Rant of the Day -- What Does it Take to Change Your Favorite Restaurant to Another

Yesterday, I went to La Piazza for dinner and thought it was very good. After we finished dinner, we were talking about whether we would be coming back soon. Even though we enjoyed it (even more so than our traditional place), we concluded that we would probably not be coming back soon.

The decision was emphasized by the fact that 3 other pizza places opened in the last year near us and each of them was good and we do not go to these places either. The reason being is that we already have our go to pizza places nearby. Why would we travel further to another one? Why would we abandon places that we have been going to for years for a new place?

One of these new pizza places was a transplant from NYC, the pizza capital of the World. While it was better, we only tried it once and then went back to our tried and true pizza joint. I drove by it the other day and it was not crowded so I assume I am not alone with my inertia of continuing with my existing pizza place.

So what would it take to switch my loyalty to a new pizza place. I feel that the phone switching percentage factors in. In the phone world, studies have concluding that people would switch from an iphone to an android phone only when the android phone is at least 30% better than their iphone. Absent that increase, people will stay with their iphone even if is significantly inferior that the android phone.

So while the switching costs from one pizza place to another may not be as high as 30%, I feel that the new pizza place needs to be at least 20% better than the old one. This works with all types of restaurants like Chinese Food, Greek Food, Fried Chicken and even Mexican Food.

My conclusion is that these new places need to bring their A game and soundly defeat the existing players if they want to get the businesses of people who are happy with their existing options.

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