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As presented at Cornell University on October 14, 2014, Coyle Hospitality reveals the results of its study to determine the key drivers of restaurant loyalty. Restaurant owners and operators struggle to allocate resources, by understanding what element drive success, restaurateurs can make better decisions.
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RESTAURANT LOYALTY
KEY DRIVER ANALYSISCoyle Hospitality Group / Oct 2014
THE PURPOSE OF THIS STUDY IS SIMPLE…TO ANSWER A
QUESTION WE GET ASKED BY RESTAURATEURS EVERYDAY:
WHAT ARE THE MOST IMPORTANT ELEMENTS OF A
DINING EXPERIENCE?
WE SET OUT TO DETERMINE THE KEY DRIVERS OF RESTAURANT
LOYALTY.
INTRODUCTION
WHO IS COYLE?
EMOTIONAL
MEASUREMENT
MYSTERY SHOPPING
MARKETING RESEARCH
BRAND COMPLIANCE
HOSPITALITY DNA
THE MEASURMENT PROBLEM
o Disagreement about the factors that
drive loyalty:
o Brands want brand loyalty
o Owners want guest loyalty
o New approach originates in and is
based on real customer experiences
(empirical).
Guest Loyalty
Brand Loyalty
OBJECTIVE + METHODOLOGY
Research ObjectiveDetermine the degree to which a variety of service touch points in a restaurant experience
drive overall restaurant loyalty.
Research Methodologyo 488 respondents reported on restaurant experiences at full service, US restaurants in July
and August, 2014.
o Respondents were asked their overall feelings, emotions, and reactions.
o Total results are accurate +/- 4.4% assuming equal proportions.
o Analysis was conducted using Relative Importance modeling.
Operators can’t do it all…What are the things that matter?
DEFINING LOYALTY
Q1 Satisfaction“How satisfied were you with this experience?”
Q2 Likelihood to Return“How likely are you to return to this
restaurant?”
Q3 Likelihood to Recommend“How likely are you to
recommend this restaurant to a
friend, family member, or
colleague?”
Total Loyalty
RESTAURANT LOYALTY DRIVERS
Greeting
Restroom Condition
Manager’s Level of Concern
Telephone Experience
Friendliness of Host
Cleanliness and Condition of Restaurant
Location
Meal Presentation
Menu Offerings
Name Use
Timing and Flow of Meal
Knowledge Level of the Server
Friendliness of Server
Friendliness of Staff
Portion Size
Ambiance
Server Attentiveness
Final Farewell
Price Expectation
Food Taste
1%
1%
1%
2%
2%
2%
2%
3%
3%
4%
4%
4%
4%
4%
4%
4%
5%
7%
17%
26%
20 Key Drivers of Total Loyalty
The most important drivers of
restaurant loyalty:
1. Food taste (26%),
2. Price (17%),
3. Final farewell (7%),
4. Server attentiveness (5%).
KEY TAKEAWAYS
Food taste determines one-quarter of customer loyalty.
33% when you add presentation and portion size.
¼
= Use of the customer’s name, friendliness of staff, friendliness of server, portion size, ambiance, timing, and knowledge level of the server are equally minor factors in total loyalty.
Respondents equate server attentiveness with server friendliness.
The high correlation* between these factors indicates attentiveness and friendliness are seen by the customer as ‘service’. Guests doesn’t compartmentalize.
85%
*correlation near 100% represents factors are identical
17% of total loyalty is
influenced by perceived value.
7x The final farewell is seven times more important than the greeting.
Coyle evaluation data; 84%; n=1073, same time period.
Relatively insignificant in total loyalty are: greeting, managers checking on satisfaction/greeting guests, and restroom condition.
<5%
STAFF CONTRIBUTIONS
HostTelephone Experience
Greeting
Friendliness of Host
Farewell
ChefFood taste
Portion size
Presentation of Food
Value/Price
ServerUse of Name
Attentiveness of Server
Knowledge of Server
Friendliness of Server
Farewell
Other StaffFriendliness of Other Staff
Management Presence
Facilities Restroom Condition
Restaurant Cleanliness and Condition
Location of Restaurant
Ambiance of Restaurant
KEY DRIVERS BY ROLE
9%
10%
12%
28%
41%
Key Drivers by Employee Role
Other Staff
Host
Facilities
Server
Chef
The server and chef are
responsible for 69 percent of
total loyalty.
HOSPITALITY CONSTRUCTS
Cleanliness and DecorRestroom Satisfaction
Restaurant Cleanliness and
Condition
Ambiance of Restaurant
TeamworkStaff’s Final Farewell
Manager’s Concern
AccessibilityTelephone Experience
Location
AwarenessUse of Name
Timing of Meal
Attentiveness of Server
FriendlinessGreeting
Friendliness of Server
Friendliness of Host
Friendliness of Staff
AWARENESS MATTERS
22%
20%
37%
15%
5%
Key Drivers by Construct
Accesibility
Friendliness
Awareness
Teamwork
Cleanliness
It’s all about server
attentiveness, timing of the
meal, and name usage.
Design cues and service interactions enhance food
perceptions.Fond Farewell
NOW WHAT?
o Good food is subjective; the
perception of good food isn’t.
o Host =
o Engaged management
Brand Ambassador
THANK YOUcoylehospitality.com
@coyleexperience
