USA | SevenRooms has released its 2024 Restaurant Trends and Diner Expectations report for the hospitality industry.
SevenRooms, a CRM, marketing, and operations platform for growing restaurants, has released its first annual trends report, "2024 Restaurant Trends and Diner Expectations."
The report highlighted how restaurants are filling the need for 'third places', connection spots outside the home and workplace, what consumers expect from their dining experiences, and how restaurants are leveraging AI and automation to keep diners coming back.
The study, commissioned through independent third-party research firm Censuswide, examines consumer and foodservice operator insights, alongside data from SevenRooms restaurant customers.
It emphasised the importance of restaurants understanding their guests and providing experiences and value to consumers, including marketing and tech trends that operators are paying attention to.
While it's no surprise that diner expectations have evolved in recent years, consumers across generations and cities share key expectations when dining out. They're looking for convenience, personalisation and value from brands they trust. Restaurants must nail all aspects of the guest experience, from hospitality and service to ambience and atmosphere, to transform diners into brand ambassadors and get them to bring their dollars back more often.
When looking across generations, Millennials are driving a dining resurgence – dining out most frequently, with 38 percent saying they dine out more than five times a month.
They seek more from their restaurant visits, and are willing to spend more for elevated experiences, like theatrical elements or high-end items like caviar. For these experiences, Americans are willing to spend up to USD 63 per person, with 45 percent of Gen Zers open to paying even more. As diners focus on the quality over quantity of their experiences, that means restaurants must do more to keep those diner dollars.
Outside of these experiential offerings, restaurants must also capitalise on influential factors that bring diners back. For example, 34 percent of Gen Zers want personalised surprises in service, like a free dessert. Meanwhile, 26 percent of Millennials care about the ease of making a reservation, and 24 percent of Gen Xers consider the rapport they develop with front-of-house staff. Tailoring guest experience and service helps operators turn one-time diners into loyal customers.
"New consumer demands are pushing restaurants to find the right balance between hospitality and automation to create the experiences guests crave and return for," said Joel Montaniel, CEO and Co-Founder at SevenRooms.
"Diners want both access and recognition when spending their hard-earned dollars, and restaurants must embrace new strategies – and technologies like AI and automation – to enhance hospitality at every touch point. Whether leveraging platform data to personalise diner experiences or power marketing and retention programs, technology and data serve as a vehicle to execute hospitality that guests remember and return for. When technology is used effectively, it allows operators to focus on building deeper connections and delighting guests, one experience at a time."
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