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News Release from: Retail Eyes | Subject: Consumer choice of restaurants
Edited by the Marketingservicestalk Editorial
Team on 27 June 2008
How consumers choose where to eat
Retail Eyes, the customer evaluation company, has revealed interesting details about consumer behaviour and the factors that influence people's decision to visit a quick-service restaurant.
With the British public spending in excess of GBP9 billion on fast food, takeaways and sandwiches and purchasing over 2 billion quick-service restaurant meals, Retail Eyes has revealed interesting details about consumer behaviour and the factors that influence people's decision to visit a quick service restaurant While two in three customers expect the purchasing process from the point of joining the queue to completing and receiving their purchase should take less than three minutes, only one in 10 said that they usually feel like a valued customer when paying at the till
This article was originally published on Marketingservicestalk on 3 Dec 2007 at 8.00am (UK)
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The survey revealed that customer service and the interactions with frontline staff are the key drivers in the customer's decision-making process and for 86 per cent of respondents the way staff interact with them affects their decision to visit a location.
Staff knowledge was highlighted to be important to customers with 79.5 per cent saying that they expect staff to be able to recommend serving suggestions.
There is also good news for retailers; 81.2 per cent of respondents said that they like to be made aware of offers, suggesting that there are plenty of opportunities to achieve higher margins.
The appearance of staff also has a significant effect on customers: 91.6 per cent of respondents said that staff appearance affects their overall impression of the service they receive.
Tim Ogle, CEO at Retail Eyes, commented: "These interesting results have demonstrated that consumers are becoming ever savvier about the choices they make when wanting a quick bite to eat and getting the best value for their money.
"The traditional pillars of the fast food ethos - quality, value and convenience - are no longer enough in today's discerning consumer arena.
"Service - and this extends past speed alone - will continue to differentiate in the high street and nowhere more so than in the QSR landscape.
"Retailers must work closely with their frontline staff to ensure they understand the importance of their appearance, interactions and the fact customers love to be made aware of deals and offers".
The Retail Eyes survey was conducted 25-28 April 2008, and surveyed 2,752 people nationally.
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