As Restaurants Reopen...
Datassential has released highlights from their newest research, covering 1,000 US
consumers from April 17 to April 20, in an effort to discover just what US diners are
really thinking right now.
The research found that most Americans are hesitant about dining out again the way
they normally did before the pandemic. Despite the fact that an enormous percentage of
Americans have been financially impacted by the Covid 19 crisis (potentially affecting
their ability to spend money on dining out) Datassential’s survey shows that health
concerns largely overshadow financial concerns. Only 14% of respondents cited finances
as the biggest factors preventing them from dining out, while a full 74% of those
surveyed said that safety and health were their biggest concern.
These findings suggest that operators will need to make a significant effort to increase
hygiene and safety measures in order to boost traffic recovery. 83% of respondents
reported that they would avoid crowded waiting areas, while 86% said they would
continue to maintain distance from other diners. Operators will need to be strategic
about spacing tables apart, while also taking care to limit interactions between guests
and servers.
According to the April report, there was strong support for a contactless dining
experience. Respondents preferred the idea of contactless ordering, such as order-at-
table devices that are easier to disinfect than traditional print-out menus or, potentially,
mobile-ordering. Over 60% of guests reported that they would require seeing
restaurants disinfect or dispose of menus each time if they were used, while nearly ⅔
would accept no physical menus as a new rule. 87% said they also prefered the idea of
contactless payment, while 44% of guests said they would require it in restaurants.
On an upbeat note, however, diners also reported that they crave the opportunity to get
together with their loved ones again in a restaurant, but that it will remain essential that
the restaurant differentiates itself in a timely manner in order to regain their trust in
dining out in the future.
