Technology at the table feeds profits
Consumers’ use of mobile devices to improve their restaurant experiences has risen sharply in the last quarter and this trend is set to continue, according to the latest GO Technology report from Zonal and CGA.
Ordering takeaways and food deliveries has shown the biggest leap from April to July followed by online reservations.
GO Technology, which tracks the technology habits of 5,000 UK adult consumers, also shows another significant area of growth has been the use of tech at the table, with one in three (31%) of those surveyed agreeing that more outlets should use apps and tablets to improve service.
And it makes sense for operators to sit up and take notice as the monthly spend on eating and drinking out among those using apps is much higher at £99.35, against an all-consumer average of £76.47.
“Many people don’t just want to use technology at the tables in restaurants, pubs and bars, they expect it,” said Zonal’s sales and marketing director, Clive Consterdine.
“Hospitality operators can no longer ignore the role technology plays in the eating and drinking out experience. GO Technology supports the fact that it will never be a replacement for human interaction, but consumers do expect the benefits that mobile technology can deliver in terms of convenience, speed, accuracy and reward. By getting the perfect balance of customer service, interaction and technology in your venue, you can provide a fantastic experience every time,” added Clive.
Karl Chessell, CGA Business Unit Director, Retail and Food concluded:
“Use of apps is on the rise, especially among millennials and parents, who like the way that technology can speed up their experiences, simplify the jobs of researching and booking venues and reward their loyalty.
“There is similar upward trajectory in restaurants using tablets to take orders, which can create a positive impression among tech-savvy diners and drinkers. Technology can never replace human engagement at the table, but brands that can use it in ways that please consumers are going to have a vital edge in this ultra-competitive market in the months and years ahead.”
The Technology at the Table report is based on figures from Zonal’s GO Technology survey, in conjunction with CGA, using a sample of 5,000 nationally representative British consumers. Download a copy of your report here.