Expectations are a tricky thing. According to Shakespeare, “Expectation is the root of all heartache.” On the other hand, expecting the best often results in a mindset that leads to experiencing the best, whatever that may mean for you.
Here, we’ll take a closer look at what your guests expect. If they walk into your establishment and their expectations are met, they may turn out to be one of your best VIP guests. If their meal and experience are not quite as expected and disappointment raises its sinister head, you’ve probably lost a potential return customer.
This week, SevenRooms released its 2024 Restaurant Trends and Diner Expectations Report. Let’s see what the latest generations are expecting when they walk into your restaurant.
The Guest Experience
The report starts off by stating, “Restaurants must nail all aspects of the guest experience, from hospitality and service to ambiance and atmosphere, to transform diners into brand ambassadors and get them to bring their dollars back more often.”
No small order.
Paying for an Elevated Experience
The good news is that your guests expect they’ll pay more for a memorable dining experience. People, in general, will pay up to $63 per person for an elevated experience, such as high-end items or theatrical elements. White alba truffles, wagyu beef, and Matsutake mushrooms fall into the high-end category.
They’ll also come with a price tag that exceeds the average person’s willingness to pay. Gen Zers may be up for the added costs, with 45% willing to pay even more for an exceptional experience.
According to SevenRooms, three categories comprise the upgrades customers will spend more for. The following represent a few examples.
- Experiential: Tableside martini cart
- Luxurious: Shaved truffles or a seafood tower
- Personal: Personalized mocktail and pre-ordering
The Little Things That Leave Guests Wanting More
Each generation differs in what they consider important elements of a dining experience. Around 26% of Millennials expect an easy process when making a reservation. About 33% of diners who go out 7 – 8 times a month want VIP treatment with access to specialty seating areas.
Restaurants with prime, exceptional seating may consider Tablz, a 3D reservation experience that lets guests select their exact seats, a personalized hospitality experience they’re willing to pay for.
These guests also appreciate the special touch of being able to pre-order their wine and having it decanted ahead of time or coming to the table and finding their favorite flowers.
Almost a quarter of Gen Xers enjoy the rapport and camaraderie they develop with the front-ot-the-house staff. Help your staff enhance this experience by teaching them some of the elements inherent in establishing a friendly relationship with their customers. Dale Carnegie suggests in How to Win Friends and Influence People, “Make the other person feel important—and do it sincerely.”
Establish an environment where guests feel like they’re home or part of the restaurant family, and you’re on your way to establishing a customer for life. In fact, creating personal relationships is the best way to develop a loyal customer following.
Exclusive VIP Events
The report also concluded that 38% of diners who are willing to spend $89 – $126 when dining out look for exclusive VIP events, from free menu items to early reservation access.
Personalized Marketing
Even when it comes to marketing, guests want a personalized and authentic experience. To accomplish this, almost 80% of restaurants spend most of their marketing budget on social media. Their intentions are to increase online orders and bookings, enhance brand awareness, and improve communications. According to 39% of restaurant operators, organic posts deliver the most bookings.
These posts retain a brand’s voice and may highlight specific attributes around the restaurant atmosphere, food and drinks, and team members.
Consider the following when choosing a marketing strategy:
- 41% of Gen Zers prefer text messaging for marketing. Text marketing experiences an incredible average open rate of 98%. One of SevenRooms clients and a leading restaurant group in the U.S., Fabio Viviani Hospitality, gained 3,000 new guests and an additional $220,000 in revenue using this marketing approach.
- About 38% of Millennials and Gen X prefer email marketing.
Fulfilling guests’ expectations leads to a road paved with surprises and prosperity. While every concept varies, you can count on today’s guests looking for that personalized, authentic experience.
