Restaurant attributes and consumer choice

Purpose: The purpose of this study is to develop a regression model which allows insight into the way restaurant attributes influence the willingness of prospective patrons to travel to dine at restaurants.

Methods: Data was obtained from 194 U.S.-based consumers using an online questionnaire which measured the impact of 11 literature-based restaurant attributes on the time patrons are willing to travel to a restaurant. A linear-log ordinary least-squares regression model with travel time as the dependent variable and the restaurant attributes as independent variables was used to isolate significant predictors of acceptable travel time.

Results: Perceived authenticity and food quality are the only two predictor variables that significantly increase the maximum acceptable travel time to a restaurant. Uniqueness of the restaurant in the geographic area reduces acceptable travel time. 

Implications: Restaurant owners and managers who aim to increase their establishment’s geographic market size should focus on instilling high levels of perceived authenticity and food quality. New restaurants with unique offerings in their geographic realm may face barriers to attracting patrons.