In today’s economy it is not surprising that people are cutting back, and dining out budgets are decreasing. A new survey, conducted by Corporate Research International (CRI), a national leader in tracking trends, issues and customer loyalty research, shows that more than 61 percent of consumers dine out 3 times or less a month, with only 10 percent reporting they dine out 3 or more times a week.
It is well founded that consumers continue to dine out even when there is a downturn in the economy. The CRI survey found approximately 88 percent of consumers claim they spend a little less than 50 percent of their total dining out budget at their most frequented quick service restaurant (QSR). Additionally, 70 percent claimed their dining out budget was greater than $50 monthly, with half of all respondents reporting spending approximately $75 a month dining out.
Consumers also are demanding higher quality food from fast food and quick service restaurants. Overall, food quality proved the most important factor when customers determine where to dine. This was followed closely by their interactions with team members. Although the meal’s value is important, it bordered in the fifth position in terms of importance, following facility cleanliness.
More than 40 percent of consumers’ willingness to pay more for services and food at restaurants is driven by their emotional ties to a particular restaurant, with the feeling of belonging being the strongest driver. The emotional connection to a specific restaurant drives the total number of people actually recommended to a particular restaurant and the same emotional connection determines whether consumers would seek another open location if the restaurant they typically dine at is closed.
“As we’ve seen in so many industries, front line personnel will determine if customers remain attached to your company or not,†said Renny Arredondo, chief operating officer of Corporate Research International. “It’s just more evidence that companies need to maintain their workforce’s happiness to ensure their customers’ satisfaction.â€
CRI received more than 4,330 completed surveys from its nationwide group of panelists. These panelists responded to the survey from February 19 – March 18, 2010. The survey asked consumers about their dining out behaviors and experiences. Respondents represented all regions of the country and were restricted to completing only one survey each.
