New research has found that a unique and innovative menu is a key ingredient when it comes to attracting customers looking to dine out.
The data from Speakeasy found that 48.3% of consumers look for an exciting menu when sourcing a restaurant to eat out at, with a well-known chef (33.5%) and a restaurant considered to be ‘trendy’ (22.5%) also helping to entice visitors.
The research also found that an overwhelming four out of five Brits listed customer service as their top priority (80.8%) for creating a lasting impression. Over half of diners are also influenced by the presentation of their meals (50.8%).
Furthermore, quality of food leads the way when consumers are selecting where to eat, with three-quarters of Brits (77.6%) highlighting it as a key factor.
Those surveyed were also asked what would make them willing to pay more for their meal and quality was a clear winner again, with almost two-thirds selecting good quality British produce (62.6%).
What the research also showed is that the younger generation are more interested in creativity and innovation, with almost half of 18-25-year olds looking for something new when choosing where to eat (47.2%) compared with less than 20% of those over 55 years of age (17.6%).
Commenting on the results, Speakeasy co-founder, Jane Woodhead, said: “With so many choices for consumers when choosing somewhere to eat, restaurateurs need to understand what their potential customers are looking for. Our research shows that the quality of meal, produce and service is still vital to creating a memorable meal, increasing the likelihood of a repeat visit and positive word of mouth.
“Though quality is key, it’s great to see that desserts are still tantalising the taste buds of diners and one of the top three deciding factors for creating a truly decadent dining experience.
“What these results do highlight is that quality, and where possible, British produce is vital throughout a restaurants entire menu and that every course needs to be carefully considered including, the often overlooked, dessert range. A delicious dessert is the perfect way to round off an evening your customers will never forget.”