Restaurant patronage during the COVID-19 pandemic and the protection motivation theory: influence of consumers' socio-demographic, situational, and psychographic factors

To systematically investigate factors affecting consumers' restaurant patronage decisions during the COVID-19 pandemic, this study drew on the Protection Motivation Theory (PMT) to (1) evaluate how threat and coping appraisal (i.e., PMT factors) may vary based on socio-demographics and COVID-19 situational characteristics, and (2) determine if PMT factors influence actual restaurant patronage behaviors. Furthermore, the current study examined consumers' perceptions of health-protective actions that restaurateurs could take to minimize consumer risk of contracting COVID-19. Data were collected from U.S. adults (N = 627) using an online crowdsourcing platform in early May 2020. Findings showed significant relationships between socio-demograhic factors and perceived severity and/or vulnerability to COVID-19, along with concerns of coping with the virus for in-restaurant dining. For take-out/delivery patronage, coping concerns were greater for those with lower education levels and those with more health concerns than their counterparts. Furthermore, consumers' higher levels of coping appraisal predicted their higher take-out/delivery frequency. Results also suggested actions that restaurateurs could take that would influence consumers' restaurant patronage decisions. This study provides new insights related to PMT in the context of restaurants in a pandemic situation and practical information for restaurateurs to recover and prepare for future pandemics or similar crises.

The cleanliness of restaurants: ATP tests (reality) vs consumers' perception

Purpose: This study aims to empirically assess restaurant surfaces' cleanliness and compare them to customers' perceptions about the cleanliness of surfaces when dining in a restaurant. Design/methodology/approach: This study used two methods to collect data. The first was a survey method to gauge customers' perceptions and an empirical test to measure cleanliness using an adenosine triphosphate (ATP) meter. Two data sets were collected to compare customers' perceptions and actual cleanliness measurements. One data set surveyed respondents as to their perceptions of high- and low-touch restaurant surfaces among 19 areas of the dining room and 15 surfaces from the restroom, and their perceived cleanliness or dirtiness of those same surfaces. The second one conducted empirical measurements of the cleanliness of these surfaces using an ATP meter, which were then compared to customers' perceptions. Findings: Although all surfaces had higher ATP readings than a 30 relative light units' threshold, there were significant differences in ATP readings among surfaces. Results showed a fair amount of consistency between the consumers' perceptions of cleanliness and the actual results of ATP readings for the cleanest areas, but very little consistency in customers' perceptions and experimental measurements for the dirtiest areas. Practical implications: This study empirically demonstrated the need for improved cleaning techniques and the importance of proper training for foodservice employees. Especially during the COVID-19 pandemic, results of this study suggest an additional responsibility on managers and staff to ensure clean environments and the imperative to address the concerns of their customers. Originality/value: Based on an extensive literature review, to the best of the authors' knowledge, no prior studies have compared consumers' cleanliness perceptions with empirical measurements of cleanliness in restaurant settings using an ATP meter. The results of this study provide restaurant managers a better understanding of customers' perceptions of cleanliness. It also provides restaurant managers and staff information to develop more effective cleaning procedures. In the context of the COVID-19 pandemic, perceptions of cleanliness and measures of actual cleanliness are more important than they have been in the past. (PsycInfo Database Record (c) 2021 APA, all rights reserved)

Restaurant patronage during the COVID-19 pandemic and the protection motivation theory: influence of consumers’ socio-demographic, situational, and psychographic factors

To systematically investigate factors affecting consumers’ restaurant patronage decisions during the COVID-19 pandemic, this study drew on the Protection Motivation Theory (PMT) to (1) evaluate how threat and coping appraisal (i.e., PMT factors) may vary based on socio-demographics and COVID-19 situational characteristics, and (2) determine if PMT factors influence actual restaurant patronage behaviors. Furthermore, the current study examined consumers’ perceptions of health-protective actions that restaurateurs could take to minimize consumer risk of contracting COVID-19. Data were collected from U.S. adults (N = 627) using an online crowdsourcing platform in early May 2020. Findings showed significant relationships between socio-demograhic factors and perceived severity and/or vulnerability to COVID-19, along with concerns of coping with the virus for in-restaurant dining. For take-out/delivery patronage, coping concerns were greater for those with lower education levels and those with more health concerns than their counterparts. Furthermore, consumers’ higher levels of coping appraisal predicted their higher take-out/delivery frequency. Results also suggested actions that restaurateurs could take that would influence consumers’ restaurant patronage decisions. This study provides new insights related to PMT in the context of restaurants in a pandemic situation and practical information for restaurateurs to recover and prepare for future pandemics or similar crises. [ FROM AUTHOR] Copyright of Journal of Foodservice Business Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

Robot vs human: expectations, performances and gaps in off-premise restaurant service modes

PurposeOff-premise restaurant service has a new addition – food delivery robots. This new technology and off-premise service, in general, has received little research attention, despite continued year-over-year sales growth for both carry-out and delivery. Therefore, this study aims to analyze off-premise service modes, including food delivery robots, for service quality gaps between consumer expectations and actual performance and among the various modes.Design/methodology/approachPerformance of three off-premise restaurant service modes (robot-delivery, human-delivery and carry-out) were evaluated using a mixed-methods approach. Consumer expectations were ascertained about food- and service-related performance factors using a survey, and a field observation study was conducted to obtain actual performance data for these factors. Findings from both approaches were compared to identify gaps and differences.FindingsFor food-related performance, consumers reported lower expectations for food safety and food quality from robot- and human-delivered food;however, no differences were observed among the three modes in the field study. Consumers also expected lower service-related performance from robot-delivery for service efficiency and ease of use (than human-delivery and carry-out) and monetary value (than carry-out). Consumers deemed robots the most sustainable and human-delivery the most convenient compared to other modes – however, not all service-related expectations aligned with actual performances.Originality/valueThis study was the first to comparatively examine off-premise restaurant service. Identification of a missing link in service gap analysis was among the theoretical contributions of this study. Managerially, this study provides previously unavailable insights into opportunities for improvement for off-premise service and use of delivery robots.

Restaurants and COVID-19: What are consumers' risk perceptions about restaurant food and its packaging during the pandemic?

The COVID-19 pandemic and subsequent U.S. in-restaurant dining restrictions deleteriously affected the restaurant industry. While dining restrictions were adopted to prevent human contact, evidence suggests that consumers may mistakenly perceive that restaurant "food" and its "packaging" are risky sources of COVID-19. To explore consumers' COVID-19 risk perceptions about food itself, restaurant food specifically, and restaurant food packaging, this study collected nationwide U.S. consumer survey data (n = 958) using an online consumer panel. Findings showed that: (1) consumers were less concerned about contracting COVID-19 from food in general than restaurant food and its packaging, with consumer restaurant concern highest for food served in restaurants, and lowest for hot/cooked restaurant food followed by restaurant food from carry-out; and (2) the risk perceptions of consumers varied with financial concern for food, gender, and being in a high-risk category of COVID-19. Implications for researchers, restauranteurs, government, and food safety professionals are discussed.