Many of our clients (and all our consultants, too!) entered the restaurant industry in the era of front-of-house services and sit-down meals. As the world began to yearn for fast-casual options, the industry adjusted; but those demands and modern ideas were fast-tracked during the pandemic. Now, a restaurant is practically irrelevant without a social media presence, technological amenities, and some carry-out or delivery option.
As Michael Schaefer notes in his recent Nation’s Restaurant News article, lines are blurring across various industries, and the restaurant and hospitalities are not exempt from the marriage between in-person service and retail.
This evolution parallels the same process already well underway in the restaurant space, with vast numbers of independent restaurants aggregated under a handful of third-party delivery apps,” says Schaefer. “While chains can drive traffic to their own apps and exert control over how their orders are fulfilled, the task of differentiation is becoming significantly harder for independents, with the process of discovery, ordering and fulfillment taking place entirely via third-party apps. Over time, this could drive significant changes in the way restaurants are conceived and constructed, with specialized, delivery-only facilities serving affordable favorites like chicken wings, noodles or pizza.”
Good service will always be good service; but to find success in the restaurant industry, it is crucial that business models update to guests’ needs and expectations. While we don’t believe in-person dining will ever go away, some resources and energy must be shifted to other outlets and revenue streams—options that customers have come to expect.
Richard Weil, owner and principal of National Restaurant Consultants, provides additional input. “Technology, along with changes in the workforce, further illustrates the importance of understanding this consumer shift,” he says. “With the combination of the pandemic, supply chain issues, and staffing shortages, operators should still first pivot to meet the needs and wants of customers.”
Weil notes that these experiential expectations begin at the first customer interaction, whether in-person or on an app. “Make sure you are providing a great hospitality experience, including contactless ordering, take-out and delivery options, and dine-in services.Even if you’re interfacing through an application, you can still put a smile on your customer’s face and offer an overall positive experience.”
Our restaurant consultants’ experiences are sweeping across the industry, for many decades. As we have navigated new ideas and developments in the past, so are our consultants prepared to keep your restaurant business at the forefront.