71% of Guests Rank Ease of Online Ordering, Payment as Important: Study

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71% of Guests Rank Ease of Online Ordering, Payment as Important: Study

07/17/2018

Rapidly evolving guest expectations and digital technologies are driving a major transformation in the restaurant industry, according to recent research from BRP and Windstream Enterprise.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. 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.

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. 

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 report, visit:

https://brpconsulting.com/download/2018-restaurant-research-report/.