2021食客消费期望三大转变, 科技成为餐饮经营的刚需

2021-05-25 16:08  来源: 中餐通讯编

这场新冠疫情大流行改变了2020年以后的世界。 随着我们开始看到疫苗的加速和COVID-19病例的减少,各州陆续解除口罩令,全面开放餐廰营业,食客们逐渐重返回餐廰就餐的消费趋势下,餐饮业者已切身体会到疫情后的大众食客的消费行为有明显的改变。2021年,你如何应对消费者需求的转变可以决定你的餐厅的成败。技术应用已深入到餐廰经营的各个日常细节。

围绕餐饮体验的期望值已经今非昔比。 回归现状是不够的。了解围绕客人期望的新的竞争环境,以及你的餐厅如何超越他们,是2021年及以后成功的关键。

让我们来探讨客人行为的三个转变以及你如何利用这些转变。

回到餐廰里就餐: 2021年最热切的消费期望 On-premise Dining Will Be the Star in 2021

虽然2020年非现场服务(餐廰外卖外送业务)占主导地位,但现场服务(餐廰堂食业务)将是2021年餐饮消费的主角。到餐厅里好好享用一顿美食是疫情后的消费者最热衷的话题。

根据全国餐饮协会2021年行业状况报告,83%的成年人表示他们已经好长时间无法经常到餐廰里用餐了--这是20年来消费者调查中,对于这一问题的最高记录。人们已经迫不及待地走出家门,回到这个世界上。而外出就餐则是最热切的消费需求。

在餐厅经营者这一端,大多数快餐连锁店和超过4/10的快速休闲、家庭餐饮和休闲餐饮运营商们表示他们人手紧缺,许多职位空缺难以填补。而随着工资的上涨,雇用成本大增。餐饮业必须用更少的服务员来最大化接应餐厅的外卖外送业务,同时还须为在餐厅就座就餐的堂食顾客提供卓越的服务体验。

少花钱多办事的关键是依靠技术。在整个COVID-19期间,技术采用率大幅提高了。科技应用从原本 "不错 "的东西变成了 "必需"品。餐饮业普遍认为,采用技术可以填补目前的服务人员短缺的空白,同时为你的客人创造最有效的现场就餐体验。

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清洁度与安全保障--食客不会忘。餐廰更不能忘。Cleanliness & Contactless are vital to onsite dining

Cleanliness &Contactless 是关键词,食客的基本期望。

清洁度将一直成为食客就餐消费的最高期望值。 疫情后的大众不可能忘记去年的所有清洁习惯。对清洁的明显关注一直持续下去。把食客的健康放在首位,餐廰遵循公共卫生准则,保持高清洁度,将是赢得你的忠实客人,建立信任,获得盈利的关键守则。

餐廰提供非接触式服务,无论是非接触式订购、送货、支付等,已成为餐廰日常经营的必须。在食客消费期望中,非接触式服务(contactless ordering, contactless delivery, contactless payment)是食客默认的安全保障措施。最大程度地减少不必要的接触点,就显示了餐廰对客人安全和便利的承诺,同时也简化了服务的步骤。




越来越多的餐廰提供零接触的付款服务,食客用智能手机上的移动钱包或NFC信用卡支付支票的技术更有效率,提供更好的非接触式客人体验,是一种更安全、更可靠的支付方式,并节省了宝贵的餐桌周转时间,可以用来提高服务效率与品质。双赢。




按需服务,食客期待“掌控” 就餐过程 -- On DemendService via Phone

越来越多的客人希望 "按需 "服务,让他们在就餐过程中获得数据点,给食客“知情权”,例如点菜已完成,菜品多久会送到餐桌上,可以随时多增加菜品等等,食客知道在发生什么事,追踪服务状态和能够“控制”整个就餐过程。

Diners demand ‘on demand’ experiences that allow themto  know what is happening and what toexpect during their dining. That need for on demand service isn’t just fordelivery; it applies inside the restaurant as well.


顾客这种对“按需”服务的期望值的形成最早来源於外卖送餐的消费,从手机APP上能追踪他们外卖点餐的执行状态,和送餐时间以及查看送餐过程。在疫情宅居的一整年里,习惯成自然,走出家门到餐廰吃饭的消费者们已习惯了这种“控制”欲望,也把控制欲延伸到了中餐廰现场就餐的消费期望值。

在餐厅就餐,用二维码扫描菜单,点餐及付费,已逐渐成为流行趋势。将客人的智能手机整合到用餐体验中,可以为食客提供这种”控制”与”知情“的权利。利用二维码让客人访问菜单,接受移动支付,让客人选择提前订餐,二维码菜单从过去是时尚,到现在变成多数餐饮连锁店的必备功能。

允许食客用自己的智能手机来点餐和”掌控“ 就餐过程还可以大幅提高顾客的忠诚度和回头率。这个潜在的优势,常常被忽略了。全美餐饮同业协会称,回头客占休闲餐厅业务的64%,而忠诚的老顾客要比新顾客多消费67%的钱。


手机钱包“ mobile wallet的流行也引起餐饮经营者更重视。餐廰可通过在”手机钱包“ she一个忠诚度通行证(loyalty pass on mobile wallet),就可以把你的餐厅品牌随时留在食客的手机上,而无需他们下载一个应用程序。 餐廰通过loyalty pass 可以向客人发送优惠活动的邀请,或提醒他们优惠券即将到期。在食客们日常使用的电子媒介中,你的餐廰信息會自然地传递给食客,时常鼓励他们多来光顾你的餐厅。在2021年,使用智能手机上的移动钱包正在成为餐廰接触客人,赢得客人的最有效方式。



另一个食客期望值的转变是服务的速度。 例如,客人的玛格丽特酒杯空了,人们期望在第一杯酒喝完后立即将第二杯酒送到桌上。续杯的时间由食客来控制,他在快喝完之前,可在手机上再訂续杯。时间对于重新订购饮料是至关重要的。

以往等待15分钟让服务生把支票送上桌的日子已经一去不复返了;今天的食客希望随时结账,付款就走。在今天的世界里,时间是宝贵的,客人对用餐体验的效率要求更高。

餐厅技术增加了客人点更多菜的可能性,对用餐体验的总体满意度,以及经常回来的频率,这些都是你的餐厅成功的关键。走出疫情的食客消费者的期望已经发生了大变化,科技应用在疫情后的餐饮业已成为刚需。


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Reference: ziok'

3 shifts in guest behavior you need toknow

How you respond can make orbreak your restaurant in 2021 (Hint: it involves technology)

Apr, 2021

The pandemic changed the world in2020.  As we are beginning to seevaccines accelerate and COVID-19 cases decline, it is very important to takestock of consumer behavior that has shifted and what that means for therestaurant industry.

Expectationsaround 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 guestexpectations and how your restaurant can exceed them is the key to success in2021 and beyond.

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

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 theywere not eating on-premises at restaurants as often as they’d like – thehighest level recorded in 20 years of fielding this survey question, accordingthe National Restaurant Association State of the Industry Report 2021. Peopleare ready to get back into the world and dining out is at the top of that list.

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

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

The key to doing more with less, istechnology.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 canfill gaps in your service staff at a fraction of the cost while creating themost efficient front of house experience for your guests.

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

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

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

Investingin technology that allows guests to pay a check with the mobile wallet on theirsmartphone or a NFC enabled credit card is more efficient, delivers a bettercontactless guest experience, is a safer and more secure way to pay and savesvaluable table turn times you can use to boost throughput. Win-win.

Control OverExperience – Guests Expect More

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

Integrating the guest’s smartphone into the dining experience canprovide that control. Utilizing QR codes for guests to access menus, acceptingmobile 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 Associationclaims repeat guests account for 64% of business in casual dining restaurantsand a loyal customer spends up to 67% more than a new customer.

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

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

Restaurant technology increases guest likelihood to order more, overallsatisfaction with the experience and frequency to come back more often – allkeys to success for your restaurant.

Guest Expectations Have Evolved – Have You?



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