Consumers Increasingly Opt for Takeout Over Cooking for Thanksgiving, Popmenu Study Finds
The research surveyed over 1,000 U.S. consumers from November 17 to 18, 2024, and found that 37% of consumers plan to order from restaurants this year, a rise from 32% in the previous year
The latest study on Thanksgiving dining trends, conducted by Popmenu, indicates that a growing number of consumers are choosing to order takeout or delivery for their Thanksgiving dinner. The research surveyed over 1,000 U.S. consumers from November 17 to 18, 2024, and found that 37% of consumers plan to order from restaurants this year, a rise from 32% in the previous year. In contrast, only 5% plan to dine at a restaurant on Thanksgiving, a decline from 17% last year.
The average expected expenditure on Thanksgiving dinner, regardless of whether it's eaten out or cooked at home, was reported to be around $170. The reasons for this shift away from homemade meals varied, with the top reasons being convenience, cost, and the preference for professionally cooked meals. 75% of consumers cited ease as the main reason, while 32% claimed that ordering from a restaurant is cheaper or costs as much as buying ingredients and cooking at home.
Regarding the meals, turkey remains the favorite main course, with 87% of consumers planning to serve it. Other popular choices include ham (39%), and side dishes such as stuffing (68%), mashed potatoes (60%), mac 'n cheese (42%), sweet potatoes (42%), green beans (41%), cranberry sauce (39%), cornbread (31%), and corn (29%). Interestingly, nearly one-third of consumers (31%) occasionally admitted to having fast food for Thanksgiving.
Popmenu also provided some tips for consumers without finalizing their dining plans. They suggested checking out preferred restaurants' websites for full menus, promotional offers, and reviews. They also recommended ordering directly from the restaurant's website as soon as possible to secure orders and preferred pickup times. For those seeking to dine out, Popmenu advised keeping tabs on reservation openings through websites like OpenTable.
Looking ahead to other holiday celebrations, 28% of consumers plan to order from or dine at restaurants for Christmas, and 35% will do so for New Year's Eve.
According to Brendan Sweeney, CEO and Co-founder of Popmenu, "Ordering in or dining out for Thanksgiving is becoming a new tradition for consumers who just want to relax and enjoy a meal vs. serving as the family chef for the day." Sweeney added that it's still possible to make reservations or place orders for Thanksgiving, urging consumers to visit restaurant websites or reach out directly.
