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Why QSRs might want to save giveaways —  quite literally — for a rainy day

May 20, 2019

A recent Ohio State University study of reviews on 32 Florida restaurants found that rainy days resulted in many more bad reviews than dry days. According to a news release about the research, survey results showed that the odds of patrons leaving "very negative" remarks over similarly very positive comments were 2.9 times greater on rainy days. In fact, two other online studies in other parts of the U.S, also leaned toward the conclusion that bad weather produced more bad reviews.  

"Restaurant managers may see more than the usual bad reviews on certain days, and it may have nothing to do with the service or the quality of the food," study co-author and OSU Assistant Professor of Hospitality Management Milos Bujisic, said in the release. "Restaurants can't control the weather, but it may affect how customers review them."

The research appeared in the "Journal of Hospitality and Tourism Research" and will be published in a future print edition of the same publication. The study found that though inclement weather was not the most important factor in customer reviews, it still played a part that can't be ignored, according to study co-author and Visiting Assistant Professor of Hospitality Management Vanja Bogicevic. 

In the first study, researchers examined that the comments cards left at Florida locations of restaurant chains, rating comment from 1 for very negative, to 5 for very positive. They also included National Climatic Data Center weather data for each location, date and time, but of 14 weather variables, just three were ever related to customer comments. Those were rain, temperature and barometric pressure.

Higher temperatures, often meaning uncomfortably hot in Florida, produced more bad comments, as did barometric pressure. In the case of the later, Florida differs from other parts of the country since rising pressure is often accompanied by fair weather and higher daytime temperatures.

One of two other studies that supported a similar conclusion looked at the ratings and weather descriptions of 158 diners nationally who had eaten out in the last 24 hours. They also rated their own moods and what they might tell others about the restaurant they patronized. 

Results showed that people who described the weather as more pleasant also rated their mood more positively, which resulted in better word-of-mouth reviews to acquaintances. 

The third study reviewed examined the thoughts of 107 diners in more weather-variable U.S. areas of the Midwest, Northeast and Northwest regions.

Those reporting such rainly or cold conditions answered questions about their mood that day, dining experiences and whether they would give good word-of-mouth reviews about the restaurant. Similar to the previous study, pleasant weather elevated consumers' moods, which was linked to a better rating of their restaurant experience and better word-of-mouth compared to those who visited in unpleasant weather.

Bujisic said bad weather could affect not only the mood of customers, but also the wait staff and others who served the customers.

"A rainy day may put employees in a bad mood and that will affect their service," he said. "Managers need to explain that to their employees and work to keep them motivated."

What's a restaurant operator to do?

Given the evidence of the three studies, the authors suggested that restaurant managers keep some things in mind to boost customers' moods during unpleasant weather, to boost their online and word-of-mouth reviews, as well. 

"Think about creative strategies to make customers happy," Bogicevic said.  "Maybe offer a free drink or play more upbeat music."

Other co-authors on the study were H.G. Parsa of the University of Denver, Verka Jovanovic of Singidunum University in Serbia and Anupama Sukhu of the University of New Hampshire.