![\"Top](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/Top-5-Technologies-Customers-Are-Most-Comfortable-With-at-Full-Service-Restaurants-768.png\")
\nLike any other industry, innovation can help restaurants get ahead by setting themselves apart from the competition.<\/p>\n
And with countless new technologies entering the space, in addition to consumers\u2019 increasing focus on sustainability and constant appetite for new offerings and experiences, there are many opportunities for restaurateurs to consider.<\/p>\n
Let\u2019s take a deeper dive into the numbers.<\/p>\n
For the most part, consumers still generally prefer a traditional, tech-free dining experience over one that involves more digital innovations.<\/p>\n
However, depending on the technology\u2014and the demographics in question\u2014some consumers may be open to newer approaches.<\/p>\n
Some tech options have already become the preferred choice for a clear majority of customers, according to data from the National Restaurant Association (NRA).<\/p>\n
65% of full service restaurant customers would likely use a tablet at the table to pay their check; slightly fewer\u201460%\u2014said they would use it to place their order.<\/p>\n
Diners seem to be a bit cooler on QR codes; while 59% said they would use a QR code to pull up a menu, fewer than half would use a QR code to pay their check (46%) or place an order (48%).<\/p>\n\n
(source<\/a>)<\/p>\n It\u2019s worth remembering, though, that technology isn\u2019t an end in itself\u2014ideally, restaurateurs would choose tech options that would improve the experience of dining out. So, what kind of technology do restaurant customers want?<\/p>\n Presented with the following four options for their top preference for how tech should be applied at full service restaurants\u2026<\/p>\n (source<\/a>)<\/p>\n These results seem to imply that consumers are most interested in tech advances that make their experience more efficient\u2014which could be a helpful perspective for restaurateurs to keep in mind when deciding how to incorporate new technologies into their businesses.<\/p>\n There appears to be a generation gap when it comes to technology in restaurants, with Millennials and Gen Zers much more likely to embrace innovations than Baby Boomers or Gen Xers.<\/p>\n For example, while most consumers still prefer a traditional dining experience to a tech-enabled one (64% to 36%), a majority of Millennials (53%) and half of Gen Zers preferred tech when dining.<\/p>\n 29% of adults dining at a full service restaurant would order food that gets prepared<\/strong> by automated systems \/ robots, while 37% would order food that gets delivered<\/strong> by automated systems \/ robots. Millennials (45% and 58%, respectively) were most on board, followed by Gen Zers (41% and 43%). And 61% of consumers\u2014including 71% of Gen Zers and 67% of Millennials\u2014would use tech that enabled variable pricing, where menu prices change depending on the day or time of day.<\/p>\n (source<\/a>)<\/p>\n What kind of technologies are restaurants focusing on incorporating into their operations?<\/p>\n In 2023, restaurants\u2019 highest priority was making the service area more productive or efficient, by doing things like upgrading POS or table management systems, or installing self-ordering kiosks; 51% of restaurants made investments here, and 55% planned to do so in 2024.<\/p>\n The second-highest priority in 2023 was enhancing the customer experience, by doing things like introducing digital menus, online reservation systems, or new tech-enabled loyalty programs. 48% of restaurants invested in this type of technology in 2023; in 2024, however, this was projected to become restaurants\u2019 top priority, with 60% of restaurants planning to make investments here. (source<\/a>)<\/p>\n So much for the broad categories where restaurants are planning to make investments\u2014what about the specific applications or areas restaurants are looking to invest in? The same NRA data reveals some answers\u2014and draws some distinctions between the needs of different types of restaurants.<\/p>\n The data distinguishes between two types of restaurants\u2014full service (that is, traditional sit-down restaurants with table service), and limited service (where customers order and pay, often at a counter, before receiving their food).<\/p>\n 63% of restaurants planned to devote resources to digital and\/or location-based marketing in 2024, the most out of any tech-related area. Full service and limited service restaurants gave similar responses (64% and 62%, respectively), indicating that all restaurants are putting a premium on new opportunities to grow their brand and attract customers. 40% of limited service restaurants planned to devote resources to developing a smartphone app in 2024, compared to only 27% of full service restaurants; limited service restaurants are already designed for convenience, and this data could indicate that they\u2019re doubling down on technologies that could enhance that convenience factor.<\/p>\n On the flipside, 43% of full service restaurants plan to invest in cyber security in 2024, compared to only 31% of limited service restaurants. This could indicate that full service restaurants are taking new cyber threats more seriously; at the same time, it\u2019s possible that limited service restaurants\u2014a category that includes corporate chains like McDonald\u2019s, Starbucks, and Domino\u2019s\u2014have already made cyber security investments, and full service restaurants are playing catch-up.<\/p>\n (source<\/a>)<\/p>\n Wondering about the human impact of all this tech investment? 47% of restaurant owners said that in 2024, the use of technology and\/or automation to help with labor shortages will become more common\u2014meaning technology could provide some much needed relief for an ongoing staffing shortage across the industry. However, a clear majority of restaurant owners (69%) predicted that technology integration will augment rather than replace human labor. It remains to be seen what effect all this new technology will ultimately have on the dining experience; however, there\u2019s one area where a change already seems to be underway\u2014tipping.<\/p>\n As digital payment methods become more common, customers\u2019 tipping habits seem to be shifting. According to a survey conducted by LendingTree, 60% of Americans said they were tipping more as technology makes it easier to pay (and tip).<\/p>\n A recent Forbes report seems to corroborate this finding; the report indicated that, when tipping digitally, almost two in three Americans (64%) will leave a tip that\u2019s more than 10% higher<\/strong> than they would have left if paying with cash. And, on average, Americans\u2019 tips were 15% higher when tipping digitally. (source<\/a>) (source<\/a>)<\/p>\n It\u2019s worth noting that innovation is not all about technology; there are a variety of programs and strategies restaurants can potentially use to appeal to customers.<\/p>\n A restaurant\u2019s sustainability practices\u2014or lack thereof\u2014may be increasingly important for customers when deciding where to dine.<\/p>\n 21% of consumers would go out of their way to eat at a restaurant that was trying to incorporate sustainable practices; Millennials and Gen Zers were most likely to go out of their way to do so, with 25% of each generation saying they would.<\/p>\n (source<\/a>)<\/p>\n When it comes to sustainable practices, customers are clear about their priorities\u2014and would even be willing to pay more to eat at a restaurant that can offer them. But are restaurants giving customers what they want?<\/p>\n These results seem to indicate that restaurants have prioritized low-hanging opportunities that involve swapping products for more sustainable alternatives (or simply using fewer of them). They are much less likely to be doing some of the things that topped customers\u2019 lists\u2014for example, only 37% are already donating food to charity, 17% maintain an on-site garden, and 11% run a zero-waste operation.<\/p>\n This disconnect between customer priorities and current offerings could mean restaurants that prioritize the things customers want might have an opportunity to differentiate themselves from their competitors.<\/p>\n (source<\/a>)<\/p>\n Loyalty programs are another innovative area where restaurants may be able to get an edge.<\/p>\n 52% of consumers currently participate in a restaurant loyalty or reward program<\/a>, while 81% said that they\u2019d be interested in joining one if it was offered. Interest runs even higher with Millennials and Gen Z adults, with 87% of both groups expressing interest. These results seem to suggest that, when it comes to attracting new loyalty program members, it may not matter whether a restaurant uses an app or a physical card; but for retaining members<\/strong>, an app may be more effective.<\/p>\n (source<\/a>)(source<\/a>)<\/p>\n Restaurants might also have opportunities to attract new business by diversifying their offerings.<\/p>\n Consumers expressed significant interest in a variety of unique on-site offerings\u2014with tasting events coming in as the clear favorite, with 69% of consumers saying they\u2019d likely participate in one.<\/p>\n Off-site offerings may be even more compelling, with clear majorities of consumers expressing interest in several different ideas.<\/p>\n Taken together, these results suggest that the role of a restaurant is clearly changing. No longer is it just a place to go to have a meal\u2014instead, it can be a kind of hub for engaging with the community in a variety of different ways.<\/p>\n (source<\/a>)<\/p>\n Restaurateurs looking to bolster their businesses may also want to explore changing up their menus to appeal to contemporary trends and changing preferences.<\/p>\n In 2024, a variety of new trends emerged that shaped menus across the country.<\/p>\n (source<\/a>)<\/p>\n But while trends come and go, how are restaurants across the industry changing their menus?<\/p>\n Nearly 7 in 10 (68%) of all restaurant operators said they planned to keep the size of their menus about the same in 2024 as in 2023; only 12% planned to offer more items, while 20% planned to shrink their menus.<\/p>\n Full service restaurants were much more likely than limited service restaurants to say they planned to offer a smaller menu, with nearly a quarter (24%) saying they would do so; only 16% of limited service restaurants said the same. This may suggest that full service restaurants are feeling the pinch of inflation more than their limited service peers, and are cutting their menus to save on food costs. At the same time, 86% of customers said they like menus with many options\u2014suggesting that restaurants may have to be careful when cutting down their menus, so as not to alienate customers.<\/p>\n (source<\/a>)<\/p>\n Restaurant operators who are<\/em> looking to make changes to their menus would do well to take customer priorities and preferences into account. And, according to the NRA, customers have made their preferences clear.<\/p>\n Topping the list: 81% of customers said they\u2019d likely order locally sourced options if available, while 77% of customers said they want to order daily specials that aren\u2019t on the menu, and 69% of customers said they\u2019d likely order options that included ingredients grown or raised in an organic or environmentally friendly way.<\/p>\n (source<\/a>)<\/p>\n There also may be some opportunities to attract consumers\u2014especially in the younger generations\u2014with niche beverage offerings.<\/p>\n 39% of adults said they\u2019d try ordering non-alcoholic beer, wine, or cocktails; however, those numbers are significantly higher for Millennials (50%) and Gen Zers (59%).<\/p>\n The same pattern holds true for local beer, wine, or spirits; 53% of diners over 21 years old said they\u2019d pick these offerings if they were available, including 66% of Millennials and 63% of Gen Zers. (source<\/a>)<\/p>\n\t\n\t Our restaurant industry trends stats can tell you everything you need to know about cutting edge trends in restaurant tech and innovative menu offerings.<\/p>\n","protected":false},"author":23,"featured_media":51974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1317],"tags":[102,1389],"class_list":["post-51973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-world-food-drink","tag-food-trends","tag-statistics"],"acf":[],"yoast_head":"\nWhat Kind of Technology Do Customers Really<\/em> Want?<\/h4>\n
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![\"What](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/What-Kind-of-Technology-Do-Customers-Really-Want-768.png\")
\nTechnology Preferences by Generation<\/h3>\n
\n\t\n\t\n\t\t\nMost consumers still prefer a traditional dining experience to a tech-enabled one (64% to 36%); however, a majority of Millennials (53%) and 50% of Gen Zers preferred tech when dining.
\n<\/div>\n\t<\/div>\n\n\t\n70% of consumers\u2014including 88% of Gen Zers and 84% of Millennials\u2014would use tech that allowed them to place their order at the same time they make a reservation, so that they could be served promptly after being sat.<\/p>\n![\"Bar](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/Bar-graph-of-top-five-technologies-customers-are-most-comfortable-with-768.png\")
\nRestaurant Tech Investments<\/h3>\n
\n\t\n\t\n\t\t\nIn 2023, 48% of restaurants invested in enhancing the customer experience; in 2024, that number was projected to increase to 60%.
\n<\/div>\n\t<\/div>\n\n\t\n![\"How](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/How-restaurants-are-investing-in-technology-bar-graph-768.png\")
<\/p>\n
\n\t\n\t\n\t\t\n63% of restaurants planned to devote resources to digital and\/or location-based marketing in 2024, the most out of any tech-related area.
\n<\/div>\n\t<\/div>\n\n\t\nFull service and limited service restaurants had similar priorities in a number of the other tech areas covered by the survey, too. But there were a few areas where they diverged.<\/p>\n![\"Top](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/Top-10-Tech-Related-Investment-Areas-for-Restaurants-in-2024-768.png\")
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\n\t\n\t\n\t\t\n69% of restaurant owners believe that technology will augment rather than replace human labor.
\n<\/div>\n\t<\/div>\n\n\t\nPeople May Tip More When Paying Digitally<\/h3>\n
\n\t\n\t\n\t\t\nEscoffier found that, when tipping digitally, nearly two in three Americans (64%) will leave a tip that\u2019s more than 10% higher<\/strong> than they would have left if paying with cash; on average, Americans tips were 15% higher when tipping digitally.
\n<\/div>\n\t<\/div>\n\n\t\nWhat\u2019s going on here? Are people becoming more generous? Not necessarily\u201466% of consumers said they felt pressured to tip \u201csometimes\u201d or \u201calways\u201d when presented with the option, according to the LendingTree survey.<\/p>\n![\"How](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/How-Often-Do-You-Feel-Pressured-to-Tip-pie-chart-768.png\")
\nInnovative Restaurant Programs<\/h2>\n
Restaurant Sustainability Practices<\/h3>\n
![\"How](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/How-Do-Different-Generations-Feel-About-Restaurant-Sustainability-768.png\")
\nSustainability: Customer Priorities vs. Restaurant Practices<\/h4>\n
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Loyalty Programs<\/h3>\n
\n\t\n\t\n\t\t\n81% of consumers would be interested in joining a loyalty program if it was offered; Millennials and Gen Z adults are especially eager, with 87% of both groups expressing interest.
\n<\/div>\n\t<\/div>\n\n\t\n96% of people currently participating in a loyalty program say that being a member is a great way to save money\u2014highlighting the importance of these programs for budget-conscious consumers.<\/p>\n![\"How](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/How-Consumers-Want-to-Participate-in-Loyalty-Programs-pie-chart-768.png\")
\nDiversifying Restaurant Offerings<\/h3>\n
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Menu Trends & Changing Preferences<\/h2>\n
Top Menu Trends<\/h3>\n
Top 10 Menu Trends for 2024<\/h4>\n
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Changing Menu Offerings<\/h3>\n
\n\t\n\t\n\t\t\nNearly a quarter (24%) of full service restaurants said they planned to shrink their menus in 2024; only 16% of limited service restaurants said the same.
\n<\/div>\n\t<\/div>\n\n\t\n![\"How](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/How-Restaurants-are-Planning-to-Modify-Their-Menus-in-2024-pie-chart-768.png\")
<\/p>\nTop Menu Considerations for Restaurant Owners<\/h3>\n
![\"Customers](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/Customers-Top-3-Menu-Preferences-chart-768.png\")
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\n\t\n\t\n\t\t\n39% of adults said they\u2019d try ordering non-alcoholic beer, wine, or cocktails; however, those numbers are significantly higher for Millennials (50%) and Gen Zers (59%).
\n<\/div>\n\t<\/div>\n\n\t\n![\"Chart](\"https:\/\/www.escoffier.edu\/wp-content\/uploads\/2024\/10\/Chart-showing-that-Millennials-and-Gen-Z-Are-More-Open-to-Menus-with-Local-Non-Alcoholic-Beverages-768.png\")
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