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National Restaurant Association - Study: service, value keys to restaurant choice

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Study: service, value keys to restaurant choice

Good service, value and an enjoyable atmosphere are important factors in choosing a fullservice restaurant to dine at, National Restaurant Association research indicates.

According to the 2013 Restaurant Industry Forecast, 97 percent of adult consumers surveyed said good service was the No. 1 reason for selecting a restaurant, followed by 93 percent who cited enjoyable atmosphere and, again, 93 percent who indicated good value was important.

“The vast majority of consumers who were surveyed said good service, value and an enjoyable atmosphere are keys to fullservice restaurant selection,” said Hudson Riehle, senior vice president of the NRA’s Research & Knowledge Center. “As customers in today’s modest economic environment have become much more deliberative about where they spend their disposable income, it’s particularly important that fullservice operators consistently offer service that stands apart from the competition and remains top-of-mind with patrons when they decide their next restaurant visit.”

In addition to the top three attributes, the research found that other important choice factors included:

  • Favorite items are on the menu (90 percent).
  • Healthful menu options (76 percent).
  • Family or child friendly (68 percent).
  • Serves locally sourced foods (64 percent).
  • Offers takeout or delivery options (49 percent).
  • Provides food that hasn’t been tried before (48 percent).
  • Features organic or environmentally friendly foods (43 percent).

 

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