Meal Experience

Question 1

Why do people eat out?

Answer 1

• Media coverage – celeb chefs, cooking programs, magazines
• Experience of new cuisines – can be far more exciting that most household meals
• Large eating choices in town/city centre
• Convenience
• Impulse
• Events
• Socialise

Question 2

What is the meal experience?

Answer 2

• The process the customer goes through, from the first point of contact to the last point of contact
• Includes tangible aspects (food and drink) and intangible aspects (service, atmosphere and mood)
• Pre-meal experience - what factors make you choose where to eat

Question 3

What factors make up the meal experience?

Answer 3

• Food and drink
• Variety in menu choice
• Price and value for money
• Level of service
• Staff
• Atmosphere and mood
• Interior design
• Expectation and identification
• Location and accessibility
• Trends