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NPD: Today's consumers crave quality

NPD Group research finds consumers' value concerns focus on more than just price, including food quality, service, atmosphere and other factors.

At the onset of the recession, most restaurant-goers defined value with a single word: price. More recently, however, consumer behavior at restaurants has begun to shift, and that value definition has now come to be identified with another term: quality.

The most important value driver when choosing a restaurant these days is quality of food, according to “Defining Value Today,” a recently released study by Port Washington, N.Y.-based The NPD Group that examines

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Contact: Desiree Torres [email protected]

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