A new study found 40% of frequent restaurant visitors prefer to order online, and spend 26% more per online order at quick service restaurants (QSRs) and 13% more in casual and fast casual establishments.
The Deloitte Consulting report: “The restaurant of the future: Creating the next-generation customer experience,” uncovers the options that surveyed restaurant customers want most – such as online ordering, payment flexibility and customization – and how these increase dining frequency, check size, customer conversion and loyalty.
The restaurant menu is still the most important factor when choosing a restaurant for the first time, and 85% of survey respondents said they will view the menu on the restaurant’s own website when making that decision.
If a QSR location lets them use technology customers will come back 6 percent more often, and spend 20% more each time. Also, when they order, the most important element of the menu is the ability to customize the order.
Payment flexibility – such as splitting checks – is common practice in a traditional restaurant experience, and more than half of diners surveyed expect the same payment flexibility with take-out (54%) and drive-thru (53%) orders. Many guests on-the-go also want the option to pay by phone: nearly half of drive-thru (48%) and takeout (46%) guests want to pay by phone, compared with 31% of dine-in customers. Among those who want to pay by phone, half (50%) prefer to use the restaurant’s app.
While technology facilitates guest interactions, people still want to be recognized. In the survey, 70% of respondents said they look for apps that deliver personalized offers and convey the sense that a restaurant “knows them.”
Additionally, 84% of respondents said that they will return if a restaurant responds directly to their feedback. And while many use their devices to collect and curate information on their own, 80% want to hear about discounts and special deals, with email (64%) as the most-preferred channel.
In 2016, Deloitte surveyed 3,000 Millennial and 1,500 general population high-frequency (two or more visits per week) guests who visited quick service restaurant, fast casual and casual dining locations. In a separate part of the same fact-finding process, Deloitte carried out over 20 interviews with restaurant industry executives to discuss their organizations’ current and desired levels of digital technology strategy, adoption and plans ahead.
For a complete archive of more than 70,000 articles published since 1995 search the CardFlash.com library.