CHICAGO – Consumers want
fresh ingredients and choice when they visit restaurants finds new foodservice
market research by The NPD Group. Although quality for the price is the top
value driver for foodservice consumers, fresh ingredients is the second most
important factor followed by choice, according to a recently released NPD study
that models how much each value factor contributes to where consumers choose to
eat.
To understand how
different consumer groups define value, “Defining Value: Where Consumers Choose
to Eat Out” identified five segments among restaurant consumers, the largest of
which are not driven by lowest pricing and deals. Two of the largest consumer
segments, foodies and restaurant regulars, which together represent 58% of the
market, care less about price and deals and more about the quality and
freshness of their meal. Fresh ingredients and freshly prepared food are also
strong motivators among fast casual visitors.
Going beyond “top of mind”
perceptions of value, like quality and freshness, consumers are most likely to
say they want choice; and, about half say that, according to the NPD report. In
the example of combo meals, almost two-thirds of consumers agree that they
would “rather have choice combo meals than pre-determined combo meals.” While
offering choices in combo meals is important across all key restaurant
channels, consumers visiting fast casual, midscale/family dining, and casual
dining restaurants are the most likely to seek choice.
“Quality remains the most
important value driver when choosing restaurants and should be viewed as a cost
of entry,” said Bonnie Riggs, NPD restaurant industry analyst, in a press
release. “Operators must go further, however, and deliver on customization and
fresh ingredients as these are other important factors in the value equation.”