Urban Plates—the chef-driven, fast casual restaurant brand offering healthy, made-from-scratch meals at affordable prices—released the results of its second annual New Year Resolutions survey. Developed in partnership with market research firm Ipsos, the study explores current and past New Year resolutions, motivations for making or not making them, and if the pandemic has had an influence on 2021 resolutions. Key findings include:
More resolutions planned for 2021 – nearly 2 in 5 Americans (38%) have a resolution planned for 2021, a slight increase compared to 36% in 2020, while 62% do not have plans to make resolutions
Nearly three quarters (73%) of those planning a resolution report that COVID-19 impacted what their resolution will be – with 1 in 4 sharing they will focus more on mental health, eating healthier, and/or their finances as a result of the pandemic
Health, wellness, and money – among those with resolutions planned for next year, working out/being more active is the most common goal (55%), followed by eating healthier (47%) and improving finances (45%)
Nearly half of the resolutions made in 2020 stuck – among those who made a 2020 resolution, 45% are still working on their resolution or have already reached their goals, while (55%) did not complete their resolutions
Timed to the New Year, and the healthy eating and saving money resolutions that come with it, Urban Plates launches “Plate Pass,” a subscription membership pilot that makes all individual entrees $10 for two months when guests buy a $20 membership fee (the equivalent of $10 per month). The memberships go on sale beginning December 22, 2020 and will provide up to 2,021 fans—on a first-come first-serve basis—access to any individual entrée on the restaurant menu for just $10 (average entrée cost is $13.50). Membership includes a one-time fee of $20, valid for two months beginning January 1, 2021. Plate Pass is available for purchase exclusively on the Urban Plates app (download for iPhone and Android). Only orders made through the app for dine-in (where available in light of COVID restrictions) and takeout purchases are eligible for the membership offer. The offer is not available for delivery or catering orders. Based on customer feedback, Urban Plates may increase the number of memberships made available and continue the offer as a $10 monthly subscription after February 28, 2021. For more information about the Plate Pass program, visit urbanplates.com/plate-pass.
"Plate Pass is a big idea," says Urban Plates Co-Founder and CEO Saad Nadhir. "Urban Plates is about making craveable, wholesome, clean food accessible to all, and the Plate Pass makes our menu an even more affordable option. Plate Pass allows our most loyal fans to help us operate more efficiently and we, in turn, pass the savings back to them. We know that eating healthier and saving money are top priorities for the New Year thanks to the Ipsos study, and the Plate Pass is an easy way to make both of those happen."