THE NEED FOR SPEED [April 2016]
In our fast paced digital world, it comes as no surprise that consumers hate to wait!
Research by Zonal Retail Data Systems and CGA Peach confirmed this and the findings have been wrapped up in a white paper. Entitled ‘The Need For Speed’, the paper looks at the issues hospitality companies face and discusses the solutions on offer to make the guest journey as seamless and efficient as possible.
“Our research of 5,000 people revealed how restaurant guests hate waiting when ordering, paying and in particular for their food to arrive, but the use of technology is seen as a good way to overcome these frustrations.
Clive Consterdine, sales and marketing director, Zonal
“The choice of solutions now facing operators is a minefield, so we hope our white paper will address some of the key challenges and offer some practical advice and guidance.”
The study revealed that time-poor customers value swift service and convenience and it outlines the challenges operators face in meeting those demands.
CGA Peach’s vice president, Peter Martin, said: “Today’s consumers have high expectations when eating and drinking-out. They want the best, and they want it now. They expect quality food, exciting drinks, slick service and an all-round great experience. Technology, especially mobile, can play a vital role to play in delivering all of that not least because younger consumers, who eat and drink out most, live in a digital world. They live on their smart phones. They understand it. This research simply underlines that fact.
“Restaurant and pub operators who embrace new technologies whether It’s for ordering, payments or even better data analysis can help themselves to stand out in a crowded marketplace. It’s about making life easier for both customer and staff, ideally allowing the latter more time to really look after their guests and making the whole experience more enjoyable for all. However, the fast moving technology arena is not a natural one for food and drink professionals, so collaboration and partnership with experts in the field is going to be essential.”