Food quality. The preference for high-quality ingredients is increasing as customers are learning to appreciate the qualitative differences.
Presentation/appearance. As presentation of an element of the culinary experience becomes more pervasive, patrons are learning to appreciate this aspect of the industry.
Health consciousness. As Americans in general are more cognizant of their health, evidenced by the increase in individuals exercising and health club memberships, patrons are requesting more healthy alternatives when they eat out. They recognize that an entree can be quite tasty, and reasonably good for you.
Selection. People are demanding a larger selection of foods, they are no longer accepting a limited menu.