Hotel Online Special Report
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Restaurants Respond to Consumer Demand 
for "Turkey to Go"
One-Third of Americans Get All or Part of Thanksgiving 'To Go,' 
National Restaurant Association Research Shows
 
WASHINGTON, Nov. 18, 1998 -  About one in three Americans who plan to eat their main Thanksgiving Day meal at home this year will purchase at least one prepared food item -- such as a freshly-baked pumpkin pie, mashed potatoes, or a whole roast turkey -- from a restaurant or grocery store, according to a new National Restaurant Association study.

The Association's telephone survey of 1,001 adults nationwide found that 34 percent of the respondents who plan to eat their main Thanksgiving Day meal at home or at someone else's home said they would purchase at least one prepared food item from a restaurant or grocery store.

"As life gets busier for the American family, households are turning to restaurants for help with meal preparation and holiday dining," said Joseph Fassler, chairman of the board of the National Restaurant Association and president and CEO of Restaura, Inc., based in Phoenix, Ariz. "More and more families are finding that dining out or ordering specialty take-out items gives them a much-needed chance to relax."

Nearly half of adults age 18 to 24 indicated they would purchase takeout items, compared to 23 percent of adults age 45 to 54. The study also found that men were only slightly more likely than women to purchase prepared food for holiday meal consumption -- nearly four out of 10 men indicated they would purchase such an item compared to three out of 10 women.

Restaurant Owners Respond to Demand

Restaurant owners are responding to these demands by offering alternatives to traditional at-home meal preparation with extensive take-out menus and complete "turkey-to-go" dinners. A growing number of restaurants are featuring prix-fixe meals including cooked turkeys or hams, side dishes and desserts that require no in-home preparation.  And restaurateurs are expecting big Turkey Day crowds. RM Foodservice Group owner Ruben Villavicencio called Thanksgiving his "second busiest" day of the year, after Mother's Day.  RM Foodservice Group operates 16 restaurants throughout California, including Millie's and The Whole Enchilada.

National Restaurant Association research found that in 1996, eight percent of Americans celebrated Thanksgiving at a restaurant, but many restaurateurs believe that number has grown significantly in the past two years.

"Thanksgiving used to be a day when only singles and couples would dine with us," Villavicencio said. "These days, we are serving many families and larger parties."

Other restaurateurs agreed. "Now it seems there are more mainstream families taking advantage of eating out on holidays," added Beverly Brochus, spokeswoman for Clyde's Restaurant Group in Arlington, Va. Brochus called Thanksgiving Day a "prime occasion" to dine out.

Angelo Bettera, owner of LaTrattoria in Canton, Connecticut, noted that his restaurant has become very popular with families on Thanksgiving Day. "One 40-member party has come to our restaurant for nearly 15 years," he said, adding that he expects about 600 holiday diners to patronize La Trattoria on Thanksgiving Day. A working fireplace and a turkey carved at your table -- complete with leftovers available to take home afterwards -- are touches created to duplicate the warmth of home without the work, Bettera said.

Nora Pouillon, owner/chef of Asia Nora, Washington, D.C., said she began planning her take-out Thanksgiving menu earlier this year in anticipation of increased demand. Pouillon plans to offer a full organic takeout menu for Thanksgiving Day that includes ready-roasted or oven-ready stuffed turkey, pumpkin soup, mashed potatoes and Madeira gravy, followed by pear-cranberry crisp for dessert. "We expect take-out sales to increase this year over last," she said.

Association research shows the most common time to eat this year's Thanksgiving Day meal will be the mid-afternoon. Thirty-eight percent of survey respondents said they plan to eat their main Thanksgiving meal between 2 and 4 p.m. Twenty-six percent said they would eat between noon and 2 p.m., while 23 percent said they would eat between 4 and 6 p.m.

The National Restaurant Association, founded in 1919, is the leading business association for the restaurant industry, which represents 800,000 outlets and a workforce of 10.2 million employees. Along with the Educational Foundation of the National Restaurant Association, the Association works to represent, educate and promote the rapidly growing industry.

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Contact:
Karen Kraushaar, 202-331-5938, 
or Julie Malveaux, 202-331-5939, 
both of the National Restaurant
Association
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Also See:
Profile: Joe Fassler, National Restaurant Association Chairman / May 1998 

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