This Texas metro area has the highest predicted population growth rate of the examined DMAs, which would make it the largest of the 10 come 2023. It currently has more than 2 million Gen Zers and 2 million millennials, higher than any other generation. It also has a slight edge on the other cities in household size, at an average of 2.75 people. Consumers in this market are heavy restaurant users—nearly half visit at least once a week. The majority are driven to restaurants that offer good value through a range of methods: high-quality items, low prices and quick, high-quality service.
What Matters to Diners in Dallas?
Percentage of consumers who rate these attributes as important/very important in their dining decision:
| Ability to customize my order | 81% |
| Atmosphere is welcoming and comfortable | 88% |
| Convenient location | 85% |
| Has an excellent reputation | 85% |
| Healthy options are available | 66% |
| Is socially responsible | 54% |
| Is kid-friendly | 47% |
| Loyalty to a restaurant/brand | 55% |
| Menu prices in line with similar restaurants | 89% |
| Overall takeout capabilities | 72% |
| Quality of takeout packaging | 63% |
| Speed of visit | 86% |
| Has effective advertising (makes me hungry, is memorable, etc.) | 51% |
| Service is friendly | 93% |
| Quality of food when ordered for takeout | 84% |
Source: Technomic Ignite consumer data
How often do they visit restaurants?
| Every day | 6% |
| Couple times a week | 48% |
| Once a week | 20% |
| 2-3 times a month | 16% |
| Once a month | 6% |
| Once every 2-3 months | 2% |
| Longer than every 3 months | 2% |
Source: Technomic Ignite consumer data
Where else are they eating?
| Buy prepared foods from another grocery or retail store | 6% |
| Eat at/purchase food from a restaurant | 61% |
| Make something at home | 32% |
Source: Technomic Ignite consumer data