Understanding Mature Customers in the Restaurant Business

Summary

The study reported here examined die differences between intangible service experiences of mature and younger customers in quick-service, casual, and fine-dining restaurants. The authors used ten unpleasant service experiences to identify the significant experiences that can impede satisfaction in three types of restaurants. No unpleasant service experiences were significant for either mature or young customers. However, in the casual dining restaurants, the (1) lack of product knowledge and (2) inattentive servers created significantly unpleasant service experiences for mature customers. In the quick service restaurant, the (1) lack of product knowledge, (2) inattentive servers, (3) rudeness, and (4) lack of cleanliness produced significantly unpleasant service experiences which in turn impeded the satisfaction for the mature customer. The reasons for these findings are discussed, and the authors suggest that the restaurant industry pay more attention to the mature population in order to increase both customer satisfaction levels and profits. A literature review precedes a discussion of the characteristics and service requirements of mature restaurant customers.     

Big social data and customer decision making in vegetarian restaurants: A combined machine learning method

Customers increasingly use various social media to share their opinion about restaurants service quality. Big data collected from social media provides a data platform to improve the service quality of restaurants through customers' online reviews, where online reviews are a trustworthy and reliable source that helps consumers to evaluate food quality. Developing methods for effective evaluation of customer-generated reviews of restaurant services is important. This study develops a new method through effective learning techniques for customer segmentation and their preferences prediction in vegetarian friendly restaurants. The method is developed through text mining (Latent Dirichlet Allocation), cluster analysis (Self Organizing Map) and predictive learning technique (Classification and Regression Trees) to reveal the customer’ satisfaction levels from the service quality in vegetarian friendly restaurants. Based on the obtained results of our experiments on the data vegetarian friendly restaurants in Bangkok, the models constructed by Classification and Regression Trees were able to give an accurate prediction of customers' preferences on the basis of restaurants' quality factors. The results showed that customers’ online reviews analysis can be an effective way for customers segmentation to predict their preferences and help the restaurant managers to set priority instructions for service quality improvements.     

Survival patterns among newcomers to franchising

This study examines survival patterns among franchisee and nonfranchise small firms and establishments that entered business during 1986 and 1987. Aspiring entrepreneurs purchasing franchises choose this path to small business entry, in part, because they expect to improve their chances of survival during the turbulent early years of operation. Evidence to date has been mixed: some studies conclude that franchising is a low-risk route to small business ownership, while others suggest that independent start-ups are more likely to remain in operation than franchises.This study utilizes two distinct methodological approaches to investigate franchisee survival patterns. The first approach demonstrates that franchise units have better survival prospects than independents, and the second approach demonstrates that young firms formed without the benefit of a franchisor parent are more likely to remain in operation than franchised start-ups. Reconciliation of these seemingly inconsistent findings is explored.Survival measurement is heavily influenced by the unit of analysis in franchising. Firm-specific data show different patterns than establishment-specific data when young franchise units are tracked through time. Analysis of establishments owned by corporations is undertaken for restaurants opened nationwide in 1986 and 1987. Using Census Bureau data describing corporate-owned restaurant establishments that reported payroll to the IRS in 1987, 52,088 young establishments were identified; 22.5% were franchises. Comparison of the franchisee and independent restaurant units indicated that independents were more likely to cease operations by 1988 than franchises.The fact that franchisee establishments had a better survival track record than independent restaurants does not, however, demonstrate that aspiring entrepreneurs improve their survival prospects by purchasing a franchise. In fact, 84% of the new franchise establishments under consideration were units of multi-establishment corporations, and few of these corporate parents were new businesses. Envision a corporation in operation for 15 years that owns 20 McDonalds restaurants; in 1987 they opened their twenty-first unit. The findings of this study indicate that this twenty-first unit has excellent survival prospects, more so than either an independent start-up or a franchisee opening a restaurant for the first time. New franchised restaurant units, overall, may be a safe investment, although simultaneously, the newcomer opening a franchise may face a high-risk situation.The analysis then shifts from establishments owned by franchisees to young firms (not establishments) started in 1986 and 1987 as proprietorships, partnerships, or S-corporations. Among these young firms, franchisees are found to have lower survival rates than independent start-ups, and these differences persist when various firm and owner traits are controlled for statistically. Retailing is found to be a particularly difficult field for young franchised firms: risk of firm closure is high and mean profits are negative. The most common route into retailing entailed purchasing an operating franchise unit from its previous owner, that is, an ongoing franchise. Over 53% of the young franchised retailing firms started in 1986 and 1987 were ongoing operations. By 1991, only 52.4% of these firms were still operating with the owner of record present in 1987.The findings of this study indicate, on balance, that purchase of a franchise is unlikely to reduce the risks facing a new business start-up. This does not imply that the multi-establishment franchisee adding another new franchise unit to its existing chain of operations faces a high-risk situation. Rather, the high risk facing the franchisee newcomer is partially rooted in the fact that so many of the newly-opened units in mature franchising niches are owned by multi-unit franchisees that have greater experience and resources than newcomers who are attempting to enter the industry.     

Consumer attitudes to ‘Healthy’ restaurants

This paper describes the results of a qualitative research study that sought the views of consumers about using restaurants as a setting for health promotion and, specifically, for providing low-fat healthy food choices. As health promotion has evolved from a major focus on individual change toward a greater focus on the environments in which people live, work and recreate, restaurants in Australia are now being targeted as appropriate organizations for change. Consumers in this study expressed cautious interest in the idea. However, it was clear that their prime motivation for choosing a restaurant and a restaurant meal did not lie with healthy food considerations. Instead, issues such as cost, personal preference and hygiene appeared to be more important.     

Developing a common standard for authentic restaurants

This paper investigates the paradox of authenticity versus standardisation. It examines the features that constitute restaurant authenticity and determines whether these can be standardised within an alliance of top restaurants to reap the benefits of commonalities among the restaurants. We determine the features of authenticity by examining the literature, by interviewing owners and managers of alliance restaurants and by means of a consumer survey. The results show several discrepancies. Combining these three data sources allowed us to distinguish between essential and peripheral features of authenticity. This distinction can help to define a standard for restaurant authenticity, specifying minimum levels for essential features of authenticity.     

Assessment of the environmental sustainability of restaurants in the U.S.: The effects of restaurant characteristics on environmental sustainability performance

ABSTRACT

This paper investigated the current levels of environmental sustainability in restaurants across the U.S. to determine whether a restaurant’s proclivity for environmental sustainability depended on its characteristics such as chain affiliation or restaurant type.

A web-based survey was administered to 2,500 top-level restaurant managers, from which a total of 218 responses were judged as usable. The data were analyzed using independent

sample t-tests and ANOVA. This study presents an in-depth account of the environmental sustainability in restaurants across the U.S. based on an evaluation of top-level managers. This study also highlights the differences in restaurant environmental sustainability across different restaurant segments.     

Investigating the importance and cognitive satisfaction attributes of service quality in restaurant business - a case study of TASTy steakhouse in Taiwan

ABSTRACT

In this research, we proposed an effective approach to investigate the importance and satisfaction attributes of service quality of a restaurant business. For understanding the gaps of service quality cognition between consumers and servers, our work can be used as a reference for helping restaurants improve their service quality and reuse their resources effectively. We applied DINESERV scales and five-point Likert scales as quantitative research tools. The Kano model, customer satisfaction index, regression analysis, improvement effort index, and importance-performance analysis (IPA) were applied as measurement tools to examine the importance of various service attributes. Our approach was implemented in a famous restaurant in Taiwan: TASTy Steakhouse. The relative priority of service quality attributes for improving this chain restaurant and its competitiveness are ranked and discussed.     

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.     

Do the physical facilities in restaurants match older Americans’ preferences?

This study investigated restaurants’ response to the aging population’s preferences. Gaps between previously identified preferences and current restaurant design were examined. The observational survey assessed: parking and outside accessibility, comfort and inside accessibility, menu readability, and restrooms. Occasional gaps were found even though restaurants were generally well-designed. Casual dining restaurants were more likely to meet consumer preferences as to the exterior, seating, and service. Limited-service restaurants better met preferences for the bathrooms, lighting, and sound. This information may be helpful when building or remodeling restaurants and may help restaurants to attract older customers.     

Attitudes of Korean College Students Towards Quick-Service,Family-Style,and Fine Dining Restaurants

Abstract

A research instrument was developed to identify attitudes of Korean college students towards quick-service, family-style, and fine dining restaurants. Of the 350 questionnaires distributed, 292 (83%) were returned and usable. Respondents had the most positive attitudes toward fine dining restaurants, followed by quick service and family-style restaurants. Family-style restaurants, however, were most frequently patronized by respondents for their regular meals. “Good taste” was found to be the determining factor in selecting a restaurant for regular meals among Korean college students. Implications for Korean restaurant operators, researchers, and restaurant operators in other countries were provided.     

The Foodservice Supplier's Sales Environment

ABSTRACT

This study is designed to assist small meat processors seeking to expand their sales volume. The analysis pertains to a procurement survey of 191 restaurants. Fifty-one different variables are analyzed by means of cross-tabulations among different restaurant groups. For example, three restaurant annual sales groupings (under $500,000, $500,000 to $2,000,000, and over $2,000,000) are used to examine which of these fifty-one restaurant variables significantly differ by group. Other cross-tabulations are also presented regarding dinner ticket price levels, management structure, and chain affiliation, respectively. Many significant differences are found to exist in terms of food quality, delivery methods, product types, and more. Small meat processors will be able to develop more effective sales growth strategies through gaining an understanding of such differences. This study should be of value to small food manufacturers interested in direct marketing to restaurants. For example, based on the general findings of this study, small food manufacturers should place greater emphasis on product quality rather than price when selling their products to larger restaurants since supply quality is of greater importance than cost to these restaurants.     

Consumer Preferences for Locally Produced Food Ingredient Sourcing in Restaurants

Increasing restaurant supply chain participants’ knowledge of consumer preferences toward the use of locally produced ingredients in restaurants may provide insight into a valuable marketing opportunity. This study uses conjoint analysis to evaluate consumers’ locally produced ingredient preferences relative to two other key restaurant attributes (the price of the dining experience and restaurant type). Results suggest that, for one fifth of surveyed restaurant consumers, a restaurant’s practice of “buying locally” is the primary restaurant attribute of importance. The implications of these results for supply chain providers (e.g., producers, manufacturers, and food service distributors) are discussed.     

A conceptual framework for healthy food choice in full-service restaurant

The reasons for people’s food choices are complex and result from the interplay of several influences throughout various contexts. Although research has found that various factors influence people’s food choices, investigators have not considered the diverse elements affecting the methods or the procedures that people employ for selecting healthy foods in the context of full-service restaurants. Therefore, the current study was conducted to better comprehend family or casual dining consumers’ choices in relation to healthy eating behaviors. This qualitative study purposefully sampled three focus group interviews with three different types of participants (mature, nonmature, and chef/manager) to identify important factors that can encourage people to buy or eat healthy foods when dining at full-service restaurants. Content analysis of 16 interviews revealed three levels of healthy food choice factors that affect customers who want to enjoy healthy foods in full-service restaurants.     

How Guide Books Affect Restaurant Behavior

Abstract

This study reports the result of a survey designed to uncover the various ways French restauranteurs react to being promoted by Michelin Guide, a major restaurant guide, aside from price changes. The restaurants surveyed include all who received an increased rating from the Michelin Guide during the 1990–1995 period. The results provide strong evidence of the important effect that guide book ratings have for restaurant behavior.     

Restaurant Fish and Seafood Utilization:

The study employs ordered probit analysis to measure the effects of restaurant characteristics on restaurant fish and seafood utilization in the United States. The study uses data from the 1988 Southern Regional Aquaculture Center (SRAX) restaurant survey. Restaurant size and regional location are found to be the important factors affecting fish and seafood utilization by restaurants. Size of restaurant is directly related to fish utilization. The probability of fish utilization is highest among restaurants in the New England and Mid-Atlantic regions and lowest among restaurants in the Mountain region.     

Dining Chinese

Abstract

With the growing popularity and consumption of Chinese cuisine, it is crucial for restaurateurs to acquire knowledge of consumer expectations and dining satisfaction. The purposes of this study were: to determine patrons' perceptions and attitudes Chinese restaurant dining and to determine if there is a difference between diners of Chinese descent, other Asians, and all other patrons with regard to their expectations concerning dining at Chinese restaurants. A structured questionnaire was used to determine the dining preferences of 192 customers of eight full service Chinese restaurants. The results indicated that slightly over 60% of the respondents considered themselves to be knowledgeable of Chinese regional cooking. Fifty-one percent of the respondents felt that the food in the restaurants was similar to the food prepared in restaurants in China, Hong Kong, and Taiwan; however, 53% said the food was adjusted for American taste. Over 63% of the respondents wanted the restaurant to appear somewhat authentic. It was found that there were no significant differences between the subgroupsstudiedonthe questions.     

Validating Restaurant Service Quality Dimensions

Abstract

Service-based industries such as hotels and restaurants are spending a tremendous effort to measure and improve the service quality of their businesses. Service quality is one of the key factors in achieving competitive advantages in the restaurant industry since high service quality presumably results in increased customer satisfaction, and thus increased future patronage. The purpose of this study was to examine the two generic service-quality dimensions: physical quality and staff behavior/attitude in restaurants by employing the confirmatory factor analysis approach. The findings indicated that the two-factor model of restaurant service quality was successfully validated and also, the predictive accuracy of the model was established.     

景观化理念下主题体验餐厅的营建

餐厅是商业空间中一类特殊形态,尤其是时下商业营销模式正向着"体验式"方向不可逆地发展,餐厅也在逐渐形成一股新的"体验式"主流。本文简略描述了上海主要商圈内主题餐厅的大致类型,并对不同类别的主题餐厅中同一景观元素的营造差异作了相应的统计分析。针对主题餐厅中的餐饮景观方面、配置景观方面、服务景观方面的尚存问题提出了相应的解决对策。     

Revisiting customers' perception of service quality in fast food restaurants

This research is an extension to previous work in fast food restaurant marketing. The population of this research consists of actual fast food restaurant customers. Following the literature, data are analyzed using Confirmatory Factor Analysis, Structural Equation Modeling, and Path Analysis. Findings of this work identify factors impacting customer satisfaction, as well as dimensions of service quality and their rankings in the fast food restaurant context. Results indicate that there is no direct way of increasing behavioral intentions through improving service quality for fast food restaurants. Rather, behavioral intentions can be improved through customer satisfaction as an intermediary. Further, this work finds evidence that customer satisfaction can be improved through service quality, food quality, and price-value ratio, which in turn would pave an indirect path toward improvement in behavioral intentions in this industry. Results of this research shed light on prioritizing managers’ focus and resource allocation for customer satisfaction and different dimensions of service quality and can be used by fast food restaurant managers to set guidelines and strategies in providing better service to their customers.     

Japanese cuisine in Poland: attitudes and behaviour among Polish consumers

In Poland, in recent years, the number of Japanese cuisine restaurants is still increasing. The aim of this article was to estimate the popularity of Japanese cuisine in Poland and to examine attitudes of Polish consumers towards it. The reasons why this cuisine is chosen by consumers are also studied. The scope of this work includes two anonymous questionnaires. The first study was conducted in Warsaw among 527 random respondents to estimate the level of familiarity with Japanese dishes. The second one was conducted among 115 consumers of a particular Japanese restaurant in Warsaw. Research of the target group was aimed at the characteristics of Japanese dishes consumers. On the basis of the results, it was found that random respondents have relatively little knowledge of Japanese dishes. However, a large percentage of them declared interest in Japanese culture and traditions and was inclined to taste the dishes of this region. Japanese restaurants are mainly popular among young people who follow current culinary trends and fashions and also care about their diet. High prices limit the customer group to well‐off people. Polish consumers visiting Japanese restaurants are usually persons between 31 and 40 years old, with higher education, live in the big cities, as well as with very good or good financial situation. Regular restaurant goers eat out quite often: once a week (38%) or at least once a month (27%). The restaurant studied is mainly visited by people familiar with Japanese cuisine. Sushi is the most popular of the dishes offered.