Dollinger index

for 12 percent. As a basis of comparison,
Hispanics comprise 10 percent of the nation-
al population of employed persons, and
African-Americans represent 11 percent. In
terms of staffing positions, both minority
groups are more likely than average to be
employed as cooks and miscellaneous food
workers, and Hispanics are also more likely
than average to be wait-staff assistants.

Job Growth.Although the employment
rate in the food-service industry has been
increasing annually for nearly a decade, it has
been lagging in comparison to the nation’s
overall growth rate for the past three years.
However, the industry continues to be a
major job provider, creating more than 1.5
million jobs during the 1990s, making it the
third-largest private-sector job creator.

Consumer Needs and Lifestyles

Consumers’ need for convenience continues
to increase as employment increases, leaving
little spare time to prepare meals at home. In
1999, a typical person (age eight and older)
consumed an average of 4.2 meals prepared
away from home per week. Therefore, quick-
service restaurants are increasing their efforts
to provide fast and easy service to customers
in order to keep up with their busy lifestyles.
According to the 2000 Consumer Survey
conducted by the NRA, 47 percent of adults
between the ages of 18 and 24 reported that
takeout food is essential to the way they live.
Furthermore, 77 percent of adults, ages 18 to
24, indicated that consuming takeout or
delivery meals allowed them more time to
spend on other activities.
Along with increased convenience, restau-
rant owners are continually trying to meet
the changing tastes and preferences of their
customers. In fact, 76 percent of quick-serv-
ice operators reported that they introduced
new food items in 2000, and 66 percent stat-
ed that they intend to do the same in 2001.
In addition, because customers are seeking
more value for their dollar, many restaurants
offer a variety of promotions throughout the
year, such as weekly or monthly specials, as
well as bundled meal discounts. Promotional
offerings are determined largely by the type

of customer quick-service restaurants are try-

ing to attract. Quick-service operators indi-

cated that the following customer groups are

the most important (in order of signifi-

cance): (1) businesspeople, (2) teenagers, (3)

senior citizens, and (4) tourists and parties

that include children.

Ethnic Cuisines. During the 1990s, the

market for ethnic cuisines grew with con-

sumers’ desire to experience menus based on

different cultures. In fact, the growth was so

widespread that Italian, Chinese, and

Mexican restaurants, which are the most

popular, have become mainstream rather

than exotic and new. Many ethnic foods have

become more readily available and are

offered at “nonethnic” restaurants. There-

fore, ethnic restaurants can no longer rely

solely on their menus to attract their target

consumers, who are typically younger and

living in major metropolitan areas. Service,

value, and atmosphere are as significant for

ethnic eateries as they are in any restaurant.

Seafood.Seafood consumption has been on

the rise, as consumers are looking for health-

ier and more innovative alternatives in

restaurant menus. Customers have indicated

the primary reason for eating seafood is the

taste, followed by health, diet, and caloric

reasons. Most people perceive seafood to be

healthful, more so than beef and pork prod-

ucts. However, consumers are more likely to

order seafood at a fine-dining or casual

restaurant than at a fast-food establishment

due to concerns regarding freshness, limited

preparation options, and a preference for

hamburgers or chicken when eating fast

food. In fact, the most common reasons for

not eating seafood include lack of conven-

ience or availability, dislike of the taste, high

prices, and food-safety concerns.

Restaurant Setting.The physical setting in

which customers dine is becoming a more

integral part of the restaurant experience, as

well as a basis on which to compete. Design,

decor, and atmosphere have become the

focus of many restaurant owners and man-

agers. In the NRA’s Restaurant Settings

Rubio’s: Home of the Fish Taco (B) 459