Restaurants and COVID-19: What are consumers’ risk perceptions about restaurant food and its packaging during the pandemic?

The COVID-19 pandemic and subsequent U.S. in-restaurant dining restrictions deleteriously affected the restaurant industry. While dining restrictions were adopted to prevent human contact, evidence suggests that consumers may mistakenly perceive that restaurant "food" and its "packaging" are risky sources of COVID-19. To explore consumers' COVID-19 risk perceptions about food itself, restaurant food specifically, and restaurant food packaging, this study collected nationwide U.S. consumer survey data (n = 958) using an online consumer panel. Findings showed that: (1) consumers were less concerned about contracting COVID-19 from food in general than restaurant food and its packaging, with consumer restaurant concern highest for food served in restaurants, and lowest for hot/cooked restaurant food followed by restaurant food from carry-out; and (2) the risk perceptions of consumers varied with financial concern for food, gender, and being in a high-risk category of COVID-19. Implications for researchers, restauranteurs, government, and food safety professionals are discussed.     

Senior citizens and their dining-out traits: Implications for restaurants

Continuing and rapid growth of the mature population in Taiwan has forced the restaurant industry to prepare for substantial social and demographic changes. This study used a telephone survey to elicit attributes important to the restaurant patronage behaviors of consumers aged 65 and older who lived independently. The variables examined include a battery of demographic and health-related variables, a series of motivation attributes, restaurant selection criteria, and measures of consumer's restaurant patronage behaviors. Two distinctive segments were identified; frequent and convenience restaurant patrons, and occasional and family restaurant patrons. The results of this study of mature consumer's restaurant patronage behavior have several implications for this increasingly important and prominent segment of the restaurant consumer marketplace.     

How a crowded restaurant affects consumers’ attribution behavior

This study finds that when consumers perceive a restaurant as very crowded, they would attribute the high level of crowdedness to high food quality, good reputation and low food price that draw people to the restaurant. On the contrary, in the case of a quiet restaurant, the customer would associate the quietness with low food quality, high food price and poor reputation. The implication for restaurant managers is that they can manipulate the level of crowdedness in their restaurant to create a favorable impression of high food quality, low food price and good reputation.     

Hedonic adaptation and satiation: Understanding switching behavior in the restaurant industry

The role of satiation as a determinant of restaurant patronage has been the subject of increasing research attention. The purpose of this research is to further consider the relationship between satiation and switching behavior in the restaurant industry. Specifically, we seek to address the mediating mechanism of service quality in this framework. Based on the related tenets of diminishing marginal utility and hedonic adaptation, we propose that satiation and service quality are inversely related. The results of an empirical analysis confirm that as consumers become satiated with food, atmosphere, and restaurant service, perceptions of these three facets of overall service quality are diminished, leading to decreased satisfaction and switching intentions. In addition to the practical implications of these results, the finding that satiation directly impacts service quality represents an important step in the overall task of understanding the effects of satiation in determining restaurant patronage behavior.     

Customers’ risk perception and dine-out motivation during a pandemic: Insight for the restaurant industry

The restaurant industry is one of the most affected businesses during the outbreak of COVID-19. The customer choice regarding whether or not to dine in a restaurant have changed due to this unprecedented global pandemic. Integrated with the affective decision-making framework, meta-theoretic model of motivation (3M), and optimistic bias theory, this conceptual paper proposes a theoretical scheme for understanding constructs that affect consumer motivation while considering the significance of consumers’ risk perceptions of the novel coronavirus disease. This research aims to delineate the role of loyalty, trust, and transparency on resuming in-restaurant dining during and after the pandemic. By identifying the link between each construct and addressing the unparalleled food-/health related risks, this study suggests that restaurants who accumulated more customer trust by fostering transparency are likely to have more business and quickly recover from the shock.     

Social distancing: The effect of density and power on restaurant consumers

The present research examines the joint effects of density and power on consumers’ attitudes and revisit intentions in a restaurant context. A 2 (Density: high vs. low) x 2 (Power: high vs. low) quasi-experimental design was employed. The restaurant’s built density was manipulated by keeping (high density condition) or removing (low density condition) the extra tables in the restaurant. In addition, individuals’ sense of power was measured and served as a moderator. A total of 327 general restaurant consumers were participants in this study. Results indicated that powerless people responded to a restaurant with high built density more positively (vs. low built density), whereas powerful people exhibited a similar level of attitudes and revisit intentions across the density conditions. Additionally, perceived territoriality was identified as the mediator of the effect of density and power on consumer responses.     

Service quality in restaurant operations in China: Decision- and experiential-oriented perspectives

Using the decision- and experiential-oriented perspectives as theoretical guides, this article reported an empirical assessment of service quality in restaurant operations. We proposed and tested a conceptual model of service quality using structural equation modeling. Using data from a sample of 284 customers from two large full-service restaurants in southern China, we investigated the relationships of service quality, customer satisfaction, and frequency of patronage. The results supported the significant links between service quality and customer satisfaction, service quality and repeat patronage, but not customer satisfaction and repeat patronage. The study has provided important insights into service quality and customer satisfaction in the field of restaurant operations.     

Stress and food choices: Examining gender differences and the time horizon framing effect

The number of people facing daily stress is on the rise in the United States. Further, there is increasing evidence of stress induced obesity and other food-related health risks. This study tested the effects of self-reported stress on choosing indulgent and healthy food options in the context of menu promotions at restaurants. The study proposed that time horizon message framing (expansive vs. limited) on restaurant menus influences the effectiveness of advertising messages aimed at preventing unhealthy food choices and promoting healthy choices. Further, this study examined gender differences in stress induced eating. The current findings shed new light on time horizon message framing, which encourages stressed consumers to make healthy choices. The results showed that food choices can be altered using time horizon messages. That is, stressed individuals tend to choose healthier options when the message is framed in terms of expansive time and more indulgent food than when the message is focused on a limited time frame. Restaurant managers are advised to establish creative marketing strategies to spur interest in healthy menu items and emphasize the benefits of healthy food items.     

Spatial and human crowdedness,time pressure,and Chinese traveler word-of-mouth behaviors for Korean restaurants

This study aimed to examine the perceived crowdedness (Human, Spatial), emotions, customer satisfaction, and WOM intentions relationships while visiting a crowded restaurant in Korea. Additionally, it estimated the potential moderating role of perceived time pressure on the proposed structural model. The obtained cross-sectional survey data was evaluated and validated utilizing a systematic analysis process. The results indicated both significant and insignificant relationships of spatial crowdedness and human crowdedness to generate positive and negative emotions. It also determines the critical role of perceived time pressure in moderating the relationship between satisfaction and WOM intentions. The implications for marketing managers and future research directions in restaurants were also discussed.     

A conflict of choice: How consumers choose where to go for dinner

Studies concerning consumers’ decision-making regarding a restaurant choice commonly cite food quality, service quality, and price as important determinants. Less research has focused on how consumers are willing to trade off gains and losses from respective foodservice attributes. Also, extant literature does not account for consumers who use a non-compensatory decision-making strategy. The present study examined consumers’ choices of casual restaurants using a simulation where trade-offs were inevitable. By utilizing a choice experiment, the researchers found that food quality is the most important attribute in restaurant choice, consistent with the literature reviewed. Good service quality, however, does not increase choice likelihood while poor service quality significantly reduces it. Most importantly, we determined a considerable percentage (24.57%) of respondents do not trade off food quality for better service or a lower price. Findings of the study are discussed with implications for practitioners.     

Does offering an organic food menu help restaurants excel in competition? An examination of diners’ decision-making

This study aims to examine whether the presence of an organic food menu can positively influence diners’ decision-making. A 3 (restaurant segment: quick service vs. casual dining vs. fine dining) by 2 (price discrepancy between competing restaurants: small vs. large) scenario-based experiment was conducted with 405 U.S. consumers. MANCOVA results indicate that using organic ingredients offers a greater advantage for the quick-service segment regarding perceived food quality, attitudes towards the restaurant, and willingness to select, compared to casual and fine dining segments. The magnitude of a premium price of organic ingredients negatively influences such advantage in the process of consumers’ decision-making. When a large (vs. small) premium price is charged for using organic ingredients, customers’ preferences for the restaurant (over its rival) significantly drops to such an extent that customers are more willing to choose the competitor (i.e., rival restaurant with a conventional menu). Discussions and implications are further elaborated.     

Exploring group-buying platforms for restaurant revenue management

Capacity utilization is a major concern for restaurants as they seek to maximize revenues, because unoccupied restaurant tables, which essentially represent lost revenue, cannot be stored for use on other days. A new type of social commerce, namely group-buying platforms has achieved great success in attracting new consumers and increasing store traffic. This study attempts to discuss how restaurants can utilize group-buying platforms as a revenue management tool and to identify the key features of restaurant deals which can help generate sales and revenues on these platforms.     

Change in Consumer Patronage and Willingness to Pay at Different Levels of Service Attributes in Restaurants: A Study in India

Consumer patronage and consumer willingness to pay are the two most important criteria for business development. The current study investigates the changing preferences of consumers in a developing economy with respect to three major service attributes from the restaurant industry: food quality, service, and ambiance. Results indicated that consumers give greater preference to quality over service in high-end restaurants and prefer service compared with ambiance in quick-service restaurants. Food quality was found to have strong interaction effect with two other variables. When food quality was improved from low to high, consumer preferences for ambiance and service tended to change accordingly in the same direction, but not necessarily at the same level. Thus, restaurateurs have a strategic advantage when they choose high quality food and an appropriate level of service or ambiance. Consumer expectations are significantly different for high-end, full-service restaurants and quick-service restaurants in service attributes.     

电子口碑对餐厅在线浏览量影响研究

Web 2.0技术和用户创造内容的发展改变了人们搜索和分享信息的方式,电子口碑作为传统口碑在互联网时代的发展产物,日渐成为消费者收集信息和进行决策的主要渠道。特别是近年来第三方点评网站数量不断增加,汇集了海量的信息,形成电子口碑效应,但是目前对这种效应的评价和测量研究不足。因此,文章借助第三方点评网站,研究消费者点评和编辑点评对餐厅网页浏览量的影响以及点评网上呈现餐厅的哪些口碑因素是吸引消费者浏览餐厅网页最重要的因素。研究发现,这两种形式的电子口碑对增加餐厅网页浏览量都具有显著的作用,编辑点评的重要性开始凸显,但消费者点评的作用更强。其中,点评数量是影响消费者浏览餐厅网页的最重要因素,其次是价格因素和消费者在餐厅网页上发布的图片。在餐厅体验的3个基本因素中,食物味道是影响餐厅网页浏览量最重要的因素。研究结果对第三方点评网站和旅游企业都具有重要的现实意义。     

The socially distant servicescape: An investigation of consumer preference’s during the re-opening phase

In light of the COVID-19 pandemic restaurant operators had to close their dining rooms for dine-in service for a number of weeks; however, once they were allowed to re-open concern still existed over safety and socially distancing many operators had to get creative in ensuring guest and worker safety. The current study sought to assess consumer perceptions and preferences regarding different types of dining room setups that were implemented by restaurants around the U.S. during the re-opening phase to ensure proper social distancing amongst guests. A quasi-experimental design was implemented where respondents were shown images of two different dining-room setups and provided responses to questions based on their perceptions and preferences for these socially distant servicescapes. Overall, respondents indicated that partitions between tables were preferred to mannequins being placed at tables. Academic and practical implications are discussed.     

Nutritional information disclosure on the menu: Focusing on the roles of menu context,nutritional knowledge and motivation

As menu labeling legislation that requires nutritional information on restaurant menus becomes increasingly prevalent, it is controversial whether the provision of nutritional information promotes consumers to select healthy items. This study aims to examine the extent to which the nutritional information presented on menus influences consumer food evaluation and choice in restaurant patronage. We also investigate the effect of menu context and individual characteristics, such as nutritional knowledge and motivation to process, on consumers’ information processing. A computer-based experiment was conducted to collect data. The results show significant effects of the presence of nutritional information and the menu context, which is the healthiness of other alternatives on the menu, on consumer food decision. Consumer motivation to process the provided nutritional information significantly moderates the effect of nutritional information disclosure. These results present valuable implications for restaurateurs and policy makers interested in the effect of menu labeling.     

Price bundling presentation and consumer's bundle choice: The role of quality certainty

As bundling has become a prevalent marketing strategy, the existing literature has focused on how to present price discount information for bundled products. To further understand bundling in restaurant operations, this study examined the moderating role of consumer quality certainty on the relationship between the effects of price bundling and consumers’ bundle choices. This study analyzed different bundling phenomena from an acquisition–transaction utility theory perspective in order to investigate the effects of price presentation and quality certainty manipulation on consumers’ bundle choices. Hierarchical regression analyses showed that quality certainty had a significant moderating effect. The less confident a consumer is about the quality of the bundled food products, the more likely it is that price presentation strategies will affect his or her willingness to order a bundle menu. The results also showed that transaction utility becomes significant as price discount information is segregated and as consumers are more certain of the quality of the bundled products. Managerial implications for restaurant operations are also discussed.     

Generational Perception and Satisfaction Differences Related to Restaurant Service Environment

ABSTRACT

The current study considers perception, satisfaction, and importance rating differences of aspects of the dining service environment in a casual-themed restaurant between members of three generations—baby boomers, Gen X, and millennials. The study also assesses the moderating role of generation on the relationship between satisfaction and repeat patronage intentions. Significant differences were found between generations related to satisfaction, importance ratings, and repeat patronage intentions regarding the overall dining service environment. The current study provides assessment of components of the DINESCAPE scale along with items from the DinEX scale related to social connectedness. Implications of the research are discussed.     

The roles of attitude,subjective norm,and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry

Increases in food-away-from-home purchases brought public awareness to policies for improving nutritional value of foods served at restaurants. As a result, offering choices to consumers that affect health and wellness has become a growing concern in the food industry and restaurants, as evidenced by provisions for nutritional labeling to guide consumers’ food purchasing decisions for healthy eating. This study pursues an empirical examination of the consumers’ behavior toward reading nutritional labeling at casual-dining restaurants. The study tests the conceptual framework of the proposed effects of constructs on consumers’ behavioral intentions. Findings indicate that the variable of attitude acts as a mediator in the relationship between subjective norm and behavioral intention. This study is meaningful to academia by offering insights into the relationship between consumers’ behavior and nutritional information in the context of restaurants and is beneficial to the restaurant industry by offering implications for establishing marketing strategies to improve consumers’ perceptions of menu items.     

Food safety in restaurants: The consumer perspective

The study aimed to reveal the indicators that consumers in Mainland China employ to evaluate food safety level of restaurants and find how the use of them varies across consumer subgroups. A national survey was carried out and 1076 respondents completed questionnaires which consisted of 33 questions. The results showed that the consumers preferred to assess a restaurant’s food safety level based on “sensory perception of food” and “restaurant environment”. Although official inspection certificate is one of the reliable indicators, the consumers seldom use it. Furthermore, consumers from different subgroups used different indicators. The females were much more finicky – they employed more indicators to protect them from unsafe restaurants. These results demonstrated a need for better education to create discerning consumers to expel those that fail to deliver safe food. Restaurants can rely on the results to develop effective marketing communication to match the consumers’ decision attributes.