The nation’s most popular casual-dining chains — including The Cheesecake Factory, which was the runaway favorite in a recent customer survey — will stand to benefit from more optimistic consumer sentiment if they focus on the experience provided, convenience and food quality.
According to a Market Force survey, a customer experience management firm based in Boulder, Colo., one in four consumers plans to eat out more in the coming months and they are driven to brands showcasing strong customer service elements. The survey, which was conducted in May and June and is based on results from 5,000 of the firm’s 300,000 independent mystery shoppers, found that 8 percent of respondents said they planned to cut back on restaurant spending. Just six months ago, a similar survey from the same firm found that half of the respondents said they would eat out less.
As consumers plan to eat out more, the way to entice guests is to take care of the essential customer service elements, Market Force said. Of the consumers polled in the latest survey, 52 percent said they eat at casual- or family-dining restaurants just to have time with family and friends, and 37 percent cited celebrating special occasions as a reason to visit.
Convenience also plays into dining decisions, as 41 percent of respondents said they eat at casual and family chains when they are too tired to cook, and 23 percent said they go when they’re pressed for time. But 38 percent said a key reason for dining out is because they want a great-tasting meal, meaning food quality can’t be ignored, Market Force said.
One of the casual-dining chains that survey respondents identified as a clear No. 1 favorite brand was The Cheesecake Factory, which earned 6 percent of the favorite-restaurant vote from consumers and scored a category best 13 percent of respondent votes when the votes were indexed to the number of locations for each chain.
The Calabasas Hills, Calif.-based brand also scored the highest rankings in six out of 10 characteristic ratings of the more than 60 restaurants included in the survey. Ratings were granted against characteristics including food taste and quality, atmosphere, and cleanliness. Red Robin Gourmet Burgers, which placed second in the favorite-restaurant vote, when indexed to system size, scored the highest for kid friendliness and speed of service, the survey said.
Read more of “Consumers rank favorite restaurant chains” by Mark Brandau
