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New research from Technomic’s Canadian Consumer Brand Metrics program reveals that Canadians attribute positive dining experiences to five main attributes — quality, service, convenience, value and ambiance.The "Setting the Stage: Consumer Assessments of Décor, Music and Atmosphere at Leading Canadian Restaurant Chains” research finds that although ambiance can be easily overlooked because of its intangible nature, it can also be an important factor in a consumer's decision to visit a restaurant.
"It's essential for operators, particularly in the full-service segment, to consider how atmosphere can play a role in the way consumers rate their overall dining experience," Technomic EVP Darren Tristano said in a news release. "Tracking consumer perceptions of restaurant ambiance over time, operators can obtain a clear vision of how consumers experience a brand when dining in and how it measures against their experiences at leading competitors."
Highlights from research include: