1. Avocado Foodservice Usage/Consumption Habits
Final Report
Prepared by:

2. Contents Introduction 3 Summary 6 Detailed Findings
Restaurant Imagery, Drivers and Barriers 10
Avocados 17
Profile Of Those Who Have Better Perceptions Of Restaurants Serving Dishes With Avocados vs. Same Or Worse Perceptions 27

3. Introduction

4. Background
HAB would like to better understand the consumer experience when dining out across the various tiers of dining options.
Specifically, they would like to understand the factors that drive decision making in terms of where to dine as well as dishes to order.
Most importantly in an understanding of the perceptions and impact of avocados when dining out.
Target audience consumers are defined as follows:
Prepare home cooked meals a few times per week or more often;
Strongly or somewhat agree with the following two statements:
I put a lot of time and effort into preparing healthy homemade meals
I like to cook homemade meals because I can control the ingredients
Buy 37 or more avocados per year (Heavy or Super User).

5. Methodology When Who How
Surveys were completed from April 19 to April 26, 2017.
Who
501 U.S. Residents age 18+ with a 50/50 Male/Female split
Consume avocados
Dine-in or order take-out from any kind of restaurant at least every 3 months
How
Self-administered web based survey
Notes
Statistical differences between key groups, at a 95% Confidence Level, are indicated by an upper case letter. Directional differences, at an 80% Confidence Level, are denoted by a lower case letter.
Some charts/tables may not add to 100% due to rounding, exclusion of don’t know/refused answers or multiple mentions.

6. Summary

7. Summary Restaurant Imagery, Drivers and Barriers
While healthy menu items and nutritional benefits are drivers when selecting a restaurant or a specific dish, they are secondary in importance. Other factors, often associated with the type of restaurant (i.e. cost and location for Fast Food and a nice quiet meal for Fine Dining) or a specific food craving or budget concern trump healthy items.
“Made fresh to order” and “made with only the freshest ingredients” are top decision drivers. This may be a consumer’s way of trying to eat healthier.
Restaurant diners feel there are many barriers to eating healthy at restaurants. It is a lack of choice, a perception of being more expensive and a perception that the dishes do not taste as good/are not as satisfying.
Concerns about healthy menu items are more exaggerated among HAB’s target audience than seen among the non-target audience.

8. Summary
Avocados
Dishes that include avocados are considered to be both healthy and unhealthy. However, healthy generally outweighs unhealthy. This healthy halo is least associated with dishes offered at fast food restaurants.
About half of all respondents feel that restaurants that serve dishes containing avocados are better. A similar proportion feel that dishes containing avocados are healthier and claim they are more likely to order a healthy dish if it contains avocados.
Most of the rest tend to be neutral on the impact of avocados on their perceptions of restaurants and dishes offered.
Diners who have a better perception of restaurants that serve dishes with avocados are an attractive group.
They are somewhat better educated, are more likely to have children, and have a higher household income.
They also dine out more often – across all types of restaurants.
Dishes made with avocados are most strongly associated with higher nutritional value, tasting better, tasting fresher, and being healthier for you.
Such dishes fall a bit low on being considered a better value.
About one-third of diners are willing to pay extra to have avocados added to a dish or for guacamole. On average, they will pay $1.25 extra for avocados and $1.66 extra for guacamole.
The positive halo associated with avocados is more pronounced among HAB’s target audience.

9. Detailed Findings

10. Restaurant Imagery, Drivers and Barriers

11. Restaurant Attributes Considered Major Factors In Choosing Which Restaurant To Eat At For Dining-In or Take-Out by Restaurant Type
Offering healthy menu items is of moderate importance when choosing a restaurant. Other factors, often associated with the type of restaurant (i.e. cost and location for Fast Food and a nice quiet meal for Fine Dining) trump healthy items.
“All food made fresh to order” is rated fairly high across most restaurant types. This may be a consumer’s way of seeking healthy items.
Fast Food
(n=243) A %
Sandwich Shop B
Quick Casual
(n=244) C
Casual D
Upscale Casual E
Fine Dining
(n=145) F
Good value for the money
77CEF
74CEF
64f
73CEF 61 54
Conveniently located
63cDEF
55Ef
53Ef 40 46
Offers variety on the menu 65 63
70Acf
Has a menu that everyone I'm with can order from 58 59
68ABC
All food is made fresh to order 57
72A
67A
73Ac
76Ac
A place that I already know and like
57bce 51 50 49
Allows me to customize my order the way I want it 48
61AC 52
56a
57A
62Ac
A place I know I can get in and out of quickly
46CDEF
49CDEF 34 29
A place I can take my whole family to 43
49a
53Ab
Offers healthy menu items 42
48a
53A
55Abc
A place where I can enjoy a nice quiet meal 36 35
48AB
51AB
55ABc
63ABCDe
Follows sustainable practices 32 38
40c
47ABCde
Has values that align with my own 30 33
36a
37a
45ABCde
A lively place with good atmosphere 26 27
33ab
40ABc
45ABC
46ABC
Q110 – How much of an influence, if any, do each of the following factors have when choosing which [PIPE AS APPROPRIATE fast food restaurant/Sandwich shop/Quick casual restaurant/Casual dining restaurant/Upscale casual dining restaurant/Fine dining restaurant] to eat at for either dine-in or take-out?
Base: Eat at the specific restaurant type at least once every three months and chosen to answer the question

12. Offers Healthy Menu Items is Considered a Major Factor In Choosing Which Restaurant To Eat At For Dining-In or Take-Out by Restaurant Type (Target vs. Non-Target Audience)
HAB’s target audience is more likely than the non-target audience to claim that offering healthy menu items is a decision driver for many types of restaurants. This difference is especially pronounced for fast food restaurants.
Q110 – How much of an influence, if any, do each of the following factors have when choosing which [PIPE AS APPROPRIATE fast food restaurant/Sandwich shop/Quick casual restaurant/Casual dining restaurant/Upscale casual dining restaurant/Fine dining restaurant] to eat at for either dine-in or take-out?
Base: Eat at the specific restaurant type at least once every three months and chosen to answer the question

13. Influences Considered a Factor In Deciding On a Specific Dish To Order From Any Kind Of Restaurant
When it comes to selecting a specific dish, “made with the freshest ingredients” is the top driver. Secondary drivers are including something they like/crave and fitting their budget.
Specific nutritional benefits fall into a second tier of importance.
Base: Total sample (n=501)
Q115 – How much of an influence, if any, do each of the following factors have when deciding what specific dishes to order from any kind of restaurant for either dine-in or take-out?

14. Influences Considered a Major Factor In Deciding On a Specific Dish To Order From Any Kind Of Restaurant (Target vs. Non-Target Audience)
Target audience respondents are more likely to consider all of the nutritional benefits when selecting a dish than are non-target respondents.
(n=199)
(n=302)
Q115 – How much of an influence, if any, do each of the following factors have when deciding what specific dishes to order from any kind of restaurant for either dine-in or take-out?

15. Barriers To Eating Healthy At Restaurants
There are many perceived barriers to eating healthy in restaurants.
Lack of healthy items on the menu in general
Eating healthy at restaurants is expensive
My restaurant choices are limited when it comes to healthy food
Healthy items generally don't taste good (aren't as satisfying)
My friends and family tend to like places that are not healthy
Base: Total sample (n=501)
Q120 – When it comes to eating healthy at restaurants, how much of a barrier do you consider each of the following to be?

16. Major Barriers To Eating Healthy At Restaurants (Target vs
Major Barriers To Eating Healthy At Restaurants (Target vs. Non-Target Audience)
Target audience respondents are much more likely than non-target respondents to feel restaurant choices are limited when it comes to healthy food.
My restaurant choices are limited when it comes to healthy food
Eating healthy at restaurants is expensive
Lack of healthy items on the menu in general
Healthy items generally don't taste good (aren't as satisfying)
My friends and family tend to like places that are not healthy
(n=199)
(n=302)
Q120 – When it comes to eating healthy at restaurants, how much of a barrier do you consider each of the following to be?

17. Avocados

18. Frequency of Consuming Avocados or Dishes Made With Avocados
Frequency of consuming avocados is very diverse. Monthly or more often is fairly high:
76% at home at least once a month.
64% in restaurants at least once a month.
At Home
At Restaurants
Average times per month: 7.4
Average times per month: 3.6
Base: Total sample (n=501)
Q200 – How often do you personally consume avocados or dishes made with avocados either at home or when you dine out at any type of restaurant?

19. Frequency of Consuming Avocados or Dishes Made With Avocados (Target vs. Non-Target)
By definition, target respondents are more frequent avocado consumers at home. They are also more frequent consumers of avocados in restaurants.
At Home
(n=199)
(n=302)
At Restaurants
(n=199)
(n=302)
Q200 – How often do you personally consume avocados or dishes made with avocados either at home or when you dine out at any type of restaurant?

20. Proportion of Dishes Prepared With Avocados Considered Healthy, Unhealthy or Both by Type of Restaurant
Dishes that include avocados are considered to be both healthy and unhealthy. However, healthy generally outweighs unhealthy.
Base: Total sample (n=501)
Q205 – When it comes to dining in or ordering take-out at restaurants, which of the following best describes the type of dishes that avocados are typically used in?

21. Proportion of Target versus Non-Target Audience that Perceive Dishes Prepared With Avocados to be Unhealthy by Restaurant Type (based on result from previous slide)
Target respondents are more likely than non-target respondents to feel dishes at the various restaurant types are unhealthy. This is most pronounced for fast food restaurants. This result is in direct conflict with findings on the next two slides, stating that restaurants that feature avocado on their menu or in dishes have better health perceptions among the target audience. This difference is likely driven by a focus on specific types of restaurants, as opposed to restaurants in general.
(n=199)
(n=302)
Q205 – When it comes to dining in or ordering take-out at restaurants, which of the following best describes the type of dishes that avocados are typically used in?

22. Perception of Restaurants That Offer Avocados
One-half of respondents feel that restaurants that offer avocados are better. Most of the rest are neutral.
Target respondents are more likely than non-target respondents to feel that restaurants that avocados are better.
Net: 50%
Net: 65%B
Net: 40%
Net: 5%
Net: 7%b
Net: 4%
(n=501)
(n=199)
(n=302)
Q210 – What are your general perceptions of restaurants that offer avocados on the menu – be it as an ingredient in a main dish, in a side dish or as a topping?

23. Perception of Dishes with Avocados Being Used as a Main Ingredient or as a Topping
Slightly over one-half of respondents feel that a dish with avocados are healthier.
This jumps to almost two-thirds among the target audience.
Net: 55%
Net: 65%B
Net: 48%
Net: 5%
Net: 5%
Net: 4%
(n=501)
(n=199)
(n=302)
Q215 – In general, which of the following best describes your own personal perceptions when it comes to avocados being used as a main ingredient or as a topping on dishes?

24. Likelihood of Ordering Healthy Menu Items if They Feature Avocados
About half of all respondents claim they are more likely to order a healthy menu item if it contains avocados.
This jumps to almost three-quarters of target audience respondents.
Net: 54%
Net: 72%B
Net: 43%
Net: 4%
Net: 4%
Net: 4%
(n=501)
(n=199)
(n=302)
Q220 – How much more or less likely are you to order “healthy menu items” in a restaurant that feature avocados either as a key ingredient, as a topping, or as part of a side dish?

25. Perceptions of Any Kind of Dish Made With Avocados*
Dishes made with avocados have many positive associations, with the strongest ratings being for higher nutritional value, tasting better, tasting fresher and being healthier for you. They fall a little low on being a better value.
All of these ratings are much higher among the target audience.
Total Sample
(n=501)
Target vs. Non-Target Audience
(n=199)
(n=302)
Q230 – Using the scale provided, please tell us how well each of the following describes your perceptions of any kind of dish that is prepared using avocados.
*Agree: 7 or 6 on a 7-point scale

26. Avocado Add On Premiums
About one-third of all respondents are willing to pay extra for avocados or guacamole. They are willing to pay somewhat more for guacamole.
Target audience respondents are willing to pay much more than seen among non-target respondents.
Willing To Pay More Than Average Premium For Add On At Restaurants
(Total Sample (n=501))
Average Premium Willing To Pay For Add On At Restaurants
(Target vs. Non-Target Audience)
Average:
$1.25
Average:
$1.66
(n=199)
(n=302)
Q225 – How much extra, if anything, would you be willing to pay for avocado as an “add on” item when eating at any type of restaurant?
Q226 – How much extra, if anything, would you be willing to pay for guacamole as an “add on” or side item when eating at any type of restaurant?

27. Profile Of Those Who Have Better Perceptions Of Restaurants Serving Dishes With Avocados vs. Same Or Worse Perceptions

28. Respondents who have better perceptions of restaurants that serve dishes with avocados skew somewhat to the Southern region and are somewhat better educated. There are no meaningful differences in gender and age.
S1, S2, S3, D1
Base: Better (n=250), Same/Worse (n=251)

29. Respondents who have better perceptions of restaurants that serve dishes with avocados are more likely to have children, are more likely to be employed and having a higher household income. There are no meaningful differences in ethnicity.
D2, D3, D4, D5
Base: Better (n=250), Same/Worse (n=251)

30. Average Number of Times Per Month Eat at Each Restaurant
Respondents who have better perceptions of restaurants that serve dishes with avocados eat out more often. This benefits all restaurant types.
(n=250)
(n=251)
Q100