Fresh ingredients and choice are key factors, says study

June 25, 2013, Chicago — While 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 an NPD foodservice study.

Five different segments among restaurant consumers were identified in the report titled, Defining Value: Where Consumers Choose to Eat Out, that models how much each value factor contributes to where consumers choose to eat.
Of the five segments, the largest was not driven by lowest pricing and deals. However, two of the largest consumer segments representing 58 per cent of the market, foodies and restaurant regulars, cared more about the quality and freshness of their meal in comparison to price and deals. 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, “I’d 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,” says 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.”