As families nationwide gear up for Thanksgiving and the following long weekend, restaurateurs also gear up for such holiday offerings as large catering orders and special menus or deals. Preparing for a slight uptick in guest traffic from the doldrums of last year may also be on the menu for some operators.
Total Thanksgiving travel is projected to increase slightly this year, with 38.4 million people expected to travel 50 or more miles away from home, according to AAA projections. That is a 1.4-percent increase from the 37.8 million people who traveled last year. Still, this year’s Thanksgiving travel compares with Thanksgiving 2008, which saw a substantial 25.2-percent drop in travel amid the housing and financial crisis.
Air travel is expected to fall 6.7 percent this year, AAA said, while travel by car will increase 2.1 percent and travel by train or bus will increase by 1.2 percent. AAA surveyed 1,350 consumers and asked about travel plans occurring Wednesday through Sunday. Average spending among surveyed consumers will total $718 per household, with food and beverage spending representing 21 percent of the total.
“Although far too many Americans remain unemployed or under other financial stress, AAA’s projected increase in Thanksgiving travel from one year ago is another hopeful sign that economic conditions are stabilizing and improving in some areas,” Glen MacDonell, AAA’s director of travel services, said in a statement. “We can also be thankful the gradual recovery we have been seeing in the U.S. travel industry since the start of the summer is continuing.”
Restaurants are set to benefit most from consumers during the days they travel and during the days leading up to the holidays, especially Thanksgiving. Lower-priced deals are still expected to drive the majority of visits to restaurants for non-holiday meals. Denny’s, for example, is heavily promoting its Build Your Own Grand Slam breakfast for as low as $5.99. Chili’s Grill & Bar is continuing to push its three-course dinner for two for $20. Quick-service chains still are promoting value deals, such as $1 items or special two-for-one offers, to entice consumers looking to stretch their dollars.
Substantial off-premise catering opportunities may also exist for restaurants, especially on the days prior to the actual holiday, according to Technomic research. Consumers in a recent study from the Chicago-based firm indicated that they often rely on party platters or catered foods on the day before a major holiday.
“Consumers generally entertain at home during the holiday season, but many tell us that they are busy prepping for the big day and don’t want to worry about preparing meals for family and houseguests the day before. Nor do they want to cook for a large gathering two days in a row,” said Melissa Wilson, a principal at Technomic. “Party platters and prepared meals are appealing time-saving alternatives to cooking, providing important catering opportunities for restaurants and retail operators.”
Additional research shows that consumers are more likely to want purchased food that looks like they made it themselves, and needs are highest during Thanksgiving and Christmas.
Still, many more restaurants are open or serving Thanksgiving meals this year. T.G.I. Friday’s, for example, said the majority of its 600 restaurants in the United States will be open during the afternoon on Thursday. The chain will offer half-priced appetizers and five new wing flavors.
Luby’s is offering a full Thanksgiving meal as an eat-in or to-go option. Mimi’s Cafe is promoting a meal for between six and eight people, priced at $79.99, which features a whole, pre-cooked turkey, mashed potatoes, mashed sweet potatoes, cornbread stuffing, vegetables, gravy, cranberry relish, carrot raisin nut bread and a pumpkin pie. Cracker Barrel Old Country Store and Boston Market also are offering their traditional full Thanksgiving dinners.
Because air travel is expected to drop, as has been the trend for years, some airport concessionaires are offering special food-and beverage-related promotions as well as implementing cost-cutting initiatives, such menu re-engineering and a reduction in operating hours.
“We’ve adjusted points of business, not just for Thanksgiving, but throughout the year, that can be added back when travel peaks return,” said Susan Goyette, spokeswoman for HMSHost Corp., an airport concessionaire based in Bethesda, Md. “We can lessen hours of operation based on flight schedules as well as look at our supply chain to find additional ways to save costs. We can change out menus and even reduce the number of offerings, but we’ll still make sure to include comfort food options.”
-- Elissa Elan contributed to this report
Contact Sarah E. Lockyer at [email protected].
