As discretionary spending continues to be carefully watched by consumers, restaurateurs will need to offer a better guest experience to stand out and encourage regular visits. Research shows that nearly 75 per cent of all traffic happens off-premises, between drive-thrus, takeout, and delivery. As an impactful category for restaurants, what are guests expecting when they dine off-site?
Technology
Mobile ordering is being used by 57 per cent of adults, and three-quarters of delivery users value tech-enabled ordering and payment, so investing in a robust POS system is likely worth the cost. In a recent survey, 78 per cent of diners said that an easy online ordering process influences their decision to reorder takeout or delivery from a restaurant. To optimize ordering, you can use your website, a branded app, or integrated online software to make the ordering process seamless and efficient.
With these platforms, you can also implement a rewards program to build customer loyalty and increase value.
Value
The concept of value can be tricky for restaurateurs as they try to entice visitors while maintaining their margins. More than 80 per cent of customers said they took advantage of BOGO offers, combo meals, and specials, so offering something that doesn’t compromise your bottom line can help you raise revenues.
Value doesn’t always look like cheaper pricing, though. A better customer experience can increase perceived value and encourage guests to visit again. Developing a strong takeout program with faster service, better accuracy, effective packaging, and employee training is a great way to add value to the off-premise dining experience without shrinking your profit.
Loyalty
Value-centered offers can help you increase loyalty with exclusive deals, offering value with rewards and incentives, and increasing incentives. With loyalty, 65 per cent of drive-thru users and more than 60 per cent of takeout and delivery diners said membership affected their restaurant choices. It pays to offer a loyalty program of some sort; recent data indicates that 55 per cent have chosen one restaurant over another specifically because of a loyalty program. So many of your customers are looking for rewards, so it likely makes sense for your restaurant to develop something that will attract customers and encourage repeat visits.
With off-premise dining making up so much of the restaurant business, this year brings a heightened focus on an elevated guest experience as operators fight for precious consumer dollars. Adding value and looking at loyalty can help deliver on guest expectations, raise revenues, and build long-term customer relationships.
