The effect of degree of doneness of beef steaks on consumer acceptability of meals in restaurants

A total of 3554 consumers, who selected beef steak menu items at nine restaurants, were surveyed on their attitudes to beef and their assessment of beef steak meals, Consumers were asked to describe the menu item, their assessment of steak steak size and the degree of doneness of the steak, both as they ordered it and how they perceived it was delivered. Consumers rated the meal for tenderness, taste, overall satisfaction, value for money and intent to repurchase, and,cere also asked their sex, age and attitude to beef. The average ordered degree of doneness for all consumers was medium. A total of 30% of consumers considered they did not receive their steaks cooked to their ordered degree of doneness. The interaction between ordered and delivered degree of doneness had a highly significant (P < 0.001) effect on consumer scores for tenderness, taste, overall satisfaction, value for money and intent to repurchase. The maximum consumer scores were obtained when steaks were cooked to their ordered degree of doneness. If steaks were perceived not delivered as ordered, there was a decline in all consumer scores (P < 0.001), with a greater penalty for over- than under-cooking (P < 0.001). This study showed the dramatic penalty in consumer satisfaction for a chef failing to deliver a steak cooked to the ordered degree of doneness. Copyright (C) 1996 Elsevier Science Ltd.