A Profile of LGBT Consumers: Restaurant Spending, Influencers and Dining Preferences

This is Community Marketing, Inc. and Andrew Freeman & Co.'s first in-depth look at gay and lesbian restaurant behaviors. This study seeks to understand dining out habits, spending patterns, restaurant selection influencers, impressions of restaurants, and more.

This study seeks to understand the following topics:

• Dining out habits - how frequently do LGBT consumers dine out? Which kinds of restaurant concepts and cuisines do they prefer?
• Dining out spending patterns - have spending patterns changed with the economy, and do LGBT people expect to spend more or less at restaurants in the upcoming year?
• Restaurant selection influencers - which factors/influencers are most important to the LGBT population when choosing restaurants?
• Impressions of chain and non-chain restaurants - which quick-service and upscale chain restaurants are favorites among the LGBT population?
• Beverage purchases at restaurants - which beverages do LGBT diners purchase when dining out, and how frequently do they do so?
• Hotel restaurants - do LGBT travelers dine at hotel restaurants often? Why or why not?
• Coffee shops - how frequently do LGBT diners visit coffee shops/cafes, and how much do they spend? Do they generally frequent chains or non-chain coffee shops?

Project Methodology

• Findings are based on an online survey of 4,400+ self-identified LGBT consumers, recruited from Community Marketing's proprietary 50,000 member research panel
• Survey fielded February 26-March 8, 2010
• Respondents must dine out at least once monthly to qualify for the survey. This represented 98% of people who started the survey.
• Restricted to U.S. only
• Visit communitymarketinginc.com for more info about CMI's methodology

Executive Summary

• Despite the economic situation, the majority of gay men and lesbians still spent the same or more at restaurants in the past year.
• Still, one-third (33%) spent less in the past year, compared with years prior.
• Majority expect to spend about the same amount at restaurants in the next year with the group who expects to spend more at restaurants being slightly larger than those who expect to spend less.
• Compared with other research, gay men and lesbians are much more likely than the mainstream to describe going to restaurants as being an essential part of their lifestyle.
• More than 80% agree gays and lesbians are restaurant trendsetters and believe they dine out more than the average American.
• Market buying decisions are driven by restaurants that recognize and support LGBT interests, charities and media. More than three-quarters (76%) are more likely to dine at a chain restaurant if they outreached to the gay community.
• Slightly less than half (47%) say that chain restaurants are gay and lesbian friendly.
• At a typical evening meal out, alcohol comprises at least part of the bill for 81% of respondents.
• 70% of gay men and lesbians visit a coffee shop/cafe in a typical week.
• Overall for restaurants: the LGBT market is a solid target demographic that is somewhat recession resistant - and enjoys dining and drinking for both necessity and pleasure. For restaurants, the LGBT market is very lucrative and ripe with opportunity for restaurants in all different categories.

Respondent Profile

Based on 4,451 total responses.

LGBT Dining Out Patterns: Spending

Most dine out for meals at least twice a week

For all meals: breakfast, lunch or dinner

• Nearly three-quarters of respondents (71%) dined out for meals at least twice a week
• About half of respondents dine out 2-5 times per week
• Gay men much more likely than lesbians to be frequent diners (dining out 6+ times/week); nearly one-third of gay respondents (30%) meet this criterion, compared with 18% of lesbian respondents

Restaurant spending held strong through recession

• Despite the economic situation, majority of respondents still spent the same or more at restaurants in the past year
• Still, one-third (33%) spent less in the past year, compared with years prior

This is an excerpt from the full March 2010 report; download it in pdf format here.

This content was provided by Community Marketing, Inc. The San Francisco-based company, founded in 1992, connects their tourism and hospitality clients with LGBT, green, and other trend-leading “niche” segments through consumer research, strategic planning and highly targeted communications channels. Visit their website at www.CommunityMarketingInc.com.

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