“Our research shows that many of
today’s consumers will leverage the convenience of restaurant meals for the
Thanksgiving holiday, allowing them more time to spend with friends and family
rather than cooking and cleaning up,” said Hudson Riehle, senior vice president
of the Research and Knowledge Group for the National Restaurant Association.
“In addition, more consumers will visit restaurants during post-Thanksgiving
shopping trips, providing a boost to restaurants located in or near shopping
malls and centers.”
The NRA’s consumer survey found
that 15 million Americans plan to visit a restaurant for a Thanksgiving meal
this year, an additional 14 million plan to order parts of their Thanksgiving
meal from a restaurant to be eaten at their home or someone else’s home, and 4
million plan to order a full takeout Thanksgiving meal from a restaurant.
The survey also asked consumers whether they plan to visit a restaurant while shopping on Thanksgiving or Black Friday. Of the respondents who said they plan to go out shopping on Thanksgiving Day or evening this year, 39 percent said they expect that they will visit a restaurant while doing so. Of the respondents who said they plan to go out shopping on Black Friday, 60 percent said they expect that they will visit a restaurant. Overall, 46 million shoppers are expected to dine out on Nov. 28 and 29 this year.
The survey of 1,004 American
adults was conducted on November 14-17, 2013, by ORC International on behalf of
the National Restaurant Association, and asked respondents about their dining
plans for the Thanksgiving holiday weekend. Projections for the number of
Americans who will visit restaurants or order takeout are based on economic
analysis and original NRA research.
For more restaurant industry research
and information, visit www.restaurant.org.
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