Recently The Cheesecake Factory was named as the nation’s most popular casual-dining chain, according to a survey of fast-casual restaurants. Also on the list were Texas Roadhouse, Red Robin, The Olive Garden and PF Changs, proving that consumers are willing to pay a little more for a quality fast-casual dining experience. The nation’s most popular fast-casual dining chains will benefit from more optimistic consumer feedback if they focus on the experience provided, convenience and food quality.
According to a recent MarketForce survey, consumers plan to eat out more in the coming months and they are driven to brands showcasing strong customer service elements. As consumers plan to eat out more, the way to entice guests is to take care of the essential customer service elements. Other elements that are strong considerations to consumers when choosing where to eat are cleanliness of establishment, friendliness of staff and value of the meal provided. Overall, what consumers really want is a reasonably priced meal in a comfortable, friendly environment… sounds like home to me.
Convenience also plays into dining decisions. More consumers are having to balance work with family and are often too tired to cook at home. Many also prefer to have a tasty meal in a pleasant environment where someone else does the dishes. With this in mind, restaurants are offering value priced menu options and pleasant surroundings for their diners and it seems to be paying off.
Jim Balis' Blog 