Restaurant Digital Crossroads: The Race to Meet Guest Expectations Report Identifies how Guests Utilize Mobile Before, During and After Dining
Boston, MA – October 3, 2018– According to a report from BRP and Windstream Enterprise, restaurant guests, especially Millennials, use mobile devices to enhance the full breadth of their dining experiences. The Restaurant Digital Crossroads: The Race to Meet Guest Expectations report, based on research conducted by Incisiv and sponsored by BRP and Windstream Enterprise, combines findings from surveys of 1,225 restaurant guests and 60 restaurant executives.
“Like retailers have seen with their customers’ continued increase in digital expectations, restaurant operators are witnessing similar focus and interest from dining consumers who expect a broad range of digital capabilities to improve their overall dining experience,” said Scott Langdoc, senior vice president and practice lead at BRP. “As guest expectations continue to rise, restaurant brands, franchisees and operators must rapidly adopt new technologies to digitally enhance the dining experience.”
Digital is becoming deeply embedded into the entire dining journey. Pre-meal research is a habit across all generations and demographics, especially for discovering new restaurant choices and selecting fine dining options. Digital ordering (whether from home, by app or at restaurant) is a growing expectation while sharing results of dining experiences with friends via social media is a new form of entertainment. This has significant impact on how restaurant operators need to think about the entire lifecycle of a guest’s dining experience, including how restaurant operations, processes and IT platforms need to quickly transform to support this new data-driven demand and influence. Millennials lead this charge by using digital devices to enhance their dining experience over half the time (53%). Their digital activities range from researching where and what to eat (60%) to checking ratings/reviews while in a restaurant (51%) to sharing pictures and content (23%) during and after the visit.
The dining journey has radically changed, as have guest expectations of what makes a great dining experience. Digital-driven influences are no longer at the periphery of the dining experience, as they influence 40% of all dining visits. Therefore, embedding full digital dining support – everything from social engagement to guest WiFi to flexible ordering options, and real-time promotions – should be part of every restaurant’s strategic DNA.
To download the complete Restaurant Digital Crossroads: The Race to Meet Guest Expectations report, visit:
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