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Restaurant Customers: A Narrow Racial Divide

Consumer research looks at some of the differences--and similarities--among people of different races.

By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 4/1/2009

Hispanic customers
By many measures, black, white, Asian and Hispanic diners are pretty similar. For example, all have reduced their restaurant visits in the economic downturn. But there are differences, according to Restaurants & Institutions’ 2009 New American Diner Study.

For example, when asked how many times a week they typically purchase a meal away from home, 12.5 percent of black respondents said zero, while 8.7 percent of white, 4.3 percent of Hispanic and 3.8 percent of Asian customers said zero. The mean number of visits in a typical week was 3.51 for black, 2.79 for white, 4.03 for Hispanic and 4.25 for Asian respondents.

Segment Slices

The type of restaurant preferred also varies. More than four in five white consumers (85.6 percent) had gone to a casual-dining restaurant in the past year; 80.5 percent of Asian, 77.5 percent of Hispanic and 72.0 percent of black consumers said the same. And although 75.9 percent of Hispanic respondents visited a family-dining chain, the figure was 72.8 percent for Asian, 71.7 percent for white and 62.4 percent for black respondents.

The difference in the percentages of those using fast-food restaurants in the past year was statistically insignificant: 90.2 percent of Asian, 88.9 percent of black, 88.5 percent of white and 88.4 percent of Hispanic respondents did so.

ETHNIC INFLUENCE:
In its 2009 New American Diner research, Restaurants & Institutions asked what types of cuisines consumers would like to see more of. Here are the Top 10 responses.

1. Mexican 43.5%
2. Chinese 39.4
3. Barbecue 38.4
4. Southern 30.3
5. Japanese 26.9
6. Greek 22.9
7. Spanish 22.8
8. Thai 22.3
9. Mediterranean 20.7
10. Caribbean 19.2
Source: Restaurants & Institutions’ 2009 New American Diner Study
Economic Impact

While Hispanics were more likely to say they were affected by the economic downturn (only 13.9 percent said it had no impact, vs. 22.1 percent of Asian, 22.5 percent of white and 23.4 percent of black consumers), they were more likely to cut back on entertainment (66.7 percent did vs. the overall average of 59.7 percent) than reduce dining away from home (59.9 percent did vs. 58.7 percent overall).

Asian customers were most likely to increase their use of restaurants offering special deals (55.5 percent did vs. 45.2 percent of all respondents) and increase their use of coupons (42.8 percent vs. 34.3 percent of all).

Dining Choices

Almost three-quarters of black consumers (73.5 percent) agree with the statement, “I’d rather choose my own sauce, dressing or topping than have choices predetermined on the menu.” The overall average agreeing was 67.8 percent.

White customers tend to prefer individual servings over family-style meals: 74.0 percent, vs. 56.1 percent of black, 55.8 percent of Hispanic and 48.8 percent of Asian respondents.


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