Restaurant Consumer Survey Fieldwork: October 9th- 18th 2018 2/6/20 Project Overview Research Objective General newsworthy insights into the eating habits and expectations of Millennials with a particular focus on their attitudes to service Expectations of Millennials around technology How Millennials use social and interact online around their experiences Methodology 2,008 interviews Half of the sample are respondents classified as Millennials, aged (20-35), and Generation X, aged (3653). Weighted to ensure a nationally representative of the respondents 12 minute online questionnaire Fieldwork conducted 9th 16th October 2018 2 Executive Summary More spontaneous behaviour that is harder to predict: 20% of millennials go out less to restaurants now due to food delivery and only 9% of millennials say they would be likely to book a restaurant before visiting it. Millennials embracing elements of automation: Making a reservation, ordering and paying, over 50% of millennials would favour dealing with a robot or technology. Over two thirds of millennials (71%) say they wouldnt be against their food being delivered by a robot. However, millennials still crave human interaction in their dining experiences as over half (51%) of millennials would still like to give a compliment or complaint to a person rather than a machine. For millennials the future is vegan and sustainable: Nearly half of all millennials (49%) predict vegan restaurants will be the most in demand in the next two years. In fact, 75% of millennials thought at least one of the following types of restaurants would be most in demand: vegan, vegetarian or those with good environmental credentials. In comparison only 25% of millennials thought fast food restaurants will be in the most demand over the next two years. 3
A fifth of millennials (20% compared to only 9% Gen X) say they go out less to restaurants now because they are getting more food delivered that they would previously have gone out to eat. Eating Out Frequency Q4- What effect, if any, has the increased availability of food delivery services (e.g. Deliveroo, Just Eat, Uber Eats etc.), had on how often you go out to eat? 59% No effect - I go out as much as I used to 81% 20% I go out to restaurants less now because I am getting more of the food I would have had in-restaurant delivered Not applicable - these services are not available where I live Dont know 9% 5% 8% 2% 2% Gen X Millennial 4 Sample size: Millennials (1004) Gen X (1004) Only 9% of millennials now say they are likely to make restaurant bookings Q5.. Excluding fine dining (i.e. restaurants, where food is served in a formal setting) what percentage of the time do you make a reservation before going to restaurants? Eating Out Booking Unlikely to book Likely to book 65% 62% 9% 13% 31% 29% 14%
14% 8%9% er v e In o bo k 12% 10% 6%6% 0% 1 0- 0% 2 11 0% 3 21 0% 4 31 8%7% 0% 5 41 5%6% 0% 6 51 Millennials 5 4%3% 0% 7 61 4%4%
0% 8 71 2%3% 1%2% 4% 2% 3%2% % % ok ow 0 0 o n 0 9 b k -1 s 't 81 n 91 ay o lw D a I Gen X Sample size: Millennials (1004) Gen X (1004) Around 2 in 5 Millennials are likely to eat out at least once a week, a third of Generation X indicate they eat out at least once a week, both groups are most likely to go out for dinner How often do you eat in a restaurant, caf, pub or other eating establishment? Q1- Which meal are you most likely to go out for? Please select one only. Eating Out Frequency Generation X At least once... Millennials
Bre 2% 2% 3% 2% 4% 3% At least once ... 38% 33% 24% 36% At least once a... 6 60% 65% Sample size: Millennials (1004) Gen X (1004) 69% 58% Millennials are willing to spend on average 14% less than Gen X on a meal. Eating Out Spend Q2. When thinking about meals other than breakfast, how much are you willing to spend for your own meal in a restaurant? Average Spend Millennials 6% Gen X 7% 52% 43% Less than 10 40-49.99 7 24%
26% 10-19.99 50-74.99 20-29.99 75-99.99 30-39.99 100 or more Sample size: Millennials (1004) Gen X (1004) 11% 11% 0% 0% 3%1% 2% 7% 3% 1% 31.00 36.00 52% of millennials indicate they would dine in a restaurant where ordering and payments are fully automated, compared to only 39% of Gen X diners Q12. How likely, or unlikely, are you to dine at a restaurant where part of the service is fully automated? (e.g. using a device to order or pay without a need for interaction with waiting staff.) Millennials Gen X 52% 11% 39% 11% Likely 8 dont know 37%
50% Unlikely Sample size: Millennials (1004) Gen X (1004) Making a reservation, bill and food delivery are the areas millennials would be most comfortable dealing only with a robot or technology How comfortable, if at all, would you be in dealing only with a robot or technology at each of the following stages in your restaurant experience? Making the reservation Food delivery Restaurant greeting and seating Customer service in the event of complaint or compliment 9% 34% 25% 45% 28% 51% Appealing Sample size: Millennials (1004) Gen X (1004) 4% 19% 31% Ambivalent 4% 26% 48% Unappealing 9 53%
Dont know 13% Over two thirds of millennials (71%) say they wouldnt be against their food being delivered by a robot 5% 5% However, millennials still crave human interaction in their dining experiences as over half (51%) of millennials would still like to give a compliment or complaint to a person rather than a machine Where contactless payments and online booking systems are commonplace, mobile booking, billing and ordering are still not often experienced. Technology Encounters Thinking about eating out and technology, how frequently do you encounter each of the following technologies when booking/visiting a restaurant? Ability to pay through multiple methods (e.g. Apple Pay, contactless) 7%7%16% Online booking system 8%12% 29% Mobile booking system 19% 17% Mobile billing system (e.g. bill available on a device) iPad ordering at table All the time 10 Frequently 38% 32% 32% 28%
44% 46% 14% 51% 44% 25% 7% 32% 25% 12% 10% 8% 7% Sometimes 27% 10% 2% 31% Includes those who selected frequently/all the time Millennials Generation x 70% 37% 32% Net Frequently 17% 7% 1% Rarely Never experienced Sample size: Millennials (1004) Gen X (1004) For millennials the future is vegan - nearly half of all millennials (49%) predict vegan restaurants will be the most in demand in the next two years Future Restaurant
Types 3 Q2. Which of the following types of restaurants do you think there will be the most demand for in the next two years? Please select up to three options. 75% 45% Environmentally focussed 19% 16% No carb (e.g. protein and vegetable focus) 5% 15% 3% 4% 3% Other 1% 2% 13% Millennials 11 25% 19% Organic Don't know 30% 25% Fast food Paleo 41% 30%
Vegetarian Alternative foods (e.g. insects) 30% 49% Vegan 20% Gen X Sample size: Millennials (1004) Gen X (1004) In fact, 75% of millennials thought at least one of the following types of restaurants would be most in demand: vegan, vegetarian or those with good environmental credentials. In comparison only 25% of millennials thought fast food restaurants will be in the most demand over the next two years. Nearly half (47%) of all respondents placed reduced food waste as their top sustainable priority. Only 11% of consumers indicated that sustainability didnt matter to them. Future Restaurant Types 2 Q3 Which of the following types of restaurants do you think there will be the most demand for in the next two years? Please select up to three options. Reduced Food Waste Sustainably sourced 32% 40% Locally sourced and grown 53% 36% Food to energy (using food waste to create energy) 13% Low carbon
11% Not applicable- sustainability doesn't matter to me 11% Organic 10% 6% Millennials 12 40% 43% Zero Plastic Don't know 45% 48% Sample size: Millennials (1004) Gen X (1004) 8% 6% 12% 9% 4% Gen X For both Millennials and Generation X quality of food is the most important factor when thinking of returning to a restaurant, Price and quality of service feature in the top 3 factors Which factors help you when deciding whether to return to a restaurant more than once % based on those that feature in the top 3 Millennials Quality of ... 51% 45% Atmosp... 33%
32% Loca... 29% 26% Speed of ser... 15% 14% 11% 9% 3% 4% 2% Knowledgeable waiting s... 2% 13 63% 72% Overall quality of ser... Drinks ... 93% 89% P Ability to cater to dietary prefere... Generation x Sample size: Millennials (1004) Gen X (1004) Millennials are significantly more likely to use Facebook and Instagram for restaurant inspiration, as well as online reviews from others for go-to advice Restaurant Recommendation Platform Q13a. Which social channels, if any, influence you the most for your restaurant choices? Please select all that apply.
Q13b. Aside from recommendations from friends or family, what is your 'go to' place for advice on a restaurant? Millennial s Gen X 27% 23% 25% 6% 8% 14 57% Millennials 51% 7% 2% 1% 2% 1% Gen X 19% 16% 17% 13% 7% 5% Sample size: Millennials (1004) Gen X (1004) 5% 4% 3% 4%
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