Which method is commonly used to gather customer preferences?

Surveys and feedback forms are widely recognized as effective methods for gathering customer preferences. These tools allow customers to provide direct input regarding their experiences, likes, or dislikes about menu items and overall service. By using surveys, businesses can collect quantifiable data through structured questions, as well as qualitative insights through open-ended responses. This information helps in understanding customers' preferences, enabling restaurants to make informed decisions when developing or modifying their offerings.

The other approaches mentioned may not effectively gauge customer preferences. For instance, utilizing secret shoppers only provides a limited view based on the experiences of those specific individuals, which may not represent the broader customer base accurately. Additionally, discounting previous menu items does not provide insights into what customers want; it merely affects pricing strategies. Finally, choosing not to change the menu fails to engage customers in the process of preference gathering altogether, as it does not solicit their opinions or indicate an interest in adapting to their tastes.