Consumer Insights: The Quest for Quality

It’s an elusive concept, but quality is what consumers seek.

By Scott Hume, Executive Managing Editor -- Restaurants & Institutions, 5/1/2007

No matter the product category, the accepted adage is that consumers seek the highest quality at the lowest price, and that’s likely true. But defining quality is more difficult for experiences such as dining than it is for hard goods such as cars or clothes washers.

Diners want quality, but do they know what that means or only know it when they feel they haven’t received or experienced it? "Consumers know it when they see it, but make no mistake about it, diners have expectations going in," says Neil Culbertson, who heads Greenwood Village, Colo.-based foodservice consultancy Growth Partners. "Their expectations vary by the kind of experience they’re seeking, which drives concept selection.

"For a quick drive-thru lunch, quality might be defined as getting the order right, hot food hot and cold food cold, or just no hassles," he says. "For a casual dinner with friends, the ‘quality bar’ is raised; in addition to the other points, quality likely includes factors such as length of wait, server friendliness and attentiveness, taste/flavor of my entrée, drink/wine recommendations, ability to pay when I want, etc."

R&I’s Consumers’ Choice in Chains research finds that diners rate food quality as the important determinant in choosing where to eat, with cleanliness a close second. Similarly, a study by the Food Marketing Institute finds that consumers evaluate supermarkets first on produce quality and then on quality of meats and, third, on overall store cleanliness.

The prominence of cleanliness in both studies is important and it hints at a connection between quality and health (in terms both of sanitation and well being) that continues to grow closer. R&I’s New American Diner Study finds that 14% of consumers says they seek out restaurants that they feel highlight healthful menu items.

The New American Diner Study also finds that less than one in 10 consumers disagrees that they actively seek operations they believe give them good value, giving pricing an important role in defining quality as well. But the price/value balance also varies for consumers depending on dining occasion, since time has different values depending on meal. Service speed may be more valued—and more heavily influence quality perceptions—at lunch than at dinner.

With quality definitions so difficult to isolate, an operator’s best solution, Culbertson says, is to understand guests’ expectations as thoroughly as possible. "The smarter that operators can be about how their customers define quality, the better their chances of meeting or exceeding guest expectations."

An Owner’s Take On Quality

Mike Powers is the owner of Bay Pointe Inn & Restaurant on Gun Lake in Shelbyville, Mich. He recently gave the resort’s restaurant its own name, Terrace Grille, hired new Executive Chef Christian Van Der Puy and revamped the menu to keep current with guest expectations.

"When we opened we were more of an upscale dining establishment. We’ve since learned that, being a waterfront resort property, guests were looking for a more-casual dining experience. I think initially we were too stuffy, too special occasion. We have evolved into a restaurant where guests enjoy impeccable service and innovative food in an environment that is warm and inviting.

"Quality to me, and I think to most of our guests, is about the overall dining experience. The lighting has to be just right for the weather or time of day. The music also must fit the mood. Nothing puts more of a damper on the guest experience than arriving for a Sunday brunch and finding that the music hasn’t been turned down from Saturday night.

"When you combine these simple but important ambience adjustments, you set the tone for a quality guest experience. But after you’ve set the mood comes the challenging part, which is ensuring each guest receives impeccable service and innovative food from well-trained and friendly employees."

A Chef’s View

Colby Garrelts is executive chef and co-owner (with his wife, Megan) of bluestem in Kansas City, Mo., and a 2007 finalist for The James Beard Foundation’s Best Chef: Midwest award.

"I think quality has something to do with the whole experience. There is an intangible feeling that quality shines throughout.

"I think the experience feels more ‘genuine’ if the care given to food is the same for wine service, silverware, art, staff appearance, etc. We try to treat everything the same: Floors and bathrooms are just as important as the salad dressing.

"I also think Megan and I have put a stamp on the décor. You can tell it’s ours. We did the flowers, paint, furniture and mirrors. It’s something different from what most ‘hip designers’ are doing.

"I also believe the food is unique. While it isn’t groundbreaking, it is unlike anything else in town. We don’t overproduce the food: We treat it with respect and don’t try to turn it into something it’s not. I think it hits a mark of quality and honesty that customers like.

"Other restaurant people told me in the beginning that I was crazy to do high-end fine dining in Kansas City. They said the public here couldn’t sustain the business we needed to make it because of the high prices. But we have gained people’s trust that they are getting their money’s worth."