What's most likely to spur consumer cravings?

Some 78% of consumers say the primary reason they visit a restaurant or foodservice location is to satisfy a craving, according to Technomic’s Consumer Brand Metrics, powered by Ignite. So what are the biggest triggers of said cravings? Ads on radio or TV (a trigger for 18% of consumers), cooking demos (11%) and on-premise advertisements (10%) aren’t doing it for most people, so click through to see the top five methods that are. 

More than a fifth of consumers (22%) say that samples given out sparks their cravings. Asian consumers, in particular, like samples, with 38% saying samples activate a craving. 

Three in 10 consumers (31%) say the appearance of menu items typically triggers their cravings. On this list, appearance is the sole trigger that skews higher for men (32%) over women (30%). Consumers in the Western U.S. are also more triggered by appearance (34%) than those in other regions.

Some 35% of consumers say pictures of items activates their cravings. Visual representations resonate more with women than men (37% compared to 32%), and across all generations, are the strongest hook for Gen Z.

Although many operators attempt to lure and engage guests with exciting—often outrageous—new dishes featuring exotic flavors and ingredients, a majority of consumers (57%) say that thoughts of an item they previous enjoyed drum up cravings—more so than advertising or other means. Go-to dishes resonate most with mature customers, 71% of whom say that merely thinking of an item they previously had stirs up cravings.

Almost two-thirds of consumers (63%) say the aroma of items being prepared typically triggers cravings, making smell the No. 1 cravings spark for consumers. The appeal of aroma is higher among affluent consumers, as 72% of individuals with household incomes of $100,000 to $150,000 say their cravings are scent-triggered. Aroma’s ranking as the top craving trigger helps explain the No. 1 restaurant brand that customers say satisfies cravings. Click ahead to the next slideshow to see what brand that is.