News Briefs

Deliverect, a global ecosystem that integrates and amplifies online orders for restaurants and food businesses, today announced new consumer research revealing Gen Z dining habits titled ‘The Age of Gen Z’.

The survey of more than 3,000 Gen Z consumers across the UK and US, which was commissioned by Deliverect and conducted by Censuswide, explores generational dining habits, including how and why consumers prioritize food from restaurants as part of their budgets.

Top Insights:

• 73% of Gen Z consumers consider themselves as foodies, yet only half (50%) would return to a restaurant or takeout spot solely based on food taste
• Nearly all (93%) of Gen Z value food recommendations from friends and family over social media influencers
• 42% of all respondents prefer to order takeout rather than go out to eat on a Friday night

Deliverect Co-Founder & CEO Zhong Xu said, “Gen Z presents a unique, yet vital, opportunity for restaurants; and as the summer season quickly approaches, restaurant owners need to do what they can to win over Gen Z’s share of wallet. Building trust and offering delicious food at a fair price is the recipe for success with this generation. In today’s competitive restaurant landscape, understanding Gen Z's dining habits allows restaurateurs to tailor their offerings and marketing strategies to attract and retain this important customer base. Embracing value for money, leveraging the power of user-generated content, and catering to their desire for convenience, especially on weeknights, are core principles that will help restaurants remain a top spending priority for Gen Z and beyond.”

• Related:  HT's 2024 Canadian Customer Engagement Technology Survey

Online or Offline – Trust is Key

Gen Z trusts friends and family the most for food recommendations, with 93% valuing their opinions. Despite being digital natives, social media influencers are less trusted overall but still play a significant role.

With that said, social media is slightly more influential for discovering new places to eat (48% vs. 44% for friends/family), yet is less effective in persuading repeat visits. TikTok is particularly notable, with 70% of Gen Z considering it the most valuable source for recommendations, followed by Instagram (65%) and YouTube (41%).

This indicates that trust is an incredibly valuable metric for Gen Z; they want to feel confident in the advice they receive, whether from friends, family or their favorite food-influencer.

Gen Z Prioritize Eating Out 

Gen Z is becoming increasingly financially savvy and is embracing the TikTok ‘loud budgeting’ trend. For Gen Z, cost is a critical factor in their dining choices and is cited as the next top reason for returning to a restaurant (42%) – with that number increasing to 44% when it comes to takeout restaurants. Cost consistently comes before other important factors such as service, location, cuisine type and more, for both dining in and when ordering takeout.  

The study also found that eating out is a top spending priority (outside of rent/mortgage and household bills) for 1-in-5 Gen Z (21%). That’s in line with other top spending priorities including:

• Groceries (38%) 
• Car payments (e.g., car finance, fuel, insurance, etc.) (22%)
• Clothes shopping (26%).
• Social activities (e.g., concert tickets, activities with friends, etc.) (19%) 
• Skincare (18%)

It’s a Lifestyle: Dining Out and Ordering In 

The results demonstrate that Gen Z's food purchasing decisions are not influenced by their personal circumstance. 

Whether eating out or ordering takeout, Gen Z returned to a restaurant mainly due to the taste of the food (50%). Specifically, when asked what influences their choice to eat out or get takeout the most, responses showed uniformity across different personal circumstances.  

Regardless of their situation in life, many Gen Z are homebodies at heart, with 42% of respondents preferring to order in takeout rather than go out to eat on a Friday night (and 39% in the US) – a potential habit learned from the pandemic.

The Deliverect ‘The Age of Gen Z’ study follows Deliverect’s findings on digitization in the restaurant industry and marks the company’s commitment to providing ongoing research to continue examining consumer preferences and habits to identify opportunities and priorities for the restaurant industry to thrive. 

PopID and Steak n Shake announced today that all Steak n Shake locations in the United States now accept PopID Check In (to review favorite orders and loyalty points) and PopPay for checkout. With more than 300 locations, Steak n Shake is the first national restaurant brand in the United States to adopt biometric check-in and checkout nationwide. PopID’s biometric check-in feature makes kiosk ordering faster, easier, and more personalized.

The implementation of PopID in every Steak n Shake location was accomplished rapidly and at low cost through a partnership between PopID and ACRELEC, a leading supplier of kiosk-ordering hardware and drive-through products. Cameras were shipped to every restaurant for attachment to the existing ACRELEC kiosks. “As explained in our recent publication, ACRELEC believes that our integrated biometric solution provides various benefits to restaurant operators related to throughput, ticket size, and loyalty engagement,” says Bruno Lo-Re, President of ACRELEC America.

“We are thrilled about our partnership with PopID and to be on the edge of biometric technology for the benefit of our customers. Our guests now have the option to use biometrics for a faster and more seamless experience,” says Sardar Biglari, Chairman of Biglari Holdings, the parent company of Steak n Shake.

Now that biometrics are enabled for all ordering and payment inside Steak n Shake restaurants, PopID and Steak n Shake will begin implementing biometric check-in and checkout at the restaurant’s drive-through units. “Similar to the kiosks, biometric check in can increase loyalty participation and revenue at the drive thru while also reducing payment processing costs,” says John Miller, CEO of PopID and Chairman of Cali Group. “Additionally, biometric payment at the order confirmation screen enables staff members to work on tasks other than taking payments by card and phone at the order pick-up window.”

Mirai EMEA CEO Javier Delgado Muerza unveiled ‘Mirai Twin’ at Phocuswright Europe during an insightful panel discussion on the Metaverse. Mirai Twin is set to transform how potential guests experience hotels in the booking process, offering an immersive, 3D digital twin of properties using real drone footage produced by Mirai teams.

With Mirai Twin, guests can experience the entire hotel before they arrive, enjoy a bird’s-eye view of the property, tour the facilities, admire the views, enter rooms, and get a genuine feel of the hotel from the comfort of their own home. Mirai Twin also offers the convenience of instant booking because it fully integrates with the booking engine at both the pricing and availability levels.

This cutting-edge technology creates a 3D digital twin of the hotel, providing a 100% immersive and native experience across all devices—desktop, mobile, and tablet – allowing customers to explore every angle of the hotel, enhancing their decision-making process.

Javier Delgado Muerza, CEO at Mirai said: “Our relationship with the Internet is evolving, and the hotel industry must adapt to meet the needs and increasing expectations of digital natives for whom soon the metaverse will become the norm. The line between the digital and real worlds is disappearing, and the hospitality sector faces the challenge of integrating the latest technologies to cater to these new users. Mirai Twin represents meaningful innovation, blending cutting-edge technology with a hotel’s standards in a profitable manner. The use of drone-captured images makes this technology ideal for hotels where guests value room selection, pool proximity, and view. Guests can live their experience even before arriving at the destination, making the most of their hotel experience.”

José Santas, Sales, Marketing, and Revenue Management Director at Hoteles Santos (owner of the Las Arenas property), praises Mirai Twin: “We are delighted with this tool as not only does it enhances the guest’s ability to imagine their trip, making their pre-stay more memorable, ”

Not only is Mirai Twin already implemented in Las Arenas Valencia, but also Luxor (hotel) Benidorm and Luxor (villas) Benidorm have done so too and experienced many benefits for their direct bookings such as:

• Immersive experience for a hotel’s customers: through a realistic and disruptive representation, Mirai Twinallows customers to visualise the hotel in an innovative way. This helps them to understand all the competitive advantages and services offered by the hotel.
• Differentiation from other hotels in the destination: hotels using real 3D images will stand out from the competition in the destination. The immersive experience creates an innovative and engaging impression for travellers, which can influence their purchase decision.
• Differentiation of the direct channel: By using Mirai Twin the direct channel is differentiated from other booking channels. Customers can explore the hotel more fully and directly, which increases the likelihood of direct bookings.
• Continuous and dynamic navigation: Navigation without floor plan sequences allows users to move freely through the virtual hotel. This creates a more dynamic and engaging experience, which can increase visitor retention on your website.
• Booking engine integration: Mirai Twin is fully integrated with the booking engine both at the pricing and availability level as well as at the content level by automatically integrating all your photos, videos and 360 material.
• Upselling at reception: The 3D model allows the reception team to show the hotel directly to guests in an innovative way. This facilitates commercial actions such as upselling, where specific rooms can be promoted in a very visual and attractive way. It can also be used as an interactive map of the hotel where all services and points of interest can be located.
• Multi-device navigation: same immersive experience on desktop, tablets and mobile phones. This guarantees a consistent and engaging exploration regardless of the device used.
• Full Internationalisation: Mirai Twin is translated into all the languages of your website.
• Traceability and analytics: tracking the usage of the 3D model through your Business Intelligence and GA4 provides valuable information on user interaction with the digital twin at traffic and sales level.

With a commitment to integrating cutting-edge technology seamlessly across desktop, mobile, and tablet platforms, and anticipating the growing importance of the metaverse, Mirai is well-prepared to expand Mirai Twin to other hotels globally, helping more properties increase their direct bookings and benefit from this transformative tool in the near future.

The mad dash to take a summer vacation is underway, with three out of four travelers agreeing that Americans are prioritizing travel more in 2024. And when they travel, they are opting more for a highly digital, self-service experience when it comes to their hotel stays.

A recent survey commissioned by Mews and conducted by OnePoll found that nearly 80% of travelers would be willing to stay at a hotel with a completely automated front desk or self-service kiosk, with more than 40% of them preferring to check in via a hotel’s website, app or digital kiosk.

The poll of 2,000 – split evenly among travelers and hotel workers – also found that hotel workers anticipate guests to use technology more during their travels, with a fourth expecting them to check in more frequently via a hotel website, app or digital kiosk compared to previous years.

Other key findings:

• Travelers stated what a perfect hotel should include: in-room smart home devices. (43%), keyless room entry (34%), mobile room entry (27%), and digital ordering (24%)
• A third (36%) admitted they have turned to AI for recommendations while booking travel.

The study also found that nearly a third (29%) of employed Americans admitted they’ve worked remotely on vacation without telling their bosses:

• 52% said they would use their vacations as a chance to work remotely.
• Close to four in ten (39%) explained it was simply because they like what they do for work.
• Others noted they would work on vacation to hit an important work deadline that overlapped with their vacation time (28%) or to save on their PTO (26%).
• Four in five working Americans would be willing to work remotely from their hotel.
• While working from the comfort of one’s hotel room is the top preference (69%), a quarter of respondents said they would prefer to work remotely from the hotel pool or spa, and nearly 25% chose a hotel bar or restaurant.

On the other hand, those traveling for work admit business trips open the door to other opportunities. According to the survey results:

• Nearly half (48%) of respondents have extended their work trips into vacations.
• Hotel workers claimed guests traveling for work or blending work with vacations are the easiest to cater to (83% and 76%, respectively).
• Hotel workers also anticipate guests will tip more (39%), extend their stay more frequently (38%), and use hotel amenities more (31%), and 79% said guests “always” or “often” ask for local recommendations.

“Trends in hospitality are ever-changing but we’re seeing indicators that people are prioritizing travel again. While we’re seeing some softness in mid-market and select service hotels, the luxury sector seems resilient. Guests visiting luxury properties are spending more on bucket list trips and staying for longer,” said Richard Valtr, Founder of Mews. “We’re also seeing a continuous rise in people extending work trips for some added leisure time and blending work with vacations. The most forward-thinking hotels are tapping into this trend by embracing personalized guest experiences and offering a variety of amenities that appeal to differing guest needs. More and more hotels are adopting technology that creates seamless experiences for their guests, no matter the reason for their trip.”

“Technology enables our teams to gather robust guest information before they
arrive at one of our locations, which empowers our customer service teams to create unique 'excite and delight' opportunities for guests, resulting in powerful moments and lifelong memories for our guests,” commented Ryan Krukar, VP Sales & Marketing at Gravity Haus. “Identifying and understanding a guest's needs before they arrive at one of our locations and going above and beyond for guests is key in delivering authentic hospitality and provides additional value and comfort while simultaneously immersing a guest in the unique culture of the destination they are visiting.”

“Anticipating guests’ needs is a crucial component to providing exceptional customer service throughout their stay,” said Andrew Gauthier, General Manager at The Incline Lodge. “By tracking individual attributes and preferences of new and returning guests, we can provide a truly curated experience for every guest that comes through our door. Technology also enables us to provide an easy and efficient contactless and self check-in process, so our staff can spend more of their time interacting with guests.”

Survey methodology:

This random double-opt-in survey of 1,000 American travelers and 1,000 American hotel workers was commissioned by Mews Systems, Inc. between January 30 and February 8, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).