Leisure and hospitality businesses that offer distinctive, innovative, personalised and Instagram-worthy experiences will continue to stand out as consumers become more open to experimentation, RSM research argues.
Operators should focus on niche offers and prioritise quality over quantity, such as single-item menus, multisensory experiences or new cuisines, which will help boost footfall in restaurants and bars.
RSM’s survey ‘Who are today’s consumers?’ warns operators to be careful of heavy discounting, which can erode a brand’s value and its margins, and instead link discounts to customer loyalty.
Loyalty schemes should offer personalised offers that target customers with premium, VIP, exclusive or private offers which heighten brand appeal and drive visits and spend.
New technologies such as pre-ordering or cookery and delivery robotics should help, not hinder, customers.
With consumers willing to pay more for ethically-sourced food, operators may be able to improve their supply chain, or do more to communicate their sustainable credentials to consumers.
With augmented reality and artificial intelligence on their way, operators should prepare for a time when diners will expect to be able to learn the date and time an ingredient was picked or caught at a touch of a screen, the report argues.
