- WHITE PAPERS
Craveability is a major purchase driver for restaurants, with 83 percent of consumers saying that cravings are a main reason they purchase food away from home, according to new research from Technomic.
Technomic's white paper explored the craveable attribute of restaurant food and beverage through data compiled by Consumer Brand Metrics, which tracks more than 80,000 annual consumer restaurant visits at more than 115 chains.
The white paper, titled "Cultivating Craveability: Consumer Assessments of the Most Craveable Restaurant Chains," also looks at the role of craveability in driving satisfaction and loyalty, and the chains that consumers say most excel at triggering and satisfying their cravings.
"Craveable items promote impulse-driven occasions, can build a strong emotional connection with consumers and, in many cases, are the items that restaurants become known for. To cultivate craveability, operators must develop and refine unique signature items that have the power to transform guests into regulars," said Darren Tristano, executive vice president at Technomic.
Some of these items, he adds, include comfort foods, memorable sides and sweet snacks.
Highlights from this research include:
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