USA | New report has revealed that 78 percent of adults under the age of 35 would dine out more often if it were more enjoyable.
The report, 'How Much Does Experience Matter to Customers', conducted by agency ChangeUp, sought to explore the customer journey at fast-casual dining restaurants. The report highlighted key issues for the sector, such as if dining out is an enjoyable experience, or something customers would avoid..
ChangeUp, who recently designed new prototypes for clients, including Panda Express, Burger King, Panera Bread, and Sixpoint Brewery, surveyed over 500 people across the U.S. who visited a fast casual or casual dining restaurant in the past three months.
"There's no denying that customers' evolving preferences are reshaping the restaurant landscape, but it's clear that the dine-in experience remains critical in delivering value," said ChangeUp's Chief Creative Officer, Ryan Brazelton.
"At ChangeUp, we believe these shifts shouldn't be something restaurants fear, but something that provides endless opportunity for reinvention and innovation."
Key findings in the report included that over a third of guests often felt disappointed with the restaurant experience when dining out. More than 78 percent of adults under the age of 35 would dine out more often if it were more enjoyable, and 66 percent of consumers believe a desirable experience was more important than price and convenience.
The goal of the study was to better understand customers' decision-making process and how restaurants can better serve their needs, beyond the basics of cost and convenience.
ChangeUp's 2024 Restaurant Industry Report also covered other topics relating to the restaurant and hospitality sector, including how restaurants can elevate their value offerings, what makes customers dine out more often, and what guests value the most from their dining experience.
ChangeUp conducted the survey in Q2 2024 of over 500 people nationwide. Respondents had to be over the age of 22 and responsible for making decisions on where to eat out. ChangeUp balanced age and income to census to ensure the survey could look for demographic differences.
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