Consumers’ ideal eating out experience as it refers to restaurant style: A case study

Abstract

Contemporary research discusses the relevance of hotel and restaurant design and style, and the impact that these elements can have on consumers. The present study seeks to add to the existing debate on the influence of style and seeks to answer the question: what particular style attributes characterise the consumers’ ideal dining experience? The study shall address this question via an analysis of the personal descriptions offered by a group of 277 consumers. A total of 173 usable comments were gathered from all respondents’ answers (62.5 per cent). Descriptions of rusticity or the rustic style of the restaurant are noted in every fourth comment, clearly suggesting many consumers’ preference of more ‘down-to-earth’, authentic, local and rather unpretentious settings. To a much lesser extent, modern restaurant styles, as well as the establishment's lighting (for example, dim, ‘warm’ lighting or availability of natural light) also appeared to be preferred styles. Of interest was that 16.2 per cent of the comments referred to the restaurant's cleanliness as an element pertaining to the style of the establishment, whereas 8.7 per cent valued the ‘comfortable’ aspect of the restaurant rather than any particular style. Undoubtedly, as is also the case in this study, many different consumers patronise restaurants primarily to satisfy their needs and wants (hunger/food). However, as partly demonstrated in this study, there are also many segments with different demands. In this regard, for many patrons, dining experiences start through their eyes and other senses, even before they begin to enjoy the establishment's food and beverage offerings.