Canadian Pizza Magazine

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Young adults value location and delivery


January 28, 2010
By Canadian Pizza

January 28, 2010, U.S. – Restaurants and foodservice establishments serving up convenience are poised to do well in this post-recession economy, according to a new report by the research company Mintel.

Mintel’s new study suggests that although value has become the mantra of many contemporary diners, convenience – including delivery options – still resonates with individuals who eat out frequently, especially for those under the age of 34. These observations have implications for convenience boosting technology in the restaurant space.
 
Over half of younger adults rank a restaurant’s proximity to their workplace as very important or important when selecting where to dine (62 per cent of 25 to 34 year olds and 55 per cent of 18 to 24 year olds, versus 41 per cent of all respondents). The ability to order online ahead of time is also essential to young, time-strapped consumers (31 per cent of 25 to 34 year olds and 24 per cent of 18 to 24 year olds). The younger demographics also rank extended hours and speed of service highly in their restaurant selection processes.
 
"Though value remains important to diners in this economy, our survey reveals convenience may be equally as important," said Chris Haack, senior analyst at Mintel. "Young adults and young families, especially, are pressed for time, making restaurants an easy and often necessary solution for meals. As foodservice establishments struggle for revenue, improving convenience may help them get diners in the door."
 
The report also' points out these consumers' attitudes toward delivery, including:
•    43 per cent of respondents say they've cut spending on delivery and takeout this year
•    Approximately one in six 18 to 34 year olds say they're spending more on these convenient services compared to 2008
•    In the past three months, 18 to 34 year olds were twice as likely as the general population to have ordered delivery
•    Approximately 30 per cent of them picked up food from a restaurant, compared to 20 per cent of all respondents