Renowned American consultancy firm Deloitte recently conducted a study to understand the digital and customer trends of the future in the world of dining. The company interviewed approximately 4,500 restaurant customers to produce a report on what customers expect from the restaurants of the future. The possibilities of geolocalization, augmented reality and artificial intelligence, amongst other technological revolutions, are already within our grasp and we have to make the most of them to make the lives of restaurants and customers easier. The new generations, who already use technology to facilitate and improve their daily lives, are already here and are already the customers of the future.
Personalization, loyalty building, experience and efficiency
What do today’s customers look for in today’s new restaurants? Mainly personalisation and loyalty building; experiences and efficiency. These customers would certainly like the restaurant to start preparing their order to taste the moment they enter the car park, based on their previous visits, with a balanced, contemporary menu, depending on what they ate the day before. They’ll want to pay with their mobiles, or be charged automatically; they’ll want a frequent customer discount. If the meal is in a group, they might want the menu to be personalised, or if someone in the group has a food intolerance they might want the menu to be adapted according to their needs.
The chef’s responsibility
Successful businesses will be those with a chef at the helm who is aware that the restaurant needs to be up to date with the latest technology and invest in this to apply them correctly.
The digital era represents a great opportunity for the restaurant business. The integration of the comfort and efficiency of the digital possibilities in an intelligent, balanced way, adding these to the traditional values of good service, will be the winning formula. Additionally this will require a team trained to adapt to the ongoing technological evolution with the goal of attracting customers and building customer loyalty, as customers will expect restaurants to understand them, advise them and make things easy for them, giving them something they can’t find in any other restaurant.