Nearly two-thirds of consumers have dined out since bars and restaurants began reopening last summer, indicating a “steady rise,” CGA, a market research firm that tracks on-premise sales, found in its latest consumer survey.
“Consumers returning to the on-premise for drinks had stayed relatively even over the past several months,” the firm reported.
Over the last three months, consumers of all ages have demonstrated an increased willingness to go out, which has led to an uptick in restaurant sales. Last month, restaurants nationwide posted a 36% increase in sales year-over-year and a 13.6% increase over February sales, according to a report in Restaurant Business. Eating and drinking establishments generated $61.2 billion in sales in March 2021, only slightly below the $62.7 billion they recorded in March 2019, according to U.S. Census data cited by Restaurant Business.
Dining occasions drive the majority of on-premise visits, as 62% of legal drinking age adults have been out for a meal, but just 16% have gone out for a drinks-only occasion, CGA found in its April 9-12 survey of 1,598 respondents located in California, Florida, New York and Texas.
More of the youngest cohort (aged 21-34) have gone out for a meal (65%) than 35- to 54-year-old respondents (63%) and 55+ respondents (60%).
In CGA’s January 8-10 survey, about half of respondents in each group had gone out, which had remained steady compared to CGA’s October 16-18 survey. The youngest group saw the biggest increase in dining out occasions between the January and April surveys, with 17% more returning to restaurants.
Asked their motivation for visiting restaurants again, 45% of both younger and middle-aged respondents said they “wanted to eat food cooked and prepared by a restaurant,” while 66% of the 55+ age group said they returned because they had been vaccinated.
The 21-34 age group said they “wanted to go back to normal” (39%) and they “needed to leave the house and spend time somewhere else” (39%). For the 35-54 age group, wanting to go back to normal was the second biggest driver (42%); 37% said they “wanted to support local businesses.” Respondents age 55+ also wanted to eat food cooked at a restaurant (61%) and support local businesses (47%).
Of those who have returned to restaurants, 68% said they were “completely or quite comfortable” with outdoor seating, while 54% felt the same about indoor seating. Other pandemic-driven changes to the dining experience haven’t been as well received. Less than half of respondents (46%) are comfortable using a QR code, app or online menu to order, and 45% said using an app or online menu would prevent them from ordering drinks. Nearly 70% said they preferred looking at a physical menu, rather than a virtual version.
Beer is the most popular alcoholic beverage choice among those who have been back to restaurants and bars, with 33% ordering it, behind only soft drinks (38%); 22% of respondents have ordered table wine and 20% have ordered cocktails. Ready-to-drink offerings, including hard seltzer, accounted for only 8% of choices at on-premise establishments, indicating that their popularity has not spread to that channel from the off-premise, where their dollar sales reached $8.5 billion in 2020, according to market research firm NielsenIQ.
In fact, off-premise alcohol spending habits have not bled into on-premise ordering much, with few respondents saying they ordered a particular premium (11%) or value (10%) brand in a bar or restaurant after discovering it at an off-premise retailer. Nearly half (48%) of respondents said they “choose drinks that are different to those I drink at home” when they go out, and an almost equal amount (47%) said they opt for “drinks that are not as easy to make/replicate at home.”
More than one-third (35%) of respondents said they have been opting for bottles and cans as “a safer option.” When it comes to beer, 64% of respondents said they drink bottled beer, 29% drink canned, and 52% drink draft. If a chosen brand were not available on draft, 57% said they would seek the same brand in package; but if a chosen brand were not available in package only 44% said they would seek the same brand on draft.
For people who have yet to return to a restaurant, not wanting to be in close proximity to other people was the biggest driver (51%); 47% said it will take “a while” for them to feel comfortable returning, and 35% said they feel “worried/anxious about returning.”
About a quarter said they are “trying to be safe” until they can get vaccinated, and 11% have not returned because they live with or frequently see someone at risk for COVID-19 complications.
Fewer said COVID-19 safety protocols and their effects are keeping them away, such as how the atmosphere has changed (22%), their experience will be different (15%), the limits on people per table (8%) and time limits on visits (5%).
About a fifth (21%) said their habits have changed and 8% said they’ve been able to recreate the restaurant experience at home; 16% said they have less spending money.
One-third of respondents said they’ll only return “once the COVID-19 threat is completely gone,” and 24% are waiting until “the number of COVID-19 cases reduce below a certain number.” Twenty-three percent are waiting until they have been vaccinated.
Nearly half (47%) of American adults have received at least one vaccine shot, according to the Associated Press.