how diners choose restaurants
DESCRIPTION
The Dining Decision Ecosystem was developed from the results of our survey data to provide a framework for restaurant marketing departments to understand the many steps consumers make before making a restaurant decision.TRANSCRIPT
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
THE DINING DECISION ECOSYSTEM™
CARIN GALLETTA OLIVER@[email protected]
ERIC OLIVER@THECOSMONAUT
HOW DINERS CHOOSE RESTAURANTS
I’m your trusty data
analyst!Me Too!
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
WHO & WHAT ARE DRIVING CONSUMER RESTAURANT CHOICES?
Photo by Horia Varlan©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
HOW ARE INFLUENCERSINFLUENCED?
Photo by Horia Varlan©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
CONCLUSION #1:
CONSUMER RECOMMENDATIONS BOTH ON AND OFFLINE MATTER MORE THAN WE’D LIKE TO ADMIT
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
CONCLUSION #2:
NOT ALL INFLUENCE IS CREATED EQUAL
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
CONCLUSION #3:
WORD OF MOUTH PUTS RESTAURANTS INTO THE CONSIDERATION SET
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
CONCLUSION #4:
RESTAURANTS’ DIGITAL FOOTPRINTS SERVE AS VALIDATIONS FOR PERSONAL RECOMMENDATIONS
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
CONCLUSION #5:
RESTAURANTS HAVE LOTS OF CONTROL OVER THEIR ONLINE REPUTATION
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
SURVEY QUESTION:
WHEN LOOKING FOR A NEW RESTAURANT TO TRY, WHO/WHAT INFLUENCES YOUR DECISION MOST?
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
Nearly
5 out of 10 say FRIENDS are the MOST IMPORTANT INFLUENCE
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
22.8listed USER-GENERATED REVIEW SITES as most important
%
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
9.4%RESTAURANT FOOD BLOGGER
7.6%NEWSPAPER CRITIC
5.2 %RESTAURANT WEBSITE
4.4%
GOOGLE SEARCH
1.7%
FOOD NETWORK
0 %
MORNING TELEVISION
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
80%perform ADDITIONAL RESEARCH
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
RECOMMENDATIONS put restaurants into a
CONSIDERATION SET
I had a great time at
Maestro’s!
Joe’s on 3rd has the best service!
©2012 ANGELSMITH, INC.
Have you ever been to Buckeye Roadhouse?AH-MAH-ZING!
I had the
best s
teak
of m
y life at
Outback!
You MUST try
Alexander’s!
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
Diners VALIDATE their RESTAURANT CHOICES
BEFORE OPENING their wallets
But where?
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
27.7%
USER-GENERATED REVIEW SITES 27%
RESTAURANT’S WEBSITE
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
25.2%
OTHER FRIENDS
16.4%
BLOGS/BLOGGERS
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
16.5%
SEARCH ENGINES
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16%
rank NEWSPAPER REPORTERSas 4TH MOST IMPORTANT
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
Diners ranked FOOD NETWORK
(34.6%)and
LOCAL TELEVISION (40%)
asLEAST IMPORTANTwhen making a dining decision
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
THIS IS NOT IDLE CHATTER PASSIVE PEER TO PEER CONVERSATIONSINFLUENCE RESTAURANT DINING DECISIONS
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
PASSIVE RECOMMENDATIONS:
CONSUMERS ARE INFLUENCING EACH OTHER
MORE THAN EVER
83.4%
REPORT BEING ACTIVELY SOUGHT FOR RESTAURANT RECOMMENDATIONS
79.5%
BELIEVE THEIR DINING RECOMMENDATIONS INFLUENCE WHERE THEIR FRIENDS EAT
65.1%
ARE “ALWAYS” OR “FREQUENTLY” ASKED FOR RESTAURANT RECOMMENDATIONS
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
ACTIVE RECOMMENDATIONS TAKE PLACE LESS FREQUENTLY, BUT CARRY MORE INFLUENCE
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
WHAT IS THE PROFILE OF A TOP INFLUENCER?
732%
MORE LIKELY TO BE ACTIVELY SOUGHT FOR A RESTAURANT RECOMMENDATION
100%
KNOW THEY INFLUENCE THE DINING DECISION OF OTHERS
100%
REPORT THAT THEIR FRIENDS BELIEVE THEM TO BE KNOWLEDGEABLE ABOUT DINING
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
TOP INFLUENCERS ARE DIFFERENT FROM AVERAGE
CONSUMERS:
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A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
REPORT HIGHER LEVELS OF CONTENT CONSUMPTION OF BOTH BLOG & NEWSPAPER CONTENT THAN AVERAGE
92.9%BLOG
70.4%NEWSPAPER
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LESS INFLUENCED BY YELP
12.5%IS “MOST INFLUENTIAL”
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
MORE INFLUENCED BY THE RESTAURANT’S WEBSITE
31.1%
LISTED RESTAURANT WEBSITE AS THE
MOST IMPORTANT SECONDARY RESEARCH
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
BOTTOM LINE:
CONSUMERS TAKE A SERIES OF STEPS BEFORE MAKING A RESTAURANTDECISION, AND YOU HAVE THE OPPORTUNITY TO INFLUENCE THEM AT EACH STEP
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
YOU ARE IN CONTROL
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
THE DINING DECISION ECOSYSTEM™
AWARENESSDRIVEN BY MEDIA (PR, BLOGS, ADVERTISING, DIRECT MAIL, EMAIL MARKETING)
RECOMMENDATION & TRIALMADE BY FRIENDS, FAMILY AND COLLEAGUES INCREASE INTEREST; PLACES RESTAURANT INTO ‘CONSIDERATION SET’ FOR POSSIBLE SELECTION
VALIDATIONRESTAURANT WEBSITE & USER GENERATED REVIEW SITES (E.G., YELP) VALIDATE DINER’S INTEREST
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
AWARENESS OPPORTUNITIES:
BLOGGERSTRADITIONAL MEDIA
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CONNECT & ENGAGE
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TRIAL & RECOMMENDATION OPPORTUNITY:
THE DINING EXPERIENCE
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DO SOMETHING UNEXPECTED.
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ASK FOR THE RECOMMENDATION
12-25% WILL DO IT!
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
VALIDATION OPPORTUNITIES:
YOUR WEBSITEUSER-GENERATED REVIEW SITES
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
ROCK YOUR WEBSITE
Photo by familymwr©2012 ANGELSMITH, INC.
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Check this comic out on TheOatmeal.com - pure genius
We think this is funny..
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Check this comic out on TheOatmeal.com - pure genius
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COMPLETEYOUR PROFILEFILL OUT YOUR YELP, CITYSEARCH, GOOGLE PLACES, & OTHER SITE LISTINGS
©2012 ANGELSMITH, INC.
A N G E L S M I T H1 0 L I B E R T Y S H I P W AY, S T E . 2 0 2 , S A U S A L I T O , C A 9 4 9 6 5 4 1 5 . 5 0 8 . 5 7 7 8 ©2012 ANGELSMITH, INC.
HOW DINERS CHOOSE RESTAURANTSBY ANGELSMITH, INC.
THE DINING DECISION ECOSYSTEM™
CARIN GALLETTA OLIVER@[email protected]
ERIC OLIVER@THECOSMONAUT
THANK YOU
DROP US A LINE!
Call me first! No, Call me!