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It’s all about customization and customer engagement. Restaurants are looking to invest in new ways to meet customer demands as 72% of customers expect restaurants to offer customization. Made-to-order, which started in QSR, is making its way across all restaurant formats. Even full service restaurants are incorporating ways to offer some element of customization, including tableside prepared items like fresh handmade guacamole. This interaction also gives staff a chance to engage with the consumer and creates a positive dining experience.
Restaurants are looking at ways to take customization a step further. Personalization is that next step to build brand loyalty. Extending the customer experience through improved ordering and payment, mobile push notifications and predictive analytics. Tread lightly, however, there is a line that can be crossed and no one likes a creepy big brother.
Better For You & Local
Customers are attempting to balance health and indulgence. Fresh and healthy is a perceived idea. Sure, “all natural and no antibiotics” sound great, but it still may be an indulgent meal. Butter can be natural after all. Healthy does not truly mean healthy, rather “better for you.”
“Local” is the new fresh. Consumers value locally sourced products and 57% say they seek out restaurants offering locally sourced items. But what does local mean really mean? Consumer understanding of “locally sourced” is on the decline. It’s not always clearly defined and there’s no industry standard. 75% of consumers say local means “from my city,” but that is typically not the case. Chipotle, for example, lists it’s local ingredients are sourced within a 350-mile radius. Make local more than a buzzword and be clear with your customers.
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