No matter where one lives, going out to eat can be one of life’s great pleasures. But what factors determine how global consumers choose restaurants? According to results from the Nielsen Global Online Survey of respondents in 52 countries across Europe, Asia Pacific, Americas and the Middle East, the prime driver is the type of cuisine, with 27 percent preferring their local cuisine over international fare. The second most important factor is reasonably priced food (24%), although diners in several countries, notably Japan, Malaysia, the Philippines, the Netherlands and Belgium, said prices were the most important factor. A convenient location was a distant third in importance.
After the local cuisine, most international diners ranked Chinese and Italian food as their favorites. But Australians and Singaporeans preferred Chinese food over their own native dishes, while Hong Kong diners’ favorite cuisine was Japanese. Those countries most loyal to their own national cuisines? Italy, with 91 percent of respondents saying they prefer their own cooking, followed by Turkey and India.
Consumers in Asia dine out more frequently than others, but in Hong Kong in particular, nearly one-third eat at a restaurant one or more times every day. Europeans were least likely to go out for a meal, with the Dutch most likely to eat out less than once a month at 57 percent.
More details from the survey can be found in the latest edition of Consumer Insight.