U.S.A. | Technology use in restaurants has become a major trend according to new research.
Technology use in restaurants has accelerated, creating new touchpoints between restaurants and the consumers they serve, according to the National Restaurant Association’s Restaurant Technology Landscape Report 2024. The report has identified the varying expectations consumers have regarding technology, depending on whether they are dining at a full-service restaurant or ordering delivery to their homes, as well as generational differences in preferences.
"Restaurant operators have a tremendous entrepreneurial spirit, and they are constantly innovating – sometimes through new dishes or flavours, and sometimes through new business practices,” said Michelle Korsmo, President and CEO of the National Restaurant Association.
"More than three in four operators have said technology gives them a competitive edge, and this research will also help operators find the right technology fit for their restaurant and their customers. In addition to valuable research on restaurant operator outlook, our research on the technology landscape in restaurants provides insights on consumer expectations that operators need to confidently evaluate their tech investments."
Restaurant operators have become creative in how they expand technology offerings, and have paid close attention to consumer preferences, but generational differences persist. When asked how likely they’d be to interact with a tablet at the table, a solid majority of Gen Z adults, millennials, and Gen Xers said they’d use these options, but fewer than half of baby boomers said they would.
Compared with full-service and limited-service options, the use of technology in the delivery segment is already baked into consumers’ expectations. They expect to be able to access, order, customise and pay for delivery orders through their computers or smartphones, and if they can’t, they’ll order from somewhere else.
"The data clearly show that restaurant operators and owners are rapidly embracing technology and integrating it into their daily operations," said Hudson Riehle, Senior Vice President of Research and Knowledge for the National Restaurant Association.
"Understanding which technologies customers in each segment would like to have, really want, and consider essential, provides operators with substantial opportunities to enhance the customer experience, amplify marketing and operate more efficiently."
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