Oracle Food and Beverage study shows consumers expect super-fast service
Impatient Mexicans… A new survey by Oracle shows that Mexicans love technology-driven options when ordering food, but the flip side is that it’s making them more impatient.
Behavior in restaurants
Of the total number of respondents:
47% don’t want to wait more than five minutes to order at the counter or drive-thru window60% of restaurant diners are upset if they have to wait more than 10 minutesAt the drive-thru, 1 in 10 consumers don’t want to wait more than two minutes to receive their food, while 37% said they were fed up after five minutes of waiting impatient after 15 minutes
While consumers are mostly looking for new digital options to order food, they also lament the impact it is having on eating out.
Nearly half (46%) said they feel all delivery and takeout orders result in longer waits than when ordering in person19% said the restaurant dining atmosphere is affected by delivery drivers picking up orders .But despite these concerns, 51% of people said they will eat out every day or several times a week in the coming months and showed growing loyalty to their favorite brands.
The apps
Online and mobile app ordering was a lifeline in the face of restaurant closures in the pandemic and continues to provide consistent revenue.
As restaurants reopen, even with few staff, they must grapple with how to serve diners — in person and for deliveries — while meeting rising expectations for speed and service. Technology that helps kitchens manage and schedule orders across multiple channels will be key to keeping pace and ensuring diners stay happy and loyal.
These results are part of an Oracle Food and Beverage survey conducted by Untold Insights applied in September 2021. It interviewed more than 5,700 consumers from around the world in more than 11 geographies, including +500 from Mexico. You can download the full report for more details here: Restaurant Trends for 2022.
In-store pickup trend
In-store pickup (or Click-and-collect) remains a popular option that determines where people choose to eat and their brand loyalty:
73% love this method or are more likely to choose establishments that offer it. 60% say it makes them more loyal to the restaurant. 68% say they would spend more because of this service option, and that number jumps to 73% for Millennials.
Messages from apps are well received
The survey found that consumers have come to appreciate, and even expect, proactive recommendations from their favorite restaurants, but want to control access to their own data:
64% love the idea of receiving notifications about personalized restaurant offers based on their current location 62% want personalized order suggestions based on their shopping history 52% are excited about managing their food preferences with their favorite establishments55% prefer to have visibility and control over who has access to the personal data they share with restaurants and delivery drivers
Sustainability and healthy choices gain relevance
In addition to offering in-store pickup and personalizing offers based on data, consumers are increasingly influenced by socially responsible marketing that educates them on brands’ sustainability, environmental and governance initiatives. as well as healthy meal options:
58% of Millennials rate efforts to reduce food waste (such as donations to food banks) as vital and influential to who they spend their money with. (See Starbucks case) 59% rate clear labeling on the origin of food and ingredients as vital, with a slightly higher percentage of women than men (61% and 56%, respectively). 80% of consumers rate healthy options on the menu as important; Baby Boomers rate this aspect the highest at 87%, followed by Generation X at 83%.
Preference on how to order
While mobile ordering continues to gain traction in certain environments, consumers still prefer human interactions:
67% prefer to order directly from a waiter when dining out, while 22% would like to order from their mobile device. When ordering takeout, 25% like to order directly from the restaurant on their mobile device, 38% a third party like UberEats or Rappi from their mobile device and 20% directly to a waiter. 25% prefer to order directly from the staff of the place when ordering drive-thru, 41% prefer to order from their mobile device.
New means of payment in expansion
While cash remains one of consumers’ preferred forms of payment (60%), restaurants are increasingly adapting to new forms of payment to meet changing expectations:
52% of consumers like to pay by credit card. 24% prefer to use contactless payment methods. 2% are adopting alternative payments such as cryptocurrencies.
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