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Becoming a tech-savvy restaurant

Posted 21 May Sarah Abraham

With Jamie Oliver’s restaurant chain going into administration, it comes into question if restaurants are unprepared for the consumer digital demand. Do restaurants really understand the opportunities of being a tech-savvy eatery?

The digital demand

The fast-food restaurant market has advanced so much in the past few years that now consumers expect some form of digital interaction when going into a store. Kiosks, tablets and in-app ordering has revolutionised the industry that big brands such as McDonald’s, KFC and Burger King are investing a huge amount into digitalising their experience.

So why are the restaurant giants beginning to fall through the net? 59% of restauranteurs believe their business could be under threat due to mobile savvy competitors (Oracle.com, 2019) the need for restaurants to start utilising the digital shift to their advantage is bigger than ever.

Stats below found that:

 – 2 out of 5 Brits (40 per cent) would use technology to optimise their dining experience, such as choosing the exact time meals are served.

– Nearly half of us (42 per cent) would use technology to pick the precise restaurant table we sit at before arriving at the venue.

-A fifth of UK food lovers (20 per cent) would opt to pay and order meals more efficiently by using mobile payment services.

(Bookatable.co.uk, n.d.)

The important thing to gather from these stats is that consumers aren’t looking for a tech ‘gimmick’ when dining. They’re wanting technology to ease their experience the way it does at a fast-food chain.

The social influence

The industry is dominated and dictated by reputation and reviews. Social media and PR are leading this with a post from an Influencer having the power to make or break a brand. Brands need to utilise the mobile experience using apps to complete bookings and bill payments but also how the consumer is using their mobile when dining.

The rise of ‘Instagramable dining’, whether you consciously participate or not, shows that most of us are guilty of choosing somewhere to dine due to its aesthetics. Research by the restaurant chain Zizzi found that 18-35-year-olds spend 5 days a year browsing food images on Instagram and 30% would avoid a restaurant if their Instagram presence was weak (Independent, 2017). Restaurants that are using Influencer Marketing can create a buzz about their brand and have a dominant online presence which drives customers to visit.

To conclude restaurants, need to capture the attention of consumers, brands need to be creating an experience that increasingly makes for an easy visit every time. Read about how Celestra helped McDonald’s transform their customer experience here.

Get in touch today to see how Celestra can transform your customer experience, email sales@celestra.co.uk or call 01908 889 500

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