Sponsored by Leger
Leger recently conducted an online survey among 915 US adults aged 18+ who are past-month restaurant visitors, to understand the factors influencing consumers’ decisions when choosing a restaurant. With consumers enjoying a restaurant visit for various reasons, such as a routine meal, special events, snacks, or cravings; it is essential for restaurants to identify and emphasize their unique differentiating factors to attract repeat business.
Identifying Key Drivers
The Restaurant Choice Drivers study ranked 20 primary reasons why consumers decide on a particular restaurant among three non-competing segments: Quick-Serve, Convenient-Dine and Fine Dine. These drivers in each segment range from food quality and price to service and ambiance. The results revealed some surprises.
Differentiation and Value
One of the most compelling findings is that value isn't solely about price; it also encompasses the variety of options available.
For Quick Service Restaurants (QSRs), the top driver is the availability of entrée options. Consumers are looking for variety and flexibility in their meal choices. This extends to side options, which ranked second among drivers for QSRs. Offerings like onion rings, fruit cups, or sweet potato fries can set a restaurant apart from competitors that only offer traditional fries.
For convenient-dine and fine-dine restaurants, this notion of value extends not to options, but on ingredients. For convenient-dine restaurants, local ingredients and chef specials ranked second and third among all drivers. For fine dining, local ingredients and seasonal menu items ranked as the first and third drivers in our list.
While price is a significant factor, other elements like menu variety, portion sizes, and ingredient quality also play crucial roles.
Wi-Fi and Modern Amenities
Interestingly, the report found that amenities like Wi-Fi rank very low on the list of decision drivers. In fact, WI-Fi ranked fourth to last for QSR, fifth to last for convenient dine, and second to last for fine dining. Another interesting finding was the low ranking for kiosks in QSRs. While kiosks may help with operations, it’s not affecting restaurant choice. Restaurants should focus their efforts on core aspects like food quality, service, and unique menu offerings rather than on amenities that do not significantly impact repeat visits.
The Importance of Returning Customers
Repeat customers are the backbone of a restaurant’s profitability. Therefore, the real profit lies in convincing a satisfied customer to come back again. By honing in on what makes a restaurant special and effectively communicating this to their audience, restaurant brands can create a loyal customer base.
Practical Applications for Restaurants
To leverage these insights, restaurant brands should consider the following strategies:
1. Menu Innovation: Regularly update the menu to include a variety of entrée and side options, as this is what convinces most diners to come back.
2. Quality Over Quantity: Focus on delivering high-quality meals consistently. Use fresh, high-quality ingredients and ensure that the food preparation process meets high standards, as local and chef specials rank highly for convenient and fine dining.
3. Customer Feedback: Implement a robust system for collecting and analyzing customer feedback. Loyalty programs were the top driver for convenient-dine restaurants, and third for QSRs.
4. Marketing and Promotion: Use marketing campaigns to emphasize the restaurant’s unique offerings. Whether it’s a special/seasonal menu item, a unique dining experience, or exceptional service, make sure these differentiators are well-publicized.
5. Employee Training: Ensure that staff are well-trained to provide excellent service. A positive interaction with staff can significantly enhance the dining experience and encourage repeat visits.
The Leger report on Restaurant Choice Drivers provides valuable insights for restaurants aiming to boost repeat business. By understanding what drives consumers to choose a restaurant and focusing on unique differentiators, restaurants can create a compelling value proposition that encourages customers to return. In a market with abundant choices, the key to success lies in standing out and providing a memorable dining experience that brings customers back.
