NEW
YORK,/PRNewswire via COMTEX/ -- Economic Downturn
Leads To Changes In Dining Habits
Americans
Favor Italian Over Other Cuisines; Diners Seek Greener, Healthier Options; In
Tough Times, Customers Seek Value, Improved Service and 'BATHs'
Zagat Survey today released the results of its 2009 America's Top Restaurants survey. The guide, covering 1,516
eateries in 45 major markets, is based on 25 million meals experienced by over
145,000 surveyors (53% men, 47% women). The average surveyor ate out 3.3 times
per week and spent an average $34.21 for a typical dinner, a 2.8% increase over
last year. While this year's survey
reflects current hard times, the attached list of top rated restaurants
reflects enormous progress in the industry by way of both quality and diversity
since Zagat Survey started in 1979.
Given
the nation's current fiscal woes,
grim news from the restaurant front would be no surprise. However, it has so
far exhibited a great deal of resilience. As the survey shows, eating out has
become a way of life for many Americans, with 50% of all meals prepared outside
the home. In short, restaurants have become the family kitchen for the busy
two-career families and long working hours mean businesses as often as not foot
the bill for eating out. Of course, having business meals be largely tax deductible
doesn't hurt.
According
to Zagat Survey CEO Tim Zagat,
"Americans are still eating out in restaurants,
they are just making smarter choices. They're
dining in high-end restaurants for lunch instead of dinner, seeking out value
prix fixe meals, and taking advantage of more causal neighborhood eateries.
Regardless of how the economy is doing, people still have to eat."
Changing
Habits: Still, the financial uncertainty has had an effect: When asked what
effect the weakening economy had on their dining habits, 33% said they are
eating out less and being more sensitive to menu prices; 28% said they are
eating in less expensive places, and roughly 20% said they are cutting back on
alcohol, appetizers and desserts. Only 34% of surveyors
report being unaffected by the economic downturn.
Taking
BATHs: One result of the economic downturn is an
upturn at what we call "BATH"
(Better Alternative to Home) restaurants: casual, modestly-priced eateries
(pasta-rias, burger joints, BBQs, upscale diners,
noodle shops and myriad ethnics) as well as family dining chains. This genre
buys wholesale and produces meals far more efficiently than home cooks. In city
after city, our surveys show that BATHs are by far
the fastest growing dining segment. That also helps explain the industry's low overall inflation rate. As we measure it, the
average cost of a meal increased by less than half of
the Consumer Price Index since 1979.
Value
Openings: The current downturn will no doubt pressure restaurants to offer an
even greater value proposition. Expect to see more low-priced prix-fixe meals.
In New York,
over 100 restaurants, including such revered places as Jean Georges, Asiate, and Le Cirque, offer fixed price lunch menus in the
$20 range. Another approach is the small-plates menu, which allows the customer
to eat less and pay less. Also plan on seeing more
bargain-priced blue-plate specials.
Less
expensive Spin-offs: In response to the current economy, many high level
restaurateurs and chefs are expanding their empires with mid-priced or even
inexpensive spin-offs like Atlanta's
Holeman and Finch, Atlantic City's izakaya, Boston's Alta Strada, Denver's Osteria Marco,
Minneapolis' Heidi's, New York City's
Bar Boulud and Seattle's
Txori. Formal expensive restaurants are also gradually
shifting their styles to become casual less expensive brasseries.
Going
Green and Health Conscious: Across the country, more and more chefs are using
fresh, seasonal and sustainable ingredients. This trend spans high-end
restaurants to casual local eateries. It's
a smart move, since 69% of our surveyors - especially those on the West Coast -
say that locally grown fare is important to them, and 59% say they'd actually pay more for sustainably produced food.
In cities like Los Angeles, New
York City and San
Francisco, some places are even banishing bottled
water - and diners seem to approve: only 10% are ordering bottled water and 11%
have switched to tap. When it comes to low fat, heart-healthy food items, 69%
of diners say they are important to them and 65% agree that trans
fats should be banned. In New Orleans and Las Vegas, two of the
last major cities not to have banned smoking, this is still a major issue.
Recent smoking bans will offer welcome relief to health-conscious diners.
This
year, Las Vegas leads the pack as the most
expensive city to dine in across the U.S. with the average meal costing
a whopping $44.44. New York City ($40.78) is
next in line, followed by Miami ($38.86) and San Francisco ($38.70).
At the other end of the spectrum are New Orleans
($26.18) and Austin
($26.74). Across the pond a meal in London
($72.39) and Paris
($80.50) may leave US diners in sticker shock. Although dining in the States is
far more affordable, inflation at the most expensive restaurants at 5.4% is
almost double the overall inflation, and should prove to be a big issue this
year.
Service
and Tipping: If restaurants want a remedy for the slowing economy, they should
teach their staffs to be nicer. When asked what irritates them the most when
dining out, a staggering 68% of surveyors said service. Noise/crowds (13%),
prices (6%) and food (6%) complaints follow. Despite poor service, diners in
recent years have become increasingly generous. The nationwide average tip is
now 19%, having inched up from approximately 17% ten years ago.
Favorite
Cuisines: Italian remains the nation's
favorite cuisine according to a 26% plurality of surveyors. Following close
behind is American cuisine (16%), Japanese (12%), French (11%), Mexican (9%) and
Thai (8%).
Online
Reservations: While 72% of our surveyors make reservations by phone and only
16% reserve online, this is rising fast. Witness San
Francisco and Minneapolis,
where 49% and 30% of diners reserve via the Internet.
To
celebrate its 30th birthday, Zagat has launched
zagat.com/celebrate, which offers a look back at the dramatic changes in dining
over the past 30 years. To lend a hand in tackling global hunger, Zagat is teaming up with Action Against
Hunger this year.
The
2009 America's Top Restaurants guide
($15.95) was edited by Bill Corsello and Shelley Gallagher and is available at
bookstores and other retail outlets, through Zagat.com or by calling
888-371-5440.
Known
as the "burgundy bible," Zagat Survey is
the world's most trusted source for
information about where to eat, drink, stay and play around the globe, and as
such has become a symbol of quality. Zagat Survey
rates and reviews airlines, restaurants, hotels, nightlife, movies, music,
golf, resorts, shopping, spas, and a range of other entertainment categories in
over 100 countries and has been lauded as the "most up-to-date,
comprehensive and reliable guides ever published" and as "a necessity
second only to a valid credit card." Zagat
content is available in print, on the Web, on the Palm and Windows Mobile
operating systems, on BlackBerry, on mobile phones, and on TV. For more
information, visit ZAGAT.com.