TruGem: Value Fans Spend 12% More

Diners love getting a great deal when they eat out. So much so, that if the server mentions that the dessert is half off, they’re not only more likely to order that piece of red velvet cheesecake and feel great about it—they’re also more likely to come back.

We’ve found that in restaurants, value satisfaction has a stronger impact on customer spend than service, product, and experience scores. In fact, on average, fans of value spend 12% more.

Does this suggest that specials, coupons and other drivers of value perception actually increase spend on each visit? From what we’ve seen, it certainly appears that way.

Luca Eandi