American Diners Willing To Spend On Dining Experiences



GREENVILLE, S.C., Dec. 8, 2015 /PRNewswire/ -- Americans said they would splurge an average of $203 in order to have a once-in-a-lifetime dining experience at a gourmet restaurant, according to a recent online survey by Harris Poll sponsored by Michelin, the global tire maker that publishes, arguably, the world's most celebrated restaurant guide that imparts the famous Michelin stars to the very finest eateries.

"We discovered across every demographic that American diners would be willing to pay a sizable sum to eat the best meal of their lives at a high-end restaurant," said Cynthia Ochterbeck, Michelin's U.S. editorial director for travel guides. "Perhaps this is the influence of around-the-clock food shows and celebrity chefs, but the fine food movement continues to see an extraordinary growth in popularity."

Michelin's survey with Harris Poll queried more than 2,000 U.S. adults, revealing some surprising preferences about great food experiences:

  • Millennials (ages 18-34) on average would pay $282 for this culinary experience, compared to those diners ages 45-54 who would shell out $170, and $122 for those 65 and older.
  • Geographically, diners in the West are much bigger spenders, saying they would pay $352 for an unsurpassed meal, which is essentially double what people would pay in the Northeast ($182), the South ($149) and Midwest ($148).
  • Gender is also a factor, according to survey results. Men are willing to drop an average of $241 for a once-in-a-lifetime dining experience, while women are inclined to spend considerably less on average, at $166.

What cuisine would American diners likely splurge on?

  • A quarter of U.S. adults who participated in the Michelin survey say that steakhouse cuisine is their favorite choice for dining.
  • Italian ranked as the second choice nationally for the meal of a lifetime. Notably, nearly 1 in 4 Northeast diners (24 percent) favor Italian fare, versus 18 percent in the South, 15 percent in the Midwest and 17 percent in the West. Tied for American adults' third choice are Mexican, American and Continental, all at 13 percent in the survey.

Michelin's famous restaurant guides When it comes to dining expertise, Michelin has a storied history in publishing guides with restaurant advice. The company's founders, brothers Andre and Edouard Michelin, created their first travel guide with dining and hotel recommendations in 1900 to promote early automobile travel and thereby sell more tires. Today, Michelin's Red Guide is recognized internationally as the standard for restaurant information. The Michelin Red Guide is published in 24 countries, covering four continents. Michelin publishes three guides in the United States: New York City, Chicago and San Francisco. All these guides have a suggested retail price of $18.99 ($21.95 in Canada); they can be purchased at Amazon, Barnes & Noble and your favorite bookstore. Each year, Michelin food inspectors award the finest eateries with the coveted Michelin stars: one star, "a very good restaurant in its category;" two stars, "excellent cuisine, worth a detour;" and three stars, "exceptional cuisine, worth a special journey." Michelin recognizes about 112 three-star restaurants in the world.

Survey Methodology This survey was conducted online within the United States by Harris Poll on behalf of Michelin from June 24-26, 2015 among 2,028 adults ages. For complete survey methodology, including weighting variables, contact Tony Fouladpour at

About Michelin Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America employs more than 22,750 people and operates 20 major manufacturing plants in North America.

(via PR Newswire)


Restaurant Beverage Orders Decline as Consumers’ Tastes Shift



Although consumers order a beverage 70 percent of the time when visiting restaurants and other foodservice outlets, beverage orders have declined 4 percent or 2 billion servings over a five year period, finds The NPD Group, a leading global information company. Consumers changing tastes and cost consciousness are behind declines, finds a new NPD foodservice market research report.

There are more growing beverages at restaurants in the last five years than declining, but the declining beverages, like carbonated soft drinks, are larger in servings volume, according to NPD’s Beverages at Foodservice: Satisfying our Thirst for Beverages report which examines consumers’ beverage choices, what and where they order, and the importance of variety in driving their decisions. Iced/frozen coffee, specialty coffee, tap water, and bottled water top the list of growing beverages. Diet and regular carbonated soft drinks, milk, and brewed coffee have lost the most servings of the declining beverages.

The growing beverages, like iced and specialty coffee, get a boost from the fact that consumers “love” these beverages and will make a special visit to get them. These beverages are also more likely to be ordered for a snack. Also behind growing beverages, like tap water, is cost consciousness, consumers will forego a purchased beverage and opt for tap water instead, or visit another location in order to get a lower-priced beverage, finds the NPD report.

Declining beverages, like carbonated soft drinks and milk, which account for nearly 50 percent of all beverages ordered at foodservice, have lost 4 billion servings since 2010. Though declining beverages are down overall, they are purchased with the most frequency of all beverage categories – about two-thirds purchase them during most or every foodservice visit. These beverages are typically ordered at dinner or lunch.

“Despite recent declines in beverage servings, the fact is that beverages are still an important part of foodservice visits – whether by themselves or as part of a meal,” says Warren Solochek, president of NPD’s Foodservice Practice. “In order to drive beverage orders, foodservice operators will need to understand consumers’ changing tastes and offer an array of quality beverage choices, including healthy options.”

About The NPD Group, Inc.

The NPD Group provides market information and analytic solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit and Follow us on Twitter: @npdgroup.

(via PRWeb)