Balancing High-Touch Hospitality with Cutting-Edge Technology: Understanding Customer Preferences for Restaurant Tech

Report on the Restaurant Technology Landscape in 2024

New research shows that consumer attitudes toward restaurant technology vary greatly based on demographic and service segment. Operators must match their tech investments to the customer base they serve to gain a competitive edge, with 76% of operators believing that using technology gives them a competitive edge. However, many feel their restaurants could do more to keep up with the latest tech trends.

Customers’ favorite tech options are those that make ordering and paying faster and easier. According to the Restaurant Technology Landscape Report 2024, 7 in 10 adults look for deals when ordering takeout or delivery or dining in a restaurant. A majority of full-service customers say they would be likely to place an order or pay the check using a tablet at the table, while 7 in 10 limited-service customers say they would be likely to place an order using a smartphone app, and 8 in 10 delivery customers say they would order delivery using a smartphone app.

Operators have important opportunities to enhance the customer experience, amplify marketing, and operate more efficiently through technology. However, choosing the right tech for their customers’ convenience while maintaining high-touch hospitality is crucial. By identifying which technologies customers in each segment would like to have, really want, and must have, operators can plan to invest in technology that meets their customers’ needs. This report is based on surveys of restaurant operators and consumers.

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