foods, patrons also seek the exotic and unique. Flexible local menus can better provide the special dining experience people need.
- Super Hot Trend: Mobile Food Service Is Taking Off! Many restaurants are hot on the trail of their catering “cockroach trainer” counterparts and bringing their restaurants to the customer.
- In 2010, the approval of the reform of the health system forced many chains to disclose the calorie count on their menus. The path to nutrition transparency began with nutrition and ingredient labeling on processed foods, but now that trend is being ‘technified’ with the use of smartphones and other mobile currencies to download, via menu barcodes, detailed information on the use and origins of food ingredients.
So what is the cutting edge of customer service? Handheld devices are used to take orders that appear instantly in the kitchen and automatically track inventory. Some restaurants go a step further by allowing customers to order their own food on their mobile devices and even pay the bill without waiting for a waiter.
It’s a great day for regional and local restaurants. Never before has such market penetration been possible for small businesses and the beauty of technology is that the small chain or independent restaurant can look just as cutting edge and modern as the big ones.
