Convenience Changes Thanksgiving Dinner

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Thanksgiving Dinner

By Ruth Michel

Convenience Changes Thanksgiving Dinner

My mouth is watering. All it took was a vision of tomorrow’s plate, overflowing with moist smoked turkey, gravy-heavy mashed potatoes, creamy green bean casserole, toasty crescent rolls, whipped-cream-piled pumpkin pie… are you hungry yet? Combine this with your favorite relatives, and you’ve got the perfect American feast.

Yet the definition of an ideal Thanksgiving is changing for many. Call it laziness or wisdom, 14 million Americans will dine out for dinner this Thursday, according to the National Restaurant Association. An additional 16 million will take out select menu items instead of turning on the oven. Once again, convenience trumps homemade. I mean, who really wants to do all those dishes?

“Our research clearly shows that the convenience of restaurant meals – not having to shop, cook and clean up – drives consumer behavior and will lead millions of Americans to patronize restaurants this Thanksgiving,” said Hudson Riehle, senior vice president of the Research and Knowledge Group for the National Restaurant Association.

Eating Out for Thanksgiving

Forgoing turkey-leftover sandwiches, 32 million consumers will also eat at restaurants during Black Friday madness. This is no surprise as a 2011 Living Social “dining out” survey reveals that Americans

  • Sit down at a restaurant for breakfast an average of 0.8 times per week,
  • Take out for lunch an average of 1.5 times per week,
  • Sit down at a restaurant for lunch an average of one time per week and
  • Dine out for dinner 1.4 times per week.

Restaurants are benefitting from our culture’s obsession with quick and easy, and your business can too! One idea is to motivate customers and employees with an award of a Grand Incentive’s Refreshing Food & Beverage Rebate. What about you? Any ideas you can share?

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