FISH AND SHELLFISH CONSUMPTION IN PUBLIC EATING AND DRINKING PLACES Marine Biological Laboratory! JUL 6 -1957 WOODS HOLE, MASS. SPECIAL SCIENTIFIC REPORT- FISHERIES No. 218 UNITED STATES DEPARTMENT OF THE INTERIOR FISH AND WILDLIFE SERVICE EXPLANATORY NOTE The series embodies results of investigations, usually of restricted scope, intended to aid or direct management or utilization practices and as guides for administrative or legislative action. It is issued in limited quantities for official use of Federal, State or cooperating agencies and in processed form for economy and to avoid delay in publication . United States Department of the Interior, Fred A. Seaton, Secretary i'lsh and Wildlife Service FLSR AND SHELLfilSH CONSUI^IPTION IN PUBLIC EATING AND DRINHNG PUCES Volume I Regional, Type of Establishment, Cily Size and Sales Size Analysis of United States Total Response to i^estionnaire Special Scientific Report: ^''isaeries No. 218 Washington, D. C. June 1957 FOREIVORD As one part of an overall plan under the Saltonstall- Kennedy Act (68 Stat. 376) to assist the fishing industry in the production and marketing of its products, the Fish and Wildlife Service undertook a natiorwide survey of public eating places for the purpose of developing basic information about the public feeding market for fishery products, A sample of proprietors of such establishments or their representatives were asked various questions pertai-ning to the manner in which fish and shellfish were sold, the manner in which they were purchased, suggestions for improvements in fishery products and other questions. This is the first time that a natiom/ide fish and shell- fish survey of this kind and scope has been undertaken. As a result of this survey the Fish and VJildlif e Service and the fishing industry now have information on the quantity used and the con- sumption pattern of fish and shellfish in public eating places. In any plans for promoting fish consumption, the fishing industry now knows that eating establishments represent a most fertile field; notably so in drinking places and drug stores, and to a lesser extent in restaurants and cafeterias. The fishing industry, no doubt, will be encouraged by the survey finding that increased sales of fishery items is looked upon with favor by the proprietors of public eating places since profits from fishery products are relatively high when compared with other protein foods. The data on which the study is based were collected by the Bureau of the Census during the last two weeks of May 1955 in accordance with an inter-agency arrangement between the Fish and Wildlife Service and the Bureau of the Census made to utilize the field and statistical tabulating staff of that agency. The plan for the survey was developed in the Economics and Cooperative Marketing Section of the United States Fish and Wildlife Service under the guidance of the Chief of the Section, Dr. Richard A. Kahn, and the Assistant Chief of the Section, Walter H. Stolting. Both supervised the execution of the plan. The questionnaire and specifications for the survey work vrere developed by Noriar Pahigian, Statistician, Adolph Scolnick, Statistician and Moriar Pahigitin prepar^ed the final report. In checking the tabiiated mt.terial, Evelyn Kramer, Statistical Assistant and Donald FitzGibbon, Commodity Industry Analyst were helpful. II CONTENTS Page Highlights XI Introduction 1 Backgroiind data 1 The public eating place market for fisheiy products 3 Pxirpose of survey k Survey- Method h Scope of the study. 5 Reliability of the resuJ.ts of survey 8 Tables containing data on results of survey 13 Appendix A Bureau of the Census definition of eating and drinking places, and questionnaire ... 71 Appendix B Sample design and procedure for selecting establishments in the survey 7o Appendix C How to use tables C-I through C-VI to approximate coefficients of variation. ... 82 III LIST OF TifflLES Table 1 Estimated proportion of total fish and shellfish consumption marketed through public eating places, by market forms, 1955 2 2 Sampling tolerances for estimated number of establishments appearing in any part of summary tables 11 3 Number of establishments included in the survey of public eating places. . , 13 h Public eating places serving fish or shellfish indicating number of days of the week open for business lU 5 P^iblic eating places not serving fish or shellfish Indicating number of days of the week open for business 15 6 Public eating places seiving fish or shellfish re- porting establisliment' s specialty lo 7 Public eating places serving no fish or shellfish reporting establisluiient's specialty 17 8 Public eating places serving fish or shellfish indi- cating the price of dinner bought most often 18 9 Public eating places not serving fish or shellfish indicating the price of dinner bought most often. . . 19 10 Public eating places serving fish or shellfish indi- cating if cold storage is available for keeping frozen fish or shellfish 20 11 Public eating places serving fish or shellfish indi- cating if lack of sufficient or convenient storage space limits use of frozen fish or shellfish 21 12 Pounds of frozen fish and shellfish held in freezer or cold storage by public eating places serving fish or shellfish 22 13 Number of public eating places serving fish or shell- fish indicating percentage of purchases of fish and shellfish during each calendar quarter of 195^4, by geographic region 23 IV LIST OF TABLES - Continued Table Page lli Percentage of public eating places serving fish or shellfish indicating percentage of purchases of fish and shellfish during each calendar quarter, 195^^, by geographic region 2k 15 Number of raain dish meals, fish and shellfish main dish meals and sandvfiches served by public eating places serving fish and shellfish during one-week of May 1955, by geographic region 25 16 Number of raain dish and fish and shellfish main dish meals and sandwiches served by public eating places serving fish and shellfish, per establishment per week. May 1955 26 17 Nvimber of public eating places serving fish or shell- fish indicating percentage of main dish meals served as lunch, May 1955, by geographic region 2? 18 Percentage distribution of public eating places serving fish or shellfish indicating percentage of main dish meals served as lunch. May 1955, by geographic region ... 27 19 Number of public eating places serving fish or shell- fish indicating percentage of fish or shellfish main dish meals served as lunch, by geogrsyphic region. May 1955 28 20 Percentage distribution of public eating places serving fish or shellfish indicating percentage of fish or shellfish main dish meals served as lunch. May 1955, by geographic region , 28 21 Number of public eating places serving fish or shell- fish indicating the percentage that fish sandwiches are of total sandwiches served. May 1955, by geographic region ,, 29 22 Percentage distribution of public eating places serving fish or shellfish indicating the percentage that fish sandwiches are of total sandwiches served. May 1955, by geographic region 29 23 Public eating places serving fish or shellfish indi- cating number of seizings per pound of fish fillets . . 30 UST OF TABLES - Continued Table Page 2ii Number of public eating places serving fish or shell- fish reporting first, second, and third choices of important species of fish and shellfish sold, by geogr^hic region ..«.. 31 25 Ranking and number of choices of public eating places serving fish and shellfish reporting principal species of fish and shellfish sold in the United States .... 32 26 Ranking and number of choices of public eating places serving fish and shellfish reporting principal species of fish and shellfish sold in the Northeast region, • . 33 27 Ranking and number of choices of public eating places serving fish and shellfish reporting principal species of fish and shellfish sold in the North Central region 3ii 28 Ranking and number of choices of public eating places serving fish and shellfish reporting principal species of fish and shellfish sold in the Southern region ... 35 29 Ranking and number of choices of public eating places serving fish and shellfish reporting principal species of fish and shellfish sold in the Western region. ... 36 30 Number of public eating places serving fish or shellfish reporting one, two or three species of fish and shellfish sold most often during the year 37 31 Percentage distribution of public eating places serving fish or shellfish reporting one, two or three species of fish and shellfish sold most often during the year . 37 32 Public eating places indicating whether or not greater selection of fish and shellfish dishes is offered on certain days 38 33 Public eating places indicating dgys on which the greatest selection of fish and shellfish dishes is offered 39 31* Public eating places serving fish or shellfish indi- cating whether or not fish and shellfish are offered daily UO 35 Public eating places serving fish or shellfish com- paring summer with winter menu prices of fish and shellfish hi VI LIST OF TABLES - Continued Table Page 36 Number of public eating places serving fish and shell- fish offering an opinion as to the profit from a sei-viiig of fish and shellfish compared with the profit from a seiving of steak, roast beef, roast pork or chicken, by geographic region U2 37 Number of public eating places serving fish and shell- fish offering an opinion as to the profit from a serving of fish and shellfish compared with the profit from a serving of steak, roast beef, roast pork or chicken, by type of establishment *•• k3 38 Number of public eating places serving fish and shell- fish offering an opinion as to the profit from a serving of fish and shellfish compared with the profit from a serving of steak, roast beef, roast pork or chicken, by city size Uk 39 Number of public eating places serving fish and shell- fish offering an opinion as to the profit from a serving of fish and shellfish compared with the profit from a serving of steak, roast beef, roast pork or chicken, by sales size k$ ho Public eating places serving fish or shellfish indi- cating disadvantages of serving fish or shellfish, by geographic region . ...... U6 ijl Number of public eating places serving fish or shell- fish indicating the percentage of total fish and shellfish purchased frozen imcooked, by geographic region U7 I4.2 Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish purchased frozen uncooked, by geographic region hi h3 Number of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish purchased fresh, hy geographic region , U8 kh Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish purchased fresh, by geographic region. J|8 VII LIST OF TABLES - Continued Table Page ii^ Number of public eating places serving fish or shell- fish indicating the percentage of total fish and shellfish purchased canned, by geographic region. ... h? Ii6 Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish pui'chased canned, by geographic region h9 k^ Number of public eating places sending fish or shell- fish indicating the percentage of total fish and shellfish purchased frozen precooked, by geographic region 50 ijB Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish pui'chased frozen precooked, by geographic region .... 50 li9 Number of public eating places serving fish or shell- fish indicating the percentage of total fish and shellfish purchased frozen breaded uncooked, by geographic region $1 50 Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish pui'chased frozen breaded uncooked, by geographic region $1 $1 Number of public eating places serving fish or shell- fish indicating the percentage of total fish and shellfish purchased frozen breaded cooked, by geographic region $2 $2 Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish purchased frozen breaded cooked, by geographic region , $2 53 Number of public eating places serving fish or shell- fish indicating the percentage of total fish and shellfish purchased other than frozen, fresh or canned, by geographic region ,. 53 5 h Percentage distribution of public eating places serving fish or shellfish indicating the percentage of total fish and shellfish purchased other than frozen, fresh or canned, by geographic region 53 VIII LIST OF TABLES - Continued Table Page 55 Public eating places serving fish or shellfish indi- cating type of supplier from vrfion fish and shellfish are usually received Sh 56 Public eating places serving fish or shellfish indi- cating distance of establishments from suppliers, ... $$ 57 Public eating places serving fish or shellfish indi- cating frequency of ordering frozen fish or shellfish • 56 58 Public eating places serving fish or shellfish indi- cating whether supplier usually delivers fish and shellfish or it is picked up by eating place 57 59 Public eatijig places serving fish or shellfish indi- cating the need for a grade or quality standard for fish and shellfish purchased, by geographic region, , , 58 60 Public eating places serving fish or shellfish offering suggestions or ideas on how the fisheiy industry might help public eating places sell more fish and shellfish, by geographic region ..•.. 59 61 Quantity, value and average price per pound of fresh, frozen and canned fish and shellfish bought by public eating places serving fish and shellfish, hy geographic region and species 60 62 Quantity, value and average price per pound of fresh, frozen and canned fisli and shellfish purchased, seven day period, by public eating places serving fish and shellfish 6I 63 Principal species of fish and shellfish purchased by public eating places serving fish and shellfish, seven day period, ranked according to quantity and value, . . 62 6li Number of methods used by public eating places serving fish and shellfish to promote sale of fish and shell- fish meals «, 63 65 Public eating places serving fish and shellfish indi- cating methods found most effective in promoting sales of fish and shellfish meals , 6I1 66 Public eating places serving fish and shellfish indi- cating whether offering "fresh" fish and shellfish would or would not help sell more fish and shellfish meals 65 IX LIST OF TABLES - Continued Table Page 67 Public eating places serving fish and shellfish offering opinion as to whether greater sales of fish and shell- fish would result from more publicity of beneficial qualities of fish and shellfish 66 68 Public eating places serving fish and shellfish indi- cating interest in booklets or demonstrations offered by the United States Department of the Interior on how to handle and prepare fish and shellfish 67 69 Public eating places serving fish or shellfish indi- cating type of problem to be covered by booklets or demonstrations offered by the United States Department of the Interior, by geographic region , . . . * 68 70 Public eating places serving no fish or shellfish re- porting reasons for not serving fish or shellfish meals . . 69 C-I Approximate coefficients of variation for estimates of number of establishments Qh C-II Approximate coefficients of variation for estimates of quantity, value or price items 85 C-III Number of establishinents reporting main dish meals served, fish and shellfish main dish meals served, and sandwiches served 86 C-IV Estimated number of establishments reporting frozen fish and shellfish in cold storage 87 C-V Estimated number of establishments reporting purchases of selected fish and shellfish items, by geographic region and type of establishment 88 C-VI Estimated number of establishments reporting purchases of selected fish and shellfish items, by geographic region and sales size 91 HIGHLIGHTS About 208,000 of the 398,000 public eating places in the United States serve fish and shellfish. For restaurants as a single group, 21,000 or 1? percent of a total of 127,000 do not serve fishery products. However, 75 percent of the Uo,000 drug stores do not serve fishery products (see table 3). Total United States Drinking places, lunch counters, refreshment staids Distribution of establishments in the United States reporting whether or not fish or shellfish is served (Number of establishments in thousands) 0 5b 100 150 — T [— 200 250 T ■■T< H II f 1 I J '■■■■■ 'Wl'l 1 1 1 I I I 1 1 1 I 11 1 H H 1 208.1 189.7 73.0 136.9 105.7 21.0 Legend 1 9.8 29.8 I [ Establishments serving fish and shellfish. Establishments not serving fish and shellfish . Restaurants Drug and proprietary stores with fountains Restaurants and cafeterias in hotels Cafeterias Six out of ten public eating places serving fish or shellfish sell more dinners prices at $1 or less than any other price range. Seven out of ten public eating places serving fish or shellfish have cold storage space for keeping frozen fish and shellfish. Two out of ten public eating places serving fish or shellfish are limited in the use of frozen fish or shellfish by lack of convenient or sufficient storage space. XI Public eating places serving fish and shellfish in the United States have an average inventory of 23 pounds of frozen fish and 26 pounds of frozen shellfish in freezer or cold storage. The average inventory of establishnients v/ith annual sales of $100,000 or more is approximately l6 times greater than the average for all other sales sizes combined. Pounds of frozen fish and shellfish held per establishment in freezers or cold storage, by sales size 366.1 E Legend Shellfish 196.1 J Fish 170.0 7.2.6 28.2 25.6 iiil 12.8 — »■' |i' 12.0 $100,000 or more $iiO,000- $99, 999 $10,000- $39, 999 >«. O CM M3 ... -^ O CM H c^ f^ .•.■.■.■/. b:-;-:-:-: All public eating places ■fe^ >i^ ^ o c^ CM • ' • • CM CM On f'^ rn Restaurants Cafeterias Restaurants and cafeterias in hotels XIII Tuna followed by haddock, flounder, halibut, ocean perch, cod, pike, catfish, salmon and yellow perch are the first choices of public eating places serving fish. Shrimp, oysters, scallops, lobsters and claias in that order are the first choices of eating places serving shellfish. The greatest selection of fish and shellfish meals are offered on Friday. Seven out of ten public eating places offer fish and shellfish each day of the week. The menu price of fish and shellfish is the same in the summer as in the winter. Percentage of public eating places reporting greater profit from fish or shellfish than from meat items, by sales size Percent of establishments 60 SO UO 30 20 10 mmi Roast beef Roast pork J Under $10,000- $ii0,000- $100,000 $10,000 $39,999 $99,999 or more Sales Size Between six and seven out of 10 public eating places serving fish and shellfish reported they made more or the same profit from a serving of fish and shell- fish as from a sejrviiig of steak, roast pork, roast beef or chicken. Ii/hen profits from fish servings are com- pared with meat (steak, roast pork, and roast beef) it was found that the proportion of proprietors indicating greater profit per serving of fish increased with sales (see figtire at left) . Six out of ten public eating places indicated there was no disadvantage to serving fish or shellfish. XIV Frozen-uncooked, fresh (as distinguished from frozen or canned) and canned fish and shellfish are the principal ways in which fish or shellfish are purchased. A3 illustrated in the chart at the right, seventy-five percent of all public eating places purchase supplies of fish and shellfish from wholesalers. The others usually favor retail stores. Two-thirds of all eating and drinking places are within 10 miles of their supplier of fish and shellfish. Forty-three percent of the public eating places purchase supplies of frozen fish and shellfish once a week; sixteen percent purchase 2-ii times a weokj six percent purchase daily (see figure below). Percentage of public eating places indicating type of supplier of fishery products Other Percentage of public eating places indicating frequency of ordering frozen fish or shellfish Percent of establishments 50 lo 30 - 20 - 10 - 0 i;3.1^ 5.8^ Every 2-k Once Less When- day times a than ever a week once needed week a week XV More than seven out of ten public eating places are supplied with fish and shellfish by suppliers v/ho do their own delivery; the others pick up their own supplies. Half of all public eating places, or two-thirds of those who expressed an opinion, favor grade and quality standards for fish and shellfish. Four out of ten eating places offered suggestions — such as a need for more publicity, lower prices, improved quality, standards for grades, etc. — on how the fishing industry might help them sell more fish and shellfish. Value of fish and shellfish purchased by public "eating places~^urihg one week period (May 1955) Million dollars 5 - by region iU.8 P.4 ii.2{;:: ■PI in I l»F« :M I 1 I I Pl^ Ui JLi I I'l II III United North- North States east Central South Wast In one week during the survey conducted in May 1955 public eating places purchased 7.6 million pounds of fish and shellfish valued at J4.8 million dollars (see figure at left) and averaging 6I4 cents per pound. Fish averaged U3 cents per pound and shell- fish averaged 81; cents per pound. The price of fresh fish was considerably higher than frozen fish in the Northeast, North Central and Southern regions. In the West the differential was not very great. Frozen fish was priced lowest in the South and highest in the West. XVI Fresh shellfish was priced higher in the North Central, South and West than in the Northeast. Eight species of fresh fish, four species of frozen fish and three species of canned fish were the principal fish purchased in the seven day period. Fresh flounder, halibut, whitefish, haddock and salmon were the principal fresh fish. Cod, halibut, haddock and ocean perch are the principal species of frozen fish purchased. Tuna salmon and sardines are the principal canned fish. Shriirqp, lobsters and scallops, in that order, comprise the popular species of both fresh and frozen shellfish. Fish and shellfish specials on menus and suggestions by- waiters are the two most effective methods used by public eating places to promote sales of fish and shellfish. About half of the eating places said offering "fresh" fish would help sell more fish meals. About one-third believed offering "fresh" shellfish would sell more shellfish dishes. For response by region see map below. Percentage of establishments reporting that offering "fresh" fish and shellfish would help sell more fish and shellfish meals XVII About $2 percent of the establishments indicated that publicizing vitamin content, food value, etc., would sell more fish and shellfish. Half of the eating places were interested in booklets and demonstrations in their area if offered by the United States Department of the Interior. Recipes and ways for preparing tasty and attractive dishes are two types of things which should be covered. Half of all the public eating and drinking places served no fish or shellfish, and of these, one-third indicated they sold only the speciality of the house — obviously not fish or shellfish. Others indicated fish and shellfish was too costly or too difficult to handle, etc. Nine out of ten public eating places serving fish or shellfish are open for business 6-7 days of the week. About 3 out of 10 public eating places serving fish or shellfish specialize in steaks or chops, Italian or Chinese food, or fish or shellfish, etc. XVIII INTRODUCTIOM Backgix)und Data Eating and drimldLng pla-oes constitute aii irnportant market for food products estimated t^ represent about 2? percent i/ of the total value of all food and beverages marketed for human consumption. It is estimated that fish and shellfish sales in public eating places during 1955 amoimted to well over $250,000,000 at the retail levels In benns of volume, the/ amounted to about 25 percent of the total quantity of all fisheiy products marketed in the United States* For fresh aJid frozen fiahj, the proportion consumed in public eating places is estjjuated at JJ percent whli.8 that for shellfish is about 51 ^percent. Table 1 shows the proportion of various t3rpes of fishery products marketed tlirou^ public eating places. 1/ Based on preliniinary report "195U Census of Business" Series PR-1-1, Bui'eau of the Census, Januaxy 1956« Table 1 ESTIMATED PROPORTION OF TOTAL FISH AND SHELLFISH CONSUl^'ION I-URKETED TI-{ROUGH PUBLIC EATING PLACES, BY liARKET FORMS, 1955 Estimated percent of J. total consiunption in public eating places 1/ Fresh and fro sen fish 37 Fresh fish 38 Frozen fish 36 Canned fish 5 Fresh and frozen shellfish 51 Shrimp 60 Lobster 81 1/ Estimates of annual consuioption of fish and shellfish in public eating places were based on reported pur- chases during a one-week survey period in Majjr 1955 for the three most popular species sold in any given establishment. Estimates of total annual consumption of fishery products vrere based on landings plus irajKDrts minus exports. Because of the restriction to the three most popular species of fish and shellfish, the figures shown are rftinimuiii values. In addition, the expansion of one-week data to annual figures necessarily makes these estimates of qiaestionable reliability* With eii'ldence that food consumption outside the home is on the increase, and with United States population expected to increase by 25,000,000 within the next ten years, it is no wonder that the fishing industry is becoming more and more interested in the public feeding field as a market for its products. The fishery industry is aware of the potential for increasing its sales to public eating places. Yet, it finds relatively little market research material available to guide it in its work. This project was designed to contribute more Information to aid the fishing industry and general public in obtaining a better under- standing of the present use and outlook for future use of fisheiy products in public eating places. The Public-Eating-Place Market for Fishery Products Tlie public feeding industry is araonc the best of a].l potential markets for fishery products. Most restaurateurs and managers of public eating places which serve fishery products consider fish and shellfish a highly profitable menu item yet nearly half of the various types of pub- lic eating places in the Uai.ted States serve no fish or shellfish. Also among those eating places which serve fishery products, the possibility of increasing sales of fish and shellfish is most promising. Some reasons for this are as follows: (1) Fish and shellfish meals mean relatively greater profit when compared with most other major food items and (2) Many people prefer to eat fish and shellfish at a restaurant or some other public eating place rather than at home. How then, can the fishing industry develop this fertile field? The public eating place operator appears to think that there is a need and desire for a more vigorous educational and promotional program for fishery products, not necessarily by him since he is primarily interested in pro- moting more customers, but certainly by the fishing industry. He feels that if the beneficial qualities and food value of fish and shellfish were publicized more extensively, then he would surely sell more fish and shell- fish meals. But this is not all. Advertising and market promotion can induce a consumer to make an initial selection of a fishery item, but thereafter the product must sell itself. There must be on hand the item that is pre- ferred by the consiuner. It should be consistently of good quality and flavor in order to develop the "repeat" sales which provide a firm basis for a prosperous business. Here is where a knowledge of the requirements of the public eating place market, the buying practices, methods of handling and consumer preferences are most needed by the fishing industry. How far must the eating place go in order to get the kind of fish and shellfish they Want? How great is the need for specific and detailed standards for grading the quality of fishery products? To what extent would portion con- trol in the form of pre-pack^iging by the fishery industry eliminate "guess cutting" by kitchen help and save the eating place operator tin? and trouble in better serving Ids customers? These are some of the problems encountered in this field. This study contains infomiation on this and like subjects which should help in formulating solutions to such problems. Before World Mar U only a limited niunber of fish processors catered to the mass feed.lng industry v/hich largely preferred fresh fish and shellfish. Since then frozc;n and processed fish and shellfish have made great inroads into this market cind more and more processors are finding a m.arket for their products aiiiong eating establishments. During 1955 it is estimated that [xL percent of the purchases of the principal fishery products made by public eating places were in frozen form while only U3 percent were bought in the fresh (unfrozen form). The remaining 6 percent were canned fishery products. Purchases of cxired fish such as salted cod, piclcled herring, etc., were made but these were a minor amoxxnt. Only 3.$ percent of the public eating places serving fish and shellfish reported pui-chases of such items and a large part of this group bought only small amounts. The eating place operator, faced with rising material and labor costs, is now more than ever interested in buying at reasonable prices fishery items that are nearly "ready to serve". But he wants to do this and still give his customers what they want, namely, good quality fish and shellfish. Purpose of Survey In a dynairdc, competitive econoir^r such as presently exists in the United States, the fishing industry must of necessity constantly work toward improving its old mai'kets and developing new markets if it vjishes to maintain its competitive position. It needs to know which areas, groups or segments of the nation are low in fish and shellfish consumption^ what factors are limi.ting the consumption of fishery products in both the home as well as "away from home"; and what fishing industry practices are most in need of improvement. The research efforts of this project were directed towards an attempt to answer some of these questions, with respect to public eating places use of fish and shellfish. Specifically, the objective of this survey was to collect and to develop information on the form, type and quantity of the various species of fishery products purchased oy restaurants and other public eating places during a representative one week survey period in M^ 1955. Other important objectives were, (1) to ascertain the factors vjhich influence the use or non-use of the various forms of fish and shell- fish by public eating places, (2) to determine the source of supply of fishery products, prices and other characteristics of purchases, (3) to obtain opinions as to preferences of respondents regarding quality of fishery products purchased, methods of cooking, prices of servings, size of portions, and comparative prices of fish and non-fish meals. SURVEY METHOD The field work for the nationiiide sample survey of public eating places was conducted by the Bureau of the Census during the last two weeks of May 1955. Owners or managers of U,630 establishments, representing proportionately the different types of public eating places in the United States were selected for personal interview on a scientific random sajrrpling basis. The survey was designed by the sajnpling staff of the Bui^eau of the Census with sufficiently small sampling variability to give reliable estimates on the subjects studied for the United States and somewhat less reliable estimates for the four geographic regions. Publication of data for smaller areas was not attempted because such figures would have produced estimates of questionable reliability oi- vroa].d have required a sample considerably larger than that which was used and would have added considerably to the cost of the survey, A map of the four geographic regions used in this stut^ is shown as Figure 1 on the following page. The data presented in this report represent expanded figvires and percentage distributions of the replies, based on the )|,630 sample estab- lishments. These data present estimates of the response of all establish- ments to which a particular question and its summary applies. Cooperation was received from 90 percent of the li,630 respondents, an exceptionally high proportion. For the 10 percent not reporting, an adjustment of the data was made by distributing the non-respondents in the same proportion as those responding. In the summaries of the results of the surv^ which follow, the United States total figures are first broken down to show the total response all public eating establishments for each region. This analysis is then followed by analyses by type of establishment, by city size and by sales size ^ of business respectively. Scope of the Study The universe from which the sample was chosen consists of any public eating or drinking place in the continental United States which serves, for a profit, foods to be consumed on the premises and offers table and/or counter services. 2j Sale size for each establishment was determined from reported total receipts from food served d\iring 195'ii. FIGURE 1 Included in this definition 2/ are: Restaurants Cafeterias Hotel dining roons and cafeterias Dru2 and proprietaiy stores with fountain seivice Lxmch counters Refreshnent stands Drinking places Excluded by this definition are: Soda fountains (not serving food) Ice cream par].ors (not serving food) Roadstands (not serving food) Also excluded are eating places operated by institutions and open only to initiates, members or staff personriel. These would include establish- ments such as restaurants or bars operated by cou:itry clubs, school cafe- terias, hospitals, in-plant cafeterias, and establishments operated by the Federal Governraent on milittiry posts. The respondent vjho answered the questionnaire used, which is shown in Appendix A was any proprietor, manager, chef or any other qualified representative of the establishment who was responsible for the pvirchase or serving of food. The establislments which were covered in the suivey were distributed in various areas of the United States and were selected on a stratified, random (probability) sample basis. The 230 primary sampling units or areas from which the establisl'iments were taken are shown graphi- cally in figure 2, Further details about the nature of the sample design for this survey are given in Appendix B. Reliability of the Itesu3.ts of Survey Quantitative data presented in this report such as purchases of fish and shellfish are based on reported activities during a one week period in May 195S» Any expansion of such figures to annual values is of necessity of questionable reliability. In addition, all estimates shown in this re- port are subject tc sampling and non-sampling errors of various magnitudes. Although thei'e is no method for actually calculating the latter every effort has been made to hold such errors to a minirmim. The sampling errors for the various statistics sho;«i in the sum- maries can be calculated and are knoivm. Table 2 presents: information on the magnitude of the sampling errors for estimates made from the national and regional saniples, by type of establishiaent detail. Additional tables pre- senting coefficients of variation for (1) aggregates for quantitative data, (2) nmiber of establishments and (3) percentage of establishments reported in tables throughout this report will be found in Appendix C, 3/ Definitions of each type of establislunent included in the study will be found in Appendix A. FIGURE 2 Map United States Geographic distribution of 230 primary sampling units Survey of Public Eating Places i 01 5 I a Table 2 Sj\MPLING TOLERANCES FOR ESTIMATED NUMBER OF ESTABLISm-EMTS APPEARING IN ANY PARI' OF SWflARY TABLES Sampling tolerances Ntunber of (2 out of 3 probability level) establishments All kinds of business in Restaurants or Drug and in estimate cafeterias proprietary stores LJ \A.ttJ aim L l\^ kj %J mt~M,± (including those or "other" the survey in hotels) cat ego ly 1,000 5iiO lao 700 2,000 ?60 580 980 5,000 1,200 900 1,550 10,000 1,700 1,300 2,200 20,000 2,ii00 1,800 3,200 50,000 U,ooo 3,000 5,000 100,000 5,000 it, 000 7,000 200,000 8,000 6,000 10,000 500,000 10,000 10,000 15,000 To sipvly the table to an estimate in a summary table, find the line in column 1 of table 2 which is nearest to the number of establish- ments in the estimate for which sampling tolerance ia desired. For any estimate except one imrolving a breakdoim by a particular type of establishment obtain the approximate sampling error from the second column in the table. V/hen the estimate is for a particvdar type of establishment such as restaurant, or drug or proprietary store with fountain service, use the third or fourth column depending on the type of establishment. As an example of the use of the table consider the estimates of the number of public eating places obtaining their fish and shellfish supplies from wholes al.ers (table 55). In the Northeast Region an estimated 1^5,200 establishments of all kinds, received their supplies from wholesalers. Turning to column 1 of the table it is foiuid that 1^5,200 is roughly 5/6 of the way through the range between the figures 20,000 and 50,000 shown in that column. By interpolation, the sampling error figure for the estimate U5,200 is 5/6 of the distance between 2,i400 and i|,000 in column 2 or roughly 3,700. This sampling error of 3,700 means that 2 times out of 3 the true figure of all establishments in the Northeast Region which purchase their fish and shellfish supplies from wholesalers will be within plus or minus 3,700 establishments of the estimate of 1(5,200, The true figure would be the figure obtained by taking a complete census of all the public eating place establishments in the Northeast Region, 11 The error or sampling tolerance figures in table 2 may be doubled and used with even less risk. For exanqjle, vrtien desired, the figure of 3,700 in the above example may be doubled to 7,liOO. In this event it raay be stated that 19 times out of 20 the true figvire of all establishments in the Northeast Region which purchase their fish and shellfish supplies from wholesalers will be within plus or minus 7,U00 establishments of the estimate of U5,200. The analysis of the information obtained from the firms which participated in the survey is given in the foHovfing sections. For each topic covered in the survey there is usually shown in the anali'sis a breakdown of the United States total response by regions, by type of establishment, by city size groups and by sales size groups. The latter analysis refers solely to the sales size based on receipts from sales of food. For example, a large downtoxm drug store with sales of $2^0,000 or more per annum with sales in its lunch counter section of $50,000 per annum would be classified in the $i|0,000 to $99,999 sales size group. Whenever fewer than the above four types of breakdown of the data are shown it was either impossible or ingjractical to prepare the type of breakdown vdiich is not shown. 12 Table 3 IFJlffiSR OF ESTABLISHMENTS INCLUDED IN THE SUR7EY OF PUBLIC EATING PLACES (Number of establishments in thousands) Category All public eating places Serving no fish or shellfish Serving fish or shellfish Number 397.8 Number 189.7 Percent Number 208.1 Percent Rerrion ^2.? Northeast North Central South West 111.2 12];,6 100.3 61.7 1;3.2 6U.9 5I1J4 27.2 38.8 52.1 5U.2 68,0 59.7 1*5.9 3U.5 61,2 U7.9 U5.8 S^.9 Type of Establishment 397.8 189,7 M2I 208.1 ?2.? Restaurants 126,7 Cafeterias 5.0 Restaurants or cafeterias located in hotels l6,6 Drug or proprietary stores with fountain service 39.6 Otheri/ 209.9 21,0 .7 1»3 29.8 136,9 16,6 lluO 7.8 75.3 65.2 105.7 U.3 15.3 9.8 73.0 83.U 86.0 92,2 2l4,7 3U.8 City Size (population) 397.8 189.7 U7.7 208,1 52.3. 500,000 or more 100,000 to U99,999 25,000 to 99,999 2,500 to 214,999 Less than 2,500 68.5 55.7 55.1 72,9 115.6 25.9 29.6 27.7 33.0 73.5 37.8 53.1 50.3 50.5 U2.6 26.1 27.U 39.9 72.1 62,2 1;6.9 1+9.7 5I4.7 U9.5 Annual Sales Size (from food) 1fl00,000 or more ihPyOOQ to $99,999 $10,000 to 139,999 Less than $10,000 No reply 397.8 m^ U7.7 208a ^hl 15.6 28.9 85.0 192.1; 75.7 •5 J4.1 22.U 100.8 61.9 3.2 IJ4.2 26,U 52.U 81.8 15.3 2li.8 62.6 91.6 13.8 96.8 85.8 73.6 U7.6 18.2 1/ Includes drinking places, lunch counters and refreshment stands. 13 CO w M M CQ E ^ w o o CO M M Ed 13 a 01 W rn tn VI ■H CO >H H w XI o Q nj o, o Si H S ■J M PQ |H £ c3 H Q 1 -p !-i c 0) tu o. o w i>> 0) -C3 G (D u > 0) 0 XI CO e 1 +J Sh UJ U) Oh O en !>s nJ xf X •H U CO 0) CO > -^ ft to 1 -p P u c c fl) a) 0) Jh t) _^ iH M :3 •H Xi CO ^H +J 01 CO XJ 0) '-' o M 0) •P cfl CJ) u c Ph o -J- ■LA o -J- ■LA -3 C>. 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SR $ & J- o en ^ r-vo o en -0 r^ ir\ _^ CM rn cnrn c^ c^ CM m u^ un "^ -* ~o 'SkH "O -^ !r\ -4 t J 03 vO en ^ -t rH nO C^ O ^ r-i (M C^ O °.i°: to 1-1 rH U^ O^OJ rH ^ csl J- ^/^^ r- r-l 03 CM T3 r- ,- rH m oj rH 5 rH S:^dS o in m --3-rH^-*«0'X) -t O r- (^ O ^■-O rH 3 03 H Ol • • • O en c> to i ,^ m o^c3^ r-j -* CM rH -I e^ mm en rA -4-OrH m o m CM C^ • • • en o^ en ni o s r^COsOr^OC^U^^J^ 0<3 C3N • • • a •» o en CM cno in CM o 4D m -i mm • O o m -O -O Q r-r^a m o 'nco • • • vO X ^ r-H r-f rHc^o^O OOC--C^ O «) enco CM eT> rH mo en o o en ^ CM c^ c^ 3 •* rH 3 o-i rH g 2 ^!53 5 ^ rH Q CO in m -3- m -t r-- o^ 3 cnc^ en iH CO o o -d- -* */N i^O o O en-* rH H m^ O O C--0 c^ <0 mC^CM CM irt ■» O^ f^ en r-i r-i r-^ CM O o cncn tv rH O rH o 00 (y^ en en m u^^-o CM cr^ c^ ^^Q r-t o M -t ^ sO --0 o m CM en 3 -4 -j-no »n CM rH o c- mcM o mc^ 3 -* J o en o n: CM S-^3 r-H CM rH LA O rHcr\rvjmrHcMr-(rQ C7^ rH l> CM 10 C^ CM X ov c- c\i CM en i/N CM • m 3 Lr\ -O 1?^ CM • • • • CO Ln c\i so m m sO "J^ mCM ^rH o 3 -o mrH • • • rHNO-O mo -* rH 350 • p- -*co en rnso en CM H 9- 111 I ■a -g CO o S^ 01 CO tH 3 XI M CO CO -P t. ^1 o -o ^t li ■H m <0 (D •rl ^ ■p -p ■H 1^ ^ !?-i a* 0) co'E t. ^51 60 rH = > 3:^ eg ^ -3 •3 O Eh a ^ 5 CO A 5 ^ 5 s:S eg c CM ^-^c^ • • <*> 3 :5 3 O r-) >0 3D -3° o\ o -3 CO OsCO r^O PJ P-U\ ^ -3 XA(»> -3 -3r^ sO oo 00 OO O «?~ o V\ «»\M • • • • • c^ sO O u\ r-l Oscsi oo t^H o 1*% H H J OslTv (n o o o M M H o H CSI \r. COCSJ »A e^ I^O • • # • • • • so r^ o i-U -^ I ' b. CO 0) (Q ££ 8 CMCP • • r-l • O 00 OS -a • • so CM t--0O 5 1 • • irvoo • r-) • CSJ OsM • • -3r- 3S o 0. § to a:s O Osr-I <0 • • • • 00 l-lsO oo VA csl f*^ « • • rr^ CO \A • • • O CSJ r- XA CM CSI en \A -3 1-1 SO cncn en -3 0.J> • • • ^0 men -3 CM CM oo CM ^S CO sO -^ -3 • 3 o -=r • o oo • oo OO • 3 ^71 -3 i-t Os 1AO \Ar- CM ££ I ■a ID o ■H C>. J3 § ££ 3 •n 3 1 <1] III 1 ■o •H •g V c n o I ■p 5 S u o Li Q. to < ^51^ 61 Table 53 PRINCIPAL SPECIES OF FISH AND SHELLFISH PURCHASED BY PUBLIC EATING PUCES SERVING FISH AND SHELLFISH, SEVEN DAY PERIOD, RANKED ACCORDING TO QUANTITY AND VALUE Species Rank Quantity- Rank Value Unit value Thousand pounds Thousand dollars Cents per pound Fresh and Frozen Total Fish - 3.U96.6 „ 1,U87.0 U2.5 Halibut Cod Flounder Haddock Whitefish Salmon Catfish Red snapper Ocean perch Sea bass 1 2 3 k $ 6 7 8 9 10 771.8 558.5 5I18.5 1^92.3 2U5.6 230.0 190.0 188,2 156 c 2 115.5 1 h 2 3 5 6 7 8 9 10 308.5 17U.0 257.7 183.8 150.2 127.8 95.3 89.5 55.3 hk.9 Uo.o 31*2 U7.0 37.3 61.2 55.6 50.2 Ii7.6 35.U 38.9 Fresh and Frozen Total Shellfish 3.602,7 > Ij^A 81f.l Shrlirp Lobster Scallop 1 2 3 2,37lt.9 778.5 l4i+9.3 1 2 3 1,866,2 697.1 ij68.2 78.6 89.5 IOU.2 62 O a 35 CO rJ3 <« .3 a) M o <« ? 3 C-t 0-, *< ^ ^ ^ Eh as E-" rc a^ >4 0) n -P O O x! a C I ^ O CO O -H -H DO 4> .2 •£! fe f •y (D > -3 ■P o a c «H +> to H « d CO -Q 0) n o ■a o J3 -P » a 8> o ■p cd o SJ ^ I -p u a CL, O I -P u q\ u c\ V a>| a, ul Li I -Pi o^ 4) 0)1 r'A Ql, Ul • +2 a, ol ' *2 ID (D a, ol 1 ■p rH u c • 9 ID r- a, U c^ 00 ID 0)1 cu ol u o^ (0 ♦ x> LA a fM 3 CV -p 0) o ■p Id « ■P •a 3 0^ nO ^ rH .... sO CT^ CTN Q (N .... sO 00 CA CO o o -* c^ .... lA r^ CM LA r»> (^ cr\ -J- C^sO C~- CO cv cv rH rH o o o o .... 88 8.8 p- O U> CO c~- cv t so r- - C~- cv 00 nO - - . -3- c^ 1 cd o * J3 J3 J3 CO c^ • • rr\ J- OCM CV C^ -tCM LA . . LA C^ r\l OA AJ r-{ CM r- CA CO LA rH C~- cr\rH LA O O « • I J3 en +» 4h ■P O n a> « 'I a (d •rl U ■P 0) US o o . o LA CM 00 CA CA 00 o o 8 t3 ID +J (d o Jh q o H m n ■P Id en C -H rH c3 Li V Sh « -P S +> O a) «> ^ +J tH _ la sO rH r-i <-{ LA -4- CM 00 CA • . • . • rH CA rH Ol o • CM -J-O -» CO • • . . . rH H C7^ . CV O 00 LA -t C^ . . . • • CM LA -* -d- H O CV CV CV CA LA C^ « . C-. CJ^ ■ CA LA -* CM CV O ^ 0\ i-H . . lA^O LA Ol CV O . . LA C^ rH o o CA <-* O LA -4- CO [VO -* O CO CM O -4 . . • e . LA rH CA -*■ -* H LAO 00 "> ..... CV H rH CA cv C^C^ cv C7^ ..... O O 00 vO CA CA CT^ C~- 00 rH ..... -3- rH Ol cv CA CO H cv CA CA ^ C^ A) Cr> LA CV CM CV CM CV r-o CV o CJv P-sO CA O H CV cr^ o c^co LA r^ 00 ^ CA CO CA CA CA CA CA O CO CACV LA vO O H ''> O rH r-\ r-i r-i C^ o o o o o 8 8 8 8 8 8 8 cv -*rH O OJ ..... cv CO rH LA a^ -J Ol CA -4- C^ cd ■p o •H U U m O ID a o •H ■p A CM CO "> . . * CO LA Al CM O ;< 00 y>"^ O O O O O • • • • • 8 8 8 8 8 0 LA LA CO rH . . . . . 01 CA rH sO cv CV CAC^ CO rH O^ O Q 5) O^ CT^ Q u .> .>o a cjv cAO ■* -S* rH U t^ k:> o o q _^ o 3 8 P o. V (0 u iis^s •a ■p o a o o i ■a 0) +> •H m XI i m ^ a t3 (0 C ki XI ti 10 •H -g » I (0 o ■P o c li •H rH rH J3 - Id 10 ■P o n o a> (d H §a ,§• -O -H R^ •H ID H x: •« -p ID -H 3 n fl) o> ■ ■ d o a 3s 11.5 12.9 14.2 9.8 d3 o H CM O 10.1 12.7 11.2 15.1 12.0 nO O- u^ CT^^ .... C--C-SO ^ o^to d ■ • CM cntn H o c^ • • • . ■ -^ en en -o CO O O^ CM t---0 ..... ^ r-i ^ rr\r-i to XX3 ~t ^ .... cn ^ -^ o ■3) O CM OJ i CM rn o f*^ o o CM • ■ • • • H C7N u-\ vn uf\ cn CM OJ CM CM 19.7 19.0 24.1 31.1 35.5 23.0 11.8 11.2 10.2 OJ nO c^ en CM cnc- o o t) H iH rH o r- H u^ o 9.9 12.2 13.1 9.6 r-i -o aj CM C^ i-H rn CM O^O m H CM H H H rH C^>0 ^^ r-i n^ rA • • • • 4 ■ en CM en -4^ CO cn-* o CO CN CM -*C^ C-^ u.6 14.2 9.8 12.2 5^ 11.3 13.1 12.3 15.4 10.2 O "J^ cn o -* • > . • • u> CO -4 c^ ^ CM rH ;=5 CTv Lr\t/\ CM IN CM vO H en Ovc-- CO -* ^ H ^ • • • • • -t cn cnso c^ CO ^ o -* cn (N g o >^ r^>o \r\ r-t tr\ r-t ~:t rH ^ oJ to' CD r-i r-i r-i fncnco i-i OJ mow ^n^- CM r-i 0^ rH -* CM >rv -* OJ rncnr^ ■Xl CO u^ O O r~i ^ CM r-t f-i (.^ o trv CT* CM ^ fn m en p~ -* o c^ ^ c^ mo CM -O CN • . . • . mo r^ CO CM • • • • CO q CM CM CM m-^ CO m m H -* ' rH ^ CO si 3 H >0 H ^2 i/> rH CM M lA rH H rH (H CM -^ CO m 03 -cr O H nO O H or- -* CM O O CM O CO p- m -* m -^ rH O CM t^iA • « • • • o iTN ^ (r\ 1 u^ CM en tncT^ cn^ . . • • • CM Of CM H ~o q-o ^cj -4 CM H sO "J^ 1-* iH C^ H 1 * CM O -O CO >^~* • . • • • r-i rH vO -*CM • ' • CM- • • • • • O rn ,° -*-*C^ u> CM °. ,°.'i, or- CM OJ nO rH CM OJ c^■ o o o o o §§§§ §§ § §§ §§§§§ O c«- o m r- en tn 03 q o cjN^o r- en vO m ^ m s-^ OJ ir\ ^- o OJ 4 oi OJ m c^ t t. t. 3 J) (fl 4i O 4^ O » -fH t^ O 'H ?■ OH U fc OJ ■3 ax: i> a n 01 o -O m *J OJ 05 C -H c -H H a. Is a a b d) 4^ Ih CO 0) rHl B -^ O O o^ Q §CJ^ ^O^ lA -^ o -. - O^ J- CN( °-^So s ■K ^o O CO Q Q -tt/S M O O w^ * fl? yS rH CM CM J o o o o o Miii CM CO -^ P- ■» m-^ OJ rH cn H CM nO O r-i O O O O Q ® O^ CT^ Q O CN ON •» a cjN en o :*'^ H 'SS *3 a .»o o © 8.1 .« CO u ,H -3 rH « O -J) » » -J z 61i CO i CO e Q Oh 3 O CO o ^ a o. (U Vl -tJ a 3: a CO a d'l^ 0) QJ (0 3 73 •5 H ^1 O 0) O 13 x: a a, H <0 0) u x: a-e •^dS £ d) 5: (0 (0 -p a 0) 1 r-* •5 m H ^ rt 43 m a> T) o 3« a o OT (tJ -H 0) U bO •H bO 0) O o u Q) o O, bO CO a> 0) Oh O i> a> (1. o J3 u c u Q) x> I +> u c 4) u O. o 0) J2 1 43 u t: o 0) Oh o ^ CO cjscyv O H O ^ OOvO r<^ -4- . • 60 CNJ C«. OS • • sOsO -4-0^ o o • • 88 i» to ■p «> 43 CO X) (0 +5 Si 01 •H XI 10 ■H 0) CO C*A LTV sO CO r^co . • -4^ lA sO ■sO sO H . « CO o CNJ C lA OsnO • . H H • • C-OO CNJsO • • CNJ (v^ CNJ U-\ -4 CNJ sO CNJ * • ITN IfN CNJ H O O 88 88 • . 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O ID • in u O CO ^ J 5:g 01 T3 C a -p CO 0) n o u a> (d in (4 ID O o x: o n o o 0) •H 0 ID •O 3 H o C ^ 70 Appendix A Bureau of the Census Definition of Eating and Drinking Places and Questionnaire 71 APPENDIX A Bureau of the Census Definition of Eating and Drinking Places -J Retail establishments selling prepared food, and drinks for consumption on the premises, and also lunch counters and refreshment stands selling prepared food and drinks for immediate consvunption. Restaurants and lunch counters operated as leased departments within other retail businesses were treated as part of the establishment in which they were located. However, restaurants and lunch coimters operated as leased departments or concessions in businesses other than retail, are included in this classification as eating and drinking places . Restaurants, cafeterias Retail establishments primarily engaged in selling complete meals and having full table service facilities. Caterers Retail establishments primarily engaged in the preparation of food, and serving of that food elsewhere. Lunch counters^ refreshment stands Retail establishments primarily engaged in selling limited lines of refreshments such as fruit juices, soft drinks, or short-order meals for immediate or on-premise consumption. They do not ha\re full table service facilities. The classification also includes operators primarily engaged in selling soft drinks through coin-operated vending machines. 1/ United States Department of Commerce, Bureau of the Censvis, Census of Business — 19ii8, Retail Trade, General Statistics, Part I, 72 Drinking places Retail establishments primarily engaged in selling drinks such as beer, ale, wine, liquor, and other alcoholic beverages for consuii$)tion on the premises, and usually known as bars, beer gardens, cabarets, night clubs, saloons, tap rooms, and taverns. The sale of food frequently accovuats for a substantial portion of the receipts of these establishments, Drug or proprietary stores with fountain service Retail establishments with foxmtain service which are engaged in selling drugs and medicines in any combination with such lines as cosmetics, toiletries, tobacco, candfer and novelty merchandise. Excluded from this classification are those drug or proprietary stores not having fountain service. 73 Budget Bureau No. 42-5504; Approval Expires June 30, 1955 Form PEP-1 U.S. DEPARTMENT OF COMMERCE (5-14-55) BUREAU OF THE CENSUS COLLECTING AND COMPILING AGENT FOR U.S. DEPARTMENT OF THE INTERIOR SURVEY OF PUBLIC EATING PLACES Name of Establishment Address . City_ State, Telephone Number City Size Code, IDENTlElfATION C M L I i KB Code Establishment No. Area Sample I I D.o. Code PSU NO. Segment No. Name of person interviewed Position Interviewer' s signature Type of establlshnent I I Restaurant I I Cafeteria I I Restaurant or cafeteria located in hotel I I Drinking place I I Lunch counter or refreshment stand I I Drug or proprietary store I I Other (Sprcify) Section A - SALES How many days of the week are you open for business' days 4. a. Do you have cold storage which is | I ^^^ used or could be used for keeping ^=4 frozen fish? nNo 2. Specialty I I Steak or chop house I I Seafood I I Italian food I I Chinese food I I Other (Specify) I I No specialty b. Is your use of frozen fish United | I by the lack of sufficient or con- J==; venient storage space? □ no c. Do you serve fish or shellfish? (If Yes continue - if No skip to Section D) □ Yes □ no a. About how many pounds of frozen fish do you now have in your freezer or cold 'Storage' (Estimate is satisfactory) Pounds 3. What price dinner is bought most often? a, (Not Including sales tax) I I Less than $1.00 I I Between $1.00 and $2.00 I I Between $2.00 and $4.00 I I Over $4.00 b. About how many pounds of frozen shellfish do you now have in your freezer or cold storage' ( Est imate is satisfactory) 6. Of the total fish and shellfish you purchased during 1954. what percent (proportion) is bought during each of the following 3 months period? b. In which of these groups (show respondent card forn PEP- 2) would you report your total receipts from food served during 1954? I I Less than $10,000 I I $10,000 to $40,000 I I $40,000 to $100,000 I I Over $100,000 January to March. . . April to June July to September.. October to December Percent (Proportion) Ih 7. a. How many main dish meals (entrees) have you served for lunch and dinner during the last 7 days'' b. How many or what percent were served as lunch? . c. How many or what percent were served as dinner' 8. a. How many fish and shellfish main dish meals have you served for lunch and dinner during the last 7 days' b. How many or what percent were served at lunch' . c. How many or what percent were served at dinner? Number 9. a. How many sanawiches did you serve during the last 7 days? b. How many or what percent of your total sandwiches were fish or shellfish? .. 10. How manv servings do you get from one pound of fish filef " ^ servings 11. In their order of importance, what 3 kinds (species) of fish, excluding shellfish, did you sell the most of during the last 12 months? (List below in their order of number of fish dishes served). (1) (2) (3) *hat do you consider to be the reason or reasons for such preferences? 12. In their order of importance, what 3 kinds (species) of shellfish did you sell the most of during the last 12 months' (List below i r} their order of number of she 1 1 f ish dishes served,) (')_ (2)_ (3) What do you consider to be the reason or reasons for such preferences' 13. a. Do you offer greater selection of fish and shellfish main dish meals on certain days? I I Ves \ I NO b. If Yes - on what day or days do you have the greatest selection of fish and shellfish dishes? I I Sunday I I Monday I ! Tuesday I I Wednesday I I Thursday I I Friday I I Saturday 14. a. Are there days of the week when you usually do not offer fish or shellfish dishes' I 1 Ves □ No b. If Yes - which days and why' 15. Is your summer menu price of fish higher, lower the same as your winter menu price? I I 'ligher in summer I I Same □ uower in summer 16. Is your profit, per serving, from fish and shellfish more, the same, or less than your profit from steak, roast beef, roast pork or chicken' Steak More Q Same [ ) Less I I Do not serve | | St Beef Roast Pork Chicken 1 1 □ 1 1 1 1 □ 1 1 1 1 □ □ □ □ 1 1 17. What are some of the disadvantages, if any, of serv- ing fish and shellfish as a food item? Fish. Shellfish. Form PEP-1 (5-14-55) 75 section B • PURCHASE 18. a. Now about the fish and shellfish you purchase. ■ Nowadays the consumer can buy food in a variety i of ways. For example, he can buy fresh, frozen, canned and precooked foods. What percent of your total pounds of fish and shellfish purchases are bought in the following ways: c. How far is your supplier(s) from your establishment? 1 1 Less than 10 miles 1 1 10-50 miles 1 1 50 - 100 miles 1 1 More than 100 miles 1 I Don' t know Percent of total purchased Frozen uncooked % d. About how often do you order frozen fish or shell- fish' Frozen precooked % Frozen breaded uncooked Frozen breaded cooked Fresh % % % e. Does the supplier usually deliver your fish or do you pick it up yourself? 1 t Supplier delivers 1 1 Pick it up Canned % Other % b. From what type of supplier do you usually receive fish and shellfish? 1 1 Wholesaler 1 1 Retailer 1 1 Other cSoec ifvi f. Do you believe that there is a need for a grade or quality standards for the fish and shellfish you buy' 1 1 yes 1 1 NO 1 1 Don' t know 19. Do you have any suggestions or ideas on how the fish industry might help you to sell more fish and shellfish (such as better or quicker service from wholesaler, better quality fish, etc.) 20. a. In terms of total pounds, what are the principal kinds (species) of fish and shellfish that you bought during the last 7 days? (List kinds m Column (a)) b. How many pounds of each' (Column (b)) c. What was tiie cost per pound' (Column (c)) Type Name (a) Total number of pounds (b) Cost per pound (C) Fresh 1. 2. 3. Frozen 1. 2. 3. Canned 1. 2. 3. Other (Specify) 1. 2. 3. Form PEP- 1 (5- 14-55) 76 Section C - PROMOTION 21. a. Which of the following methods have you used to promote the sale of fish or shellfish meals? 1 1 (1) Separate menu for fish 1 1 (2) Window display I 1 (3) Newspaper advertising 1 1 (4) Radio or TV advertising 1 1 (5) Featured special on menu 1 1 (6) Suggestions by waiters 1 1 (7) Other rCommcnt) 22. a. Do you think you would sell more fish and shell- fish if the beneficial qualities (vitamin content food value, etc.) of fish were publicized mori 1 1 Yes 1 1 NO 1 1 Don' t know b. Would you be interested in booklets or demonstra- tions for your chefs, on how to handle and pre- pare fish if the Department of Interior should offer them in your area? 1 Ifes 1 1 No c. If Yes - what type of problem should it cover' b. Which two of the above-mentioned methods have you found to be most effective? 1 I None [ 1 Don' t know c. Do you believe that offering "fresh" fish would help to sell more fish meals? d. Do you believe that offering "fresh" shellfish would help to sell more shellfish meals' Section D (Ask only if the answer to question 4c was "NO.") 23. Why is it that you do not serve fish or shellfish meals? Obtain a lunch and a dinner menu for as many of the last 7 days as are readily available and attach them to this questionnaire. MAKE SURE THAT ALL CLASSIFICATION DATA ABE COMPLETED ON THE FIRST PAGE Remarks Form PEP- 1 (5-14-55) 77 Appendix B Sample Design and Procedtire for Selecting Establishments in the Surv^ 78 Appendix B Sample Design The saJi^ling operation for the nationwide survey of public eating places was performed at two distinct levels, 1, The selection of primaiy sampling units consisting of metropolitan areas or certain combinations of non-metropolitan counties from the more than 2,000 combinations of counties in the United States, There were 230 of these primaiy sampling units selected for this stu(^, 2, The selection of small pieces of land (segments) from within the selected primaiy units for interviewing all public eating places within the chosen segments. The probability of selection of any given eating place in the sample is then the probability of selecting the land on which the es- tablishment is located. Selection of Primary Sampling Units The 2,000 combined counties that serve as primaiy sampling units were classified into one of four groups. Group I consisted of the 12 largest metropolitan areas. Group H consisted of the primary vuiits \diich contained a city with 50,000 in- habitants or more in 19^0. Group III consisted of the primaiy units having less than 25 percent of the population residing on farras and certain others having a very higli in-iid.gration rate between 1950 and 1953. Group IV consisted of all the other primaiy units and contained more than three quarters of the farras and farm population of the country in 1950. The primary \inits had been fui-ther classified into sub-groups to form the primary strata. In group I, each metropolitan area occupied its own separate primary stratum. In groups II and H primary strata had been formed based on geographic and economic characteristics. In group IV, the primary strata had been formed based on agricultural characteristics. In total, 230 primary strata had been formed. From each primaiy stratum 1 primary sampling tmit was selected. The distribution of sample primaiy units used in this survey is shown in the map (see page 10), In addition to the area sample design the survey utilized the Census Bureau's Current Mailing List of certain large establishments outside of the sample areas. 79 Procedxire for Selecting Establishments in the Survey The Public Eating Place Survey sample includes h,630 retail establishments in the following kinds of business: (1) eating places (2) drinking places (3) drug and proprietary stores and (U) hotels serving meals. The sample allocated to each of these kinds of business was approximately proportionate to the estimated value of their sales of meals (from the 19kS) Census of Business). The sample for the first three kinds of business was drawn as a subsample from the sample used by the Bureau of the Census for the Monthly Retail Trade Report while the sample for hotels was drawn from the sample used by the Bureau of the Census in the 1953 annual report (which in turn was derived from the monthly sample materials) . Since the sample for all kinds of business was based directly or indirectly on the monthly sample, this is described briefly below: Group I Stores These stores are located in Census primary sampling units. The primary units are combinations of counties which hawe been grouped into 230 strata comprising the entire United States, From each stratum, one primaiy unit was selected as a sample primary unit. Within these 230 primary sampling units stores are selected in two wgys: 1. Stores which has sales above a specified criteria in I9I48 were taken with certainty (Current Mailing List stores). 2, Stores located in a sangile of land segments within the primary sampling unit. These land segments were selected with knovm probability and designated in 12 panels (one for each calendar month) so that in general, a different group of land segments is for each month. The results of this stratification and subsampling is that the stores in item one above are selected viith probability equal to the probability of selection of the primary sampling unit and the stores in item two above are selected with a probability of 1 in 200, Group n Stores Jill organizations which reported operating 11 or more estab- lishments in I9I18 were taken regardless of location. 80 The sample in each kind of business was allocated to the components described above ±a approximate proportion to their ingwrtance in total sales. Eating Places All establishments (group I stores) which the Census Bureau personally enumerated in land segments during December 19Bh, and January and Febmaiy 1955 were selected. From lists of large stores located in primary sampling units hlO establishments were chosen with probabilities proportionate to their weighted sales-size in January 1955. From the lists of group II stores a sample of 2liO establishments was drawn \jy first selecting organizations with probabilities proportionate to the organization sales in January 1955 and then selecting establishments from the organizations with equal probability. Drinking Places and Drug and Proprietary Stores with Fountain This sample was dravm in the same manner as for eating places with the following modifications. Only one month* s panel of land segments (February) was used and from the lists of large stores in prijnary sampling units 20 drinking places and 70 drug and proprietary stores with fountain were chosen. From the lists of group II organizations one drinking place and 70 drug and proprietary stores with fountain were selected. The sample of hotels was selected from a list compiled in connection with an annual survey taken for 1953 which employed the Monthly Retail Trade sample design. From this list hMh hotels were selected with probabilities proportionate to their weighted 1953 armual sales of meals and alcoholic beverages. 81 ^pendlx C How to use Tables C-I throti^ C-VI to Approximate Coefficients of Variation 82 Appendix C How to Use Table C-I to Approximate Coefficients of Variation Find the line on table C-I which is nearest to the number of establishments in the estimate for which the coefficient of variation is desired. For any estimate except one involving a breakdown by type of establishment obtain the approximate coefficient of variation from the first column. If the estimate is for a particular type of establishment, use the second or third column depending on the type of establishment, As an example of the use of the table consider the estimates of the number of public eating places obtaining their supplies from whole- salers (table 55). In the Northeast region, an estimated 145^200 establish- ments received their supplies from wholesalers. Table C-I indicates the approximate coefficient of variation of this estimate is 8 percent. An estimated 81,300 restaurants received their supplies from wholesalers, Reading from the second column of this table, we would place the co- efficient of variation of this estimate between h percent and 6 percent. Table C-I can also be used to compute the approxijiiate co- efficients of vai'iation of percentages of establishments. In this case, to find the approximate coefficient of variation in table C-I, first divide the estimate in terras of niunber of establishments by one minus the estimated proportion. For example, consider again establishments in the Northeast obtaining supplies from wholesalers, but this time as a pro- portion of all establishments serving fish or shellfish in the Northeast, This proportion is 15,200 divided by 68,000 or 66 percent. U5,200 divided by 1 minus ,66 is 133,000 and the coefficient of variation applying to this number according to table C-I is between h percent and 5 percent. It is pointed out that the result is a coefficient of variation, not a standard deviation. The standard deviation (in percentage points) can be obtained by multiplying the coefficient of variation by the percentage (in the example given, the standard deviation is 66 percent times k per- cent or about 3 percent) , Tables C-II to C-VI In order to approximate the sampling variability (coefficient of variation) of aggregates other than the number or percentage of es- tablishments, table C-II should be used. For such quantitative estimates, e.g., number of pounds of frozen fish and frozen shellfish in cold storage, the approximate sampling error is found by first obtaining from table C-IV the number of establishments furnishing a non-zero report on the items. Then find the line in table C-II having the number of establishments nearest this number and obtain the coefficient of variation from the appropriate colxunn. The coefficient of variation for the number of main dish meals and sandwiches served, and quantity, value and price per pound of certain species of fish and shellfish bought may be found in a similar manner (tables C-III, C-V, and C-VI). 83 Sampling; Variability of the Data Table C -I: -^pproxiiiiate Coefficiejits of Variation for Estimates of Number of Establishi.ients Number of Establishments in Estimate 100 200 500 1,000 2,000 5,000 10,000 20,000 50,000 100,000 200,000 500,000 Coefficient of Variation if Estimate Applies to - All kinds of Restaurants or Dinig and proprietary business in cafeterias (in- stores or "other" the survey- cluding those in hotels) category Percent Percent Percent 170 130 220 120 92 X56 76 58 98 54 41 70 38 29 49 24 18 31 17 13 22 12 9 16 8 6 10 5 4 7 4 3 5 2 2 3 8k 0) A > o -p ctJ 3 -P 0) •H o u -p o 0) •p o « a. to = fe.S to -p c ro -p -p 0) to tt-l to '"^ o to j:3 H -p (30 O o .g °.g to xi to C 10 ^ 3 to Q) J3 4J c d p •H ^1 O bO 0) o CO ^H i) 0) d o o +> S Sh -P o Q (X to r O CO -p a :^ +J CO to t^ •H ^4 tU -P Q) TD 0) to ^-^ . O 05 X! H +3 0) -P bO O X! .3 o •3 to T) to to ID 3 > to to 0) XI -P •P c 0) o ^1 a. Q) O U Q) (U o PL. -p c 0) o 0) o u 0) tX) 'JD r^ CV C\J r-i w\ c^ cv H H ur\ -4^ CM H H -to C>-^ OC^Ot>-0'^'X)cn o M oto-4"Oc^oHmor-wAc^ o tn H -p c c 9) 0) |.§ to Ci5 •H H bO n) -H to T< W O a, OOOOOQQOOOOO OOOQOOOOOQOg HCVU^OOOOOOOOO HcVirvOqoQOQ H Oi iTN O O O H CM "^ 85 Table C-III Category- Number of Establishments Reporting Main Dish Fish and Shellfish Sandwiches Region Meals Served Kain Pish heals Served Seirved United States total 144,637 129,150 153,430 Northeast h6,B3h 40,l/)2 53,071 North Central 40,718 39,095 44,014 South 33,447 29,425 34,247 West 23,638 20,488 12,098 86 Table C-IV Estimated Kumber of Establishments Reporting: Category Frozen Fish and/or Frozen Shellfish in Freezer or Cold Storage Frozen Fish in Freezer or Cold Storage Frozen Shellfish in Freezer or Cold Storage United States Total Region 104,911 86,494 72,926 Northeast North Central South West Type of Establishaent Restaurants Cafeterias Restaurants or cafeterias in hotels Drug or proprietary stores with fountain Otherl/ City Size 500,000 or more 100,000 to 499,999 25,000 to 99,999 2,500 to 24,999 Less than 2,500 Sales Size |il00,000 or more U0,000 to ¥99,999 *10,000 to $39,999 Less than f^lO/000 No reply as to sales size 27,068 32,725 25,398 19,220 20,751 28,854 21,555 15,334 19,161 21,013 18,348 14,399 61,976 2,440 52,672 2,291 43,453 999 9,703 8,560 8,094 3,:45 27,447 2,745 20,226 1,612 18,768 14,985 12,003 14,322 22,356 41,245 11,539 9,536 11,631 19,498 34,290 10,105 8,849 9,968 15,365 28,639 11,002 16,883 34,890 35,552 6,584 9,186 14,049 29,453 28,043 5,763 9,455 14,325 23,461 20,962 4,723 1/ includes drinking places, lunch counters, and refreshment stands. 87 01 u 73 -p 3 X) O -§ T3 nJ u o O §1 •H m hO -rH (B r-l ^. 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