New research from Technomic's Consumer Brand Metrics tool outlines how restaurant ambiance can affect consumers' value perceptions.
The white paper titled "Setting the Stage: Consumer Assessments of Decor, Music and Atmosphere at Leading Restaurant Chains," 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. According to a news release, ambiance is associated with higher consumer experience ratings and overall satisfaction.
"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," said Technomic EVP Darren Tristano. "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."
Some research highlights include: