Every detail counts

When it comes to eating out, it’s crucial that you pay attention to more than just the food and drink you have on offer, says Katie Jenkins

I don’t have to tell you that hospitality should be a welcoming, enjoyable and stress-free environment that leaves your customers wanting to come back. Here’s our guide to delivering an experience that leads to happy customers who want to return time and time again.

During 2020 and 2021, your customers enjoyed the ‘hassle-free’ experience of eating at home; 29% enjoyed cooking for themselves and trying new foods (16%). Our recent research, in partnership with Zonal, found that the extra time spent at home has given customers time to reflect on what frustrates them most about going out versus staying in.

MAKING A RESERVATION

‘Difficulties making a reservation’ was the second highest reason given for deciding to stay home instead of going out. If making a booking isn’t simple, then you’ll be losing customers. Many people (33%) find it stressful ‘trying to find somewhere new to go’. The first place most people turn when deciding which venue to visit is a ‘general internet search’ (38%) followed by the ‘Google near me’ search tool (25%) and then hospitality review websites/apps such as Tripadvisor (22%), so make sure you are visible digitally.

UNDER-ATTENTIVE SERVICE

‘Being told a dish has run out’ (mentioned by 50% of consumers) and ‘under-attentive waiting staff’ (48%) are the two top things that frustrate customers about customer service. Are staff trained to recognise when they are needed and when to leave the customer to enjoy their experience?​

BILL PAYMENT MUST BE SEAMLESS

Nearly half say trying to get the server’s attention to pay the bill is frustrating. It’s not for everyone but mobile phone ordering and payment is now a more important factor when choosing a venue for 45% of the UK population.

»Katie Jenkins is Marketing Director at KAM

For more info…

… DOWNLOAD THE REPORT FREE AT KAM-MEDIA. CO.UK/ RESOURCES