Research: April 2006

According to a recent study commissioned by the Web Marketing Association, restaurant websites continue to under perform. The "Internet Standards Assessment Report" (ISAR) indicates that restaurant sites have been above average in design and ease of use, and slightly below average in the other five three-year criteria averages.

The ISAR study is based on data collected from 9,748 website evaluations in more than 80 industries over the past decade. The full report can be downloaded at webaward.org/ isar_report.asp.

"Restaurant sites should seek to recreate the environment the user will experience if he or she visits the establishment," argues William Rice, president of the Web Marketing Association. "A restaurant website should reflect the owner's vision and a growing number are including reservation capabilities online. It appears that many restaurants over look the impact a website can have on a dinerÃ.•¬™s decision to visit a new establishment. Whether they read a review or learn of a restaurant through word of mouth, often they turn to the Internet to learn more before making a reservation. It is here that the first impression is made."