Customer Loyalty to Casual-Dining Chains Swayed by Selection and Pricing of Alcoholic Beverages
According to Restaurant DemandTracker, a recent survey by Consumer Edge Insight showed that a restaurant’s alcoholic beverage offering plays an important role in determining a customer’s loyalty. The survey asked people which casual-dining restaurant brand they visit most often and the reasons why.
The casual-dining brand whose customers were most likely to visit it most often due to its “good selection of alcoholic beverages” was Buffalo Wild Wings, with 29 percent citing that as a reason (multiple responses were allowed).
Applebee’s came in second place, with 24 percent of its customers citing “a good selection of alcoholic beverages” as a reason for visiting, while Outback Steakhouse and TGI Friday’s tied for third place with 22 percent each.
Buffalo Wild Wings was also the casual-dining brand whose customers were most likely to visit it most often due to its “good prices of alcoholic beverages,” with 30 percent citing that reason. Chili’s came in second place with 23 percent of its customers citing good prices of alcoholic beverages as a reason, and Ruby Tuesday came in third place with 22 percent.
The survey also asked restaurant-goers what would make them visit a specific restaurant brand more often. Lone Star Steakhouse had the highest number of people, 30 percent, say they would visit more often if the brand offered better prices on alcoholic beverages. Hooter’s had the highest number of people, 46 percent, say they would visit more often if the brand offered a better selection of alcoholic beverages.
David Decker, president of Consumer Edge Insight, says, “Among casual-dining restaurants, Buffalo Wild Wings is seeing the greatest positive effect in terms of building customer loyalty with its alcohol offerings. There are many steps other restaurants can take to improve their alcoholic beverage programs to increase traffic, sales, and customer loyalty.”