Consumer Hedonic Evaluation of Beef Steak Doneness: Color, Texture, and Taste Preferences at a Casual Dining Restaurant in Purwokerto, Indonesia

Abstract

Beef steak doneness shapes the color, texture, and taste consumers experience at the table, yet little evidence of sensory preferences exists from Indonesian foodservice settings. This study evaluated consumers' hedonic perceptions of beef steak doneness and its associated color, texture, and taste attributes among patrons of the Sunday Barbecue restaurant in Purwokerto, Central Java, Indonesia. Data were collected between 28 June and 6 July 2025 from 40 untrained consumer panelists selected through random sampling and interviewed using a structured questionnaire based on a five-point Likert-type hedonic scale, following a descriptive survey design. Medium doneness was the most preferred level (37.5%, n = 15), followed by well done (25.0%, n = 10), medium rare (22.5%, n = 9), and medium well (15.0%, n = 6); no respondent selected rare (0%). For the associated sensory attributes, reddish-brown color (merah kecoklatan) was preferred by 55.0% of respondents (weighted score 149 of a possible 200), moderately chewy texture (cukup kenyal) by 45.0% (weighted score 136), and a very tasty flavor (sangat enak) by 42.5% (weighted score 163). Most respondents were female (55.0%), aged 18–24 years (67.5%), and visiting the restaurant for the first time (57.5%). Taste received the highest weighted hedonic score among the three sensory attributes, followed by color and then texture, indicating that flavor is the primary driver of steak acceptability at this restaurant, while the preferred reddish-brown color and moderately chewy texture converge with the medium doneness level, at which surface browning from the Maillard reaction coexists with a moist, pink interior. These findings provide restaurant operators with an evidence base for cooking-standard operating procedures, staff training, and menu communication targeted at the dominant medium-doneness preference.