A recent study, by Harris Interactive Market Research, Rochester, N.Y., has found that American consumers are dining out less often, but the reason may be something of a surprise. The report says changes in dining habits are not a direct result of the events of September 11, nor due to concerns relating to bioterrorism or “Mad Cow” disease. In fact, Harris Interactive determined the slowdown had taken root prior to that fateful day and hinged on broad social factors, including the condition of the sluggish U.S. economy.
Less than 1% of the consumers mentioned food safety or security concerns as their reason for eating out less, but the primary culprit varied for each restaurant style. While 62% ate less fast food due to more healthful eating habits, 44% of those eating less in casual restaurants cited reduced disposable income as their motive. Similarly, 57% of consumers said they are eating less in upscale restaurants because they are “too expensive/can't afford it.”