Twin Cities diners are the least likely among the 10 DMAs to visit a restaurant due to advertising—41% say it’s a top driver, versus 50% nationally. They are more likely, though, to value a convenient location. While downtown Minneapolis has high walkability, bikeability and public transit scores, according to WalkScore.com, the same cannot be said for St. Paul and the surrounding suburbs. Still, consumers are going out to restaurants: Just 5% order by phone or online from FSRs for takeout or delivery; 7% say the same for LSRs.
What Matters to Diners in Minneapolis-St. Paul?
Percentage of consumers who rate these attributes as important/very important in their dining decision:
| Ability to customize my order | 80% |
| Atmosphere is welcoming and comfortable | 86% |
| Convenient location | 93% |
| Has an excellent reputation | 79% |
| Healthy options are available | 64% |
| Is socially responsible | 53% |
| Is kid-friendly | 37% |
| Loyalty to a restaurant/brand | 42% |
| Menu prices in line with similar restaurants | 88% |
| Overall takeout capabilities | 57% |
| Quality of takeout packaging | 55% |
| Speed of visit | 87% |
| Has effective advertising (makes me hungry, is memorable, etc.) | 41% |
| Service is friendly | 90% |
| Quality of food when ordered for takeout | 85% |
Source: Technomic Ignite consumer data
How often do they visit restaurants?
| Every day | 2% |
| Couple times a week | 38% |
| Once a week | 27% |
| 2-3 times a month | 20% |
| Once a month | 8% |
| Once every 2-3 months | 3% |
| 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 | 55% |
| Make something at home | 38% |
Source: Technomic Ignite consumer data