Three years after the height of the coronavirus pandemic, research by Deloitte has found that more than half of consumers are dining in restaurants as much or more than before the pandemic.
The data also suggests many dining preferences emerged during that time, including the rise of “ultimate convenience” and a move towards user friendly digital experiences, are here to stay.
In its report, The Future of Restaurants: The New Normal and Beyond, Deloitte used global consumer analysis alongside the results of a survey of 750 respondents recorded in March 2023 who had ordered from a restaurant within the last three months.
One trend that is continuing to intensify since the pandemic is a surge in off-premises dining. After a rise in third-party delivery apps over the last ten years, customers are increasingly likely to opt for a “frictionless” digital experience when it comes to delivery and takeout, Deloitte found.
Specific findings in the report included that 13% of customers use third-party apps or websites to place a delivery or takeaway order, however, 40% of customers prefer to order through the restaurant’s app or website.
Despite many feeling the crunch, customers are not all welcoming a lower value product, with 60% of consumers saying they are unlikely to accept lesser quality when ordering takeaway food.
The survey found that more than one third of dine in guests, and 40% of takeaway guests do want less expensive options on the menu.
While consumers continue to have an appetite for restaurant experiences, customers are also motivated by more affordable items alongside promotions and discounts.
As well as reporting that 55% of people dined in restaurants with equal or greater frequency than before the pandemic, an even larger 69% of consumers ordered food for takeaway or delivery at the same rate or more frequently.
37% of dine-in guests and 40% of takeaway guests want less expensive options alongside promotions and discounts, with higher quality products only resonating with 19% of dine-in guests and 15% of takeout guests.
Jean Chick, principal at Deloitte Consulting, and US restaurant and foodservice leader, said the restaurant industry is emerging from the pandemic with “a menu full of opportunities.”
“With large-scale changes on the horizon, driven by advanced technologies and ongoing shifts in consumer demands and preferences, we can expect restaurants to look dramatically different in 10 years.”
“As a result, restaurants should consider implementing various offerings that enable consumers to maximize the dining experience and set up their operations for long-term growth” she said.
These advancements might include automation technologies, one type of innovation that is likely to continue to be adopted over time. Deloitte found that consumers age 18-38 are more likely to return to restaurants that use automation technologies than those age 39+.
According to the study, most guests are becoming more open to automation and other emerging technologies. For example, nearly half (47%) of customers would order from a restaurant that offers delivery via drones and driverless vehicles, up from 44% in 2021.
Other notable findings include that a majority of consumers said they are at least somewhat likely to use voice automated ordering systems, including 79% for drive-thru, 74% for phone systems, and 70% for dine-in.
Acceptance of kitchen automation also appears to be increasing. 60% of consumers noted they are somewhat likely to order from a kitchen that prepares food, at least in part, through robotic technologies, up from 54% in 2021.
Although only 19% of those surveyed had experience with a cashier-less restaurant, 62% said they would be somewhat likely to order from one if given the opportunity.
