Restaurant Checks Rising With Economy
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When consumer confidence rises, so do restaurant checks, says Robert Sandelman, a Brea-based restaurant industry consultant. During the past year, ticket averages have risen at casual, family and quick-service restaurants. Diners in the casual dining segment were most likely to spend more: The average check rose from $29 in May 1995 to nearly $40 in May 1996.
Sandelman’s research suggests that diners are “venturing into pricier parts of the menu in search of more variety” as well as “‘ordering more items, such as appetizers and desserts.”
Not only are consumers spending a bit more each visit, but Sandelman reports that Americans also are dining out more often.
Does that mean restaurant owners can breathe easier? No way, Sandelman says: “There may not be much opportunity for chains to increase prices since competition remains fierce and consumers’ value expectations continue to be high.”
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Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at [email protected]
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