Restaurant Trends in 2021

Customers don't expect the status quo, but resist extra inconveniences

Our research shows that only about one in five diners would object to no-show cancellation fees after reservations, and just one in four would be unhappy about limiting the allotted amount of time per table. These are generally considered acceptable strategies for businesses to manage social distancing measures resulting in reduced capacity. On the other hand, charging for missing diners from a party or for lingering beyond the allotted time are more widely met with far less support.

Mobile tech reigns supreme

With smartphones now firmly lodged in just about everyone's pockets, customers have shown an increased enthusiasm for mobile interaction with the restaurant they're dining at and a desire to manage their own journey.

Adoption of mobile menu reading and ordering varies even more strongly across markets, with consumers in Mexico especially keen to increase their use of mobile tech wile dining.

Digital payment becomes mainstream

Settling the bill on mobile is especially on the rise across markets, as the shift from already-popular contactless card payments to tapping your phone or even paying the bill without any human interaction is a logical one.

Enthusiasm for fully mobile web payments hovers at around 50% in most markets, and 76% in Mexico.

Customers express a preference for going direct

While curbside pickup and drive-thru's are the norm in the US, most UK audiences would rather go hungry than stand in line and prefer to get their food delivered instead.

These two approaches are also marked by different tech solutions: Delivery apps that aggregate restaurants in the customer's local area, versus restaurants' own mobile or web apps for online ordering.

Customers clearly indicate that their loyalties lie with the restaurant itself rather than with the app provider. Ordering direct from the restaurant enables customers to show support for local businesses, and there is a clear preference for direct ordering once customers become a regular.

Misconceptions about the role of delivery apps

We have seen that the main benefit of delivery apps for consumers is discovery. However, consumers still have some misconceptions about what these apps do with their data and the extent of their information that is shared with the restaurants.

There’s also some confusion about how the apps split revenue with restaurants, with many expecting fees to be fairly low. What consumers are clearer about is who is responsible when things go wrong: The restaurant is to blame for bad food or packaging, while the delivery company is at fault when it comes to late deliveries and cold food.

Direct relationships are supported by two-way data sharing

Transparency is key. Customers want information about the restaurants they are visiting or ordering from, including information about cleanliness ratings, location, and allergen information or nutritional content. Accessibility of relevant information provides customers with the added confidence to make buying decisions.

With the right omnichannel technology stack that connects every interaction to a transaction, restaurant owners and operators can bridge data gaps through cohort analyses. They can then apply machine learning to continuously improve loyalty offers based on response, engagement, and redemption rates. Ultimately beating third party aggregators at their own game.