Although the worst of COVID-19 may thankfully be behind us now, it is undeniable that the pandemic changed the world forever, in many ways. This is certainly true for consumer behaviour in all kinds of industries, with hospitality being one of the clearest examples. From increasing demands for flexibility to a greater focus on health, let’s take a look at some of the lasting changes in consumer behaviour that arose from the events of recent years.
Technology
Whether it is seeking out the most convenient and appealing online ordering and delivery options, wanting to have the option to order and pay through smartphones for table service, or perusing options and booking tables seamlessly online, consumer demands for digital restaurant tech have amplified since COVID-19.
Spotlight on: Digital Menus
Digital menus offer a range of benefits to both diner and dining establishment. They offer more flexibility and customisation than printed versions, and can even be linked to your kitchen inventory, so have real-time information about the availability of each dish. They can improve flow and efficiency, allowing customers to order directly through them. And with the potential for upselling screens, they can encourage extra purchases. They can also provide great data on who is ordering what, which payment methods are popular, and time stamps showing the flow of your business.
QR codes - Displaying these on tables allows customers to pull up digital menus, with the option to create an ordering system too, from the comfort of their beloved smartphones.
Self-service kiosks - Popular in fast food establishments, these stationary interactive menu boards can speed up the ordering and payment process in high turnover settings
Mobile ordering - Diners can be provided with tablets displaying menu options and offering a payment system. This can provide a more elegant solution for places wishing to combine the sense of occasion that being presented with a menu can bring with the advantages of digital ordering and payment. It also offers a chance for diners to take a break from their own devices, for social or battery-life reasons.
Health-consciousness
It stands to reason that a global health crisis leads to more interest in staying healthy and this is very much the case in the post-pandemic world we live in. People are increasingly interested in healthier eating and drinking options, from plant-based offerings to alcohol-free adult beverages. Big trends in this area include:
Plant-based: Alongside the increasing interest in vegetarian and vegan lifestyles, even omnivore eaters have been looking to load up their plates with more plants. Offering interesting fruit and vegetable-focused dishes, showcasing seasonal produce, and having plant-based menus or menu sections will continue to appeal to customers over the coming years.
Mood food: We want our food not only to taste good but to make us feel good too. According to BidFood, one-third of consumers are interested in eating food that could boost their mood and improve their mental health.
Macronutrients: Fats, proteins, carbohydrates - more people want to know the breakdown of their meals, so they can eat balanced diets or stick to paleo or ketogenic lifestyles. Protein in particular is key, so having a focus on both animal and plant sources within your menus can help attract those health-conscious diners.
Healthy fast food options: When a full sit-down meal isn’t possible, offering healthy grab-and-go items is appreciated by post-pandemic consumers looking to nourish themselves without slowing down. Having clearly labelled ‘lighter’ dishes on both dine-in and to-go menus will continue to be popular over the next few years.
Cleanliness
The pandemic made the whole world more conscious of hygiene, both at home and when in public places. Whilst consumers have always looked for high standards of cleanliness in bars and restaurants, this has become even more critical since COVID-19. In addition to the obvious compliance with the food hygiene standards required to avoid food-borne illnesses, it is now important for many diners that the venues they visit offer extra protection. Options such as sanitising gel dispensers on entry, increased spacing between tables or screens between booths, or contact-free delivery when ordering from home remain popular.
Alfresco options
As bars and restaurants looked for ways to comply with lockdowns and restrictions on indoor settings, those with outdoor space tried to utilise them as much as possible, either adapting already used areas or seeking to open up new spaces such as courtyards, roofs or pavement space.
Weather and zoning laws permitting, eating and drinking outdoors have remained popular even after restrictions were lifted. Fitting available spaces with awnings, heaters and cosy seating options are great ways to extend the use of your outdoor spaces after dark or in less-than-ideal weather. Creative decor, unusual materials, and atmospheric lighting can add interest and drama, attracting new customers who love to document not only their meals but also their dining settings on social media.
Flexibility
During the uncertainty of COVID-19, many hospitality businesses had to embrace greater flexibility in bookings. Leading digital travel company Booking.com has found that even post-pandemic, consumer demand for more flexible booking options has remained high, with travellers prepared to pay a premium for completely refundable or ‘pay-at-venue’ hotel booking choices.
For restaurants and bars, the pandemic changed customer booking behaviour as many people continue to opt to book in advance, even for drinks, rather than chance a walk-in. Choosing a real-time reservation system can really help to minimise the impact of any no-shows as customers can check for last-minute availability, cancel or modify bookings with ease, and any issues with staff availability can be managed easily.
Local love
The pandemic made people more aware of their local food and beverage options, as travel was restricted to varying degrees. The emphasis on supporting local businesses created a heightened demand for interesting and varied options closer to home. Even with travel restrictions lifted, many consumers have continued to be more interested in what gastronomic delights are on their doorsteps. Offering loyalty schemes or discounts for local residents can help keep this interest up, smoothing out ebbs and flows in trade outside of seasonal, tourist-driven variations in footfall.
Expanded menus
Many food establishments chose to pare back menus during lockdowns or other business-limiting measures to allow for staffing and supply issues as well as make the turnover of newly created takeaway services fast and efficient. Now that we are no longer all indoor cats, interest in more elaborate options is reigniting, with offerings like tasting menus or more customisable dishes on the increase. Consider offering one or two extra specials alongside your usual core menu. Just don’t get carried away - too much choice does still overwhelms customers and can increase things like food waste or storage costs.
