Top 20 Drivers of Restaurant Loyalty (What keeps guests coming back?)
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As presented at Cornell University on October 14, 2014, Coyle Hospitality reveals the results of its study to determine the key drivers of restaurant loyalty. Restaurant owners and operators struggle to allocate resources, by understanding what element drive success, restaurateurs can make better decisions.
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Top 20 Drivers of Restaurant Loyalty (What keeps guests coming back?)
- 1. RESTAURANT LOYALTY KEY DRIVER ANALYSIS Coyle Hospitality Group / Oct 2014
- 2. INTRODUCTION 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.
- 3. WHO IS COYLE? BRAND COMPLIANCE EMOTIONAL MEASUREMENT MYSTERY SHOPPING MARKETING RESEARCH HOSPITALITY DNA
- 4. THE MEASURMENT PROBLEM o Disagreement about the factors that drive loyalty: o Brands want brand loyalty o Owners want guest loyalty o New approach originates in and is based on real customer experiences (empirical). Guest Loyalty Brand Loyalty
- 5. OBJECTIVE + METHODOLOGY Research Objective Determine the degree to which a variety of service touch points in a restaurant experience drive overall restaurant loyalty. Operators can’t do it all…What are the things that matter? Research Methodology o 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.
- 6. DEFINING LOYALTY Q1 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
- 7. RESTAURANT LOYALTY DRIVERS Food Taste Price Expectation Final Farewell Server Attentiveness Ambiance Portion Size Friendliness of Staff Friendliness of Server Knowledge Level of the Server Timing and Flow of Meal Name Use Menu Offerings Meal Presentation Location Cleanliness and Condition of Restaurant Friendliness of Host Telephone Experience Manager’s Level of Concern Restroom Condition Greeting 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%).
- 8. KEY TAKEAWAYS Food taste determines one-quarter of customer loyalty. 33% when you add presentation and portion size. ¼ 7x The final farewell is seven times more important than the greeting. Coyle evaluation data; 84%; n=1073, same time period. = 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. 85% The high correlation* between these factors indicates attentiveness and friendliness are seen by the customer as ‘service’. Guests doesn’t compartmentalize. *correlation near 100% represents factors are identical 17%of total loyalty is influenced by perceived value. Relatively insignificant in total loyalty are: greeting, managers checking on satisfaction/greeting guests, and restroom condition. <5%
- 9. STAFF CONTRIBUTIONS Host Telephone Experience Greeting Friendliness of Host Farewell Chef Food taste Portion size Presentation of Food Value/Price Server Use of Name Attentiveness of Server Knowledge of Server Friendliness of Server Farewell Other Staff Friendliness of Other Staff Management Presence Facilities Restroom Condition Restaurant Cleanliness and Condition Location of Restaurant Ambiance of Restaurant
- 10. KEY DRIVERS BY ROLE 9% 10% 12% 28% 41% Key Drivers by Employee Role Other Staff Host Facilities Server Chef The server and chef are responsible for 69 percent of total loyalty.
- 11. HOSPITALITY CONSTRUCTS Teamwork Staff’s Final Farewell Manager’s Concern Accessibility Telephone Experience Location Cleanliness and Decor Restroom Satisfaction Restaurant Cleanliness and Condition Ambiance of Restaurant Awareness Use of Name Timing of Meal Attentiveness of Server Friendliness Greeting Friendliness of Server Friendliness of Host Friendliness of Staff
- 12. AWARENESS MATTERS Key Drivers by Construct 22% 20% 15% 37% 5% Accesibility Friendliness Awareness Teamwork Cleanliness It’s all about server attentiveness, timing of the meal, and name usage.
- 13. Design cues and service interactions enhance food perceptions. NOW WHAT? o Good food is subjective; the perception of good food isn’t. Brand Ambassador Fond Farewell o Host = o Engaged management
- 14. THANK YOU coylehospitality.com @coyleexperience
Notes de l'éditeur
- Talk about the PROBLEM with QA and MS scoring---it was guess work or driven blindly by brands. Now we can begin to identify empirically based scoring. Disagreement about the factors that drive loyalty Brands want brand loyalty Consistency Compliance to programs Lots of surveys Owners want repeat guests Higher average checks/room rates Consideration for local needs Ability to vary from the brand Word of mouth Brands win because of franchise agreements that dictate the measurement programs. Result is measurement programs that speak to the brand not the customer. Pie charts vs. adjectives All can agree that resources are scarce which undermines a consistent, reasoned approach.
- Key Driver Analysis looks to identify and analyze what factors drive particular objectives. In this case, we are seeking to determine the extent to which a customer will repeat, refer, and recommend a restaurant. We call this composite loyalty, and we base it on customers’ likelihood to return to the restaurant, overall satisfaction with the experience, and likelihood to recommend the restaurant to their friends, family members, and colleagues. Traditionally a research problem such as this – explaining what touch points drive overall loyalty – would be measured with a technique called Stepwise Regression. Stepwise Regression and similar statistical approaches quantify the significance of each touch point in explaining the behavior of interest – total loyalty. Stepwise Regression is also commonly used to determine the line of best fit (when a line is drawn between data points). However, in recent years, an alternative technique has emerged to account for issues common in Stepwise Regression Analysis. This new technique – called Relative Importance Analysis – represents a breakthrough in understanding the true value or “importance” of each touch point. Relative Importance uses multiple combinations of Regression Analysis and other statistical techniques to provide more accurate estimates as to what the Key Drivers actually are and how much influence or weight they have in overall loyalty.
- Composite loyalty is calculated by taking an average of the following three questions: How satisfied were you with this experience? How likely are you to return to this restaurant? How likely are you to recommend this restaurant to a friend, family member, or colleague? All questions are answered on a zero to ten point (0-10) scale with ten being the highest possible score. The Apex of Loyalty metrics are based on Net Promoter style scores and focus on three levels of advocacy or loyalty – overall satisfaction, likelihood to refer, and likelihood to return. All three scores are highly correlated and the scale ranges from 100 to -100. Each score is calculated by taking the percentage of promoters (score of 9 or 10) minus the percentage of detractors (score of 0 to 6). A score above 50 is world-class, a score between 25 and 49 is above average, and a score above 0 is considered good. Discuss the shortcomings of NPS: Willingness to recommend often undermined by factors outside of the control of the operator. Won’t go back to Le Bernadin because it is a once-in-a-liftime experience. Or, only make 10 visits to NYC and want to try new things. Reason for selecting in the first place can be varied (location, special occasion, where guest wanted to go, loyalty programs). Discuss relationship between the three and the nuanced differences.
- “a rising tide lifts all boats” Management not a direct loyalty driver, but indirectly influences. The effect of management interacting with the customer, the greeting, and perceptions of restroom condition (assuming it meets basic standards) are relatively small.
- as long as you are being taken care of, the server demeanor was positive. I think attentiveness and friendliness are seen by the customer as ‘service’. Service was good or bad. The guest doesn’t compartmentalize.
- While the chef (through food quality) and the server clearly drive loyalty, the combination of cleanliness, ambiance, location, and décor of the restaurant together are more important to loyalty than the contribution of all other staff (management, host, busser, etc.). We looked at close to 10K visits and there is a high correlation between total score and management standards.
- Factor Analysis with Food Quality and Price removed. Awareness is the most important construct – at 37%. Awareness is based on: server attentiveness, timing of the meal, and name usage. Almost a fourth (22%) of hospitality perception is affected by accessibility. Thus a restaurant needs to be in an accessible location and reservations and/or phone inquiries should be convenient. One out of five (20%) of hospitality perception is attributable to friendliness of the server, host, and support staff. While cleanliness appears to be relatively unimportant, it is accepted that customers see this as a given in restaurants. Unless there is a significant negative issue, it plays no role in overall loyalty.
- Leverage cues that denote high food quality (e.g. smaller portions, better ingredients)