More than 40% of consumers say they are loyal to their favorite restaurants and will go there whether or not the establishment has a promotion, reports The NPD Group, a market research company. Although there are still over one-third of consumers looking for bargains when choosing a restaurant, this large group of “loyal” restaurant consumers defines value as more than price.
Quality is a key driver for the “loyalist” restaurant consumers and quality remains the most important value driver for most consumers when choosing restaurants, even bargain hunters want quality for the price, according to the NPD report entitled, “Defining Value Today: How Consumers Choose to Eat Out.” The report, which looks at how key consumer segments perceive the relationships between price, quality, and value, finds that in addition to loyalists and deal/price seekers among the other consumer segments identified are those that look for quantity of food.
“Consumers choosing where to dine is subject to some of the same pricing and deal pressures as other retail categories, but there remains large segments of the population for whom “value” is much more than the lowest prices,” said Bonnie Riggs, NPD Restaurant Industry Analyst. “Given this, operators will want to execute different marketing campaigns to appeal to a broad base, while remaining relevant to those seeking out the lowest price and best deals.”