Visiting pattern of consumers of American foods at quick service restaurants

Abstract

The restaurant industry in India is mainly driven by the youth segment. With greater awareness of global cuisines, the desire to have a heightened dining experience followed by the popular mall culture, Quick Service Restaurants with their quick service, value for money pricing and casual atmosphere, made inroads into Indian hearts. The present study earnestly aims to evaluate the consumers behaviour and change in their visiting pattern when a new product of American food is introduced and the major factors influencing them to eat out. Findings have indicated that majority of the consumers were happy and showed a positive response when a new product of American food was introduced. Also, one third of the consumers stated that their visits had increased on the introduction of a new item in the menu while they attached the highest degree of importance to the opinion of family members followed by restaurant experience.