Tucked amid the horse farms of Kentucky is Josh Moore’s modest 10-acre spread that he cultivates for his Louisville restaurant, Volare. “Everyone tries to be farm-to-table today, but for me, it’s my farm to my table,” says the chef-owner. “We go from seed or seedling to plate.”
How do restaurant customers define value? While "quality for the price" tops the list, fresh ingredients and a variety of choices are close behind, according to a recent NPD report entitled Defining Value: Where Consumers Choose to Eat Out. The report identifies five segments of diners, the largest of which are not driven by low pricing and deals.