71% of Guests Identify Ease of Ordering and Payment as Important yet Only 45% of Restaurants have Excellent Execution of these Capabilities, According to Recent Survey

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Restaurant Digital Crossroads: The Race to Meet Guest Expectations Report Identifies Gaps Between Restaurant Execution and Guest Expectations

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As guest expectations continue to rise, restaurants must transform their business with new technologies to make the dining experience more seamless and frictionless.

According to a new report from BRP and Windstream Enterprise, rapidly evolving guest expectations and digital technologies are driving a major transformation in the restaurant industry. The Restaurant Digital Crossroads: The Race to Meet Guest Expectations report, based on research conducted by Incisiv and sponsored by BRP and Windstream Enterprise, combines findings from surveys of 1,225 restaurant guests and 60 restaurant executives.

“As guest expectations continue to rise, restaurants must transform their business with new technologies to make the dining experience more seamless and frictionless,” said Scott Langdoc, senior vice president and practice lead at BRP. “Unfortunately, many restaurant brands and franchisees have a long way to go to catch up to guest expectations. The good news is that restaurants are aware of the gap and their future plans include enhancements to key areas that guests deem important for a great experience: ease of ordering and payment, WiFi availability, and mobile POS.”

Restaurant guests expect a frictionless dining experience that empowers them with relevant, helpful information and makes it convenient for them to operate on their own time and at their pace. This requires restaurant operators to embed digital technology across the entire dining journey.

The Millennial and Gen-Z generations have the highest expectations for digital capabilities. The report identifies significant gaps between what younger generations feel is extremely important and what capabilities restaurant operators are operating excellently:

Ease of ordering and payment – Guests expect the ordering and payment process to be easy and frictionless.

  • 74% of guests feel it is extremely important
  • 45% of restaurant operators state this capability is operating excellently

WiFi availability – Guests expect fast and free WiFi in restaurants, especially where cell reception is limited.

  • 60% of guests feel it is extremely important
  • 44% of restaurant operators state this capability is operating excellently

Discounts and Promotions – Guests expect to receive digital discounts and promotions on any platform they choose, especially their mobile devices.

  • 60% of guests feel it is extremely important
  • 35% of restaurant operators state this capability is operating excellently

To download the complete Restaurant Digital Crossroads: The Race to Meet Guest Expectations report, visit:
https://brpconsulting.com/download/2018-restaurant-research-report/.

About BRP
BRP is an innovative retail management consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants' deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm's unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

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David Naumann
BRP Consulting
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