Customer Research White Paper
Intro
Consumer Study Reveals Five Key Trends on the Impact of Social Networks and Technology on Restaurant Consumers’ Dining Experience
To Download the white paper: The Dining Customer’s View on Emerging Technologies & Restaurant Operations, click the “Download” tab at the top of the page.
The results of a study commissioned by PAR and conducted by Research Now™ to assess consumers’ views on dining and technology are revealed in its white paper: The Dining Customer’s View on Emerging Technologies & Restaurant Operations. The consumer study, an online survey completed by 1,277 consumers in U.S. and Canada, was conducted in the Fall of 2010 to assess the broad impact of current and future restaurant technologies entirely from the view of the paying customer.
The influence factors that are impacting restaurant customer behavior have been expanding in number and complexity for some time. The broadest contribution to this rapid change has been the near-universal adoption of new, easy-to-use, socially-oriented technologies by consumers among all demographics.
Study Highlights
Analysis of the survey results revealed five significant trends impacting the consumer dining experience, which are detailed in the white paper:
• A very successful shift to targeted restaurant promotions is underway
• Technology creates proportionally more opportunities with frequent diners
• Social networks are changing restaurant marketing – forever
• Real-time order influence works
• The “Millennials” demographic are influenced much differently than the average restaurant customer
Key Findings
52% of dining customers have selected a restaurant SOLELY because of an online (banner) advertisement or email offer.
66% of frequent diners (5+ times/week) would like servers to use mobile ordering technology.
42% of consumers have eaten at a previously unvisited restaurant solely because of information gathered online from user-generated reviews at sites like Epinions, OpenTable, Yelp or Zagat.
62% of respondents said they “might consider” or “seriously consider” changing their order based on a specific discount, combo, or promotional offer made during the creation of a restaurant order (via either POS terminal or server).
72% of the “Millennials” demographic (16-24 year-olds) expressed serious interest in receiving location-based restaurant offers on their mobile phones.
To Download the white paper: The Dining Customer’s View on Emerging Technologies & Restaurant Operations, click the “Download” tab at the top of the page.
