What’s Important When Choosing to Dine at a Restaurant — Spotlight on Hartman’s Compass Eating Occasions Database
December 05, 2022
With the pandemic in their rear-view mirror, consumers are dining out – but what influences their choice of restaurants? Consumer eating and drinking behaviors are rapidly changing and constantly evolving. It’s more important than ever to keep track of consumers’ food and beverage consumption habits. The Hartman Group’s Compass Eating Occasions Database provides an overview of the who, what, where, and why of eating occasions across the day.
As consumers return to restaurants, from cafeterias, cafes and QSR to full-service and fine dining establishments, we look to our proprietary Compass Eating Occasions Database to find out what the top criteria were for consumers when selecting a restaurant in 2021. While routine and convenience play an important role, diners also look for restaurants that feature fresh food made on site, the ability to customize food and beverage to their own personal preferences, well-treated employees, and a peaceful ambience.
While routine and convenience play an important role, diners also look for restaurants that feature fresh food made on site, the ability to customize food and beverage to their own personal preferences, well-treated employees, and a peaceful ambience.
Specifically, among top criteria used to decide what restaurant to dine at, among eating occasions that took place at a restaurant:
- 24% of such occasions were because it was “part of my daily or weekly routine” and
- 23% were because “it’s easy to get in and out of”
About the Compass Eating Occasions Database
In today's America, the same person eats differently at different times and in varied contexts. People therefore can’t reliably describe in general how often they eat and why. However, they can describe whether, how and why they’ve recently eaten, and with careful prompting they can recall what they have chosen to consume on a given occasion. Eating needs and desires, but also social contexts, drive food choices and sourcing decisions.
The Hartman Group’s Compass database includes daypart, location, social composition, and need states, as well as items consumed and broadly when/where items were acquired.
If you’re looking for ways to unlock your growth potential using a Hartman product like Compass, we’d love to help. To begin the conversation, please contact Shelley Balanko, Ph.D., Senior Vice President: shelley@hartman-group.com