I guess this makes sense? Digital experience is important to diners too

by WarriorForum.com Administrator
3 replies
A new article on Martech.org reports that, shock-horror, diners expect restaurants to be tech-savvy and digitally agile.



Apparently, around 80% of consumers expect to be able to use technology to order at casual restaurants. This follows a period when QR codes became widely used to access menus in service of contactless ordering. But that's not all.

"From initial search and discovery, through the ordering and post-meal engagement, consumers want a seamless and personalized experience catered to their individual needs," said Perry Turbes, CEO of HungerRush, in a release. The data comes from "The RushReport: The 2023 Restaurant Consumer Experience Report" from HungerRush, a restaurant management solution. The report is based on a survey of 1,000 U.S. adults.

The data from HungerRush (which, of course, has skin in this game) is compelling because it echoes a message we're hearing everywhere. Consumers (across the board; in this case, literal consumers) are blurring the lines between physical and digital. It used to be that going to a restaurant or a bar -- and ordering -- was very much an in-person activity. Even grabbing takeout usually involved walking into a place and talking to people. Indeed, these things still happen. But now diners also expect the option of a digital experience, for wine and liquor as well as food delivery, from discovery to providing feedback.

As with everything from grocery to apparel shopping, COVID-19 changed the way diners interacted with restaurants. In addition to the use of QR codes to view menus and apps to place orders (in-house as well as remotely), the pandemic accustomed diners to reading menus online, ordering online for delivery or pickup, and eating as well as working at home.

33% of the sample preferred takeout because they wanted to eat at home. Over 40% are looking for more innovative ways of ordering, including by text.

60% go to Google Reviews or Yelp before trying a new restaurant while 85% say it's important to be able to find reviews online. Just over a third discover restaurants on social media, but word-of-mouth from friends and family trumps that with over 60%.

Third-party delivery marketplaces and reservation marketplaces also provide opportunities for restaurant discovery. "Up-to-date presences on digital platforms like Google, Yelp, and social media are now table stakes," the report says.

What do people here think? Should digital experience matter just as much as the food?
#digital #diners #experience #guess #important #makes #sense
Avatar of Unregistered
  • Profile picture of the author rclemente
    Hello, how are you?

    This is a nice article technology today is everywhere even in diners. I have actually seen in a diner by me and that diner has been around for years using technology. It was nice seeing them use technology, it has to make their business run smoother!
    {{ DiscussionBoard.errors[11740706].message }}
  • Profile picture of the author GordonJ
    Sure, we may think of Chef Ramsay and a clean kitchen with tidy kitchen help.

    Don't look too close. Only mention this to add, when the food is prepared by non humans, stainless steel robots or such...I'll start to eat restaurant food again. Too bad I saw the folks in my favorite Mexican place, out back smoking and "chillin". No thanks, no tacos for me.

    AI in restaurants may be the coming thing. Get rid of people, as much as you can.

    GordonJ

    Originally Posted by WarriorForum.com View Post

    A new article on Martech.org reports that, shock-horror, diners expect restaurants to be tech-savvy and digitally agile.



    Apparently, around 80% of consumers expect to be able to use technology to order at casual restaurants. This follows a period when QR codes became widely used to access menus in service of contactless ordering. But that's not all.

    "From initial search and discovery, through the ordering and post-meal engagement, consumers want a seamless and personalized experience catered to their individual needs," said Perry Turbes, CEO of HungerRush, in a release. The data comes from "The RushReport: The 2023 Restaurant Consumer Experience Report" from HungerRush, a restaurant management solution. The report is based on a survey of 1,000 U.S. adults.

    The data from HungerRush (which, of course, has skin in this game) is compelling because it echoes a message we're hearing everywhere. Consumers (across the board; in this case, literal consumers) are blurring the lines between physical and digital. It used to be that going to a restaurant or a bar -- and ordering -- was very much an in-person activity. Even grabbing takeout usually involved walking into a place and talking to people. Indeed, these things still happen. But now diners also expect the option of a digital experience, for wine and liquor as well as food delivery, from discovery to providing feedback.

    As with everything from grocery to apparel shopping, COVID-19 changed the way diners interacted with restaurants. In addition to the use of QR codes to view menus and apps to place orders (in-house as well as remotely), the pandemic accustomed diners to reading menus online, ordering online for delivery or pickup, and eating as well as working at home.

    33% of the sample preferred takeout because they wanted to eat at home. Over 40% are looking for more innovative ways of ordering, including by text.

    60% go to Google Reviews or Yelp before trying a new restaurant while 85% say it's important to be able to find reviews online. Just over a third discover restaurants on social media, but word-of-mouth from friends and family trumps that with over 60%.

    Third-party delivery marketplaces and reservation marketplaces also provide opportunities for restaurant discovery. "Up-to-date presences on digital platforms like Google, Yelp, and social media are now table stakes," the report says.

    What do people here think? Should digital experience matter just as much as the food?
    {{ DiscussionBoard.errors[11740713].message }}
  • Once a restaurant does any digital marketing, the digital experience will matter just as much as the food. The takeout and delivery experience has become just as important as the in-house dining and customer feedback really drives that.
    {{ DiscussionBoard.errors[11740856].message }}
  • Profile picture of the author Darazonline
    [DELETED]
    {{ DiscussionBoard.errors[11741744].message }}
Avatar of Unregistered

Trending Topics