How do consumers choose where to dine out? According to a recent NPD Group study, fresh ingredients and choice are key.
The NPD report, Defining Value: Where Consumers Choose to Eat Out, divides restaurant consumers into five segments, with “Foodies” and “Restaurant Regulars” as two of the largest. Representing 58% of the market, these consumers are less motivated by price and value and make purchase decisions based on the freshness and quality of the food.
The study also discovered that consumers love choice. When ordering combo meals, diners prefer “mix-and-match” choice meals as opposed to preset plates. Customization is crucial and many restaurants are choosing a model that meets this need.
One of our clients, Tom Yum District, a new fast-casual concept outside of Washington DC, is a great example of how to offer consumers the fresh ingredients and choices they desire. This fresh Thai grill allows diners to completely customize their meals by choosing from 4 bases (noodles, greens, or white/brown rice), 4 proteins (chicken, shrimp, steak, or tofu), over 10 different toppings, and 5 different sauces. While consumers walk the line to build their made-to-order bowls, they can see the freshness of the premium ingredients, including only the highest quality jasmine rice and naturally raised meats without antibiotics or added hormones.