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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