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Restaurants 2017: Digital Media and TechnologyConsumers and Restaurant TechTechnology is changing restaurants and their relationship with their customers. A 2017 survey found that 42% of Millennials, compared to 18% of Baby Boomers, said technology was “very” or “extremely” influential about whether they visited a restaurant.The Alix Partners survey also revealed that 42% of restaurant patrons did not use mobile technologies while 35% said restaurants offering free Wi-Fi service was much more important.Not surprisingly, Millennials are the largest group to use the Internet to find the best restaurant deals, at 58%, but Gen Xers and diners with kids, at 57% each, were the largest groups to look for coupons/offers online for restaurants.Diners’ Use of the Internet to Enhance Their Dining Experience, 2016Often Read Menus Online Before VisitPercentResearch New Foods OnlinePercentTotal US diners46%Total US diners37%Millennial diners59%Millennial diners56%Gen X diners53%Gen X diners45%Baby Boomer diners33%Baby Boomer diners18%Diners with kids58%Diners with kids59%Acosta, February 2017 Online Ordering Goes MobileAccording to The NDP Group, restaurant orders via mobile apps, text messages and the Internet increased 18% during 2016, which translated into 1.9 billion foodservice visits. As might be expected, half of all digital orders are for dinner and families with children account for 35% of orders. An above-average number of online orders are from Millennials and consumers with higher household incomes.Twice as many digital orders are based on a promotion and most (29%) of those promotions are a coupon. Discounted prices, daily specials and combined-item specials were also significant drivers of digital orders.Factors That Influence the Restaurants Diners Visit, What Menu Items They Order and When They Plan to Dine at a Restaurant, 2015 and 2016Factor20152016Menu online/mobile app to plan meal ordering14%19%Restaurant recommendations from smartphone app9%13%Pre-order menu items online/mobile app for dining/pick-up/carryout7%11%Restaurant reservation smartphone app6%11%Restaurant “finder” smartphone app%510%Acosta, February 2017 The Food Delivery DilemmaAlthough The NPD Group reported that restaurant deliveries only accounted for 3% of total restaurant transactions for the 12 months ending June 2017, the investment firm Cowen forecasts a 79% increase, from $43 billion during 2017 to $76 billion by 2022.Cowen also reported that almost half of all deliveries were implemented online and that online deliveries will increase from $20 billion for 2017 to $55 billion by 2022.The food delivery boom is driving the creation of virtual restaurants, which offer their menus only for delivery. One model utilizes an app and manages the entire process while the second model relies on a third-party delivery service, such as Grubhub.Consumers’ Restaurant Delivery Preferences, December 2016PreferencePercentMillennials prefer call-in-advance delivery50%Baby Boomers prefer traditional, “in-the-moment” delivery46%Routinely order delivery from the same restaurant74%More delivery offerings from traditional casual-dining restaurants38%More delivery offerings from fast-casual restaurants37%More delivery offerings from fast-food restaurants34%Modern Restaurant Management (Alix Partners), April 2017 The Automated RestaurantAutomation, in the form of artificial intelligence and robotics, is expected to impact significantly the restaurant industry, as it will for most industries. For example, many restaurants are already using chatbots for online ordering.Some major chains, such as Chili’s, Applebee’s, Buffalo Wild Wings and Olive Garden, have implemented tableside and tablet kiosks while Wendy’s and McDonald’s are taking this trend a step further with standalone kiosks.Few, if any, restaurants are fully automated yet. Front-of-the-house automation is operating at Eatsa, a San Francisco fast-food chain, while CaliBurger and Miso Robotics have invested in the development of Flippy, which automatically flips Impact of Automation on US Restaurant Labor, Change from 2016 to 2030Restaurant Labor Sector% ChangeFood serving workers (hosts)-15% to -24%Food preparation workers -25% to -34%Dishwashers-25% to -34%McKinsey Global Institute, December 2017 Digital Marketing TacticsAlthough TV advertising has traditionally been used to drive foot traffic, it is now part of a critical complementary ad strategy for restaurants that are adopting new technologies, as TV can also drive digital activities, such as search, Web traffic and app use.Studies have indicated that TV influences branded search by as much as 80%, there is a direct correlation between TV spend and Website traffic, and TV commercials generated a 56% to 74% uplift in app installations.In-store digital signage, such as menu boards and wall displays with current promotions, and entertainment technologies, such as games, infotainment and sports, can motivate customers to remain in a restaurant -5 Restaurants by Social Media Followers, 2017Fast-Casual, YouTubeViewsRestaurant Chains, InstagramViewsRestaurant Chains, TwitterViewsChipotle37.5 MStarbucks14.3 MStarbucks12.0 MQdoba13.5 MMcDonald’s3.3 MMcDonald’s4.6 MPanera Bread7.9 MBurger King1.1 MWendy’s1.9 MTaco Cabana633,000Dunkin’ Donuts1.1 MTaco Bell1.8 MThe Habit Burger Grill205,000Pizza Hut1.1 MPizza Hut1.5 MeMarketer, April, May and July 2017 Additional AnalysisData from the most-recent surveys by The Media Audit offer some interesting comparisons of adults 18–49 and 50+ who are frequent restaurant diners and visited local TV stations’ Websites during the past month.Adults 18–49 and 50+ in the Baltimore, MD GMA Who Are Frequent Restaurant Diners (4+ Times During the Past 2 Weeks) and Visited Local TV Stations’ Websites During the Past Month , Fall 2017TV Station WebsitesAdults 18–49Adults 50+ (WMAR-TV)18.8%17138.7% (WJZ-TV)28.6%16630.5% (NBC)31.5%15858.0% (WBFF-TV)26.1%17823.4% (WNUV-TV)20.2%2788.6% (WUTB-TV)18.9%2972.4% (Maryland Public Television)18.2%2382.4%56Based on The Media Audit’s Baltimore, MD Fall 2017 surveyIt seems digital ads on virtually all of the TV stations’ Websites in Baltimore would be very cost effective for many restaurants in the market, except for among adults 50+, with its low percentage and index. and also have low percentages among adults 50+, but large indices. Adults 18–49 and 50+ in the Colorado Springs, CO GMA Who Are Frequent Restaurant Diners (4+ Times During the Past 2 Weeks) and Visited Local TV Stations’ Websites During the Past Month , Summer 2017TV Station WebsitesAdults 18–49Adults 50+ (ABC)27.4%9931.1% (CBS)38.4%12819.4% (NBC)40.7%13531.7% (KXRM-TV)33.9%1952.5%Telemundo (KTLO-TV)8.4%1235.4% (Rocky Mountain Public Television, KTSC-TV)2.5%526.8%74Based on The Media Audit’s Colorado Springs, CO Summer 2017 surveyIn Colorado Springs, the results are quite different. The percentages for adults 18–49 are larger for all the stations, except and . is particularly strong among adults 50+ in both percentage and index compared to adults 18–49.Sources: Acosta Website, 11/17; Modern Restaurant Management Website, 11/17; The NPD Group Website, 11/17; Chicago Tribune Website, 11/17; CBNC Website, 11/17; Fast Casual Website, 11/17; SmartBrief Website, 11/17; Pizza Markeplace Website, 11/17; Tech Crunch Website, 11/17; McKinsey&Company Website, 11/17; eMarketer Website, 11/17; The Media Audit Website, 11/17.Updated: November 2017? 2017 Media Group Online, Inc. All rights reserved. ................
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