3 shifts in guest behavior you need to know3 shifts in guest behavior you need to know

The pandemic changed the world in 2020.  As we are beginning to see vaccines accelerate and COVID-19 cases decline, it is very important to take stock of consumer behavior that has shifted and what that means for the restaurant industry. 

Expectations around the dining experience aren’t what they used to be.  Going back to the status quo won’t be enough. Understanding the new playing field around guest expectations and how your restaurant can exceed them is the key to success in 2021 and beyond.

Let’s explore 3 shifts in guest behavior and how you capitalize:

Pent Up Demand - Guests Want to Come Back.  Are you prepared?

While off-premise dominated 2020, on-premise will be the star in 2021.

83% of adults said they were not eating on-premises at restaurants as often as they’d like – the highest level recorded in 20 years of fielding this survey question, according the National Restaurant Association State of the Industry Report 2021. People are ready to get back into the world and dining out is at the top of that list.

Also, a majority of quick service operators and more than 4 in 10 fast casual, family dining and casual dining operators say they have job openings they’re finding hard to fill.  And with rising wages, how many can you afford to hire and keep?

You can’t afford to miss out on this opportunity. You need to maximize your throughput with less wait staff while delivering a superior guest experience inside your 4 walls.

The key to doing more with less, is technology. Throughout COVID-19 tech adoption rates accelerated. What might have been “nice to have” became “need to have.” And that isn’t going away. Technology can fill gaps in your service staff at a fraction of the cost while creating the most efficient front of house experience for your guests.

Safety and Security – Guests Won’t Forget. And you shouldn’t either.

Cleanliness will continue to be an expectation from guests moving forward.  They can’t unlearn all the habits of the last year. Visible attention to cleanliness must continue and following public health guidelines builds trust with your loyal guests so they know that you prioritize their well-being.

Another way to deliver on this expectation is providing contactless experiences, be it contactless ordering, delivery, payment, etc.  Consumers and operators learned that not every single touchpoint provides value. Eliminating those that don’t show commitment to guest safety and convenience while also streamlining the steps of service.

Investing in technology that allows guests to pay a check with the mobile wallet on their smartphone or a NFC enabled credit card is more efficient, delivers a better contactless guest experience, is a safer and more secure way to pay and saves valuable table turn times you can use to boost throughput. Win-win.

Control Over Experience – Guests Expect More

More and more, guests want ‘on demand’ experiences that gives them data points along the journey to inform them of what is happening and what to expect. That need for on demand service isn’t just for delivery; it applies inside the restaurant as well.

Integrating the guest’s smartphone into the dining experience can provide that control. Utilizing QR codes for guests to access menus, accepting mobile payment and giving guests the option of ordering  ahead are all good examples.

But one often overlooked use case for the smartphone is loyalty.  National Restaurant Association claims repeat guests account for 64% of business in casual dining restaurants and a loyal customer spends up to 67% more than a new customer.

By creating a loyalty pass for mobile wallet, your restaurant brand is with them all the time, without downloading an app.  You can send guests notifications for specials or remind them of expiring rewards.  Inform consumers of value opportunities in the medium they interact with constantly and continue to encourage frequency to your restaurant. Using the mobile wallet on the smartphone is the most efficient way to reach your guest in 2021.

Another shifted guest expectation is speed of service.  If a margarita glass is empty, the expectation is for a second one delivered to the table as soon as the first one is finished.  Time is of the essence for drink re-orders.  Gone are the days of waiting 15 minutes for a server to bring your check to the table; they want to pay and go. In today’s world, time is valuable and guests demand a higher level of efficiency in their dining experience. 

Restaurant technology increases guest likelihood to order more, overall satisfaction with the experience and frequency to come back more often – all keys to success for your restaurant.

Guest Expectations Have Evolved – Have You?