With consumers still feeling the pinch – especially over the busy summer holiday period – we explore the secret to attracting and captivating guests to boost your bottom line.
While the trend towards eating out only as a ‘treat’ or special occasion is raising valid concerns for the restaurant and hospitality sector, there’s also an opportunity to deliver something truly special for those guests who are spending less frequently yet more generously when they do go out.
From embracing digital trends to creating unforgettable dining experiences, read on to discover how staying ahead of the curve ensures your business is propelled forward - and not left behind in today’s ever-changing market.
DINING OUT REDEFINED
Today’s savvy consumers crave original, experience-focused eateries where excellent food and drink, more personalised, attentive service and a vibrant, dynamic setting (with a fantastic ambience thrown in as well!) are all on the menu.
So, creating a content-worthy environment is key. Picture a space that maximises its Instagram and TikTok appeal with visual elements that spark conversations. From bold decor to dedicated areas specifically tailored for selfies (which subtly include your company’s logo!).
By integrating live music, innovative food presentations, or hosting events like tasting sessions or cookery classes, you can create a real buzz and keep your customers interested in coming back for more. Customers should feel like they’ve stumbled upon an undiscovered gem that they just have to share with the world.
Also focus on creating snap-worthy dishes to inspire people to take photos and spread the word online, creating the ultimate personal recommendation for your establishment and tapping into that influencer culture. However, be aware that customers can also turn to social media to complain and provide real-time feedback, good or bad.
TRENDING TASTES
In a whirlwind of fleeting social trends and overnight food crazes, it’s crucial to understand what truly resonates with your customers. By keeping an ear to the ground for trends with longevity, you’ll not only take on fresh new ideas ahead of the rest but position your business for sustained profitability as a venue that listens to what customers want.
Coffee, for instance, isn’t going anywhere, and the market is developing quickly. Around 70% of consumers in the UK drink at least two cups per day and, with such a high demand, the coffee market is projected to grow by 5.34% over the next four years (Statista Market Forecast). Expand your offerings to cater to both your loyal customer base and newcomers eager to try more exciting choices (see p46 for inspiration).
GOING FOR ZERO
The alcohol-free lifestyle is also gaining momentum and is a fantastic chance to tap into a new revenue stream. A fifth of under-25s in the UK now claim to be teetotal (Drinkaware) and alcohol sales fell 9% from 2021 to 2022 (Nielsen UK). If you haven’t already, think about offering a broad selection of bespoke mocktails, iced teas or zero-per cent spirits to maximise the margin on your non-alcoholic drinks menu.
STAYING SUSTAINABLE
Sustainability and ethical eating are also impacting customer spending more than ever. Diners are prepared to pay more for dishes that celebrate and display each ingredient’s origins, and 76% of consumers find dishes with British provenance appealing (Bidfood Food Trends Report 2024).
Stock local, ethical brands where possible to bolster that authenticity and to build your customer’s trust, loyalty and – ultimately – spending! In the fast-paced and often challenging foodservice industry, adapting to meet your clients’ rapidly evolving tastes will ultimately ensure your establishment not only survives but thrives.
DIGITAL TAKEOVER
To recap, our top takeaways are -
- An Instagram selfie wall encourages customers to share their experiences on social media
- For modern diners, the ambience of your venue can be just as crucial as your menu – think about the lighting, decorating and finishing touches.
- With 20% of under-25s in the UK not drinking, now’s the time to dive into the mocktail market to attract this audience
- Experience is everything – and that applies to your customer service, too. Invest time and energy in training your staff to provide the service and customer experience that you want every guest to receive. Disgruntled diners will quickly vote with their feet – and their negative online reviews.
