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Consumer Trends

Price or service—what matters most?

During the lean times of the past couple of years, restaurant patrons have placed a high priority on “value.” However, a recent poll published in American Express MarketBriefing revealed that more customers are responding that “good service” and a “pleasant restaurant environment” are more valuable then “lots of food for a low price”—at least in full-service concepts.

  • 85% of diners feel that service and atmosphere are more important then quantity of food. Of this percentage, 93% agree that timely seating and honoring of reservations is the most important aspect of service.
  • 91% agree that it is essential for the staff to have good product knowledge
  • 90% find that a prompt, warm greeting is a significant aspect of service
  • 81% feel that the server should be respectful of conversations at the table
  • 80% find that good service must include verification of the customer’s satisfaction with their meal
  • 53% would not return to a restaurant if they felt the service wasn’t pleasant and friendly, and 35% would not return if they were not made to feel welcome and comfortable

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