In our 1994 survey, salads nearly toppled burgers as the most-ordered food item. Among ethnic groups, blacks are the least likely to order hamburgers. Instead, they're more apt to have pizza, french fries or fried chicken. Shrimp and barbecue also rate highly among black customers. They also select tacos and shrimp more often than the rest of the population.
Age appears to be an important factor in the popularity of some foods.
Those under 35 are the most likely to order hamburgers, while seniors choose fish more often. Other important concerns include value, family-friendly menus, adequate portion sizes and parking. Among ethnic groups, blacks expect value, adequate portions and good service. THE NEXT STEP Surveys such as this one can help a restaurant operator identify its customers. The next step is understanding that customer, says market researcher Erlich.