What Restaurants Can Learn About Holiday Sales from Research

 

The holiday season offers a golden opportunity for restaurants to capitalize on evolving consumer behavior, particularly during Thanksgiving, where convenience and quality drive demand. Popmenu’s latest survey reveals compelling insights into how consumers are embracing Ready-2-Eat and Heat-n-Eat meal solutions, creating lucrative opportunities for innovative restaurants according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Thanksgiving Dining Trends: Opportunities for Restaurants

This year, 37% of consumers plan to order takeout or delivery from restaurants for Thanksgiving—a notable rise from 32% last year. While only 5% will dine in a restaurant, down from 17% last year, the trend toward restaurant-prepared meals enjoyed at home underscores the growing appeal of meal convenience.

The average Thanksgiving dinner spend is projected at $170 per household, signaling a significant revenue opportunity for restaurants equipped to meet this demand.

Consumer Motivations: Convenience is King

Why are more consumers leaning on restaurants this holiday season?

·         75% believe it’s easier. Simplified meal prep resonates with busy households.

·         32% see it as cost-effective. Ready-2-Eat options often rival the cost of homemade meals.

·         23% are too tired to cook. For many, the holidays are about unwinding, not laboring in the kitchen.

·         22% prefer professional-quality meals. Expertise in cooking elevates the dining experience at home.

Popular Menu Picks

The traditional turkey remains the centerpiece for 87% of consumers, but versatility reigns with ham capturing 39% of main courses. Side dishes tell a story of timeless favorites:

·         Stuffing: 68%

·         Mashed Potatoes: 60%

·         Mac 'n Cheese and Sweet Potatoes: 42% each

·         Green Beans: 41%

·         Cranberry Sauce: 39%

Interestingly, 31% of consumers admit to opting for fast food during past Thanksgivings, demonstrating a willingness to embrace non-traditional options if they offer convenience and speed.

Actionable Insights for Restaurants

To thrive during the holidays, restaurants must think beyond the dining room. Here are three strategies to drive incremental sales this Thanksgiving and beyond:

1.       Optimize Meal Bundling for Families
Mix-and-match offerings that include customizable side dishes and desserts can appeal to diverse household tastes. Successful grocerant programs show that empowering customers to assemble their perfect meal drives loyalty and repeat business.

2.       Promote Early and Often
Restaurants that market holiday specials early can secure higher order volumes. Highlighting limited-time offers with visual cues like portion sizes and reviews ensures consumers feel confident in their purchase decisions.

3.       Leverage Multi-Channel Engagement
Use websites, reservation platforms, and social media to showcase menu options, availability, and ease of ordering. A seamless digital experience mirrors the convenience consumers seek in Ready-2-Eat holiday meals.

The Big Picture: Consumer Migration to Easy Solutions

As Brendan Sweeney, CEO of Popmenu, notes, “Ordering in or dining out for Thanksgiving is becoming a new tradition for consumers who just want to relax and enjoy a meal vs. serving as the family chef for the day.” Some restaurants have seen Thanksgiving pre-orders reach $50,000, proving the potential of holiday sales.

Looking ahead, December holds similar opportunities, with 28% planning to rely on restaurants for Christmas and 35% for New Year’s Eve. Restaurants that refine their holiday strategies now are poised to reap rewards across the season.

By aligning with evolving consumer expectations for convenience, cost, and quality, restaurants can transform the holidays into a platform for long-term growth. As the Grocerant Guru®, I remind you: Holiday success isn’t just about the food—it’s about creating a seamless, stress-free experience for your guests.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869