Restaurant Selection Criteria: Understanding the Roles of Restaurant Type and Customers’ Sociodemographic Characteristics

In order to attract new customers and retain existing customers, restaurants need to identify the criteria on which customers determine the restaurants where they eat. The present study examines the restaurant selection criteria being employed by U.S. customers. This study also examined if there is any difference in selection criteria and it would differ across fast-service and full-service restaurants as well as customers’ sociodemographic characteristics such as gender, age, and income. Data for the study is a part of the BIGresearch’s CIA (Consumer Intentions and Actions) survey, which encompasses more 8,127 customers from diverse socio-economic groups, and thus provides a basis for deriving empirical generalizations regarding restaurant selection criteria. Theoretical and practical implications are also discussed.