Did you know that food quality represents only about 40% of the motivation for returning to a restaurant according to most studies? When I hear a restaurant owner working feverishly to improve menu items to boost sales, it makes me wonder if he or she is missing the majority of the guest’s expectations.

The Restaurant Ebook points out that service may account for up to 25% of customer motivation, location can be up to 15% and ambiance, atmosphere, value and menu comprise the balance. Few restaurants really serve bad food. Those who do must execute the balance of the equation perfectly - few do that either. Is there anyone who really believes those diners under the golden arches are getting gourmet food? So why are the lines so long?

Learn a lesson from the QSR’s. Watch the customers and you can figure out why they are there. Many care about consistency, convenience and speed. Some are motivated by value. Some guests are re-assured that cleanliness and bright surroundings enhance the perceptions and willingness to return. How many of these points do you focus on when trying to meet your customer’s expectations?

If your restaurant can meet the customer’s expectations in the key elements of perception for making a decision to return, you will fill those empty seats.