Consumers in this market, home to The Ohio State University as well as the headquarters of some of the country’s largest chains, are heavy drive-thru users. Nearly a quarter of their LSR visits happen via the drive-thru. That adds up to a lot of visits, as 71% of Columbus-area consumers say they visit restaurants at least once a week. Because of this, takeout capabilities are very important to them. But it’s not all about convenience. Nearly three-quarters (73%) say the availability of healthy options is important—several percentage points higher than the national average.
What Matters to Diners in Columbus?
Percentage of consumers who rate these attributes as important/very important in their dining decision:
| Ability to customize my order | 84% |
| Atmosphere is welcoming and comfortable | 92% |
| Convenient location | 92% |
| Has an excellent reputation | 82% |
| Healthy options are available | 73% |
| Is socially responsible | 58% |
| Is kid-friendly | 34% |
| Loyalty to a restaurant/brand | 56% |
| Menu prices in line with similar restaurants | 88% |
| Overall takeout capabilities | 75% |
| Quality of takeout packaging | 61% |
| Speed of visit | 83% |
| Has effective advertising (makes me hungry, is memorable, etc.) | 46% |
| Service is friendly | 89% |
| Quality of food when ordered for takeout | 85% |
Source: Technomic Ignite consumer data
How often do they visit restaurants?
| Every day | 4% |
| Couple times a week | 45% |
| Once a week | 22% |
| 2-3 times a month | 20% |
| Once a month | 6% |
| Once every 2-3 months | 2% |
| Longer than every 3 months | 1% |
Source: Technomic Ignite consumer data
Where else are they eating?
| Buy prepared foods from another grocery or retail store | 4% |
| Eat at/purchase food from a restaurant | 63% |
| Make something at home | 32% |
Source: Technomic Ignite consumer data