SOURCE: Claritas Inc.

May 02, 2005 08:00 ET

Claritas Division Introduces New Restaurant Survey Focused on Dining Out Behaviors

Data Collected From 30,000 Respondents Also Addresses Attitudes Toward Eating Out

SAN DIEGO, CA -- (MARKET WIRE) -- May 2, 2005 -- Integras, the advanced analytical services division of Claritas Inc., the premier provider of intelligent marketing information and target marketing services, today announced the release of the Restaurant Audit™ -- a new research study that focuses on consumer dining-out patterns.

"The survey, which is based on more than 30,000 respondents, provides a wealth of information regarding behavior and attitudes toward eating away from home," said Ramona Spencer, Vice President of Consumer Research for Integras.

Spencer said information was collected on the household's propensity to eat out by location type, restaurant, by daypart/meal type and drive-thru vs. carry-out vs. dine-in, as well as attitudes toward eating out.

In addition, specific occasion-based information, i.e., the amount spent, what was ordered and how many were in the group/party, was collected from randomly selected individuals within the household, she said.

This information helps the user to:

--  Understand the prevalence of visiting restaurant types/specific
    restaurants by various market segments, including behavioral, demographic
    and attitudinal.
--  Obtain a better understanding of the characteristics of restaurant
    visits, by restaurant -- daypart, mode of purchase, reason(s) behind
    restaurant selection and satisfaction level.
--  Determine how, and if, attitudes influence restaurant selection.
--  Explore differences between more than 60 individual markets.
As for the type of detailed, specific information found in the Restaurant Audit, here is a small "taste":
--  Price and promotions tend to drive the choice of a fast food
    restaurant for nearly half of the population. Forty-nine percent of
    respondents reported that they visit a fast food restaurant when a good
    deal, sale or coupons are offered.
--  The low-carb craze takes a back seat to concern about high-fat and
    fried food. Nearly 20 percent of the respondents say they are following a
    low-carb diet to some degree, while 60 percent indicate that they avoid
    high-fat foods.
--  Seventy-eight percent of fast food diners use drive-thru service.
    African Americans and Hispanics are even more likely to use a drive-thru,
    with 86 percent reporting that they use the service.
Spencer said this type of relevant Restaurant Audit information will be included in a series of reports scheduled for release in 2005.

About Integras

Formed in January 2003, Integras provides high-end analytical consulting and advanced decision support for marketing and location strategy. A division of Claritas Inc., Integras combines sophisticated quantitative analysis with the broadest array of consumer and business data available in the United States to help companies make better strategic decisions. In addition to conducting four syndicated surveys (Insurance Audit, Market Audit, Convergence Audit and Restaurant Audit), the Customer Research and Targeting business unit of Integras conducts custom primary market research on behalf of their clients. For more information about these and other Integras services visit

About Claritas

Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at and

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