How to connect to digital-driven diners?

Posted on October 30th, 2017
How to connect to digital-driven diners?

Thanks to the rise of technology and social media, consumers' expectations and behaviour are very different than they were even a few years ago. In order to remain relevant, you need to serve your patrons throughout the entire customer journey, not just during their visit to your restaurant. So how can you do this?

We'll walk you through the different steps of this new customer journey to see where and how you should be interacting with diners in order to build a lasting relationship with them.

The 5 steps of the diner's journey

Step 1 of the diner's journey Step 2 of the diner's journey Step 3 of the diner's journey Step 4 of the diner's journey Step 5 of the diner's journey

Adapting to the new customer journey: Top priorities for restaurant owners

Online ordering: According to Deloitte, 40% of consumers prefer ordering online and when they do, they can spend up to 20% more. Online ordering is often faster and easier than ordering over the phone or in person. It also allows for greater transparency, as your customers can see their bill updated in real time as they add items to it. This leaves less room for error or misinterpretation.

Online ordering is also beneficial for restaurant owners: fewer phone calls mean your employees can focus on preparing food and providing your in-house customers with an excellent dining experience. It also encourages more users to visit your website, which is a more effective platform to upsell options or upgrades to meals. Mouth-watering photos of your dishes create a more enticing online offer.

Mobile-friendly: Did you know that, according to a study by SinglePlatform and Chadwick Martin Bailey, more than 80% of consumers have used their mobile device to search for a restaurant in the last six months? It is more important than ever to maintain a strong, user-friendly mobile presence. Given this fact, using geo-located ads and SMS marketing can be useful tactics for driving more foot traffic to your restaurant.

Finally, a study by the National Restaurant Association affirms that more than 39% of mobile users would be interested in using their devices to pay their restaurant bills. According to Business Insider, in-store mobile payments will increase from $75 billion (based on stats from 2015) to $503 billion in 2020. So, what are you waiting for to implement mobile payment options at your restaurant?

Personalization: The new generation of consumers wants to feel special as they make a purchase. It is important for you to send personalized communications in order to keep them satisfied with your restaurant's service. Don't hesitate to share exclusive offers with them as a reward for their loyalty to your business. Findings from Smart Insights show that 80% of customers would return to a restaurant if they were offered some sort of loyalty program.

Now that you have all the tips you need to follow digital-driven diners from A to Z, all that's left to do to become your customers' first choice when it comes to ordering in or dining out, is to align your priorities to meet them every step of the way. So, are you ready to be apart of the digital dining revolution?