Foodservice Lunch Trends in the U.S.

Introductory findings include the following: When deciding on a restaurant from which to obtain lunch, 37% of lunch goers cite a favorite menu item as influencing their choice, and some 36% cite a different menu item than what they have at home. But low cost has become the industry mantra—and is also important to many consumers. About 35% cite a meal priced under $5 as an influence when selecting a restaurant, and 31% say that a meal priced under $10 has influenced them to select a restaurant for lunch.

With proprietary consumer research laying the foundation, this report weaves consultative insight with analysis of lunchtime limited-time offer and value trends; current lunchtime guest check averages; planned restaurant spending; and guest traffic patterns at selected brands. We also shine a light on leading lunch-centric brands, by outlining menu strategies and related innovations, and then tying them to demographic analysis of the brand users’ diet, health, and food attitudes; and usage patterns. The report also trends lunch daypart sales by demographics such as income, age, region, and race/ethnicity. Analysis also focuses on consumers particularly important to the lunch daypart, such as the full-time and part-time employed.

While the restaurant industry is the primary focus of the report, consumer survey assessment incorporates prepared foods at grocery stores and convenience stores, and trend analysis incorporates both restaurants and food retail.