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Written by Lisa Neff, Staff writer
Aug 11, 2010
A new nationwide consumer study suggests that gay and lesbian diners say “check please” more often than other consumers.
The study from Community Marketing Inc. and Andrew Freeman & Co. is said to be the first in-depth report on gay consumers’ restaurant-spending habits and motivations.
Researchers in March polled 4,400 consumers about dining out to examine how they spend their money, influences in restaurant selection, impressions of chain and non-chain restaurants, even their beverages of choice.
The survey found that one-third of gay and lesbian consumers spent less at restaurants in the past year compared with prior years.
Still, more than 80 percent agree that gays and lesbians are restaurant trendsetters who dine out more than the average American.
The study said, “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.”
Restaurants that recognize and support LGBT interests, organizations and media drive market-buying decisions. More than three-quarters of gay and lesbian consumers said they are more likely to dine at a chain restaurant if it reaches out to the community, either with contributions to LGBT groups or through advertising in the LGBT press.
At a typical evening meal out, alcohol comprises at least part of the bill for 81 percent of respondents.
Overall for restaurants, the LGBT market is a solid target demographic that is somewhat recession resistant, according to the survey.
Some other findings:
- 70 percent of gays and lesbians visit a coffee shop/cafe in a typical week.
- About 50 percent of respondents dined out two to five times a week.
- Gay men are much more likely than lesbians to be frequent restaurant diners – six times a week.
- Non-chains are more popular than chains with gays and lesbians seeking a medium to upscale dining experience.
- There are no clear winners among cuisine favorites, though Italian and Mexican are most popular.
- On average, respondents tip 19.2 percent of the restaurant bill.
- On average, tips from lesbians are slightly higher than from gay men.
- Wine and cocktails are slightly more popular among gay respondents than lesbian respondents.
- Beer and bottled/sparkling water are more popular among lesbian respondents.
