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Abstract
As the mature consumer market continues to grow in importance, the foodservice industry needs to understand its purchasing behaviors. The city of Las Vegas is a popular tourism destination as well as a popular place to live for older adults. This study was designed to identify the restaurant attributes important to mature restaurant customers, specifically in three restaurant sectors—fine dining, buffet, and family/casual dining restaurants. A self-administered questionnaire was developed, tested, and applied in Las Vegas. The participants (n = 393) in this study were 50 years old or older. The results were analyzed using descriptive analysis and exploratory factor analysis. The study concluded that respondents highly valued the quality of food and service as well as comfortable restaurant facilities. It was also found that price promotions and nutritional menu information seem to be secondary concerns to mature customers, which is contrary to the reviewed literature.