The Anatomy of Restaurant Reviews

Abstract

A content analysis of newspaper restaurant reviews from five U.S. cities was conducted. Descriptors critics used to describe their experiences were cataloged. The descriptors were then classified into eight categories based on theoretical constructs used in the restaurant customer evaluation literature. The constructs catalogued in this study were: (1) Quality of food and beverage (2) Quantity of food (3) Quality of service (4)Ambience and atmosphere (5) Menu variety (6) Price and value (7) Other customers (8) Professionalism. Critics' primarily focused their comments on Quality of food and Ambience and atmosphere. This is consistent with the importance customers report in criteria for dining out. Service and pricing were reflected in symbolized scales accompanying many reviews. When an exception occurred during the dining experience, the critic would discuss price, service, and other exceptions to their expectations. Both positive and negative exceptions were covered in reviews. Restaurants newly opened or recently changed may expect a reviewer's visit. To prepare, the restaurateur must insure the food and the ambience are consistent with the experience they want to create for their guests. Quality of service and Price and value are hygiene factors. They are problematic to reviewers when they do notmeet the standard but receive little attention if they exceed the standard.