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How Diners Choose Restaurants

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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 …

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.


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  • 1. THE DINING DECISION ECOSYSTEM™ HOW DINERS CHOOSE RESTAURANTS I’m your trusty data Me Too! analyst! CARIN GALLETTA OLIVER ERIC OLIVER ANGELSMITH @INKFOUNDRY @THECOSMONAUT©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , 10 LIBERTY S A U S A L I T O CARIN@ANGELSMITH.NET , CA 94965 415.508.5778 ERICO@ANGELSMITH.NET
  • 2. WHO & WHAT ARE DRIVING CONSUMER RESTAURANT CHOICES? ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by Horia Varlan
  • 3. HOW ARE INFLUENCERS INFLUENCED? ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by Horia Varlan
  • 4. CONCLUSION #1: CONSUMER RECOMMENDATIONS BOTH ON AND OFFLINE MATTER MORE THAN WE’D LIKE TO ADMIT ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 5. CONCLUSION #2: NOT ALL INFLUENCE IS CREATED EQUAL ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 6. CONCLUSION #3: WORD OF MOUTH PUTS RESTAURANTS INTO THE CONSIDERATION SET ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 7. CONCLUSION #4: RESTAURANTS’ DIGITAL FOOTPRINTS SERVE AS VALIDATIONS FOR PERSONAL RECOMMENDATIONS ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 8. CONCLUSION #5: RESTAURANTS HAVE LOTS OF CONTROL OVER THEIR ONLINE REPUTATION ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 9. SURVEY QUESTION: WHEN LOOKING FOR A NEW RESTAURANT TO TRY, WHO/WHAT INFLUENCES YOUR DECISION MOST? ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 10. Nearly 5 10 say out of FRIENDS are the MOST IMPORTANT INFLUENCE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 11. listed22.8 % USER-GENERATED REVIEW SITES as most important ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 12. 0% MORNING TELEVISION 5.2 RESTAURANT % WEBSITE 4.4 % 7.6 NEWSPAPER CRITIC % GOOGLE SEARCH 9.4 % % 1.7 FOOD NETWORK RESTAURANT FOOD BLOGGER ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 13. 80% perform ADDITIONAL RESEARCH ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 14. I o be ha I had a great tim at Maestro e ’s! RECOMMENDATIONS put restaurants into a f s d O m ts t Joe on ’s 3 has rd ut y c t he b lif ea a e k k! at CONSIDERATION SET t be he ser st vice ! Have you eve been to r Buckeye Roadhou AH-MAH- se? ZING! You MUS T try Alexand er’s! ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 ©2012 ANGELSMITH, INC.
  • 15. Diners VALIDATEtheir RESTAURANT CHOICES BEFORE OPENING their wallets But where? ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 16. 27.7 % USER-GENERATED REVIEW SITES 27 % RESTAURANT’S WEBSITE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 17. 25.2 OTHER FRIENDS % 16.4 BLOGS/BLOGGERS % ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 18. 16.5 SEARCH ENGINES % ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 19. rank NEWSPAPER REPORTERS 16 % as 4TH MOST IMPORTANT ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 20. Diners ranked FOOD NETWORK (34.6%) and LOCAL TELEVISION (40%) as LEAST IMPORTANT when making a dining decision ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 21. THIS IS NOT IDLE CHATTER PASSIVE PEER TO PEER CONVERSATIONS INFLUENCE RESTAURANT DINING DECISIONS ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 22. PASSIVE RECOMMENDATIONS: CONSUMERS ARE INFLUENCING EACH OTHER MORE THAN EVER 83.4 79.5 65.1 REPORT BEING ACTIVELY SOUGHT FOR % % BELIEVE THEIR DINING RECOMMENDATIONS ARE “ALWAYS” OR % “FREQUENTLY” ASKED RESTAURANT INFLUENCE WHERE FOR RESTAURANT RECOMMENDATIONS THEIR FRIENDS EAT RECOMMENDATIONS ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 23. ACTIVE RECOMMENDATIONS TAKE PLACE LESS FREQUENTLY, BUT CARRY MORE INFLUENCE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 24. WHAT IS THE PROFILE OF A TOP INFLUENCER? 732 MORE LIKELY TO BE ACTIVELY SOUGHT FOR % 100 % KNOW THEY INFLUENCE THE DINING DECISION 100 % REPORT THAT THEIR FRIENDS BELIEVE THEM A RESTAURANT OF OTHERS TO BE KNOWLEDGEABLE RECOMMENDATION ABOUT DINING ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 25. TOP INFLUENCERS ARE DIFFERENT FROM AVERAGE CONSUMERS: ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 26. REPORT HIGHER LEVELS OF CONTENT CONSUMPTION OF BOTH BLOG & NEWSPAPER CONTENT BLOG THAN AVERAGE NEWSPAPER 92.9 % 70.4 % ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 27. LESS INFLUENCED BY YELP IS “MOST INFLUENTIAL” 12.5 % ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 28. MORE INFLUENCED BY THE RESTAURANT’S WEBSITE LISTED RESTAURANT WEBSITE AS THE MOST IMPORTANT SECONDARY RESEARCH 31.1 % ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 29. BOTTOM LINE: CONSUMERS TAKE A SERIES OF STEPS BEFORE MAKING A RESTAURANT DECISION, AND YOU HAVE THE OPPORTUNITY TO INFLUENCE THEME LATI TEACH STEP ANG SM H©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 ©2012 ANGELSMITH, INC.
  • 30. YOU ARE IN CONTROL ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 31. THE DINING DECISION ECOSYSTEM ™ AWARENESS DRIVEN BY MEDIA (PR, BLOGS, ADVERTISING, DIRECT MAIL, EMAIL MARKETING) RECOMMENDATION & TRIAL MADE BY FRIENDS, FAMILY AND COLLEAGUES INCREASE INTEREST; PLACES RESTAURANT INTO ‘CONSIDERATION SET’ FOR POSSIBLE SELECTION VALIDATION RESTAURANT WEBSITE & USER GENERATED REVIEW SITES (E.G., YELP) VALIDATE DINER’S INTEREST ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 32. AWARENESS OPPORTUNITIES: BLOGGERS TRADITIONAL MEDIA ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 33. CONNECT & ENGAGE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 34. TRIAL & RECOMMENDATION OPPORTUNITY: THE DINING EXPERIENCE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 35. DO SOMETHING UNEXPECTED. ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 36. ASK FOR THE RECOMMENDATION 12-25% WILL DO IT! ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 37. VALIDATION OPPORTUNITIES: YOUR WEBSITE USER-GENERATED REVIEW SITES ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 38. ROCK YOUR WEBSITE ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 Photo by familymwr
  • 39. We think this is funny.. ANGELSMITH Check this comic out on©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 TheOatmeal.com - pure genius
  • 40. ANGELSMITH Check this comic out on©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778 TheOatmeal.com - pure genius
  • 41. COMPLETE YOUR PROFILE FILL OUT YOUR YELP, CITYSEARCH, GOOGLE PLACES, & OTHER SITE LISTINGS ANGELSMITH©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , S A U S A L I T O , C A 10 LIBERTY 94965 415.508.5778
  • 42. THANK YOU THE DINING DECISION ECOSYSTEM™ HOW DINERS CHOOSE RESTAURANTS BY ANGELSMITH, INC. DROP US A LINE! Call me first! No, Call me! CARIN GALLETTA OLIVER ERIC OLIVER ANGELSMITH @INKFOUNDRY @THECOSMONAUT©2012 ANGELSMITH, INC. S H I P W A Y, S T E . 2 0 2 , 10 LIBERTY S A U S A L I T O CARIN@ANGELSMITH.NET , CA 94965 415.508.5778 ERICO@ANGELSMITH.NET