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Factors Consumers Weigh When Choosing Restaurants
August 21, 2013
1 Min Read
CHICAGOWhen consumers consider a restaurants value equation, theyre thinking about much more than just price, according to a new report from Technomic that identified numerous crucial elements versus second-tier factors, as well as how the value equation differs depending on when and where consumers are searching for a meal away from home.
Our data confirms many general perceptions about value, including the importance of low prices, but thats certainly not where the story ends," said Darren Tristano, executive vice president of Technomic, Inc. Operators across foodservice segments need to highlight specific menu and concept attributeswhether its food quality, taste, family recipes, healthfulness, convenience or fast preparationin order to heighten the perception of good value."
Technomics Value & Pricing Consumer Trend Report identified the latest behaviors, preferences and attitudes of consumers regarding pricing and the value equation:
Nearly equal proportions of consumers place a high importance on staggered portion sizes at different prices (45%) and large portion sizes (44%) in creating strong value at restaurants.
Deal-seeking behavior has become ingrained54% of consumers strongly agree that they are seeking restaurant deals and promotions more often now than they were in 2011.
Customization opportunities help enhance the idea of value51% of consumers polled indicate that the ability to customize ingredients for their meal is important" or extremely important" in creating good value.
Fresh" and premium" descriptors can increase consumer price thresholds48% of consumers say they would be likely to purchase and pay more for food and beverages that are fresh, and 37% say the same for premium food and drink.
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