Canadian Pizza Magazine

An ode to ambience

May 30, 2014
By Canadian Pizza

May 30, 2014, Canada – Quality, service,
convenience and value are the cornerstones of a positive restaurant dining
experience, but a recent white paper
from Technomic suggests that ambiance plays a critical role as well.

The white paper, titled "Setting the
Stage: Consumer Assessments of Décor, Music and Atmosphere at Leading Canadian
Restaurant Chains
," finds that although ambiance can be easily
overlooked because of its intangible nature, it can also be an important factor
in a consumer's decision to visit a restaurant. Ambiance is associated with
higher consumer experience ratings and overall satisfaction.

Highlights from the white paper


Restaurant ambiance drives traffic across segments: A strong
majority (86 per cent) of casual-dining restaurant patrons say that an
appealing ambiance influences their decision to visit a particular concept. For
quick-service restaurants, 82 percent of customers say it is important that the
units they visit have a welcoming and comfortable atmosphere.

Ambiance ratings correlate to overall satisfaction: Ninety-eight
percent of consumers who rated a restaurant's atmosphere and ambiance as very
good also rated their overall visit favorably (excellent or good). In
comparison, less than half of those who rated the overall ambiance as very bad
(47 percent) gave their visit a favourable rating.

Chains' ambiance scores vary by region: The following chains
represent the leading brands in each region based on a rollup of four ambiance
attributes (1. Overall atmosphere and ambiance; 2. A welcoming, comfortable
atmosphere; 3. Music selection; 4. Décor):

British Columbia: Milestones Grill & Bar
The Prairies: Moxie's Grill & Bar
Ontario: Moxie's Grill & Bar
Quebec: The Keg Steakhouse & Bar
Atlantic Canada: Pizza Delight

These findings were derived from Technomic's Canadian Consumer
Brand Metrics (CBM)
program, which offers consumer insights based on
ongoing data collection and insights on over 40 leading Canadian restaurant
chains. The tool tracks consumers' perceptions on 62 attributes relating to the
restaurant foodservice experience, which include brand image, brand fit and
customer loyalty. Chains can analyze their results by region, demographic group
or restaurant visit behaviour.