SF Bay Area Diners Adjust Habits in Response to Slow Economy

SAN FRANCISCANS ARE EATING OUT LESS, BUT BEING TREATED BETTER

SAN FRANCISCO, Sept. 23 /PRNewswire/ -- The Zagat 2010 San Francisco Bay Area
Restaurants guide was released today. Echoing the trend around the country,
the 9,700 San Francisco surveyors say they are cutting back on their
restaurant spending. Fortunately, they also report getting plenty of good
deals, prix fixe menus, attentive service, and access to formerly hard-to-get
reservations. All told, the new guide covers 1,308 restaurants from the Wine
Country in the North down to the Monterey Peninsula.

"The economic downturn has definitely affected San Francisco diners. Quite
simply, they are being more careful with their money," said Tim Zagat, CEO and
Co-Founder of Zagat Survey. "The good news is that local restaurants have been
going to great lengths to hang on to their clientele."

Industry Woes: When asked what effect the slow economy has had on their dining
habits, surveyors report dining out less (52%), eating in less expensive
places (42%), being more attentive to prices (42%), cutting back on alcohol
(20%), appetizers and/or desserts (21%). Diners (5%) are even switching to
tap/filtered water to save money. They are so price-sensitive that the
percentage who list price as their main complaint has jumped to 10%, up from
6% last year. That's not surprising since San Francisco ranks among the
nation's most expensive dining cities, with an average meal cost of $39.40,
compared to the $34.54 national average.

The Good News: Many restaurants are offering bargain deals and 62% of diners
say they are taking advantage of these opportunities; 40% say they feel their
patronage is appreciated more; and 36% find it easier to obtain hard-to-get
reservations. Despite their financial concerns, San Franciscans by a 73% vote
consider green issues (organic, sustainably raised, locally grown products) to
be as important as ever; ditto healthy menus, by a 70% margin, which explains
the success of newcomers such as eco-Mexicans Nopalito and Little Chichuahua.
Finally, 61% say they're still willing to pay even higher tabs to support
worker healthcare and wages.

Cheap Eats: Fortunately, options abound for budget-conscious Bay Area diners.
This year's Top Bang for the Buck is Saigon Sandwiches, serving "fabulous
Vietnamese pork sandwiches." Following behind are In-N-Out, El Metate, and
Arinell Pizza. In the Mission (named San Francisco's best dining
neighborhood), Baby Blues BBQ has brought Southern BBQ to the Bay, while
inexpensive pizzerias, flour + water and Tony's Pizza Napolentana have also
premiered this year. In the Downtown Area, Showdogs brings the "best of the
wurst" from all-natural hot-dog vendor Let's Be Frank, along with house made
condiments and plenty of sides. Best of all, many restaurants are sticking to
prix fixe lunches for $25, and dinners for $30 year-round (not just during
Dine around Town), while other restaurants like the Ritz-Carlton Dining Room
and Masa's are offering bargain a la carte and prix fixe options.

Winners: Showing that top-of-the-line dining is still going strong, GaryDanko
not only reclaimed the title for Top Food, but won for Most Popular and Top
Service this year. Taking home honors for Top Decor is the "re-opened cliff
hanging" Sierra Mar. The survey also includes 70 noteworthy newcomers.
Bottega, located in Yountville and led by chef Michael Chiarello is this
year's Top Newcomer. The Top 5 ranking in each category are as follows:

Food: Decor: Service: Popular: Newcomer:
----- ------ -------- -------- ---------
1. Gary Danko 1. Sierra Mar 1. Gary Danko 1. Gary Danko 1. Bottega

2. Cyrus 2. Garden Court 2. Cyrus 2. Boulevard 2. Zinnia

3. French 3. Ahawahnee 3. Ritz-Carlton 3. French 3. La Mar
Laundry Laundry Cebicheria

4. Kiss Sea- 4. Auberge du 4. French 4. Slanted 4. Marzano
-food Soleil Laundry Door

5. Acquerello 5. Pacific's 5. Masa's 5. Chez Panisse 5. Nopalito
Edge

Tweeting and Trucking: It's no surprise that San Franciscans rank among the
most tech-savvy in the nation. Thanks to Open Table, this year 52% of
surveyors say they typically make reservations online (up from 49% last year
and 43% two years ago) and 85% report visiting a restaurants' website before
eating there. Avid diners have even taken to the streets - and the
Twitter-verse - following the ever-growing slew of gourmet food trucks. These
mobile street vendors, now including ChowderMobile (from Sam's Chowder House),
Spencer on the Go! (from Chez Spencer), and chef Chris Cosentino's Salumi
Cycle, are being faithfully followed via their websites, email and Twitter.

A Tree Grows in Oakland: Oakland has seen a swell of good-value eateries
opening this year, including tapas-bar Barlata, wine bar and salumeria Adesso,
Commis and Sidebar. On the horizon is the Jack London Square waterfront with a
new gourmet marketplace, opening in early 2010, which will be flanked by 15
new restaurants including the already opened Bocanova (Rick Hackett of
MarketBar) and the forthcoming Bracina (Daniel Patterson and ex-Delfina's
Lauren Kino) and Pizzeria Zanna (Richard Corbo).

The Guide in Detail: In addition to ratings and reviews, the new guide
includes listings and maps of the Most Popular restaurants, as well a transit
map and 44 useful indexes including Historic Places, Power Scenes, Winning
Wines Lists and Teen Appeal. The 2010 San Francisco Bay Area Restaurants guide
($14.95) was edited by Meesha Halm and Karen Hudes and is available at all
major bookstores, through ZAGAT.com, on Zagat's mobile apps for iPhone and
Android, or by calling 888-371-5440. For more information, please visit our
press center (www.zagat.com/presscenter).

About Zagat Survey, LLC
Known as the "burgundy bible," Zagat Survey is the world's most trusted source
for information about where to eat, drink, stay and play around the globe, and
as such has become a symbol of quality. Zagat Survey rates and reviews
airlines, restaurants, hotels, nightlife, movies, music, golf, resorts,
shopping, spas and a range of other entertainment categories in more than 100
countries. It has been lauded as producing the "most up-to-date, comprehensive
and reliable guides ever published" and as "a necessity second only to a valid
credit card." Zagat content is available in print, on the web, on the mobile
web, iPhone, BlackBerry and on TV. For more information, visit ZAGAT.com.

SOURCE Zagat Survey, LLC

Tiffany Barbalato, +1-212-404-6416, tbarbalato@zagat.com, or Nick Sampogna
+1-212-404-6417, nsampogna@zagat.com, both of Zagat Survey, LLC