RESTAURANT LOYALTY KEY DRIVER ANALYSIS Coyle Hospitality Group / Oct 2014
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RESTAURANT LOYALTY KEY DRIVER ANALYSISCoyle Hospitality Group / Oct 2014
THE PURPOSE OF THIS STUDY IS SIMPLE…TO ANSWER A QUESTION WE GET ASKED BY RESTAURATEURS EVERYDAY:
WHAT ARE THE MOST IMPORTANT ELEMENTS OF A DINING EXPERIENCE?
WE SET OUT TO DETERMINE THE KEY DRIVERS OF RESTAURANT LOYALTY.
INTRODUCTION
WHO IS COYLE?
EMOTIONAL MEASUREMENT
MYSTERY SHOPPING
MARKETING RESEARCH
BRAND COMPLIANCE
HOSPITALITY DNA
THE MEASURMENT PROBLEMo Disagreement about the factors that
drive loyalty:o Brands want brand loyaltyo Owners want guest loyalty
o New approach originates in and is based on real customer experiences (empirical).
Guest Loyalt
y
Brand Loyalt
y
OBJECTIVE + METHODOLOGYResearch ObjectiveDetermine the degree to which a variety of service touch points in a restaurant experience drive overall restaurant loyalty.
Research Methodologyo 488 respondents reported on restaurant experiences at full service, US restaurants
in July and August, 2014.o Respondents were asked their overall feelings, emotions, and reactions.o Total results are accurate +/- 4.4% assuming equal proportions. o Analysis was conducted using Relative Importance modeling.
Operators can’t do it all…What are the things that matter?
DEFINING LOYALTYQ1 Satisfaction“How satisfied were you with this experience?”
Q2 Likelihood to Return“How likely are you to return to this restaurant?”
Q3 Likelihood to Recommend“How likely are you to recommend this restaurant to a friend, family member, or colleague?”
Total Loyalty
RESTAURANT LOYALTY DRIVERS
Greeting Restroom Condition
Manager’s Level of ConcernTelephone Experience
Friendliness of HostCleanliness and Condition of Restaurant
LocationMeal Presentation
Menu OfferingsName Use
Timing and Flow of MealKnowledge Level of the Server
Friendliness of ServerFriendliness of Staff
Portion SizeAmbiance
Server AttentivenessFinal Farewell
Price ExpectationFood Taste
1%1%1%
2%2%2%2%
3%3%
4%4%4%4%4%4%4%
5%7%
17%26%
20 Key Drivers of Total Loyalty
The most important drivers of restaurant loyalty:1. Food taste (26%),2. Price (17%),3. Final farewell (7%),4. Server attentiveness (5%).
KEY TAKEAWAYSFood taste determines one-quarter of customer loyalty.
33% when you add presentation and portion size.
¼
= Use of the customer’s name, friendliness of staff, friendliness of server, portion size, ambiance, timing, and knowledge level of the server are equally minor factors in total loyalty.
Respondents equate server attentiveness with server friendliness.
The high correlation* between these factors indicates attentiveness and friendliness are seen by the customer as ‘service’. Guests doesn’t compartmentalize.
85%
*correlation near 100% represents factors are identical
17% of total loyalty is influenced by perceived value.
7x
The final farewell is seven times more important than the greeting.Coyle evaluation data; 84%; n=1073, same time period.
Relatively insignificant in total loyalty are: greeting, managers checking on satisfaction/greeting guests, and restroom condition.
<5%
STAFF CONTRIBUTIONS
HostTelephone ExperienceGreetingFriendliness of HostFarewell
ChefFood tastePortion sizePresentation of FoodValue/Price
ServerUse of NameAttentiveness of ServerKnowledge of ServerFriendliness of ServerFarewell
Other StaffFriendliness of Other StaffManagement Presence
Facilities Restroom ConditionRestaurant Cleanliness and ConditionLocation of RestaurantAmbiance of Restaurant
KEY DRIVERS BY ROLE
9%
10%
12%
28%
41%
Key Drivers by Employee Role
Other StaffHostFacilitiesServer Chef
The server and chef are responsible for 69 percent of total loyalty.
HOSPITALITY CONSTRUCTS
Cleanliness and DecorRestroom SatisfactionRestaurant Cleanliness and ConditionAmbiance of Restaurant
TeamworkStaff’s Final FarewellManager’s Concern
AccessibilityTelephone ExperienceLocation
AwarenessUse of NameTiming of MealAttentiveness of Server
FriendlinessGreetingFriendliness of ServerFriendliness of HostFriendliness of Staff
AWARENESS MATTERS
22%
20%
37%
15%
5%
Key Drivers by Construct
Accesibility FriendlinessAwarenessTeamworkCleanliness
It’s all about server attentiveness, timing of the meal, and name usage.
Design cues and service interactions enhance food perceptions.
Fond Farewell
NOW WHAT?o Good food is subjective; the
perception of good food isn’t.o Host =o Engaged management
Brand Ambassador
THANK YOUcoylehospitality.com
@coyleexperience
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