CivicScience | Deep Profile™: U.S. Adults' Comfort Returning to Restaurants

General, Hospitality

Deep Profile™: U.S. Adults’ Comfort Returning to Restaurants

Image Credit: Photo by Henrique Félix on Unsplash

As restaurants reopen it is critical for business owners to understand the varying expectations and conditions consumers might have as they consider eating out. The CivicScience DeepProfile™ product scours hundreds of attributes to uncover what makes groups of people different from the general population. The following DeepProfile™ explores restaurant goers and their comfort levels returning to the eat-out experience. The profile looks at spending habits, entertainment, social media usage, beliefs systems, and more.

Key Findings:

  • In general, those who say they prefer to wait 4 months or more before going to eat at a restaurant are much less likely to regularly eat out than the gen pop, specifically with QSRs (40% / 47%). Those who would go to a restaurant now in general over-index in likelihood to eat out regularly than the gen pop.
  • When making a purchase, those who will wait the longest to return to a restaurant over-index in their preference for shopping at socially conscious establishments (42% / 34%). Unsurprisingly, the restaurant-ready consumer swing the opposite direction, favoring socially conscious establishments much less than the average person (23% / 34%).
  • Those who are more on the fence about returning to restaurants under-index when it comes to managing their money well and following markets and the economy (16% / 21%; 17% / 22%).
  • 50% of the general population report being very concerned about climate change but the people who will wait to return to a restaurant for 4 or more months over-index in regards to concern for climate change (68% / 50%).  At the same time, those who would go to a restaurant today under-index in their concern for the environment (27% / 50%). This crowd is also much less likely to use reusable bags, buy environmentally friendly products, or alter their lifestyle to benefit the environment (43% / 50%; 32% / 54%; 58% / 68%).
  • People who are more on the fence about when they would return to restaurants (1-4 months) over-indexed compared to the gen pop regarding social media’s influence over the TV and movies they watch (45%/ 37%).
  • The ‘ready to go to a restaurant now’ crowd is slightly more likely to be into smartwatches and smart home tech than the gen pop. Those who wouldn’t feel comfortable at a restaurant for 4 or more months under-index in their ownership or intent to own a smartwatch.

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