Copyright 2005, CLARITAS INC. All Rights Reserved. 1
2005 Preliminary Research Findings 2005 Preliminary Research Findings
Restaurant Audit Restaurant Audit
11 11-15 15-05 05
Tom Spencer Tom Spencer
VP/Senior Practice Leader VP/Senior Practice Leader
Tspencer@claritas.com Tspencer@claritas.com 770-246-2807
&
Ryan Arnold Ryan Arnold
Product Manager Product Manager
Rarnold@i Rarnold@integrasconsulting ntegrasconsulting.com 954 .com 954-753 
753-6043 x1004 6043 x1004

Copyright 2005, CLARITAS INC. All Rights Reserved. 2
Agenda Agenda
1. 1. Overview of the Restaurant Audit Overview of the Restaurant Audit
2. 2. Survey Findings Survey Findings
.... Overall dining patterns Overall dining patterns
.... Attitudes Attitudes
.... Smoking at restaurants Smoking at restaurants
.... Wireless Internet access at restaurants Wireless Internet access at 
restaurants

Copyright 2005, CLARITAS INC. All Rights Reserved. 3
.... Survey’s Focus: Household and individual Survey’s Focus: Household and 
individual
restaurant use, purchase behavior, and attitudes restaurant use, purchase 
behavior, and attitudes
toward dining out toward dining out
.... Nationally representative: 30,313 completed the Nationally 
representative: 30,313 completed the
survey survey
.... Collected annually to allow for trends over time Collected annually to 
allow for trends over time
.... Analysis Features: Analysis Features:
.... Respondent demographics Respondent demographics
.... Wealth Scores (IPA Wealth Scores (IPA Income Producing Assets Income 
Producing Assets & Net Worth) & Net Worth)
.... PRIZM PRIZMNE NE
2005 Restaurant Audit Methodology 2005 Restaurant Audit Methodology

Copyright 2005, CLARITAS INC. All Rights Reserved. 4
.... Respondent Age Respondent Age
.... Respondent Gender Respondent Gender
.... Others in HH Age Others in HH Age
.... Others in HH Gender Others in HH Gender
.... Income Income
.... # of persons in HH # of persons in HH
.... Marital status Marital status
.... Education Education
.... Employment status Employment status
.... Ethnic background Ethnic background
.... State, DMA, Census Region State, DMA, Census Region
2005 RA Respondent Demographics 2005 RA Respondent Demographics

Copyright 2005, CLARITAS INC. All Rights Reserved. 5
Link to PRIZM Link to PRIZM
40 60 80 100 120 140 160
Y1 Midlife Success
Y2 Mainstream Singles
Y3 Striving Singles
F1 Accumulated Wealth
F2 Young Accumulators
F3 Mainstream Families
F4 Sustaining Families
M1 Affluent Empty Nests
M2 Conservative Classics
M3 Cautious Couples
M4 Sustaining Seniors
Lifestage Group
Index
Blimpie Index Subway Index



Copyright 2005, CLARITAS INC. All Rights Reserved. 8
.... Restaurant Use Restaurant Use
.... Locations frequented past 30 Locations frequented past 30
days by restaurant type and days by restaurant type and
name name
.... How many times eaten in past How many times eaten in past
30 days 30 days
.... Drive Drive-thru/Carry thru/Carry-out/Dine out/Dine-in in
frequency frequency
.... # of times eaten out, past # of times eaten out, past
week week
.... Stored value gift card use and Stored value gift card use and
interest interest
.... Attitudes toward dining Attitudes toward dining
.... 47 Attitudinal statements 47 Attitudinal statements
.... Topics include Diet, Topics include Diet,
Convenience, Pricing, Impact Convenience, Pricing, Impact
of Children, Smoking, of Children, Smoking,
Technology, etc. Technology, etc.
2005 Restaurant Audit Questions 2005 Restaurant Audit Questions
.. Restaurant meal occasions:
.. If ate out yesterday
.. Meal occasion (lunch, etc.)
.. Restaurant name and type
.. Reasons ate out
.. Who with during meal
.. Travel to/from, distance
.. Pricing and Promotions
.. Satisfaction with experience
.. Restaurant-specific attitudes toward
top 20 Chains
.. Quality of food
.. Value
.. Menu selection
.. Customer service

Copyright 2005, CLARITAS INC. All Rights Reserved. 9
Overall Dining Overall Dining
Patterns Patterns

Copyright 2005, CLARITAS INC. All Rights Reserved. 10
Reasons for Eating Out Reasons for Eating Out
23.94%
21.48%
18.55%
16.82%
15.86%
13.94%
12.31%
10.81%
10.21%
8.29%
6.57%
5.40%
4.00%
2.65%
2.42%
0% 5% 10% 15% 20% 25%
Hungry/thirsty
Meal time/time to eat
Some other reason
Didn't want to cook/clean up
Socializing with friends
Had a taste for food or beverage
Routine/habit
Spent time with family
To relax
Needed a break
Treat/reward myself
Special occasion
To please my family/others
Treat/reward kids
Discuss business

Copyright 2005, CLARITAS INC. All Rights Reserved. 11
Top Locations for Breakfast Top Locations for Breakfast
14.2%
9.8%
8.3%
4.5%
3.1%
3.0%
3.0%
2.9%
2.7%
2.7%
2.3%
1.8%
1.7%
1.4%
1.4%
0% 2% 4% 6% 8% 10% 12% 14% 16%
McDonald's
Work or school cafeteria
Other family restaurant
Dunkin Donuts
Convenience store (part of gas station)
Diner
Burger King
Other bagel store/restaurant
IHOP
Starbucks
Denny's
Other cafeteria/buffet
Hardee's
Other cafeteria/buffet
Bakery/donut shop/bagel shop

Copyright 2005, CLARITAS INC. All Rights Reserved. 12
Top Locations for Lunch Top Locations for Lunch
11.4%
9.7%
3.9%
3.8%
3.6%
3.4%
3.3%
2.8%
2.5%
2.3%
2.1%
2.1%
1.7%
1.7%
1.6%
0% 2% 4% 6% 8% 10% 12%
Work or school cafeteria
McDonald's
Wendy's
Chinese/Asian family casual restaurant
Burger King
Subway
Other family restaurant
Taco Bell
Other Bar & Grill
Mexican family/casual restaurant
Other cafeteria/buffet
Deli
Grocery store or supmarket deli
KFC/Kentucky Fried Chicken
Applebee's

Copyright 2005, CLARITAS INC. All Rights Reserved. 13
Top Locations for Dinner Top Locations for Dinner
5.9%
5.1%
5.0%
4.3%
3.8%
3.6%
3.2%
3.0%
2.7%
2.4%
2.4%
2.1%
2.1%
2.1%
2.0%
0% 1% 2% 3% 4% 5% 6% 7%
Chinese/Asian family casual restaurant
McDonald's
Other family restaurant
Other Bar & Grill
Fine dining restaurant
Other pizza - local
Mexican family/casual restaurant
Taco Bell
Other Italian family
Applebee's
KFC/Kentucky Fried Chicken
Pizza Hut
Burger King
Wendy's
Grocery store or supmarket deli

Copyright 2005, CLARITAS INC. All Rights Reserved. 14
How far traveled from place you were How far traveled from place you were
39.54%
22.03%
13.64%
10.13%
4.61%
2.57% 1.53%
5.95%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Less than
1 mile
1-3 miles 3-5 miles 5-10 miles 10-15
miles
15-20
miles
20-25
miles
25+ miles
Percent of Total
Average distance = 5.5 miles

Copyright 2005, CLARITAS INC. All Rights Reserved. 15
Times Anyone in HH Eaten Out Past Week Times Anyone in HH Eaten Out Past 
Week
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Income less than $25K 10.1 9.0 8.6 6.2 5.2 4.1
Income $25-49K 12.4 10.2 10.9 9.0 7.1 6.0
Income $50-74K 12.8 11.6 12.0 10.7 8.6 7.7
Income $75-99K 13.9 12.3 13.1 11.9 9.7 8.2
Income $100K+ 12.9 12.5 13.6 13.0 10.7 8.2
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
107 96 91 65 55 44
Income $25-49K 131 108 115 96 75 64
Income $50-74K 136 123 127 113 92 82
Income $75-99K 147 130 139 126 103 87
Income $100K+ 137 132 144 139 113 87

Copyright 2005, CLARITAS INC. All Rights Reserved. 16
Change in Visits Change in Visits
0 1 2 3 4 5 6 7 8 9 10
health f ood store
f ine dining restaurant
gym
ice cream shop
f ood truck/street v endor
cof f ee bar
ethnic restaurant
theatre/concert/ev ent
diner
bar/pub
drug store
f amily restaurant
grocery store/supermarket deli
deli
f ast f ood restaurant
bakery /donut/bagel shop
pizza restaurant
neighborhood corner store
conv nce store (part of gas station)
conv nce store (no gas station)
other caf eteria
snack bar
v ending machine
2004 2005

Copyright 2005, CLARITAS INC. All Rights Reserved. 17
Percent Change in Visits Percent Change in Visits
15.9%
10.3%
9.1%
8.4%
7.7%
5.8%
-0.8%
-1.1%
-1.2%
-1.3%
-2.1%
-2.7%
-4.7%
-5.7%
-6.2%
-6.5%
-7.4%
-10.4%
-11.4%
-12.9%
-17.5%
-18.7%
-19.9%
-25.00% -20.00% -15.00% -10.00% -5.00% 0.00% 5.00% 10.00% 15.00% 20.00%
he a lth fo o d s to re
fine dining re s ta ura nt
gym
ic e c re am s ho p
fo o d truc k/ s tre e t v e ndo r
c o ffe e bar
e thnic re s ta ura nt
the atre /c o nc e rt/e ve nt
dine r
ba r/pub
drug s to re
family re s ta ura nt
g ro c e ry s to re / s upe rma rke t de li
de li
fa s t fo o d re s ta ura nt
ba ke ry/ do nut/ba g e l s ho p
pizza re s ta ura nt
ne ighbo rho o d c o rne r s to re
c o nvnc e s to re (pa rt o f g a s s ta tio n)
c o nvnc e s to re (no gas s tatio n)
o the r c a fe te ria
s nac k bar
v e nding m a c hine

Copyright 2005, CLARITAS INC. All Rights Reserved. 18
Quick Quick-serve Service Distribution serve Service Distribution
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 1 2 3 4 5 6 7 8 9 10
Number of Occasions
Percent of Total Visits
Drive-thru
Carry-out
Dine-in
Times ate over last 10 visits

Copyright 2005, CLARITAS INC. All Rights Reserved. 19
Attitudinal Attitudinal
Responses Responses

Copyright 2005, CLARITAS INC. All Rights Reserved. 20
Attitudinal Questions Attitudinal Questions
.. Restaurant Specific Attitudes toward top 20 Chains
.. Quality of food
.. Value
.. Menu selection
.. Customer service
.... Attitudes toward dining Attitudes toward dining
.... 47 Attitudinal statements 47 Attitudinal statements
.... Topics include Diet, Convenience, Pricing, Impact of Children, S Topics 
include Diet, Convenience, Pricing, Impact of Children, Smoking, moking,
Technology, etc. Technology, etc.
.. Five point scale
4 3 2 1 5
Agree
Strongly
Agree
Somewhat
Neither
Agree or
Disagree
Disagree
Somewhat
Disagree
Strongly

Copyright 2005, CLARITAS INC. All Rights Reserved. 21
Has good customer service Has good customer service
0%
10%
20%
30%
40%
50%
60%
Agree Strongly Agree Somewhat Neither Agree
nor Disagree
Disagree
Somewhat
Disagree
Strongly
Percent of Responses
Chain A
Chain B
Chain C
Chain D

Copyright 2005, CLARITAS INC. All Rights Reserved. 22
1 2 3 4
I like to eat at new or unique restaurants
I feel guilty when I serve convenience foods to my family
I often eat food from a restaurant because I don't want to cook
I try to avoid foods that are high in fat
Meal times tend to be hectic in my household
I try to eat at fast food places w ith the lowest prices
I wish more rest. gave me information about # of calories for each item
When a restaurant has a new food item on the menu, I usually try it
I often purchase a value meal, as opposed to individual items
I order differently when I have info about the menu's cal/fat/carb content
I am very strict about what I let my kids eat*
I often eat food from a rest. because nothing at home I want to eat
I eat at fast food places that offer healthy menu choices
I visit fast food rest. when they have a good deal/sale/coupons
I won't go to restaurants that aren't kid-friendly*
2005 2004
More Strongly Agree More Strongly Agree
Agree
Strongly
Disagree
Somewhat

Copyright 2005, CLARITAS INC. All Rights Reserved. 23
1.98
2.01
2.07
2.09
2.14
2.25
2.26
2.31
2.33
2.37
2.38
2.38
2.40
2.44
2.49
1 2 3
I prefer to dine at restaurants that are
smoke-free
I don't mind paying a little more for an item I
really like
I am less likely to eat at a rest. if I've heard
complaint/negative new s
I love to eat different foods w ith
interesting flavors
My kids love to eat at fast food
restaurants*
I like to eat at new or unique restaurants
I have less disposable income for dining
out now due to high gas prices
The food from fast food restaurants is not
very good for you
I try to avoid foods that are high in fat
I try to avoid foods that are high in transfat
I w ish more rest. gave me information
about # of calories for each item
I w on't go to restaurants that aren't kidfriendly*
Our w hole family usually eats dinner
together
My children often influence w hich
restaurant w e visit*
I often eat food from a restaurant because
I don't w ant to cook
Stronger Agreement 2005 Stronger Agreement 2005
Agree Strongly Agree Somewhat
Neither Agree
or Disagree

Copyright 2005, CLARITAS INC. All Rights Reserved. 24
Age 35 Age 35-44 Change in Average Spending 44 Change in Average Spending
4.35%
-54.82%
11.34%
-40.38%
30.55%
-23.29%
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
Breakfast Morning snack Lunch Afternoon
snack
Dinner Evening/late
night snack

Copyright 2005, CLARITAS INC. All Rights Reserved. 25
Preference for Smoke Preference for Smoke-free Restaurants free Restaurants
1.49
1.55
1.66 1.66
1.75 1.78 1.78 1.80 1.81
1.85
1.98
2.19 2.19 2.20 2.22 2.23 2.24 2.27 2.30 2.30
2.37
1.0
1.5
2.0
2.5
UT
DC
CA
RI
MA
OR
DE
NY
GA
N
J
United S
tates
LA
MS
SC
KY
WV
MO
TN
W
Y
AR
MT
Agree
Strongly
Agree
Somewhat
More Positive More Negative


Copyright 2005, CLARITAS INC. All Rights Reserved. 27
Preference for Smoke Preference for Smoke-free Restaurants by DMA free 
Restaurants by DMA
1.48 1.52
1.60 1.61 1.66 1.70 1.72 1.75 1.75 1.75
1.98
2.30 2.31 2.31 2.31 2.34 2.35 2.38 2.42
2.51 2.54
1
2
3 San Francisco et al
Salt Lake City
Fresno- V isalia
Rochester NY
Los Angeles
Providence et al
Washington
San Diego
Portland OR
Atlanta
United S tates
Memphis
Champaign et al
Spokane
Roanoke- Lynchburg
Knoxville
Nashville
Lexington
Greensboro et al
Charleston et al
Youngstown
Agree
Strongly
Agree
Somewhat
Neither Agree
or Disagree
More Positive More Negative

Copyright 2005, CLARITAS INC. All Rights Reserved. 28
“I prefer to dine at restaurants that are smoke “I prefer to dine at 
restaurants that are smoke-free” free”
1.98 1.92
1.80
1.91
2.07 2.16
1.93
1
2
3
Total U.S. Under 25 25-34 35-44 45-54 55-64 65+
Agree
Strongly
Neither Agree
or Disagree
Agree
Somewhat

Copyright 2005, CLARITAS INC. All Rights Reserved. 29
“I prefer to dine at restaurants that are smoke “I prefer to dine at 
restaurants that are smoke-free” free”
1.98 2.01
1.86
1.56
1.79
1
2
3
Total U.S. Caucasian/White Black/African
American
Asian Hispanic
Agree
Strongly
Neither Agree
or Disagree
Agree
Somewhat

Copyright 2005, CLARITAS INC. All Rights Reserved. 30
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 102 96 78 76 77 91
Inc 25-49k 101 106 93 86 85 106
Inc 50-74k 105 120 108 96 94 107
Inc 75-99k 103 120 119 107 101 116
Inc 100k+ 113 132 132 123 115 126
102 101 106 106
105 120 108 107
103 120 119 107 101 116
113 132 132 123 115 126
“I prefer to dine at restaurants that are smoke “I prefer to dine at 
restaurants that are smoke-free” free”
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 1.94 2.07 2.56 2.60 2.57 2.19
Inc 25-49k 1.96 1.86 2.13 2.30 2.33 1.88
Inc 50-74k 1.89 1.65 1.83 2.06 2.12 1.85
Inc 75-99k 1.92 1.64 1.66 1.86 1.95 1.72
Inc 100k+ 1.75 1.50 1.50 1.61 1.73 1.58

Copyright 2005, CLARITAS INC. All Rights Reserved. 31
“I eat at fast food places that offer healthy menu choices” “I eat at fast 
food places that offer healthy menu choices”
2005 Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 2.60 2.46 2.66 2.65 2.61 2.63
Inc 25-49k 2.62 2.46 2.58 2.50 2.55 2.57
Inc 50-74k 2.68 2.39 2.49 2.45 2.49 2.58
Inc 75-99k 2.48 2.39 2.36 2.46 2.51 2.62
Inc 100k+ 2.34 2.27 2.32 2.32 2.44 2.68
2004 Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 2.72 2.72 2.83 2.78 2.78 2.70
Inc 25-49k 2.54 2.56 2.69 2.66 2.65 2.69
Inc 50-74k 2.50 2.49 2.59 2.57 2.59 2.67
Inc 75-99k 2.61 2.43 2.49 2.58 2.55 2.76
Inc 100k+ 2.59 2.37 2.37 2.48 2.54 2.75
Inc < 25k -4.24% -9.48% -5.97% -4.56% -6.26% -Inc -6.13% -4.44%
Inc -4.57% -4.76% -1.93% -5.07% -4.75% 1.62% -5.21%
100k+ -9.51% -4.47% --6.59% Index of Variance Age < 25 Age 25-34 Age 35-44 
Age 45-54 Age 55-64 Age 65+
Inc < 25k 99 222 140 107 147 55
144 90 104
107 88 112 45 119 111 38 122
223 105 51 155 88 222 140 107 147 Inc 25-49k (75) 88 95 144 104
Inc 50-74k (170) 88 92 107 78
Inc 75-99k 112 119 111 122
Inc 100k+ 223 105 155 66
Variance Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
-9.48% -5.97% -4.56% -6.26% 2.36%
25-49k 3.21% -3.75% -4.06% -6.13% -3.83% -4.44%
50-74k 7.26% -3.76% -3.93% -4.57% -3.75% -3.31%
Inc 75-99k -4.76% -5.07% -4.75% --5.21%
Inc -9.51% -4.47% 2.17% -6.59% -3.74% -2.82%

Copyright 2005, CLARITAS INC. All Rights Reserved. 32
1.98
2.01
2.07
2.09
2.14
2.25
2.26
2.31
2.33
2.37
2.38
2.38
2.40
2.44
2.49
1 2 3
I prefer to dine at restaurants that are
smoke-free
I don't mind paying a little more for an item I
really like
I am less likely to eat at a rest. if I've heard
complaint/negative new s
I love to eat different foods w ith
interesting flavors
My kids love to eat at fast food
restaurants*
I like to eat at new or unique restaurants
I have less disposable income for dining
out now due to high gas prices
The food from fast food restaurants is not
very good for you
I try to avoid foods that are high in fat
I try to avoid foods that are high in transfat
I w ish more rest. gave me information
about # of calories for each item
I w on't go to restaurants that aren't kidfriendly*
Our w hole family usually eats dinner
together
My children often influence w hich
restaurant w e visit*
I often eat food from a restaurant because
I don't w ant to cook
Stronger Agreement in 2005 Stronger Agreement in 2005
Agree Strongly Agree Somewhat
Neither Agree
or Disagree

Copyright 2005, CLARITAS INC. All Rights Reserved. 33
More Strongly Disagree More Strongly Disagree
1 2 3 4
My kids love to eat at fast food
restaurants*
If my children see a kids meal toy
ad, we are more likely to go to
that rest.*
I seek out restaurants that have
low-carb or Atkins item
I don't mind paying a little more
for an item I really like
I am following a low-carbohydrate
diet
2005 2004 Agree
Strongly
Disagree
Somewhat
Neither Agree
or Disagree
Agree
Somewhat
+4.82%
+2.10%
+0.75%
+0.46%
+0.16%

Copyright 2005, CLARITAS INC. All Rights Reserved. 34
Stronger Disagreement in 2005 Stronger Disagreement in 2005
Agree
Strongly
Neither Agree
or Disagree
Disagree
Strongly
4.12
3.8
3.74
3.74
3.53
3.31
3.29
3.25
3.22
3.21
3.16
3.05
3.02
3.02
1 2 3 4 5
I try to eat at locations that offer wireless internet access
I seek out restaurants that have low-carb or Atkins item
Convenience is more important than getting the best tasting food
I am following a low-carbohydrate diet
Convenience is more important to me than nutrition
We go to the restaurants that have play areas*
I'm usually in too much of a hurry to sit down and eat in a rest.
I prefer to eat in rest. that offer natural or organic foods
Meal times tend to be hectic in my household
If my children see a kids meal toy ad, we are more likely to go to that 
rest.*
I feel guilty when I serve convenience foods to my family
I rarely plan ahead of time what to have for dinner
I enjoy paying for meal at rest. with rest. gift card/stored value card
I usually have very little time to eat lunch

Copyright 2005, CLARITAS INC. All Rights Reserved. 35
Preference for WIFI Access Restaurants by State Preference for WIFI Access 
Restaurants by State
3.68
3.99 4.00 4.01 4.03 4.08 4.08 4.08 4.09 4.09 4.12
4.25 4.26 4.26 4.27 4.27 4.28 4.30 4.32 4.32 4.34
1
2
3
4
5
DC
GA
VA
LA
SD
TX
CO
NC
MD
IL
United
S
tat
es
NH
NV
RI
WV
WA
ND
NE
DE
MT
VT
Agree
Strongly
Disagree
Strongly
Neither Agree
or Disagree
More Positive More Negative


Copyright 2005, CLARITAS INC. All Rights Reserved. 37
Preference for WIFI Access Restaurants by DMA Preference for WIFI Access 
Restaurants by DMA
3.85 3.93 3.94 3.94 3.96 3.96 3.99 4.01 4.02 4.03 4.12
4.30 4.31 4.32 4.33 4.33 4.34 4.34 4.35 4.35 4.42
1
2
3
4
5
Ra
le
ig
h- Du
rhamAustin
Wa
shingt
on
Colorad
o Sp
rgs
et
a
l
Richmond- PetersburgAtla
n
ta
Ne
w
Orlea
ns
San Fr
anc
isco et a
l
Jacksonville et al
Miami- F
t. La
ud
e
rdal
e
Unite
d S
tat
esBuf
falo
Ev
ansv
ille
Nashvill
e
Gree
n Bay-
Applet
on
Harrisburg et a
lToledo
Cha
rle
sto
n
et al
S
pokane
Las Vegas
Wichita
et al
Agree
Strongly
Disagree
Strongly
Neither Agree
or Disagree
More Positive More Negative

Copyright 2005, CLARITAS INC. All Rights Reserved. 38
“I try to eat at locations that offer wireless Internet access” “I try to 
eat at locations that offer wireless Internet access”
4.12
3.74
3.91 4.06 4.10
4.28 4.37
1
2
3
4
5
Total U.S. Under 25 25-34 35-44 45-54 55-64 65+
Agree
Strongly
Disagree
Strongly
Neither Agree
or Disagree

Copyright 2005, CLARITAS INC. All Rights Reserved. 39
“I try to eat at locations that offer wireless Internet access” “I try to 
eat at locations that offer wireless Internet access”
4.12 4.17
3.82
3.55
3.87
1
2
3
4
5
Total U.S. Caucasian/White Black/African
American
Asian Hispanic
Agree
Strongly
Disagree
Strongly
Neither Agree
or Disagree

Copyright 2005, CLARITAS INC. All Rights Reserved. 40
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 110 105 102 99 Inc 49k 106 102 99 Inc 74k 107 103 99 Inc 99k 112 
103 100 99 99 94
Inc 113 107 103 102 99 110 105 102 95 94
25-106 102 98 95 94
50-107 103 99 95 94
75-112 103 100k+ 113 107 103 102 91
“I try to eat at locations that offer wireless Internet access” “I try to 
eat at locations that offer wireless Internet access”
Age < 25 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
Inc < 25k 3.74 3.94 4.03 4.17 4.33 4.36
Inc 25-49k 3.89 4.02 4.17 4.20 4.35 4.38
Inc 50-74k 3.85 4.01 4.16 4.15 4.34 4.37
Inc 75-99k 3.66 4.00 4.12 4.15 4.17 4.38
Inc 100k+ 3.64 3.85 4.00 4.02 4.17 4.51

Copyright 2005, CLARITAS INC. All Rights Reserved. 41
Summary of Initial Findings Summary of Initial Findings
.... Respondents with a household income of more than Respondents with a 
household income of more than
50k and age less than 65 eat out more frequently than 50k and age less than 
65 eat out more frequently than
average. average.
.... Strong agreement in health issues and dining. Strong agreement in 
health issues and dining.
.... Trends from 2004 to 2005 indicate fewer visits Trends from 2004 to 2005 
indicate fewer visits
nationally to fast food, pizza, and family restaurants. nationally to fast 
food, pizza, and family restaurants.
.... Consumers are seeking smoke Consumers are seeking smoke-free dining . 
free dining .
Respondents on the West Coast, those under 45 Respondents on the West Coast, 
those under 45
years old and over 65+ express more interest in years old and over 65+ 
express more interest in
smoke smoke-free dining than average free dining than average
.... There is currently an overall lack of interest in wireless There is 
currently an overall lack of interest in wireless
Internet access at restaurants. However, younger Internet access at 
restaurants. However, younger
respondents and non respondents and non-Caucasian race and ethnicity 
Caucasian race and ethnicity
groups expressed more interest in this access than groups expressed more 
interest in this access than
average. average.

Copyright 2005, CLARITAS INC. All Rights Reserved. 42
Restaurant Audit Data Formats Restaurant Audit Data Formats
1. 1. Data file of 30,313 respondents Data file of 30,313 respondents
.... Excellent source for data mining and ad hoc analyses Excellent source 
for data mining and ad hoc analyses
.... ASCII, SPSS, and SAS format available ASCII, SPSS, and SAS format 
available
.... MrTables MrTables crosstab software crosstab software
2. 2. Tabular reports Tabular reports
.... Crosstab output for any data available in the survey Crosstab output 
for any data available in the survey
.... Executive report and written summary of findings Executive report and 
written summary of findings
3. 3. Custom recontact study Custom recontact study
.... Ability to recontact Restaurant Audit respondents to collect Ability to 
recontact Restaurant Audit respondents to collect
additional information additional information
.... Ideal to survey low incidence groups (customer sets, specific Ideal to 
survey low incidence groups (customer sets, specific
demographics, etc) demographics, etc)
.... Can be linked to original RA survey responses Can be linked to original 
RA survey responses
4. 4. PRIZM Profiles PRIZM Profiles
.... Available through standard Claritas products Available through standard 
Claritas products

Copyright 2005, CLARITAS INC. All Rights Reserved. 43
For More Information . . . For More Information . . .
www.claritasmarketing.com/restaurantaudit05
Tspencer@claritas.com
Rarnold@integrasconsulting.com