Offering a Digital Dining Experience is Now Table Stakes for Restaurants

It certainly is no secret that people across all demographic categories have transformed their day-to-day activities through the use of digital technologies, especially via the smartphone.  For those of us keeping tabs on the restaurant industry, we have further validation of just how impactful this digitalization, especially the mobile-centric variety, is on the consumer and their overall dining journey.

According to our most recent survey-based research report, Restaurant Digital Crossroads: The Race to Meet Guest Expectations, an ever increasing number of restaurant guests, especially Millennials, are using their mobile devices at each and every point of their dining experience.

Similar to our friends in the broader retail industry, restaurant operators are witnessing rapid growth in the digital expectations of their customers, who don’t just want, but expect, a broad range of digital-driven capabilities as part of their guest experience.  As guest expectations for digital-driven dining continue to rise, all those responsible for delivering a successful guest experience – whether they are a restaurant brand, a franchisee, or independent operator – must rapidly adopt new digital technologies to enhance the entire dining journey.

The ENTIRE digital journey?  Absolutely. The role of digital engagement is now firmly implanted in every single step of that journey, starting well before and ending well after the actual restaurant visit.  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 the restaurant) is a growing expectation while sharing results of dining experiences with friends via social media is a new form of entertainment. These expanded engagement areas shine a light on how restaurant operators need to think about the entire lifecycle of a guest’s dining experience – including how the intersection of restaurant operations, existing processes and legacy IT platforms need to quickly transform to support these new data-driven demands and influence needs.

As we noted (and not unexpectedly), Millennials are leading and driving this charge by using digital devices to enhance their dining experience over half the time (53%).  Specific measures of their digital activities include:

  • 60% research where and what to eat
  • 51% check ratings/reviews while in a restaurant
  • 23% share pictures and content during and after the visit.

It’s not a secret that 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.

Simply said, they are required tickets to entry.

Therefore, embedding a wide array of full digital dining capabilities – everything from social engagement to guest WiFi to flexible ordering options, and real-time and personalized guest promotions – should be part of every restaurant’s strategic DNA.

To download the complete Restaurant Digital Crossroads: The Race to Meet Guest Expectationsreport, visit:

https://brpconsulting.com/download/2018-restaurant-research-report/.

As always, I appreciate your opinions – both on the insight from the report and across the broader restaurant and hospitality space.  Please share your thoughts and opinions below.

Scott

 

Scott Langdoc

Scott Langdoc has 28 years of management and technology experience, including as a retail and hospitality IT executive, store systems vendor technology leader, industry strategy consultant, and global market research analyst. Scott has held retail and non-retail CIO positions, including Raley’s Supermarkets, PDQuick, and USCS International. He was CTO at retail vendors Fujitsu Retail and ParTech, Inc. He ran the retail industry practices at AMR Research (acquired by Gartner) and founded both IDC’s global retail practice and the strategic consultancy firm RetailCENTRIC. He specializes in strategic planning, cloud transitions, N-channel technology architectures, customer-facing systems, food safety, and consumer engagement.

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