Millennials value ‘hospitality and human touch’ (13%) over interactive technology and automation (7%) as a reason for choosing a restaurant, a report from CMS reveals.
The technological improvement most wanted by millennials is the option to order food and drink in advance of arrival (47%) followed by paying the bill through an app (44%), according to ‘Finding the balance’ report, which examines millennial attitudes towards technology in restaurants and hotels,
Responding to the anticipated desires of customers, 52% of restauranteurs have implemented technology in their restaurants to allow food and drink ordering in advance of arrival and 39% to let customers pay their bill online or through an app.
Some of the more ‘out there’ technologies do not seem to resonate with millennials, with only 16% believing 3D virtual entertainment will improve their dining experience.
The report found 90% businesses agree operators are underestimating the expectation of millennials in the hospitality sector, who spend 13% of their income is spent in restaurants and bars.
Based on a global survey of 5,000 people, the report found a typical UK millennial eats in a restaurant four times a month, orders delivery four times a month, cooks at home 10 times, eats street food three times, and has grab and go four times.
Millennials place a significant value on originality, with 53% rating ‘a new experience’ as an important feature when choosing a place to eat.
Just 8% of millennials thought whether a restaurant was ‘Instagrammable’ was an important factor.
Thomas Page, Head of Hotels & Leisure at CMS, said: “There is good news for restauranteurs. Millennials are dining out on average four times a month which is more than they are ordering in. In a competitive market the industry is using technology to attract new customers and deliver a better dining experience.
“With such a large percentage of their income now coming from the millennial generation, restaurant groups and restaurateurs need to ensure they are futureproofing their businesses now to cope with their desires and demands.
“The tech savvy nature of the millennial group and their loyalty to a brand is of huge significance to the future of the industry and they must continue to adapt and to evolve to meet these new challenges.”
The research was conducted by FTI Consulting on behalf of CMS, covering 5,000 millennials in 18 countries.
