Restaurant Customer Use of Technology Report
Restaurant Customer Tech Use
Brown Bacon AI’s Report on
Restaurant Customer Use of Technology Report
The integration of technology in the restaurant industry has significantly transformed the dining experience. From online ordering to contactless payments, technology is reshaping how customers interact with restaurants. This report delves into the various ways customers are using technology in the restaurant industry, highlighting key statistics, trends, and implications for operators.
Key Statistics and Trends
Generational Differences
Gen Z and Millennials
Far more likely to say tech facilitates a better overall experience (National Restaurant Association).
More likely to want more tech options in both quick-service and full-service restaurants (QSR Magazine).
Gen X
Majority are comfortable using technology for ordering and payments but less so than younger generations (QSR Magazine).
Baby Boomers
Less likely to embrace technology compared to younger generations.
More comfortable with traditional dining experiences but open to certain tech options like digital menus and contactless payments (National Restaurant Association).
Online Ordering and Advance Ordering
70% of adults are open to using options that allow them to place their order in advance online, schedule a time to arrive at the restaurant, and get their food shortly after they’re seated (National Restaurant Association).
63% of consumers are comfortable using a smartphone app to place an order (QSR Magazine).
65% of sit-down guests would likely use computer tablets at the table to place an order (QSR Magazine).
Implications:
Convenience: Online and advance ordering options provide convenience, reducing wait times and enhancing the overall dining experience.
Operational Efficiency: These technologies streamline the ordering process, allowing restaurants to manage orders more efficiently.
Contactless and Mobile Payments
62% of full-service consumers would pay the check using contactless or mobile payment options (National Restaurant Association).
57% would activate a digital wallet (like Apple Pay or PayPal) (QSR Magazine).
55% of consumers are comfortable using a smartphone app to pay (QSR Magazine).
Implications:
Safety and Hygiene: Contactless payments reduce physical contact, addressing health and safety concerns.
Speed and Convenience: Mobile payments expedite the payment process, enhancing customer satisfaction.
QR Codes and Kiosks
59% of full-service diners said they’d pull up a menu on their smartphone using a QR code (National Restaurant Association).
52% of quick-service diners would use QR codes to place an order (QSR Magazine).
65% of customers are comfortable ordering or paying with a kiosk (QSR Magazine).
Implications:
Digital Menus: QR codes for digital menus reduce the need for physical menus, which can be more hygienic and cost-effective.
Self-Service: Kiosks provide a self-service option, reducing wait times and freeing up staff for other tasks.
Delivery and Takeout Technology
71% of people said they’d be likely to order delivery through a third-party service, like DoorDash (National Restaurant Association).
39% of quick-service customers say tech options have a positive impact on their experience (QSR Magazine).
Implications:
Convenience: Delivery and takeout options cater to customers' need for convenience and time-saving solutions.
Customer Retention: Offering seamless delivery and takeout experiences can drive customer loyalty.
AI and Automation
16% of operators plan to invest in AI integration (including voice recognition) in 2024 (National Restaurant Association).
56% plan to automate more online functions, while 48% plan to automate more on-premise functions (QSR Magazine).
Implications:
Personalization: AI can provide personalized recommendations and responses, enhancing the customer experience.
Efficiency: Automation can streamline operations, reducing wait times and improving service quality.
Customer Comfort with Technology
45% of customers are less comfortable with ordering via voice-enabled platforms like Alexa (National Restaurant Association).
Fewer than four in ten said they’d order food that gets delivered by a drone or robot (QSR Magazine).
Implications:
Adoption Barriers: While many customers embrace technology, there are still barriers to adoption for certain advanced technologies.
Gradual Integration: Restaurants may need to introduce new technologies gradually and provide education to increase comfort levels.
Conclusion
The use of technology in the restaurant industry is rapidly evolving, driven by customer demand for convenience, safety, and efficiency. Online ordering, contactless payments, QR codes, and kiosks are becoming integral parts of the dining experience. While younger generations are more likely to embrace these technologies, there is a growing acceptance across all age groups.
For restaurateurs, investing in the right technologies can enhance customer satisfaction, streamline operations, and provide a competitive edge. However, it is essential to balance technological advancements with the human touch that many customers still value. By understanding and adapting to customer preferences, restaurants can successfully navigate the digital transformation and thrive in a tech-centric future.