It’s Official Consumers Hate to Wait!
Pressed for time and more demanding than ever, consumers hate to wait. But as our latest research, conducted in conjunction with industry experts CGA Peach reveals, technology and systems can help restaurants get a hustle on.
In this fast-paced, constantly connected world, consumers see time as one of the most precious commodities of all.
It starts from the moment people walk through the doors. Figures indicate that not being seated quickly is a frustration for one in 12 diners. Some customers want a similar injection of pace in their ordering, and a third of consumers (34%) would be interested in using their mobile devices to speed up ordering, rising to more than half (54%) of 18 to 24-year-olds.
The biggest bugbear is around the delivery of food. Nearly half (47%) of consumers say food not arriving quickly enough is their number one frustration when going out for a meal.
Zonal’s chief executive, Stuart McLean, says: “This is where systems really come into their own. They can get waiting and kitchen staff working in harmony to give customers what they want: good food served quickly and accurately””
One in six (17%) of 25 to 34-year-olds say that not being able to pay quickly is the biggest eating-out frustration, with half (51%) of 18 to 44-year-olds ready to use a mobile to speed up payment.
The research also shows that consumers use technology to engage with brands across multiple channels. They want user-friendly websites that put the information they seek at their fingertips and offers to their devices, tailored to their individual habits.
Stuart concludes: “What is crystal clear from this research is that consumers won’t wait. We need to make life for our customers as easy as possible, and the brands that identify the systems and processes to achieve that will be the ones that win the race.””
The CGA Peach/Zonal Waiting Times Survey was conducted in August 2014 with a nationally representative sample of 5,000 GB adults.
For a copy of the full report visit www.peach-report.com