Benefit Dimensions of Midscale Restaurant Chains

Abstract

Using the results from a Consumer Reports survey, this article investigates how consumers value benefits provided by family, steak-house, and casual-dining restaurant chains. The CR scores were used to construct three benefit dimensions: “food-service quality,”“family price-value,” and “time convenience.” For all types of restaurants, “food-service quality,” which comprises the basics of food taste and staff friendliness, has the strongest overall effect on chain ratings. “Family price-value” and “time convenience” boost overall ratings only for family restaurants.