Sponsored by ChangeUp
With an abundance of dining options at their fingertips, today's consumers face tough decisions about where to spend their restaurant dollars. While competitive pricing and prime locations are important, the overall dining experience often drives customer loyalty. How can restaurants differentiate themselves by providing value that transcends these basic factors?
ChangeUp recently conducted an online survey to uncover what really matters to customers when they decide to dine out. Our expertise in brand and experience strategy, restaurant design, and architecture gives us unique insight into building an integrated and holistic experience.
We surveyed 500 U.S. consumers in Q2 2024 to understand the critical role that experience plays in driving value for guests. The results were eye-opening. While no one will argue that reasonable prices, convenience, and meeting basic expectations will always be table stakes, we found that crafting an enjoyable dining experience is the key to standing out from the competition and earning repeat business from today's selective customers.
A staggering 69% of guests said they would dine out more often if the experience was more enjoyable. Two-thirds feel that their desired experience is more important than price, and nearly three-quarters said it trumps convenience. A crucial insight that operators can’t afford to ignore: investing in the guest experience is no longer optional.
So what do today's consumers really value in their dining experience? When we analyzed their open-ended responses, clear themes emerged:
- Comfort and relaxation: Guests crave a comforting, satisfying meal in a welcoming environment where they can unwind. Creating comfortable seating, warm lighting, and a relaxing ambiance pays dividends.
- Sensory delight: Serving craveable food is essential, but don't neglect presentation. Impressive visual appeal whets the appetite and elevates the experience. Memorable decor adds to the appeal.
- Personal connection and appreciation: With the proliferation of mobile ordering and delivery, the human touch matters more than ever. Genuine, caring service makes guests feel valued and eager to return.
These three elements alone - comfort, sensory delight, and personal connection – factor for over half of what guests told us they value most. Of course, nailing the fundamentals like taste, portion size, cleanliness, and ease of use can't be overlooked. Among the other elements that round out the top ten attributes driving a valuable experience are healthy and unique menu options, an exciting restaurant design, and a smooth, easy ordering and payment process.
Too often, brands pursue shiny objects or generic trends instead of investing in the elements that enhance their specific experience and resonate with their core customers. Creating a differentiated, valuable experience with targeted, thoughtful upgrades to comfort, sensory appeal, and service will move the needle.
But restaurants can't afford to stand still, because mediocre experiences are all too common. Our research found that over a third of customers are often disappointed with their dining experience. That disappointment was even higher for dinner at fast casual restaurants and lunch at casual dining brands, suggesting real opportunities for brands to up their game during these high-potential dayparts.
Considering the ever-rising costs and ruthless competition for share of stomach, it's never been more vital to give customers a reason to choose your brand again and again. Price and convenience may get them in the door, but a memorable, enjoyable experience is what will convert them to loyal regulars.
The message is unmistakable: to win in today's market, you must go beyond the basics. By focusing on the elements that truly drive guest enjoyment - from comfort and sensory appeal to personal connection - you can create a value proposition that resonates deeply with your audience.
Are you prepared to reimagine your dining concept through your guests' eyes? Download ChangeUp's full report now and begin to unlock the strategies that will help you not just survive, but thrive in the evolving restaurant landscape. Your path to increased visits, loyalty, and profitability starts here.
