Scotland’s Biggest Hospitality Bugbear Revealed
Bar and restaurant guests in Scotland are more impatient than those in the rest of the UK when it comes to ordering and paying for drinks and food.
Joint research by CGA Peach and Edinburgh-based Zonal Retail Data Systems reveals that time-poor customers hate waiting when ordering and paying for their food to arrive and it outlines the challenges operators face in meeting those demands.
The survey shows that Scottish consumers are more frustrated with the current service system for drinks than the rest of the UK, with 81% citing not getting served at the bar or an unfair queuing system as their number one frustration when going out for drinks (compared to 75% in the rest of the UK).
In addition, nearly half (48%) say food not arriving quickly enough is their biggest frustration when dining out, with another 25% saying their order being taken incorrectly is their leading bugbear.
Zonal Retail Data Systems chief executive Stuart McLean says: “Technology has moved on apace since Zonal launched its first till system over 35 years ago, but consumers are telling us we still need to do more to exceed their expectations. With frustrations around speed of service the number one gripe for Scots, operators must go further to streamline efficiencies and use technology to improve the overall customer experience.””
The research from CGA Peach and Zonal Retail Data Systems also reveals that technology lies at the heart of solutions to these issues. A third of consumers (34%) told the survey they would be interested in using their mobile devices to speed up ordering a figure that rises to more than half (54) among 18 to 24 year-olds. However, at present, less than 6% of guests said they had already used their smartphones or tablets to either speed up ordering or payment.
The adoption of technology is a clear and pressing challenge for hospitality operators. From bookings to ordering to payment, new systems can make for a slicker experience; but operators first have to identify the right platforms and help and encourage their customers to use them.
The survey also shows that technology is key when it comes to driving loyalty, especially when you consider it costs five times more to acquire new customers than to keep existing ones. However, It’s no longer just about indiscriminate offers but understanding customers, their habits and desires and tailoring offers to their needs. Over 70% of Scottish consumers only want to receive offers that are tailored to their individual preferences.
“What is crystal clear from this research is that Scottish consumers won’t wait. Competition is fierce, and people know that if their restaurant or pub doesn’t give them speed and convenience, there are plenty of others who will. Guests also want a more personalised approach that taps into their likes and needs, and operators can use technology to satisfy this demand. The brands that identify the systems and processes to achieve that will be the ones that win the race.
The full research has been complied into a white paper, entitled ‘The Need for Speed’ download your copy below.
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