Interactive and personalised experiences are shaping the out of home eating and drinking sector, according to the latest GO Technology report from Zonal and CGA.
The quarterly report, that tracks the hospitality technology habits of 5,000 UK adults, shows the mobile generation of 18 to 24 year olds are using their smartphones in increasing numbers to settle their bills (22%). But trust and lack of personalisation are key barriers to more widespread uptake, with one in six (16%) saying they don’t use their mobile to order because of customisation issues.
Also, as 18 to 24 year olds seek interactive experiences on a night out, augmented reality (AR) could become more popular in venues as 25% believe AR in menus and ordering could enhance their visit.
Zonal’s group product director Alison Vasey said: “As we are the mobile generation, it comes as no surprise that consumers are clearly open to using technology as part of their going out experience, whether browsing a menu or paying for a round of drinks, in order to satisfy their thirst for convenience and speed of service.
For those brands that continue to ignore adopting mobile solutions, it could prove to be costly. The typical monthly spend on eating and drinking out by those who pay with a smartphone is £97 per month, that’s £14 more than the GB average.
Karl Chessell, Business Unit Director, Retail and Food, CGA added: “This fascinating snapshot of consumers’ behaviour shows how mobile devices are transforming the way people and brands interact. But as with all forms of technology, there is still a huge opportunity to improve guests’ engagement. Establishing trust, focusing on convenience and rewarding loyalty are just three of the many ways to achieve that, and operators that provide a secure and satisfying mobile experience can secure an important edge in an ultra-competitive market.”