  
Back
To News/PR Index
|
|
New
Technomic White Paper Reveals
Link
Between Restaurant Ambiance and Guest Satisfaction
|
Chicago,
IL – March 2014 / Newsmaker Alert / Quality, service, convenience and
value are the cornerstones of a positive restaurant dining experience,
but a recent white
paper using data from Technomic’s Consumer
Brand Metrics (CBM) tool reveals that ambiance plays a critical role
as well.
The
white paper, titled “Setting
the Stage: Consumer Assessments of Décor, Music and Atmosphere at
Leading Restaurant Chains,” finds that although ambiance can be easily
overlooked because of its intangible nature, it can also be an important
factor in a consumer’s decision to visit a restaurant. Ambiance is associated
with higher consumer experience ratings and overall satisfaction.
“It’s
essential for operators, particularly in the full-service segment, to consider
how atmosphere can play a role in the way consumers rate their overall
dining experience,” says Darren Tristano, Executive Vice President at Technomic.
“Tracking consumer perceptions of restaurant ambiance over time, operators
can obtain a clear vision of how consumers experience a brand when dining
in and how it measures against their experiences at leading competitors.”
Highlights
from the white paper include:
-
Restaurant
ambiance drives traffic: A strong majority (91 percent) of casual-dining
restaurant patrons say that an appealing ambiance influences their decision
to visit a particular concept. For quick-service restaurants, 84 percent
of customers say it is important that the units they visit have a welcoming
and comfortable atmosphere.
-
Younger
consumers put a greater emphasis on music and décor: Across
all restaurant segments measured, Gen Z and Millennial consumers most strongly
prioritize music and décor. Fifty-two percent of these younger generations
say that a concept’s music selection is an important factor in their decision
to visit a casual-dining restaurant, compared to just 43 percent of older
consumers.
-
Ambiance
ratings correlate to overall satisfaction: Ninety-eight percent of
consumers who rated a restaurant’s atmosphere and ambiance as very good
also rated their overall visit favorably (excellent or good). In comparison,
less than half of those who rated the ambiance as bad (43 percent) or very
bad (31 percent) gave their overall visit a favorable rating.
-
Chains
with the highest consumer satisfaction ratings: In 2013, the following
chains represent the top five brands in each segment based on a rollup
of four ambiance attributes (1. Overall atmosphere and ambiance; 2. A welcoming,
comfortable atmosphere; 3. Music selection; 4. Décor):
-
Limited
Service: Caribou Coffee, McAlister’s Deli, Firehouse Subs, Pinkberry,
Potbelly Sandwich Shop
-
Full
Service: Bahama Breeze Island Grille, Seasons 52, The Capital Grille,
Maggiano’s Little Italy, Romano’s Macaroni Grill
These
findings were derived from Technomic’s Consumer Brand Metrics (CBM) tool,
which offers consumer insights based on ongoing data collection and insights
on over 123 major U.S. restaurant chains. The tool tracks consumers’ perceptions
on 62 attributes relating to the restaurant foodservice experience, which
include brand image, brand fit and customer loyalty. Chains can analyze
their results by region, demographic group or designated market area.
Technomic
provides numerous online
services to the foodservice industry. To learn more, please visit Technomic.com
or contact one of the individuals listed below. For Technomic updates,
please follow us on Twitter,
LinkedIn
or
our blog.
About
Technomic
Technomic
provides clients with the facts, insights and consulting support they need
to enhance their business strategies, decisions and results. Its services
include numerous publications and digital products, as well as proprietary
studies and ongoing research on all aspects of the food industry.
Media
Contact:
Darren
Tristano
Technomic
312-506-3850
Report
Inquiries:
Colleen
Rothman
312-506-3841
Demonstrations
of Consumer Brand Metrics for Restaurants:
Patrick
Noone
312-506-3852 |
