Section 1: Lunch Trends
Section 2: What's for Lunch?
Section 3: Case Studies
Section 4: Brown-Bag Building Blocks

Section 1: Lunch Trends
According to the National Restaurant Association's 2000 report "What's For Lunch? A Survey of Full-Time Employees," 27.3 percent of full-time employees frequently spend their lunch break doing things other than eating, up from 24.4 percent in 1996. The survey also found that four out of 10 respondents--or 40.6 percent--agreed that they usually do not take a 'real' lunch break, a slight increase from 38.5 percent in 1996. Roughly half of full-time employees agree that they are spending less time eating lunch than they used to.

However, there is good news. The Association's lunch study also found that most full-time employees do eat lunch most of the time, even if they don't take much time to do so. With three out of four full-time employees eating a lunch prepared away from home at least once a week, today's restaurateurs have numerous opportunities to meet and exceed consumers' desire for something special.

While most employees do eat lunch, what are they eating? The next section outlines who's eating what for lunch.

Section 2: What's for Lunch?
What foods do Americans eat for lunch? According to the Association's lunch study, fruit topped the list as the most popular item overall. Hamburgers came in second and wraps debuted on the typical lunch menu in third place.

The Association's report on lunch habits found that one out of five female respondents choose salad as their typical lunch--way ahead of all other categories--while only 8 percent of males selected the leafy lunch. Females were also more likely than males to eat fruit. However, males surged ahead when munching on hamburgers, wraps or lunch-meat sandwiches as their typical workday meal.

Age is also a factor when people choose a lunch dish. People under the age of 45 who were surveyed were more likely than older respondents to report that hamburgers are their typical workday lunch. Salads dropped in popularity with respondents age 55 and older, and items cited by a larger proportion of older respondents included fruit and leftovers.

The typical workday lunch of full-time employees varied considerably by region. More than one-quarter of the respondents in the West and more than one out of five in the Northeast mentioned fruit as their typical lunch, compared with only about 11 percent of those in the North Central and South. Close to one-quarter of Southerners chomped on hamburgers but only 3 percent eat them in the Northeast. Lunch-meat sandwiches and salad were most popular in the Northeast and least popular in the West.

More than 14 percent of respondents living in a metropolitan area reported salad as their typical lunch while barely 6 percent of respondents living outside a metro area picked salad for lunch. Non-metro respondents instead cited lunch-meat sandwiches, chicken or snack food as their typical midday meal.

The next section gives examples of how some restaurant operators are responding to the decreased lunch time.

Section 3: Case Studies
Restaurant operators are keeping pace with their harried customers as they find ingenious ways to keep food a part of the lunch break. Here are five real-life examples of how restaurateurs increase their lunch business.

• Bennigan's, a casual-dining chain, introduced its Time Crunch Lunch in 1990. The popular program guarantees the food will arrive at the table 15 minutes after ordering or it's free. Nearly the entire menu-with the exception of such entrees as baby-back ribs and well-done steaks-qualifies as a Time Crunch Lunch, which is served weekdays.
• Le Bernardin, a French seafood restaurant in New York City, offers time-pressed customers a Timely Lunch Menu-appetizer, main course and coffee-that is served in 30 minutes.
• Jefferson Restaurant in Washington DC serves a special prix-fixe lunch to introduce new taste sensations to guests.
• Chi-Chi's, a Mexican casual-dining chain, has the El Cheapo Luncho, which offers guests 15 luncheon dishes for $3.99 Monday through Thursday.
• Palazzio's in Santa Barbara, California, serves a smaller version of its dinner menu called quarter-orders for $6 during lunch.

Check out the next section for additional ideas on how to build your lunch business.

Section 4: Brown-Bag Building Blocks
Here are some suggestions for creating a loyal lunch crowd.
• Distribute fliers in neighborhood office buildings advertising your quick and tasty lunch service. Consider faxing a daily or weekly menu to office managers.
• Break out of the box and offer a unique lunch experience.
• Offer special discounts to frequent diners.
• Teach waitstaff how to read their lunch customers and to be ready to recommend items that can be prepared quickly.
• No matter how quickly customers are served, make sure the service is top-notch.
• Have the check ready for guests promptly.
• Develop regular clientele by keeping track of guests' histories, including menu preferences and birthdays.
• Consider offering high-tech service options, such as fax or online ordering.
• If you do not currently serve lunch, consider doing so one day a week-possibly Fridays.
• Lengthen the time that you serve lunch to attract people who take early or late lunch breaks.

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