CHICAGO — While price will always play a major role in the value proposition, Canadian consumers’ definition of foodservice value is comprised of many factors — including service, ambiance and the quality of menu offerings. Technomic’s “Canadian Value and Pricing Consumer Trend Report” finds that delivering on these multidimensional elements of value is crucial as today’s consumers seek an overall fun, unique dining experience where they can connect with friends or family.
“When consumers’ expectations for value are met, they feel good about the dining experience and are more likely to visit again,” explains Kelly Weikel, director of Consumer Insights at Technomic. “Promoting the overall experience, including the menu and the elements that foster the connective experience, will help meet current expectations for value.”
Compiling findings from more than 1,000 Canadian consumers — as well as Technomic’s MenuMonitor, Consumer Brand Metrics and Top 200 Chain Restaurant Report — the report also reveals 74 per cent of consumers say value is very important in their decision of where to dine. Fifty-five per cent of loyalty card holders are very likely to base their restaurant decision on a loyalty membership and the most influential deals are half-off specials and discounted meals.