New research is finding Aussies are keen to dine out again, but they have new needs and wants that hospitality operators must address.
The SevenRooms Restaurant Reckoning: Australia report is in-depth research into the changing expectations of Australian diners in the new era of hospitality.
Australians report that dining out allows them to help their local community, reminds them of better times, and will help them feel “normal” again.
The research was conducted by YouGov amongst a nationally representative sample of 1,064 Australians aged over 18, between 17-21 September, with data weighted by age, gender and region to reflect ABS population data.
It found in the current environment, 31 per cent of people say the health and safety guidelines in a venue are important to their choice, compared to 37 per cent stipulating the range and quality of food and drink.
Top of mind are visible safety measures, such as marking cleaned tables “sanitised” before they can be used – a measure supported by more than half of all those surveyed. Forty per cent want daily health checks for staff and careful control of foot traffic to ensure social distancing.
Nearly a third said dining operations should not be open until they are utilising technology to protect guests, such as virtual waitlists, contactless order and payment systems, and QR tracking codes.
Only nine per cent believe foodservice should only reopen with outdoor dining, and only eight per cent said they will not return soon.
The states with the worst outbreaks have the most cautious respondents, seeing people in NSW (75 per cent) and Victoria (73 per cent) more likely than those in Queensland (65 per cent), South Australia (64 per cent) and Western Australia (55 per cent) to have concerns about going out for food or a drink in the next three months, with a strong preference for outdoor seating options.
SevenRooms is a data-driven guest experience platform for the hospitality industry used in over 250 cities globally to leverage approved guest data to build direct relationships and improve experiences, increasing revenue and profitability through increased repeat visits.
The company notes personalised service was also found to be a top priority, with many seeking venues where menu, experience and delivery promotions are tailored to dietary restrictions and preferences from previous visits. It reports 83 per cent say they would be happy to share personal data with a venue for this purpose.
While hospitality has been amongst the hardest hit industries, SevenRooms’ GM Australia Paul Hadida believes it is innovative and resilient.
“Looking forward, however, ‘business as usual’ will have to evolve.
“According to our research, Australian diners want venues to create safe, tech-led environments while providing meaningful, unique experiences. They want a personalised level of service that understands their needs, rewards their patronage, and builds deeper trust that turns on-time guests into long-term regulars.
“Our industry is at a crossroads, and technology will be essential in helping businesses navigate this new era of hospitality.”
The report follows news the company has partnered with Australian Venue Company (AVC), which will deploy the SevenRooms platform across its national network of 155 venues.
AVC venues will be live before the end of the year with a suite of tools covering reservations, waitlist and table management, reputation management and marketing automation, allowing AVC to offer guests personalised experiences that recognise their preferences and reward their patronage.
The group says it prides itself on offering bespoke service – from the neighbourhood local where the bartender knows your name and order, to celebrating life’s “big and small moments”.
“As a customer-obsessed hospitality group, the SevenRooms platform will allow us to gain a holistic understanding of every guest so we can enhance their experience and provide the meaningful moments that keep them coming back,” offers Paul Waterson, AVC CEO.
Hadida suggests the new normal will continue to see greater shift toward technology-based market solutions.
“The ongoing pandemic has heightened the importance of data and technology as the foundation on which operators can build brand loyalty.
“AVC understands this and is empowering its broad portfolio of venues with the tools they need to drive growth in this new era for hospitality.”
