A new U.S. research report by me&u, a global hospitality at-table ordering solution, has revealed new insights about consumer expectations across demographics for bars, restaurants and hospitality venues of the future.
In partnership with YouGov, Red Havas and Havas Labs, the report provides an in-depth look into recent hospitality changes from the customer perspective, while exploring new predictions that operators within the hospitality industry will adopt throughout the next decade.
According to the report, 70 percent of Americans expect that smart technology will be part of almost every venue soon. Other common themes throughout the report include the expectation of inclusivity from operators, the emergence of Web3 in hospitality, a growing concern for excess waste, a non-alcoholic movement, and more.
Key Highlights
Some of the key highlights from the report include:
- 66 percent of Americans say they would use a food service app which allowed them to split the bill easily with friends.
- One third (33 percent) of Americans expect all bars and restaurants to offer a good range of alcohol-free beverages.
- 52 percent of Millennials say they would like to be able to try a new venue in the metaverse to see what it is like before visiting it in real life.
- Four in five (80 percent) Americans agree that they prefer bars and restaurants that cater for all budgets with good value for money options.
- Customers expect restaurants and bars to be supportive of diversity and inclusion with three quarters (76 percent). agreeing that all bars and restaurants should be accessible and welcoming to those with physical or mental disabilities.
- Eight in 10 (80 percent) Americans say they prefer to visit bars and restaurants where they know all staff are treated well.
Additional insights from the report – including data on technology use, sustainability, inclusivity and sober curiosity – include:
FANCY ANOTHER BYTE?
Data and Personalization Will Power the Next Generation
me&u noted that over the last few years, restaurants and bars began to shift towards the use of technology for the same reason most industries quickly adapt to these advancements – to create a more efficient operation. As a result, smart technology is here to stay, according to the me&u report.
And while Americans embrace tech in virtually every other aspect of their lives and are accustomed to utilizing QR codes, the tech innovation throughout hospitality venues will continue to be both embraced and encouraged.
The majority (70 percent) of Americans who go to bars and restaurants expect that smart technology will be part of almost all bars and restaurants in the near future, and most (66 percent) would use a food service app which allowed them to split the bill easily with friends. However, eight in 10 (81 percent) agree that while technology can be useful, they feel bars and restaurants are all about people and human interactions.
With the rise of hyper-personalized venues comes the need to tailor the experience to every unique visitor. Half (49 percent) of consumers surveyed were found to be more likely to visit venues that use technology to give them a personalized menu that's unique to their tastes, including tailored beverage recommendations.
WHO KNEW SOBER CURIOSITY COULD BE SO SEXY
Will Non-Alcoholic Beverages Be the Hot New Drink on Tap?
Many Americans may be redefining their relationship with alcohol, thus rethinking how they view bars and hospitality venues. A total of 33 percent of customers expect bars and restaurants to offer a good range of alcohol-free beverage options, and more than a third (35 percent) of Americans say they're happy to visit completely alcohol-free bars or restaurants. A similar number expects all bars to have a good range of alcohol-free beverage options (33 percent).
Non-alcoholic drinking customers will be looking for the same care and attention from staff as before – for staff to have a level of knowledge, a recommendation and a point of view on the alcohol-free beer, wine or cocktail they're drinking.
WEB3 MEETS HOSPITALITY 3.0
Crypto for That Burger and Fries?
As the new catch-all term for the “future of the internet," Web3 will affect how we make and accept payments going forward, according to the report.
Facilitating borderless, peer-to-peer and multiple tokens and blockchains, Web3 will convert whatever customers have in their wallets to payment – bitcoin, NFT or other digital currency options.
Hospitality venues of the future will also see the role of the metaverse coming into play. me&u's findings showed that most Millennials (52 percent) agreed they'd be interested in trying a new venue in the metaverse first and half (50 percent) would be interested in a venue using the metaverse to experience virtual reality activities, such as virtual tours of the region they selected their wine from.
It's not only what customers pay with that will become easier, but also how they pay. Platforms and developments like me&u that allow for bill splitting are something two thirds of American respondents agreed that they'd use in future; with nearly half of them preferring to go to bars and restaurants that give them the option of using smart technology to make ordering food and drinks more efficient (47 percent).
WAGING THE WAR ON WASTE
Hospitality's Pathway to Net Positive
With new data on the severe impact of food waste from all links of the food service supply chain, coupled with an acute awareness of climate change, the next generation will expect action from the bars and restaurants they choose to support in these areas. A total of 61 percent of customers think that bars and restaurants produce a worrying amount of waste from menus and other disposable items and should take action to reduce it.
THREE CHEERS FOR THE STAFF
Guests Notice How Employees Are Treated
According to the report, looking after employees could pay dividends for bar and restaurant owners with eight in ten (80 percent) Americans who go out to bars and restaurants regularly saying they prefer to visit bars and restaurants where they know all staff are treated well.
Overall, 84 percent of Americans believe that bars and restaurants with staff that are better taken care of in turn provide better customer experiences, including over half (55 percent) who strongly agree with this sentiment.
EQUAL THIRD PLACE
Inclusivity Is Non-Negotiable
Diversity and inclusion are no longer seen as a nice addition to workplace policies. Customers believe that hospitality brands must incorporate values and be both accepting and welcoming, and they will in turn support those that are. Customers expect restaurants and bars to have strong diversity and inclusion policies with about three quarters (76 percent) agreeing that all bars and restaurants should be accessible and welcoming to those with physical or mental disabilities, including half (48 percent) who strongly agree, while one in two (52 percent) agree they will only attend bars and restaurants that support diversity and inclusion.
To learn more about me&u, visit meandu.com.
About the Research / Methodology
The research is based on an online survey of around 2,296 Americans from 18 to 65 years who visit bars and restaurants. The survey was conducted between June 21 and June 27, 2022. Final results were weighted by age, gender and location to ensure they were representative of the broader population. The findings also come from a combination of expert interviews and analysis through detailed industry reporting and media.
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