Understanding Foodservice Choices: A Study of Consumer and Operator Decisions Across Markets

Client

A Global Food & Beverage Company

Service

Consumer & Foodservice Operator Research / Qualitative Research

Sector

Food & Beverage / Foodservice

Coverage

United States, Mexico, Australia & Malaysia

A global food and beverage company partnered with us for foodservice decision-making research across four markets, examining how consumers choose where and how to eat alongside the product, sourcing, and menu decisions made by restaurant operators.

The study placed frozen fries and potato products within the wider foodservice environment, exploring how consumer preferences and operational priorities influenced their role in restaurant menus, purchasing, and everyday service.

The Challenge

The challenge was to understand how consumer preferences and operator priorities influenced foodservice decisions across four markets. While consumers considered restaurant choice, meal occasions, and menu appeal, operators had to balance product selection, supplier relationships, promotions, and day-to-day service requirements.

Key areas of focus included:

• Factors influencing foodservice consumer decision-making, from restaurant selection and meal occasions to service modes and menu choices.

• Criteria guiding operators when selecting products, manufacturers, distributors, and other partners.

• Changes consumers had made in response to foodservice concerns.

• Adjustments operators had made to products, promotions, and sourcing decisions.

• Whether these changes addressed the original concerns or introduced new trade-offs.

• The role of frozen fries and potato products in menu choices and restaurant operations.

• Differences in foodservice choices and operator priorities across the United States, Mexico, Australia, and Malaysia.

The study needed to connect what consumers wanted with what operators could realistically deliver, while identifying where frozen potato products fit within those competing priorities.

What We Did

We designed a four-market qualitative research program, conducting separate 60-minute video depth interviews with consumers and foodservice operators across the United States, Mexico, Australia, and Malaysia. Separate discussion guides allowed us to examine consumer preferences alongside the product, sourcing, and operational decisions made by restaurants.

The study included:

• 28 participants recruited to achieve 20 completed interviews.

• Consumer and foodservice operator interviews across all four markets.

• Six completed interviews in the US, split between three operators and three consumers.

• Four completed interviews in Mexico, split between two operators and two consumers.

• Six completed interviews in Australia, split between three operators and three consumers.

• Four completed interviews in Malaysia, split between two operators and two consumers.

• Independent restaurants and small chains with no more than 20 locations.

• Operators directly involved in foodservice purchasing decisions for frozen fries and potato products.

• A QSR-focused operator sample in the US, with QSR and sit-down restaurants represented in the other markets.

• Separate discussion guides for consumers and operators.

• 60-minute webcam-enabled interviews conducted through Discuss.io.

• Local-language support for the Mexico interviews, including simultaneous translation and English transcripts.

The separate interviews connected consumer expectations with the product, sourcing, and menu decisions operators make every day. This gave the client a better understanding of where frozen fries and potato products fit within the wider foodservice experience across all four markets.

The Impact of Research

The study gave the client a better understanding of how foodservice consumer behavior and operator priorities influenced decisions across the four markets. It also examined where frozen fries and potato products fit within menu choices, sourcing, and restaurant operations.

Key outcomes included:

• Consumer priorities influencing restaurant selection, meal occasions, service modes, and menu choices.

• Factors guiding operators when selecting products, manufacturers, distributors, and suppliers.

• Changes consumers and operators made in response to foodservice concerns and the trade-offs that followed.

• The role of frozen fries and potato products in consumer menu choices and restaurant operations.

• Differences in consumer preferences and restaurant purchasing decisions across the four markets.

• Areas where product offerings, promotions, and sourcing decisions could better align with consumer expectations and operational needs.

The findings connected consumer expectations with operator priorities, giving the client a better understanding of where frozen potato products fit within foodservice decisions across markets.

Whether you’re looking to understand your consumers or the decisions driving your industry, contact us to explore how research can uncover new opportunities and support your next business move.