Today’s restaurant customers have a voice – and it’s loud. With so much competition, some restaurants have shifted their marketing and operations, leaning on consumer preferences as part of the decision-making process. From technology to value to menus, diner involvement has been increasingly impacting the decisions of several restaurant chains.
With the continued growth of mobile ordering and off-premise dining, Chipotle has implemented tech adoptions to help stand out for an exceptional guest experience. Starting with the national rollout of an AI cook-to-eat tool, helping to forecast prep needs, the expansion of an AI recruiting system, and the growth of an equipment package called HEEP, which simplifies morning prep and grill work, cutting down on menu outages. The chain is also looking to improve the loyalty rewards program, aiming to allow guests to earn points automatically, without a separate rewards scan. These tech adoptions are focused on an enhanced customer experience that prioritizes speed and convenience for their guests.
Starbucks’ loyalty program was given a makeover earlier this year as a result of customer feedback in order to offer more memorable experience for members. The changes offer more appealing benefits, including faster star-earning capabilities, non-expiring stars, free drink modifications, exclusive travel opportunities, and more. The revamped program incorporates customer feedback, seeking to “deepen connection while incentivizing members to stretch for each subsequent level of membership, creating the potential to drive increases in frequency and transactions.”
Restaurant menus are also being influenced by social media, as customers lobby for returning favourite dishes, express interest in new items online, and more menu hacks go viral. As creating custom menu items gains momentum, complicating kitchen orders and slowing down drivethrus, some operators have found ways to offer guests personalization within a framework that works for the business. Wendy’s launched customizable Frosty Swirls and Frosty Fusions, Harvey’s created the fan-demanded pickle poutine, and KFC has introduced a sauce pantry, offering over 20 customizable regional options to cater to a growing demand for global influences and innovative flavours.
The restaurant landscape continues to evolve: 45 per cent of diners say their favourite chains have changed, and value is top of mind for most, with food quality (45 per cent), convenience (44 per cent), and speed (34 per cent) listed as the top three factors considered factors when choosing where to eat.
Operators cannot rely on regular customers and eternal loyalty to make ends meet. While not all customer feedback means operators can adjust operations, addressing diner demand can help restaurants improve service, increase efficiency, and provide experiences that encourage repeat guest visits.
