Issue: Yellow Pages
Has Much to Gain from Restaurant Industry
eat out 18 times a month and collectively spend more than $1 billion a
day at U.S. restaurants, according to the National Restaurant Association.
Each day, nearly half of all U.S. adults are restaurant patrons. The "typical
person" (age eight or older) consumes an average of 4.2 meals prepared
away from home each week.
The popularity of
eating out has enabled the U.S. restaurant industry to enjoy 10 consecutive
years of growth. This year, the U.S.'s 844,000 restaurants are projected
to hit $399 billion in sales - an increase of 5.2 percent from 2000. By
2010, restaurant sales are expected to reach $577 billion and more than
one million restaurants are projected to be in operation. Simply put,
the restaurant industry is booming.
is the most frequently referenced print Yellow Pages heading and the number
of calls generated by ads within this heading remains strong, the Yellow
Pages industry has not benefited proportionately from the continued success
of the restaurant industry. In fact, it is slowly losing market share
of restaurant advertising expenditures.
Fortunately for print
Yellow Pages publishers, the Internet has not stolen a substantial portion
of restaurant advertising revenues. In fact, most of the dot-com companies
that tried to bring new efficiencies to locating restaurants, booking
tables and ordering takeout have failed. But a few survivors remain that
may yet attract a critical mass of consumers and restaurants. These players
may still constitute a threat.