Designing for Food: The changing face of the hospitality sector
In the previous article of the series we looked at all the different ways the hospitality industry can communicate to their customers through digital interaction. Communication through a digital medium has become commonplace and this is in part down to the changing behaviours of customers and their expectations, along with the rise in use and the advancement of digital technologies.
In this article, we will be looking at the impact these new customer behaviours and digital technologies has on the hospitality industry and how establishments have adapted to the changing landscape.
Deliveroo, love it or hate it, it has undeniably changed the way we eat. Takeaways used to be a rare treat but those are days of the past. Now you can get whatever food you want, whenever you want, delivered straight to your door. What’s not to love? From a consumer’s perspective it’s a game changer. It puts a lot of power in their hands and gives them an abundance of choice, guaranteed to be well-received by even the pickiest of eaters. From a restaurant’s point of view, if you aren’t listed on Deliveroo you may well be losing out on customers.
There are many food delivery apps out there, but it’s Deliveroo that stands out from a brand point of view and has helped push the UK market into new territories. But what makes it so popular? The user experience of the app has been so well considered that within a few minutes you can have food zooming its way to your doorstep. It’s also safe to say that the quality of restaurants on Deliveroo are a cut above your usual greasy takeaways. By having more premium restaurants featured on the app it further adds to its appeal and credibility.
Why do people want to eat in more?
Are we just lazy? Or is it due to the rise of the millennials, who don’t necessarily go out as much. Their attitude to drinking is dissimilar to that of previous generations, with more being teetotal and actively reducing their alcohol consumption. (https://www.theguardian.com/commentisfree/2018/oct/11/young-people-drunk-acohol-millenials)
So how can the hospitality industry adapt to this trend? Start by considering how you are communicating with this demographic.
All Bar One has run a successful campaign that directly targets millennials and generation Z. With the help of influencers they created content for Instagram that was more believable and trustworthy. The influencers had a combined reach of over 200,000 followers, who were the exact type of people All Bar One wanted to target. The campaign lead to an increase in their brunch sales by 28% (https://www.marketingweek.com/2017/08/31/all-bar-one-measures-impact-influencers/). Seems simple enough when all the influencers had to do was snap themselves eating and just generally be #blessed.
Real life experiences
Another way to increase your customer base is to create experiences that customers can’t get at home. Make going out an occasion, something special that will entice people and get them up and out the house.
To tackle this problem there has been a rise in ‘destination-based’ locations. These are places that are seen as a ‘status’ location for customers. A place they can go and take the perfect selfie or just show off – sounds rather narcissistic but it gets them to your doorstep! It doesn’t take too much to dress up an interior in order to create the perfect backdrop for these image conscious customers. way there!
If you need any more inspiration, here is a little list of some of these ‘destination-based’ locations that are nailing it!
Cereal Killer Café
Slightly controversial, BUT, they are still going so they must be doing something right. And at the end of the day bad publicity is undoubtedly good publicity!
Pink utopia + fancy toilets = Evil Genius
Perfect girls night out
For the #foodies
Who is best at adapting to these changes?
With the ever-changing consumer habits, it can be hard to keep up. Doing a major overhaul of positioning is unrealistic for many establishments. Typically, independents are quicker to react than larger chains. We will look at the reasons for this in the next article.