| Summary: | The restaurant industry in South Africa is undergoing a period of anaemic growth due to the after
effects of the 2009 global economic recession. Despite lowering their prices and spending marketing
funds on promotions, restaurants seem to be finding great difficulty in meeting customers’
expectations.The purpose of the study was to determine the influence of demographic variables on
customers’ expectations in restaurants. The research sample included in the study entailed relevant
data that were collected from 400 customers of the eight selected formal full-service restaurants.
Descriptive statistical analysis, analysis of variance and t-tests were performed to reach the objectives
of the study. The findings show that on a 5 point Likert scale, respondents’ mean expectation scores
varied between 3.69 and 4.25. Expectations of customers for food and beverages and service were
influenced by their gender, age, monthly income and level of education. However, these demographic
variables did not have an influence on the ambience expectations. The only demographic variable
that did not influence customers’ expectations was home language. None of the demographic
variables had an influence on the ambience expectations of customers. From a managerial
perspective, it is important for restaurateurs to focus on customers’ gender, age, monthly income and
level of education to meet and/or exceed customer expectations and gain a competitive advantage
over other restaurant categories. The contribution of this article is unique in that, for the first time, the
influences of demographic variables on customers’ expectations are investigated from the context of
restaurants.
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