| When people look for ways to trim their | | | | tastes. Even patrons of fast food restaurants are |
| expenses in tough economic times, they turn first | | | | looking for more than food. The kids' menu at |
| to discretionary spending, and at the top of the | | | | McDonald's features "Happy Meals," but adults |
| list for many people is money spent eating out. | | | | want to have happy meals too. An effective |
| Most restaurants have taken a big hit in the | | | | customer survey attempts to evaluate all the |
| current economic slowdown, but many are holding | | | | factors that go into creating restaurant |
| their own and a few are actually prospering. For | | | | satisfaction. |
| example, in the fourth quarter of 2008, | | | | Building customer loyalty |
| McDonald's reported that its sales increased 5 | | | | Customer loyalty is important for any type of |
| percent in the U.S. and 7.2 percent globally. Why | | | | business at any point in the business cycle, but it |
| are some restaurants doing well while most are | | | | is especially important for the restaurant business |
| struggling? One of the answers is effective | | | | when times are tough. Restaurant research has |
| market research. | | | | shown that customers who have a "highly |
| Focusing on value | | | | satisfactory" dining experience are twice as likely |
| It should be no surprise that customers are | | | | to return to a restaurant than customers who |
| paying more attention to value in these challenging | | | | say their experience was just "satisfactory." They |
| times. When people spend less on non-essentials, | | | | are also three times as likely to recommend the |
| they want to be sure the money they do spend | | | | restaurant to their friends. |
| buys something worthwhile. But what does value | | | | Highly satisfied customers also spend more, |
| mean to restaurant patrons? Is it primarily the | | | | especially on items such as appetizers and |
| quality of the food or the quality of the service or | | | | deserts. This suggests that they may be enjoying |
| is it something else that might be a little harder to | | | | their dining experience so much that they want to |
| define? Restaurant research provides some | | | | prolong it. Highly satisfied customers also tend to |
| interesting answers to these questions. | | | | tip more, which in turn leads to highly satisfied |
| At its most basic level, value means meeting | | | | wait staff. |
| expectations. People have definite expectations | | | | So how can a restaurant determine if it is |
| for different types of restaurants - fast food, | | | | creating a highly satisfying experience for its |
| casual dining and fine dining. In these tough times, | | | | customers? Some restaurants hire "mystery |
| some restaurant managers might feel tempted to | | | | diners," while others use comment cards or |
| cut back in some areas, especially staff expenses. | | | | questionnaires. Another highly effective alternative |
| But if a restaurant fails to live up to customer | | | | is to conduct an online survey of recent diners. |
| expectations for service because it has cut staff, | | | | Online surveys provide a convenient way to ask |
| it will have a hard time keeping customers. | | | | about a variety of factors that affect customer |
| Creating a satisfying experience | | | | satisfaction. Survey results can easily be analyzed |
| Restaurant surveys that attempt to measure | | | | to determine which combination of factors is |
| customer perceptions of value often focus on | | | | most likely to create highly satisfied customers. |
| some obvious things. Was the food hot? Was it | | | | Long-term restaurant trends |
| served promptly? How long did you wait to be | | | | In times like these, it is understandable that |
| served? These are important questions, but they | | | | restaurant managers are focused primarily on |
| represent only part of what is involved in | | | | short-term results. It is still important, though, to |
| restaurant satisfaction. | | | | pay attention to long-term restaurant trends. In |
| Most people go to a restaurant because they are | | | | recent years, restaurant customers have shown |
| looking for a certain type of experience. They | | | | a growing interest in two things: greater |
| might be looking for fun or elegance or just the | | | | convenience and healthier menu choices. These |
| pleasure of enjoying certain sights, smells, and | | | | trends are likely to continue. |