What information do customers use when choosing a restaurant?

Abstract

The need to acquire restaurant services may be motivated by various reasons but, whatever the reason, the potential customer has to search for information on the desired service in order to compare the alternatives and make the best purchase decision. Knowing how potential clients make this information search is fundamental for restaurant company managers so that they can carry out marketing communications strategies that facilitate the selection of their restaurant by potential customers. This paper examines the external information search process carried out by potential customers. It aims to determine what information search activities are carried out and what the motivating factors are for these activities. A survey was used to analyse the services offered by restaurants in the city of Zaragoza in the north‐east of Spain. The results of the survey and implications for restaurant managers are discussed.