Recent Restaurant Marketing Study Confirms Basic Elements of Guest Satisfaction
The economy may have gone south, but the consumers who still eat out on a regular basis have the same basic standards for evaluating a restaurant and the decision to return. Based on this latest study, food is still the primary factor in the motivation to return.
The elements of meeting the guest’s expectations, in the order of importance are;
- The taste of the food and its appearance as it is delivered.
- Service is the second most important aspect of the customer’s experience. The subjective evaluation of “good service” is still based on what doesn’t happen, as opposed to what does happen. Long waits, lack of attention and anything out of the ordinary dining experience may be deemed bad service.
- Location and convenience is also a significant factor, but not as important as the first two elements. Parking is included in this general evaluation by the guest.
- Speed is another expectation cited by the latest survey. Getting an order to the table in a reasonable amount of time is important to the consumer.
- The study cited music that matches the surroundings and the demographic may be a key element. However, the real issue is ambience and the overall experience.
- Finally the study cites price as a motivational factor. A better interpretation would be the word value. Value means the customer must be pleased with the cost of their experience. You could easily wrap all of the factors above into the definition of value.
The study, done by marketing students, really didn’t highlight any new emerging trends, but gives us a focal point of where our efforts need to be in managing our restaurants in a difficult and highly competitive environment.
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