For restaurants to evolve, understanding the next-generation customer is critical. What is the common thread that can make sense of digital technology and put it to strategic use? The customer. People have come to expect certain conveniences when they shop, travel, and handle their finances. More and more, they want their dining experiences to feel the same way. The next generation is already here. It’s just a matter of time before they start using it to their full potential. The future of the restaurant industry is in the digital age, not the old one. It’s time to make digital technology part of the customer experience.
The restaurant industry is transforming and competition is more intense than ever before. “Winning’ restaurant brands will be those that best understand their customers, capitalize on digital technology options and analytics, and seize upon the opportunity to engage customers in a highly personalized way. Using data to anticipate needs and inform decisions should be a mainstay of a restaurant chain’s culture. The next-generation customer relationship spans five stages of interaction—the “5Es” that begin and end far away from the restaurant itself. The fundamentals matter as they always have in the restaurant experience: menu, value, and location are still paramount in driving customer attraction.
The restaurant of the future is a restaurant that uses technology to improve its customer experience. Customers can order online, bypass the line, and get a discount on their meal.
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