Consumer technology evolution has fuelled an increase in the ways that customers can reach and interact with a restaurant – they are no longer confined to either physically visiting or calling for a takeaway. Apps, mobile ordering, ordering ahead, loyalty schemes, social media and mobile payments have all transformed the traditional restaurant-customer relationship.
Rosetta Consulting has found that engaged customers make a purchase 90% more frequently and spend 60% more per transaction. Additionally, 40% of frequent restaurant visitors prefer to order online. With 85% of diners choosing to view the menu on the restaurant’s own website before deciding to visit for the first time.
Technology in the restaurant industry not only provides customers with easy access to information but is also is becoming a major player in the “hyper-convenience revolution.
A recent survey conducted by Nestlé Professional found that more than two-fifths (42%) use technology when eating and drinking out. With convenience found to be the most significant factor with regard to consumer choices.
Takeaway apps such as Just Eat and Deliveroo are proving to be the most popular form of tech, especially amongst millennials, with 41% of those surveyed using them on a regular basis. TripAdvisor has jumped on this by partnering with Deliveroo, in a logical step towards being a one-stop shop for diners. With many already using the platform to seek out restaurant recommendations and make reservations, why not also order food from there too?
Additionally, demand for grab and go food remains extremely high, with more than half of respondents (60%) having eaten breakfast, brunch, lunch or dinner on the go.
With the fast pace of modern living consumers are seeking out time-saving technologies to make better use of the time that they do have. More than two-thirds (70%) of those surveyed said that they spend ten minutes maximum on breakfast, while 95% set aside no more than 30 minutes to eat lunch. With time of the essence, consumers need easy access to menus and nutritional information at their fingertips.
Nestlé Professional brand and communications manager Paul Lumley said on the study: “In today’s 24/7 culture, fast-paced technologies such as takeaway apps, touchscreen vending, smart ordering and contactless payment are promoting a convenience revolution that is changing the way we eat and drink. The research shows that technology and hyper-convenience are inextricably linked and businesses that recognise this within the hospitality sector can maximise their impact.”
For restaurants to evolve, understanding the next generation customer is critical. And the next generation customer is already here. What can restaurants bring to the table to appeal to this ever-evolving tech-savvy customer? At Kafoodle we can help.
You can find out more about what Kafoodle can do for you here or by contacting Annie directly at: firstname.lastname@example.org
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