Bad Service Is Diners’ Biggest Value Detractor

Bad service damages value perceptions more than tip pressure or kiosk frustration, according to Datassential’s Vibe-cession & Value report — and the gap between what operators prioritize and what consumers experience may be widening.

In the past six months, 38% of consumers flagged slow or inattentive service as a value detractor, 34% cited rude or unfriendly service, and 30% pointed to service mistakes. 

Those figures outrank other concerns such as tip suggestions being too high or feeling pressured to leave a tip (25%), having to use a kiosk or app (19%), and outdated or broken facilities (19%).

The results are especially notable given that consumers have pointed to service as being central to where they eat. Datassential’s Value Equation report found that 47% of consumers cite good service and friendly staff as a top consideration when choosing where to dine away from home — and for 59% of consumers, enjoying the experience ranks as the most important aspect of dining out, rising to 63% among Gen X and 66% among Boomers.

Operators are aware of the expectation. The Value Equation highlighted that 66% agree they have had to raise prices but try to balance that by improving the overall experience. And operators rank experience-driven factors like friendly service, a clean and comfortable environment, and consistent atmosphere as among the most most effective ways to communicate value — just behind food quality and great taste.

Even so, the Vibe-cession report found that only 20% of consumers said they had not encountered any value-damaging experiences in the past six months. As consumers increasingly scrutinize every dollar they spend away from home, “slow or bad service and tip pressure erode value perceptions even when the food is good,” that report notes.