Many I have spoken with (or read) believe sales growth versus 2010 will fall somewhere between the 1.6% increase forecasted by Technomic back at the start of the year and the 3.6% predicted in The NRA’s 2011 Restaurant Industry Forecast.

One factor that will play an important role in determining the degree of recovery the industry and individual brands will see in 2011 is the consumer behavior known as ‘trading down’ or ‘trading up’. Most in the industry are familiar with the behaviors; what’s important to realize is these behaviors are directly linked to mindsets.

Recently released research from The NPD Group, a report titled The Changing Consumer Mindset: What It Means to the Restaurant Industry, begins to explain this connection. It identifies two mindsets when it comes to spending – those that cannot spend freely and those that can – and addresses how the dichotomy between these two mindsets will shape the industry now and into the future.

According to this report, three-fourths (76%) of consumers fall into the cautious, controlled spender group – those who would be more likely to trade down; the other 24% appear relatively unaffected by the recession, are optimistic in general and have been less inclined to change their restaurant behavior.

These optimists will be enticed to visit restaurants more often by good service and a relaxing atmosphere, which matter more to them than price and value. And while the optimists are naturally more likely to be employed and live in affluent households, NPD says this mindset cuts across all demographic groups.

This has created opportunities for both product offering and marketing communications directed specifically to this group. When it comes to communicating with them, it’s important you recognize they think and feel differently and will respond best to messaging that reflects their own more confident outlook.

Regardless of when you think we’ll see major recovery in the industry, we can all agree the restaurant turnaround happening now is nascent. A significant bounce back to pre-Great Recession days is not expected this year, and it will take a long time to get back to sales levels of 2007 and 2008.

Until that point, restaurateurs have to think about being most relevant to their best prospects, and that 24% – the optimists – just might be yours.

See also: http://www.youtube.com/watch?v=vOxFa0cZhCs

While recognizing them as leading a trend in restaurants to move to healthier fare, Zinczenko specifically called out the Seared Scallops and Spinach Salad for the improvement to its nutritionals — they reduced the fat and calories by 80%, bringing it to just 400 calories and 4 grams of fat. And trust us, it tastes great!

Oh look, it’s time for lunch!

Check out some more Mac Grill work that has been helping to move the needle.

You see, we’re in the idea business. And we love what we do.

You may also notice (if you’ve seen our client list) that we have a great deal of restaurant experience. In fact, not just experience, but a real passion for the dining industry and tackling the unique challenges restaurant brands face.

So as the economy started going south and the media kept banging the gong of doom, people started hunkering down, staying home and spending less. But for some reason, things didn’t get a whole lot better.

Our planning and insights team started taking a hard look at behaviors, trends, statistics and a whole lot of other factors in order to see if something could be done to help not just our clients, but everyone else as well.

And as we dug, and learned and uncovered…an idea began to form.

Waiting around for bailouts and handouts isn’t the answer. The answer is us. All of us.

Our intent is to create a movement. One based on the simple premise of reminding people that they can contribute to the economic recovery by doing very normal things.

Like eating out at a restaurant.

Take a look at this video. Let us know what you think.

And eat out for a change, will ya?