The GO Technology report tracks consumer attitudes and experiences with technology when eating and drinking out.
The research of 5,000 UK adults is conducted quarterly to gain insight over a period of time to measure consumer behaviour and trends, helping operators to keep one step ahead.
Technology has become firmly embedded in the hospitality experience. Nearly one in six (16%) consumers surveyed for this edition of GO Technology believe digital solutions enable and enhance the best visits, and just over half (55%) think the best solution lies in a balance of tech and human interaction. This represents a major evolution in attitudes to tech, especially since COVID-19.
GO Technology research from 2020 showed that 43% of consumers had used apps or other solutions to order and pay in the months following hospitality’s post-lockdown reopening, double the number who did so before the pandemic. The fact that 71% now prefer to use technology either exclusively or in tandem with human interaction shows how many guests have continued their digital habits since the end of COVID restrictions.
Approaches to interactions via tech and human contact have become neatly split: between their tasks outside a restaurant or pub; and the steps they take while inside.
For example, nearly half (47%) would prefer to make table bookings via technology, while even more want to be able to cancel bookings (51%) or get reminders without having to contact someone (60%).
Once they are through the doors, it’s a different story. Nearly three in five consumers want to place food orders, settle bills and leave tips in person.
In practice, the division of preferences isn’t quite so straightforward. Many people still want to complete pre-visit tasks offline, like general enquiries (33%) and booking tables (25%). Likewise, a minority prefer to use technology to place orders or pay bills. This highlights the importance of choice.
Going too far in either direction—whether by withdrawing human interaction completely, or failing to offer enough alternative options, risks alienating sizeable proportions of potential guests. To keep both sets of consumers satisfied, the solution is to offer not just one or the other but both.
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