Consumers’ perceived effectiveness of COVID-19 mitigation strategies in restaurants: What went well and what could we do better?

As restaurants are resuming normal operations, COVID-19 mitigation strategies are still in place. An effective COVID-19 mitigation protocol may facilitate a more successful rebound since consumers may perceive a lowered risk to purchase food from the restaurant with protocols in place. However, little is known regarding how consumers evaluate restaurants’ present efforts to contain the transmission of COVID-19. By using a rigorous scale development procedure, this study creates a scale to measure restaurant consumers’ perceptions of COVID-19 mitigation strategies (acronym: PHASE): Protective equipment/technology (P); Health and hygiene (H); Access of purchase/serving (A); Safety measure for customers (S); and Employee safety measure (E). The study further identifies the areas that need to be improved by using importance-performance analysis. Findings of this study provide guidelines for restaurant professionals to potentially reallocate their existing resources to refine their COVID-19 mitigation strategies and to better prepare for the future. •A scale (PHASE) measuring COVID-19 mitigation strategies perceptions was developed.•Protective facility, Health/hygiene, Accessibility, Safety of consumer & Employee.•Using Importance-Performance Analysis (IPA), each dimension in PHASE was evaluated.•IPA results suggest safety measures for customers should be improved.•Restaurants could reallocate some existing resources for a better and safer service.