How restaurant features affect check averages: A study of the Toronto Restaurant Market

Alex M. Susskind

100 citations0/0 files storedCornell Hotel and Restaurant Administration Quarterly

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Culinary Culture and Tourism

Abstract

A study of 63 Toronto restaurants found that certain attributes or amenities had a statistically significant effect on average check, as well as customers' ratings of décor and service quality. The features tested were offering catering, a dress code, late-night dining, live entertainment, outside seating, parking, smoking, takeout, and some form of internet activity. Specifically, a dress code boosted check averages and improved ratings for décor, service, and food quality. Offering parking also boosted check averages. In contrast, offering takeout depressed check averages and reduced the ratings for décor. Offering a late-night menu had a significant negative effect on perceptions of food and service quality. The restaurant features offered most frequently were catering, takeout, and a smoking section.

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