Everyone searches for ways to improve efficiency without sacrificing food quality. For some, the greasier the burger the better. As it turns out, the roughly 2,900 restaurant patrons surveyed have very definite opinions about food quality. And when asked about the characteristics of restaurant food that contribute to their opinion of its quality, consumers agreed on the top three factors. Temperature is important.
Flavor ranks near the top.
But overwhelmingly, Americans judge the quality of restaurant food on whether it was prepared the way they asked for it. These findings support the idea that restaurants must be able to compete on the basis of food quality alone, given its position at the top of consumer priorities. But the survey also suggests that, armed with the knowledge of what consumers want, restaurants can parlay their emphasis on food quality into a competitive advantage. In addition to questions about their dining-out habits, the survey asked consumers what qualities they consider important when choosing a restaurant. It also asked about food quality and what factors are most important when judging the quality of food served.