Diners want options.
Restaurants are attracting customers with retail items, automations, and unique experiences.
This year, diners say they are more likely to try a new restaurant or more frequently visit a restaurant they've been to before if certain automations, added offerings, or incentives are on the table.
In 2024, 45% of consumers say they are most likely to try a new restaurant if in-person dining options are offered. Not only are customers looking forward to a return to in-person gatherings, but they are also interested in seeing the restaurant's offerings through their website.
Among the most desired incentives were restaurants that offered in-person dining, a restaurant website, and the ability to make reservations. Respondents in the Gen Z and millennial ranges are more interested in incentives like partnerships with local businesses and options for ordering at a kiosk or using a QR code. On the other hand, older generations, like Gen Xers and baby boomers, are most interested in locally sourced foods.
For restauranteurs like Portland, Oregon-based Nong's Khao Man Gai, retail offerings that supplement the main menu are a lifeline for the business. Starting as a food cart in 2009, the business quickly grew to two full locations with a bottled sauce product that not only sells in-person but ships online nationwide.
Over half of customers surveyed (51%) have purchased retail items at their local restaurant with Gen Z (68%) and millennial (66%) diners as the most likely to make those purchases. In other countries like the UK, Canada, and Australia, this is still a burgeoning opportunity for restaurants compared to the more main-stream trend it is for American diners.
Over 76% of consumers say they'd like restaurants to invest in at least one area of automation when they are not at full staffing capacity. The top-requested automations among respondents include:
Accepting payments: 37%
Making reservations: 35%
Tracking menu availability in real time: 28%
Accepting orders, such as through an ordering kiosk or managing online orders: 27%
Managing loyalty programs: 25%
Preparing food or communications with customers: 16%
Many consumers are interested in more than one area of automation listed above. Gen Z (89%) and millennial (88%) customers are more interested in automations as a part of the dining experience overall compared to older generations.
Some consumers say they are planning to pull back on ordering food through delivery apps, pick-up, or from the restaurant directly. Nearly half of consumers (49%) say they plan on ordering out less in the next twelve months. This trend is even more pronounced for Gen Z and millennial diners.
To stay competitive, we are introducing a new menu that offers flexibility and dynamic pricing. We believe in providing an exceptional dining experience that resonates with our customers, without making assumptions about their spending behaviors or budgets. Every customer wants to feel valued when they choose to dine with us, so we strive to exceed their expectations whenever they visit our restaurant or food trucks."
