“To get a better understanding of what drove the decline in the number of food items ordered during 2012, we analyzed the specific types of food being sold. The main culprit of the decline was entrees and desserts, which account for 52% and 6% of all food items sold, respectively. In 2012, entrées declined by -1.5% and desserts by -2.3%. On the flipside, our data indicates that sales of appetizers & sides, which account for 29% of food items sold, increased +2.8% in 2012,” said Peter Reidhead, VP of Strategy and Insights at GuestMetrics. Our partner company, Consumer Edge Insight, has found that among consumers spending less at restaurants, skipping food courses was among the top 5 ways to economize. Based on data from GuestMetrics’
“Given the slow growth environment and shifts in consumer behavior, it’s more critical than ever that restaurant operators align their menu offerings with the latest consumer trends. Looking specifically at what drove the increase in sales in appetizers & sides, we see that the largest growers were chicken wings, oysters, ribs and empanadas,” said Brian Barrett, President of GuestMetrics. “But in terms of the decline in entrées, the largest entrée categories of steak, burgers, and pizza actually held up fine. The decline was driven almost entirely by the long ‘tail’ of over five thousand less prevalent entrees that we track in our database, suggesting there may be an underlying shift taking place in consumer preference to more mainstream entrees. For desserts, by far the largest declines were experienced by brownies and cakes. Despite the fall in overall desserts in 2012, within the segment there still were certain items growing with the fastest being cheesecake and crème brulee.
About GuestMetrics LLC
GuestMetrics, LLC is revolutionizing how the hospitality industry operates. Despite the dawn of the Digital Age having begun more than three decades ago, the hospitality industry essentially functions the same way it did centuries before. GuestMetrics has cracked the code by collecting data from tens of thousands of restaurants and turning billions of raw transactions into intelligible data that is fundamentally transforming the business operations of everyone from the independently-