COVID-19 restrictions on restaurants continue to vary across the country as one city after another limits the number of patrons allowed in a restaurant at any given time. However, one element that remains consistent is the importance meat and/or chicken play in consumers’ dining out experiences. In the latest round of research conducted by Midan Marketing, more than 1,000 meat consumers were surveyed about their restaurant and foodservice experiences during the pandemic. Following are some of the key findings:
- Restaurant takeout and delivery orders surpassed the typical pre-pandemic week, and consumers reported better overall foodservice experiences. Delivery satisfaction is at 75% and pickup/takeout is at 78%.
- One in five consumers report they anticipate ordering more meals from restaurants in the coming months.
- Fifty percent of consumers have not eaten inside a restaurant since the beginning of the pandemic. The number of people eating inside a restaurant has dropped from 76% in a typical pre-COVID-19 week to 41%.
- Nearly one in three consumers have tried a new restaurant since the beginning of the pandemic, and most are doing so for these reasons: to support a local restaurant, try restaurants that have recently opened or offer delivery, or to cure boredom.
- When they do dine out, meat and chicken are most likely at the center of the plate of 80% of consumers’ favorite restaurant meals. Since the beginning of the pandemic, two in five consumers reported cravings for meat dishes they cannot prepare at home.
- Anticipation of a financial recession combined with fears about the virus and an increased comfort of cooking at home have 25% of survey respondents reporting they will eat fewer meals at restaurants after the pandemic.
Quotes from Michael Uetz, principal, Midan Marketing
“Maintaining authenticity and connecting with consumers — whether it’s online or in person — are ways the foodservice sector can be relevant and maintain awareness while consumers are still regaining their comfort level of eating in restaurants.”
“There were two areas consumers mentioned missing the most from not eating out — the social aspect and ethnic cuisine. Those surveyed said they are simply tired of cooking at home. Survey respondents said they are craving foods that are harder to make at home such as steak, fried chicken or ethnic dishes.”
“Fine dining establishments are offering takeout to offset lower dine-in sales, but consumers are missing the experience these establishments are known for. Finding opportunities to add the ambience of the dine- in experience for at-home consumption is how restaurants can deliver during the pandemic. Picnic baskets, candles, tablecloth, maybe a playlist – these items will help break the boredom consumers report having with cooking at home and bring the dining out experiences they crave into their homes.”
“There’s great opportunity for foodservice and retailers to form valuable partnerships. Survey respondents are craving that restaurant dining experience but are not yet comfortable dining out. Restaurants can market key menu items by partnering with retailers, offering products to new and existing customers for in- home dining.”
“The consumers who reported planning to eat out more post-pandemic included Generation Z, Millennials and households with children. Restaurants should take this opportunity to cater to these audiences now to continue to capture foodservice dollars.”
Since the beginning of the COVID-19 pandemic, Midan Marketing has surveyed consumers monthly on their meat and chicken experiences — whether purchasing from retail or foodservice. Additional survey information and infographics can be found at www.midanmarketing.com.
