TOFFA’s first ever survey on restaurants brought to the forefront again the widening gap between what restaurateurs think customers want and what customers actually want in these tough times .
On one hand, the fast food and quick service restaurants have been able to bridge the perception-reality gap by offering discount coupons and mailing fliers to increase traffic to their restaurants. Not only this, most quick service restaurants also have a clear strategy for the next few months with their focus on more value menu items with more drink options, a signature drink not available elsewhere, providing discount coupons and promoting free refills.
On the other hand, the full service restaurant operators consider improving their service standards, explaining the menu items, including a signature drink as the primary focus for next few months .A survey undertaken by Nation’s Restaurant News suggests that consumers want a daily drink special and discount coupons to be included by restaurants.
We also found from our surveys that restaurateurs are fighting reduced revenues by cutting operating costs and food costs which is fine but they should also focus on adding unique menu and beverage items. They can even seek help of their distributors and suppliers to work together and generate new ideas to boost revenues.
In restaurant business, it is very critical to know what consumers want and fulfilling this need of customers can surely help in increasing revenues and satisfying your customers.
Jaskaran Kalra, Business Consultant at TOFFA
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