Consumers Consider Restaurant Payment Methods

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It is perhaps unsurprising that the taste of food is the most important factor that comes into play when consumers choose a restaurant.

In fact, about three-quarters of consumers say it’s a factor they consider when selecting a restaurant, according to “The Digital Divide,” a collaboration between PYMNTS and Paytronix based on a survey of 2,533 American adults who regularly purchase food from restaurants.

Get the report: The digital divide

The next two main factors that come into play are consumer familiarity with the restaurant name and restaurant location. About half of consumers say they consider these factors when choosing a restaurant.

These are the top three factors consumers consider when choosing a quick service restaurant (QSR) or a table service restaurant.

Beyond these, however, consumers consider different factors when choosing between the two types of restaurants.

The fourth most important factor for QSR customers is everyday price. Forty-five percent of these customers say it’s a factor they consider, compared to 39% of table service customers.

The factor that table service customers rank fourth is the quality of customer service. Forty-eight percent of these customers say they consider this factor, while only 30% of QSR customers say the same.

Three of the factors in the survey are related to price – daily prices, promotions or offers, and loyalty programs – and QSR customers are more likely than table service customers to say they consider these factors.

Several factors in the survey have to do with how consumers purchase or acquire their food. Of these, table service customers are more likely than QSR customers to be interested in the quality of delivery service, while QSR customers are more likely than table service customers to consider availability for pickup, multiple ordering options and an easy to navigate app. or website.

Customers of both restaurant types are equally interested in the availability of their preferred payment method, with 18% of each group saying it’s a factor they consider.

Consumers in different regions of the United States rank the taste of food as the number one factor they consider when choosing a restaurant, but the share of consumers who say it varies by a maximum of 84 % of table service customers in the Mountains region to a low of 67% of QSR customers in the North East region.

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NEW PYMNTS DATA: THE CUSTOM PURCHASING EXPERIENCE STUDY – MAY 2022

About: PYMNTS’ survey of 2,094 consumers for The Tailored Shopping Experience report, a collaboration with Elastic Path, shows where merchants are succeeding and where they need to up their game to deliver a personalized shopping experience.

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