Restaurant guests hate waiting when ordering, paying and in particular for their food to arrive, new joint research by CGA Peach and Zonal Retail Data Systems reveals. But the use of mobile devices is seen as a good way to overcome these frustrations.
The study of 5,000 people reveals that time-poor customers value swift service and convenience – and it outlines the challenges operators face in meeting those demands.
Swift service required
Nearly half (47%) of all consumers say food not arriving quickly enough is their biggest frustration when going out for a meal, with another 24% saying their order being taken incorrectly is their leading bugbear.
Many consumers, especially among young adults, want to leave the table quickly after eating, too. One in six (17%) 25 to 34 year-olds says that not being able to pay quickly and move on is a major frustration.
Technology to speed service
The research from CGA Peach and Zonal Retail Data Systems also reveals that technology lies at the heart of solutions to these issues. A third of consumers (34%) told the survey they would be interested in using their mobile devices to speed up ordering—a figure that rises to more than half (54%) among 18 to 24 year-olds. Half (51%) of 18 to 44 year-olds say they are ready to use a mobile to speed up payment.
At present, less than 6% of guests said they had already their smartphones or tablets to either speed up ordering or payment.
The challenge of adopting technology
As previous CGA Peach research has shown, the adoption of technology is a clear and pressing challenge for restaurant operators. From bookings to ordering to payment, new systems can make for a slicker experience for both restaurant and guest – but operators first have to identify the right platforms and help and encourage their customers to use them.
Zonal Retail Data Systems chief executive Stuart McLean says: “What is crystal clear from this research is that consumers won’t wait. Competition is fierce, and people know that if their restaurant or pub doesn’t give them speed and convenience, there are plenty of others who will. We need to make life for our customers as easy as possible, and the brands that identify the systems and processes to achieve that will be the ones that win the race.”
All figures are taken from CGA Peach’s survey of a representative sample of 5,000 adults, all of whom have eaten out at least once in the past six months. Research was conducted in August 2014.
About Zonal Retail Data Systems
Zonal Retail Data Systems is the leading provider of integrated hospitality management solutions to over 6,000 leisure and hospitality businesses across the UK. For over 35 years, the company has been working closely with clients to enhance the customer experience through market leading technology, experienced people and a partnership approach to business.
For more information about Zonal Retail Data Systems click here
About CGA Peach
CGA Peach is an innovative market intelligence and networking business, now part of CGA Strategy. It provides unique research, analysis and insight into the UK eating and drinking out market.
For more information about CGA Peach click here
Wired Media are the technology partner of Hospitality & Catering News
Wired Media increase bookings, revenue and occupancy for hotels, luxury destinations and other hospitality clients – Find out more