New consumer research finds people eager to get back into the cities, and over half of Aussies reporting they see hospitality as the soul of their city.
The survey found 55 per cent of Australians touting venues as vital to the cities; Melburnians topped the list with 67 per cent, followed by 60 per cent of Sydneysiders.
Hospitality has been one of the industries hardest-hit by the pandemic, feeling the impact of 61 per cent of people having reduced the frequency of dining out. Industry bodies have recently called for the industry-specific ‘HospoKeeper’ scheme to save many businesses from failure when the safety net ends in March.
A large part of the economic recovery is dependent on consumer perception, and what they need to feel comfortable in public places. On this question:
- 56 per cent prefer contactless ordering and payment through their smartphone, with most saying it would affect their choice of venue
- 57 per cent say the availability of QR technology will influence their choice of venue
The data comes from research by point-of-sale (POS) and omnichannel system Lightspeed, which aims to streamline a venue’s operations and improve the customer experience. It is in use in more than 7,000 venues.
“Our research also shows that young diners are leading this technology-supported road to recovery, paving the way for the future of the industry,” says Simon Le Grand, Lightspeed’s director of marketing.
“More than three quarters of diners aged between 25 and 34 say that technology such as contactless ordering and payment would help them feel more comfortable dining out.
“For operators that have already introduced these features, or are looking to do so, it’s important to promote the availability to their customers to assure them that their concerns are heard and encourage them back into venues.”
Many large operators have reported subdued trade in the city precincts, particularly as so many office workers continue to work remotely, but Le Grand suggests many technological aspects of a hospitality business are vital in addressing the market needs.
“Given the decline in foot traffic experienced by most CBD areas in Australia, venues should also be looking to digital marketing technology to grow their online presence and drive engagement with their brand.
“Regularly updated social media pages are a start, and a website offering online reservations and a digital menu should also be high on their list of priorities.”
