The past few years have been a particular challenge for Restaurants. First came the pandemic, then inflation-fed ingredient price increases and labor shortages. Now, Generation “Z” diners are less inclined than their predecessor generations to dine out.
This conclusion is based on research by NPD group, which found that:
· People between the ages of 18-24 ordered from/at restaurants 218 times on average between February 2021 and 2022
· When Generation X diners were that age in 2002, they ate out 284 times a year on average
· When Millennials were this same age, they ate out 244 times over a year’s time
这种就餐趋势有多种原因, and restaurants are being challenged to attract these diners via loyalty programs, 与社交媒体和年轻明星合作, 一些公司可能不得不降低价格.
Some industry watchers attribute this to the pandemic-induced work-from-home. The pandemic also forced many workers of this age group to learn how to cook, 这是他们在covid后保留的技能. 除了, inflation and high gas prices are shrinking their level of discretionary spending. 另一个“未知因素”是智能手机, which has been an appendage to these diners since they were kids. This has resulted in a phenomenon known as “committed consumption”, which means Generation Z consumers have already committed to mobile-device based goods and services before they consider dining out.
Industry experts are divided as to whether this is a short-term problem or a more fundamental shift in buying patterns. 一些餐馆并没有等着发现. 像wing Zone和Wingstop这样的鸡翅餐厅, as well as several donut chains are actively seeking out ways to attract GenZers. Their research has found that between 13-18% of visitors to their locations are this demographic vs. 这个行业的平均水平是10%，比较温和. One reason is that food items like wings and donuts are more popular with diners ages 18-24. 古老的“价值主张”在这里起作用, for price is the most important factor this group values with choosing which restaurant to try.
结果是, 一些餐馆正在想方设法降低价格, while others are developing or refining their customer loyalty programs. Restaurants love online loyalty programs because they can use them to learn their customers’ preferences, 然后直接向他们推销, 建立品牌忠诚度. One key factor in developing these programs is find a way to reach these consumers where they’re already spending a lot of time: their phones. It is widely accepted that Generation Z diners are more active on their mobile devices than any other generation of consumers.
由于这个细分市场使用移动技术, 辣椒, 麦当劳, and Starbucks have been revising their marketing and loyalty programs. 其他人, 像IHOP, 采取了更轻松的方式, 创建了国际煎饼银行, where customers earn PanCoins when they spend more money through their app. 此外，他们还可以在应用程序的“堆栈市场”中找到奖励。.
Other restaurants are teaming up with celebrities and social media “influencers” to get GenZ diners excited about their food. Savvy restauranteurs will need to pay heed to this trend to ensure that they are able to appeal to a broader target market if they want to continue to be rel伊娃nt for future generations of diners
A new poll from the National Restaurant Association (NRA) focused on the challenges and opportunities for restaurants during the balance of the current year and into 2023. Based on responses, the trade group compiled the following data:
·96%的受访者认为供应链延迟是一个重大挑战
·90%的受访者提到食品成本高
· 80% planned to increase their investments in and use of technology
· 80% anticipated modifying their menus due to supply chain issues
·70%的人认为员工短缺是一个问题
·54%的人计划探索外卖或外卖选择
·50%的受访者计划增加户外餐饮
· 50% indicated that recruiting/training employees to be their top challenge
· 40% expect that it could be another year or more before business returns to normal
·25%的人正在探索更多的外部业务选择
分别, one of the oldest challenges facing restaurants is how to boost off-peak hours, especially in light of some of the unique challenges that have emerged in the past 2+ years. Industry consultants suggest the following ways to boost sales and hopefully profits:
· Small plates: during off-peak times offer a few lighter options for the hours that bracket peak lunch and/or dinner hours
· Happy hours: consider adjusting the traditional 5-7 timeframe (if ABC regulations permit). Discounting of items may be needed, with the idea that customers may want to stick around for dinner
· Late night draws: it is likely that later hours attract younger customers, 这意味着菜单上的菜品可能需要更便宜一些, 提供娱乐活动可能是另一个吸引力
· Host meetings: consider renting out the space to business and/or community meetings during traditionally slow periods
· Know the market: use market research and your own knowledge about your customer base to enable the eatery to best select menu specials that appeal to the broadest range of clients
简而言之, restauranteurs will need to understand what attracts customers and how to generate repeat business. 除了, eateries that will survive and thrive in today’s environment are those that are willing to explore and embrace new ways of expanding their client base.
Get connected to resources and services to launch and grow a business in Southwest Virginia. 把这个想法变成一门生意.
