Eating out: which restaurant to choose?

What is it about?

Out of home consuption is increasing. Consumers are heterogeneus in the choice of a restaurant. We identified four different segments of consumers. Among these classes, 29% of people are willing to pay 11 euro more for a meal with local foods, while they will pay 8 euro more for a menu with organic products. The processing demonstrates how the probability of choosing restaurants that offer local products, all other attributes being equal, is always higher than those focussing on organic or GMO-free products. The choice probability of the restaurant with local products is three times greater than that of a restaurant without local products, all other variables being equal.

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