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Restaurants 2018: Tech at the TableMany Consumers Are Still Not Attracted to Restaurant Tech…According to an October 2017 survey from the Food Marketing Institute (FMI), 23% of all adult respondents said they almost always or frequently use a desktop/laptop computer, smartphone or tablet to decide which restaurant to visit for dinner.Unsurprisingly, young adults, or those 19–27 and 28–37, had the largest percentages of using these devices almost always or frequently, at 35% and 38%, respectively. Of those 54–71 responding to the survey, 37% said they never use these devices.AlixPartners’ surveys from Q1 2017 and Q1 2018 (as per the table below) indicate the various technologies available at restaurants were less likely to influence diners’ decisions to dine at and order delivery from a restaurant.Restaurant Technologies That Influenced US Internet Users to Dine at or Order Delivery from a Restaurant, Q1 2017 vs. Q1 2018TechnologyQ1 2017Q1 2018TechnologyQ1 2017Q1 2018Online ordering40%32%Mobile app for phone27%24%Free Wi-Fi35%32%Mobile payment25%22%Digital menus33%24%Text-message table-waiting system27%18%Digital loyalty program32%24%Tabletop tablets/kiosks23%17%Mobile ordering30%24%eMarketer, May 2018…Because Too Many Restaurants Are Failing to Provide the Tech Visitors WantA February 2018 survey of US Internet users found they considered many restaurant features/technologies to be very important, although many restaurants hadn’t yet implemented those technologies. Ease of ordering and payment was the most important technology, at 71%, but it is expected to increase in importance another 10 percentage points to 81% by 2020.Being able to order digitally in advance and Wi-Fi availability will increase in importance the most between February 2018 and February 2020, at 55% and 59%, parison of Restaurant Features/Technologies US Internet Users Consider Important and Those Restaurant Have Implemented, February 2018TechnologyImportantAvailableTechnologyImportantAvailableEase of ordering/payment71%45%Mobile/Web order-ahead34%26%Discounts/promotions63%35%Contactless/mobile payment32%33%Drive-thru availability56%37%Curbside delivery29%24%Wi-Fi availability44%44%Interactive digital content29%22%New interactive tools/tech35%33%Ordering kiosk27%31%eMarketer, July 2018Catering to Generation ZSince 47% of the 47 million members of Generation Z are students (primarily those 18–21), it’s not surprising that 61% of them say they usually choose restaurants with lower prices and they spend the least outside the home for prepared food, or $102.80/month.When selecting technologies to attract customers, restaurants must remember that Gen Zers are the first totally digital-native generation and they are the largest percentage of smartphone ownership.Generation Z is also the most racially and ethnically diverse generation, as 22% of those who dine at restaurants are Latinx Americans compared to 16% of all US diners and 54% are Caucasian Americans compared to 64% of all US diners.Generation Z’s* Meal Planning, 2017PlanningPercentOften read restaurant menus online before I go there to eat58%Obtain ideas for new meals to order by researching new foods online49%Use the Internet to find the best restaurant deals58%Look for coupons/offers online for restaurants45%Acosta, Spring 2018*those 18–21Consumers’ Increasing Use of Delivery ServicesAccording to a 2017 Cowen study, 52% of Americans used an on-demand food delivery app during that year, but delivery will account for 30% of the restaurant industry’s sales increase through 2022.That 12% increase from $43 billion to $76 billion may usher in the age of drone deliveries of restaurant meals, although drone technology as a delivery device is still somewhat of a sci-fi dream.Uber is seriously considering adding restaurant-meal drone delivery to its service portfolio. Although drone deliveries in urban communities could pose a number of logistical problems, it may become more viable in suburban neighborhoods.Americans’ Use of Online Food Delivery Service, October 2017–January 2018UseOct. 2017Nov. 2017Dec. 2017Jan. 20181x+/month11%10%12%11%1x/month14%16%16%15%Yes, during the past20%20%21%20%No, I haven’t, but I likely will19%19%17%18%No, no interest34%33%33%36%Cowen, March 2018Restaurant Tech TrendsSome restaurants have been slow to embrace tabletop technology, as they consider it a distraction and could possibly replace staff, although many guests benefit from streamlined ordering and, often, have more interaction with staff, not less. Chick-Fil-A experienced an increase in customer satisfaction and a 500% increase in sales when adding Omnivore’s technology to three of its Texas restaurants as a test.Another major benefit of tabletop technology for restaurants is the opportunity for immediate feedback in advance of when guests post on social media, which is often some hours later and, therefore, results in fewer guests’ postings.Additional AnalysisThe Media Audit’s September 2018 Rolling Aggregate Survey of 60 US markets representing more than 120 million adults 18+ revealed insights about frequent restaurant diners’ use of technology.The first table should be of particular interest to local restaurants, as smartphone owners visiting local sites is how many find and select a restaurant. According to a 2017 Yext Analytics study, 73% of high-intent traffic occurs from a restaurant’s Website. While most businesses receive as much as a 250% bump in traffic from maps, apps and other local sites than their Websites, restaurants receive a 1,000% increase in traffic.Adults in Two Age Groups Who Are Frequent Restaurant Diners* and Smartphone Owners, by Their Recent Visits to Local Sites, 2018Frequency of Local Site VisitsAdults 18–49Adults 50+PercentIndexPercentIndexPast month71.4%11552.9%137Past week64.7%11845.3%141Yesterday46.6%11631.9%149Based on The Media Audit’s February 2018 Rolling Aggregate Survey *4 times+ during past 2 weeksIt’s not surprising that a larger percentage of younger adults than older adults visits local sites, but what is interesting – especially for local restaurants – is older adults’ larger indices.Another insightful comparison is frequent restaurant diners and the streaming media service provider they use.Adults in Two Age Groups Who Are Frequent Restaurant Diners* and The Streaming Media Service Provider They Use, 2018Streaming Media Service ProviderAdults 18–49Adults 50+PercentIndexPercentIndexNetflix63.0%10931.9%110Amazon Prime/Amazon Instant32.2%11719.8%118Hulu27.3%1199.7%115iTunes12.2%1873.7%159YouTube9.0%1104.0%117Vudu4.7%1231.7%120HBO Go/HBO Now2.8%1490.7%111DirecTV1.8%1370.8%114Based on The Media Audit’s February 2018 Rolling Aggregate Survey *4 times+ during past 2 weeksSources: eMarketer Website, 10/18; Acosta Website, 10/18; GeoMarketing Website, 10/18; Food On-Demand News Website, 10/18; SmartBrief Website, 10/18; Yext Website, 10/18; The Media Audit Website, 10/18.Updated: October 2018? 2018 Media Group Online, Inc. 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