Posts tagged Insight
The expectations of the modern consumer
 
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“It is getting Harder and harder to please the modern consumer. With fast, Cheap and reliable a standard commodity how do you stand out?”


We attended Caffe Culture and The Independent Hotel this week and both were packed with insight. At Caffe Culture we had the excitement of the SCA UK Latte Art Championships and more coffee than we knew what to do with, I haven’t slept since!

At these recent shows some themes have been constant, such as sustainability, the rise of veganism and the nod to the healthy life. However, with these two shows the demand of the modern consumer and the call for an experience stood out.

The rise of the experience

The focus on experience is a game changer. Restaurants and hotels can’t just supply their primary function of great food or an amazing room, they have to have an edge. This is due to the rise of demand from the consumer. They want more bang for their buck.

Specifically looking at hotels, the development of Airbnb hasn’t helped their case. A hotel has become more of a luxury commodity than ever before. The Airbnb model is amazing – it allows the guest to have an experience around the primary function of a warm bed to sleep in. It means you can stay in a homely property and gives you an opportunity to meet the owners and share life stories. It gives you something extra.

I’m not on commission I promise, other booking websites are available!

Using tech to manage the consumer’s expectations

There is definitely a balance that needs to be found. Looking at engagement, tech is a great way to optimise this.

1 in 10 diners post their meals to social media. Using this information and engaging people over social media by tagging and acknowledging their visit makes them feel special and valued. It is important not to over step the line. Guests are happy for relevant engagement, but if it’s irrelevant it becomes annoying and leaves a bad taste.

Using technology you can build a profile of a guest so when they return you know more about them. You’ll know it they are allergic to nuts or prefer to be sat in the window. Acting on this information creates a unique experience and again makes the guest feel valued. This allows every guest to be treated as a regular, which is what they all want.

The stigma around the use of technology

There is still a stigma attached to the use of technology. 33% are still uncomfortable with privacy invasion regarding data collection. Dinner by Heston Blumenthal has acknowledged that whilst tech is important to the unique experience, they have kept it firmly in the background. Stuck to pencil and paper chits rather than tablets for front of house staff, all EPOS systems are hidden away and they only interact once a guest has interacted with them to allow them to feel comfortable.

So it seems technology may be the way to tackle the modern consumer and boost the all-important experience. Just use it appropriately.

 
Pubs: what the future has in store
 
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"The stories of pub closures paints a bleak picture, but the statistics suggest a brighter future."


The Restaurant Show was a great event yet again. There is something slightly mesmerising about watching chefs in full flow, and this was definitely the case during the Craft Guild Chef of the Year competition. It was fantastic to see Chef Kuba Winkowski crowned National Chef of the Year, and watch him receive a hearty congratulations from the runners up.

Away from the competition I had a look at the key themes from this year’s show. Notable mention being the rising popularity of Kombucha, it’s absolutely everywhere! However, what really struck a chord was the news from the dining sector.

 

Is pub culture dying?

MCA looked into how pubs are performing in the current market compared to restaurants. The stories of pub closures paints a bleak picture, supported by the growing fear that the high street is becoming redundant to the modern shopper with rates, Brexit-induced staff shortages, and rising food costs taking its toll on the dining sector.

However, the statistics paint a healthier picture. Pub turnover is up 2.7%, which shows the end of the decline in the market. Furthermore, visits for the casual dining sector are up by 7% for the year ending June 2018.

7% represents an extra 35 million visits to British casual dining restaurants compared with the previous year.

 

What changed?

Wet led pubs are the answer, for now (but we will touch more on that later). Drinks-based venues are driving growth within in the market. They are doing this by focussing on quality over quantity, with consumers happy to pay for something more premium.

In order to beat the competition of restaurants, MCA has seen that pubs focussed on being family friendly and good value for money are edging ahead of restaurants, although they still are more successful overall.

MCA research shows that lunch and dinner visits have increased in the younger demographic, which suggest that pubs are adapting to accommodate the next generation’s needs in order to stay current. A key factor in continual growth throughout the market.

 

How to stay ahead of the curve?

Despite wet led pubs seeing a resurgence in the pub industry, 24% of consumers are trying to consume less alcohol and 5% are cutting alcohol completely.

This shows that the industry is changing, and fast. In order for the growth of pubs in the market to continue, they need to continue to develop as well.

 

What will be the next innovation?

That is the million dollar question. Almost half (40%) of 25-to-37 year olds prefer ordering food on their phones to table service (according to a report taken out by McCain). Will we see fully tech integrated pubs lead the way in the future? It may not match the feel and décor of an old-school country pub, but in bars and pubs pushing for a younger demographic, this could work well.

What we can see is now that the pub market has turned positive, it shows no sign of slowing down. By 2023 we will see a positive number of pubs compared with what is expected, showing the end of pub closures for the foreseeable future. Great news all round.