Traditional media influenced more than 30% of recently surveyed pizza consumers, while online media like restaurant Web sites were the most influential for restaurant-goers. The Ad-ology Research study also found 61% of U.S. consumers surveyed said they had visited "a restaurant they had not visited before" in the last year.
Of traditional media types, direct mail had the most influence on pizza ordering/delivery, with nearly 28% of consumers overall and more than 36% of 35 to 44 year olds influenced by direct mail. Quality ingredients and fast delivery time were the biggest factor in pizza delivery.
Online media influenced 40% of recent restaurant visitors, with restaurant Web sites having the most influence. Traditional media proved more effective than social media for these consumers. Twenty-seven percent were influenced by newspaper, and 25.4% said the same for direct mail.
"People are still eating out and ordering out, but want to make sure they're spending their money wisely," said C. Lee Smith, president and CEO of Ad-ology Research. "Restaurant Web sites can really drive traffic by providing menus and prices, plus details like hours and location so consumers feel like they have all the information they need," Smith said.
Other key findings:
- 14% of restaurant visitors said they were influenced by search results
- Half of consumers over 55 said senior discount programs are important as they chose a restaurant
- Cleanliness was the most important overall factor in restaurant choice; quality of ingredients was most important in pizza delivery choice
The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.
"Media Influence on Consumer Choice: Restaurants," and "Media Influence on Consumer Choice: Pizza Delivery," conducted by Ad-ology Research, October 27, 2009. Each report includes 24 data charts, consumer-spending estimates by market, and additional marketing insights. Website: www.ad-ology.com.