Restaurants to Promote Experience over Convenience

by | 2 minute read

While Americans are addicted to the convenience that mobile devices offer, new research from Vixxo suggests that more consumers prefer to slow down and enjoy the in-restaurant dining experience over online ordering and delivery services.

A nationwide survey of more than 1,000 U.S. consumers by facilities management leader Vixxo found that two in three Americans still prefer dining in restaurants (62%) over takeout or delivery (34%). The findings — which were surprisingly consistent across all demographic groups — suggest that people prefer their meals to be a memorable experience, despite an increase in online ordering and delivery services available to them.

Quality and consistency impact the dining experience the most, the survey found. Overwhelmingly, the quality of food is the main factor in determining why consumers pick a particular restaurant when dining out (46%). Consistently delivering quality food also keeps customers coming back: 39% say it's the most important reason they choose one restaurant over another.

However, consistency of the overall experience matters as well. While roughly half (51%) of Americans choose their favorite restaurant based on the menu options, 38% say that it's that overall experience at an establishment — including atmosphere, employees and convenience — that makes it their favorite.

Meeting consumer expectations for a good dining experience matters more than ever because the research revealed consumers are dining out more, and spending more, than a year ago. A majority (56%) of Americans dine out at least once or twice a week, compared to 47% who order delivery with the same frequency. Approximately 43% of those who dine out say their frequency has increased in the last year.

When deciding whether to stop in for a bite or pick up an order, the top two considerations for consumers are affordability (25%) and whether they prefer a dine-in experience or the convenience of takeout (25%). Affordability is more important for younger Americans when deciding whether to eat out or order in, with consumers 18 and under being the only demographic to choose takeout or delivery more than dining in. Men are twice as likely to choose takeout or delivery than women.

A great way to showcase dining experiences to Frequent Diners is to show them. 71.1% of Frequent Diners spend a minimum of three hours every day watching TV, according to AudienceSCAN, and last year, 72.2% took action after seeing a TV commercial.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on fast-casual, full-service and quick-serve restaurants, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.