In all the excitement of delivery and off-premises growth broadly, the decision of whether to go out or stay in remains a key consideration. Obviously, consumers demand convenience when they want it, but according to a new survey, they still prefer a great restaurant experience.
In the survey by Vixxo, a facility-management company in the restaurant and retail space, nearly two-thirds of respondents said they still prefer restaurant dining over takeout or delivery.
In the survey of 1,000 people, a total of 62 percent said they would prefer to eat in a restaurant and 34 percent said they preferred takeout or delivery.
In both restaurant and off-premises experiences, as one might expect, food quality was the most important reason for choosing one restaurant over another. Nearly half of respondents (46 percent) said it was the top factor when choosing where to go out to eat, and the overall experience was close behind at 38 percent.
Consistency was also key, regardless of where consumers ate the food. Thirty-nine percent of respondents said consistency was the most important reason they chose one restaurant over another. In a takeout, the experience was a big factor as well. Consumers favored short pickup lines, quality staff, accuracy and quality.
“For restaurant owners, the data underscores the importance of a consistently positive customer experience for increasing both customer traffic and sales,” said Matt Brown, chief revenue officer for Vixxo. “Whether they dine in or carry out, guests notice when the quality of the food, from the temperature to the taste, are inconsistent. In fact, quality impacts the entire dining experience, including how well equipment functions and ultimately supports the staff’s ability to efficiently serve its guests.”
The survey also showed that 56 percent of consumers dine out at least once or twice a week, but 47 percent ordered delivery or other off-premises food at least once or twice a week. And 43 percent of respondents said the rate at which they dine out increased over the last year, and 46 percent said their rate of delivery increased over the last year, suggesting that while quality in-restaurant experiences are still the biggest draw, delivery continues to expand.