PPAI Magazine September 2023

Let’s Dine Out! Restaurant dining is on the rise. Order up some promo to keep patrons coming back for more. By Audrey Sellers Must Read | MORE THAN EVER, people have a seize-theday mentality. Maybe it’s due to a post-pandemic desire to live in the moment, or perhaps it stems from a choice to enjoy life’s simple pleasures. Whatever the reason, food plays a major role in this mindset shift. When they are carpe diem-ing, 43% of people treat themselves with food, and 26% indulge in their favorite wine, according to a OnePoll survey. This is great news for the restaurant industry, which could top $997 billion this year, according to National Restaurant Association forecasts. While consumers can choose to cook at home, most (84%) say they find going to a restaurant with family and friends a better use of their leisure time. They’re putting their money where their mouths are. The U.S. Census Bureau reports that Americans spend more money dining out than on groceries, with people spending about 20% more at restaurants than grocery stores. Restaurant operators are also spending more. Although 92% say they’re concerned about the cost of food, they continue to find new ways to expand their revenue. Some popular revenue boosters include meal bundles, loyalty programs, subscription plans and prix fixe offerings. Whether consumers are ordering a family bundle to go or grabbing a table at their favorite place, they’re ready to partake in whatever restaurants have to offer. Research from the National Restaurant Association reveals that 64% of consumers consider restaurants essential to their lifestyle. About 1 in 3 Americans dines out for lunch on any given day, with about 50 cents of every food dollar spent outside the home. By the end of the year, the average American household has spent more than $3,000 dining out. When cravings hit, people have plenty of choices for dining out. Restaurants of all kinds can capture their attention with promo. From logoed bags to custom magnets, promos keep a restaurant’s name visible in households, offices and around town. There’s also the brand pride factor. Promos like mugs and T-shirts let people show off their favorite coffee house or bakery. And if a restaurant happens to double as a tourist destination, promos make must-have souvenirs. Let these stats whet your appetite for all the promo possibilities for restaurants: Drazen Zigic / Shutterstock.com 62 • SEPTEMBER 2023 • PPAI