Food, service, and atmosphere are the three main components in any dining experience, but which matters most and how is “good” defined? Coyle Hospitality studied data from nearly 2,500 diners worldwide and found that diners’ views varied according to how much they were spending.
For the survey, segments were determined by respondents’ self-reporting of the cost per meal. “Casual” was defined as $15-$30, “Upscale” as $31-$50 and “Luxury” as $51-80. The relative importance of food, service and atmosphere varied among the segments.
Good food means different things to different people.
In the Casual segment, accurate preparation and temperature are most important. At this price range, the consumer wants food presented as expected. “Guests are trading a meal cooked at home for a meal out,” Coyle reports, “While expectations are not high, they must be met consistently and with speed.”
In the Upscale group, accuracy of preparation and temperature still appear at the top of the complaints list, but taste also moves into the equation. In the Luxury segment, satisfaction with the quality of the food is the single most important factor in whether a diner will recommend the restaurant. If the food is great, every other aspect of the experience can be problematic and guests will still give a positive recommendation. Taste becomes a prominent concern in this segment, and “limited selection” becomes a top complaint.
As we head into the Valentine's Day weekend, here's hoping your experience meets your expectations if you are dining out!
To learn more about the study, read Coyle’s analysis of each segment’s attitudes about service and dining atmosphere.
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