You Won't Find Americans in the Kitchen this Holiday Season
By: Kerry Pipes
Published: December 13th, 2022
77% of Americans will be leaving the cooking to someone else this holiday season, according to the latest NRA survey.
The study found 57% of consumers said they plan to go out to eat at a restaurant, while 50% plan to order takeout or delivery for a gathering at home during the holidays. One in four consumers plan to do both. Respondents gave further insight to their holiday eating plans:
When asked about why they plan to include restaurant meals in their holiday plans:
- 88% said dining out or ordering a meal from a restaurant is a good way to support businesses in their community during the holidays.
- 82% said letting restaurants do the cooking is easy and reduces their stress.
- 78% said a restaurant gives them an opportunity to socialize with family and/or friends and is a better use of their time than cooking and cleaning up.
When choosing the restaurant, convenience and loyalty were top of mind for most consumers.
- A restaurant close to home was the top pick for 94% of consumers going out to eat and 91% planning to order out.
- 81% of diners plan to dine in a restaurant they’ve often visited during the holidays, while 79% of diners will order out from one.
Inflation is impacting consumer decision-making during the holidays, making them more interested in restaurants where they can find a deal or specials.
- 89% of consumers who plan to dine in a restaurant and the same number who plan to order out will consider deals or specials to pick the restaurant.
- 60% of customers eating out and 66% of those planning takeout are making their choices based on marketing emails from restaurants. Even fewer are being swayed by social media—just 58% of people planning to eat out and 65% of those planning delivery or takeout say social media marketing will be a determining factor in their choice of restaurant.
For more information about the menu trends that are heating up going into the new year, check out the Association’s What’s Hot 2023 Culinary Forecast.
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