Factors influencing customers’ restaurant choices: A comparative study of dine-in and online ordering preferences

Abstract

The rapid growth of food delivery platforms and the evolution of dining culture have transformed the way customers engage with restaurants. This study explored and compared the key factors influencing customers’ restaurant choices for dine-in and online ordering services. Primary data was collected from 52 respondents who evaluated ten decision-making factors, including hygiene, price, convenience, atmosphere, and promotional offers. Using paired sample t-tests, significant differences were found in customer preferences for hygiene (more important for dine-in), order processing time (favoured online), and excellence in hosting events (higher preference in online services). Other factors showed no statistically significant differences between dine-in and online ordering. These findings provide valuable insights for restaurant operators seeking to optimize both offline and online service models to enhance customer satisfaction and engagement. The study contributes to a deeper understanding of shifting consumer behaviour in the food service industry.