Men feel the need for speed this Christmas
The difference in the sexes has been highlighted in new research which shows that men really are more interested in speed than women, especially when it comes to dining out over the festive period.
The research of 5,000 adults nationwide by insight specialist CGA Peach and hospitality technology solutions provider Zonal, shows that nearly 50% of men are turned off by having to wait for their food to arrive and are similarly frustrated when they can’t pay the bill quickly enough.
“At this time of year, our results definitely showed a trend for men becoming really frustrated if they weren’t served quickly and efficiently. Women tend to be more tolerant, with their main concerns being around feeling good about their dining out experience. You could say they have more of the Christmas spirit about them!””
Women were less irritated about speed of service but more focused on the experiential elements of eating out, with a quarter citing orders not being taken correctly and poor service as their biggest bugbears. Whilst 57% of men hate not getting served at the bar during the Christmas party season, women are more frustrated with unfair queuing systems (23%) and the wrong food arriving (25%).
“Retailers need to take a different approach when targeting male and female customers, especially in the run up to Christmas. It’s clear that one size won’t fit all and that both sexes need different boxes ticking to make for a memorable night. For men, It’s all about the speed of the experience, whereas women are more motivated by the softer elements of a night out; the experience, the interaction and the personal touch. And, when it comes to men, if you can’t serve them quickly and efficiently then it just won’t wash,” concluded Clive.
This attitudinal difference between the sexes also translates into how people experience dining out, with a higher proportion of men more ready to use a mobile device to speed up efficiency whilst women are more interested in using technology to be informed and interact with the restaurant or bar through social media.
Not surprisingly women are much more prepared when it comes to choosing where they eat out for their Christmas meal. Over 60% of females will check a bar or restaurant’s website before visiting compared to 47% of men, with the vast majority using the internet to check out the Christmas Fayre menu and opening times before deciding where to go.
The full research has been complied into a white paper, entitled ‘The Need for Speed’ download your copy below.