Latest research highlights three themes impacting the full-service restaurant industry

KANSAS CITY, Mo. – Service Management Group (SMG), a global customer, patient and employee experience management partner to more than 500 brands, has published new research that highlights how full-service restaurant providers can meet consumer expectations, shifting service standards and off-premise dining preferences.

Using BrandGeek®—SMG’s market intelligence tool and the fastest, most accurate source of behavioral data linked to consumer feedback in real time—SMG collected feedback from more than 5,000 consumers to help restaurant brands deliver highly satisfying on- and off-premise experiences. Here are three key themes from the research:

1. Health and safety is top of mind for consumers – With 55 percent of respondents still concerned about catching coronavirus while in public, restaurant brands can’t afford to miss the mark on health and safety protocols. Before visiting a restaurant, 3 in 4 people seek out information about a brand’s response to the pandemic, with the majority conducting research via digital channels. Furthermore, when deciding to visit a restaurant, the four most important factors for consumers are staff wearing masks, maintaining social distancing, limiting the number of customers in the restaurant and customers wearing masks when away from their table.

2. Personal recommendations are driving new visits – As consumers look for ways to shake up their routines, off-premise dining is a popular choice. Nearly 1 in 3 respondents indicate they are more likely to order from a restaurant they haven’t visited before, and 72 percent of have tried at least two new restaurants in the last 60 days. Providing a great off-premise experience is the most effective way for restaurant brands to win new customers—respondents indicate they are most likely to learn about new restaurants from friends and family or social media.

3. Service expectations have shifted – While dining room traffic remains below pre-COVID levels, the majority of respondents [52 percent] have dined indoors in the last 60 days. Carryout, indoor dining and curbside pickup are the three most popular full-service restaurant experiences during that period. When it comes to the dining experience, 65 percent of respondents want as much or more staff interaction as they did before the pandemic, however, the type and timing of the interaction matters. Sixty percent of consumers feel comfortable interacting with the server during their meal while just 1 in 3 are comfortable with manager visits or additional interactions with the server.

“While the pandemic has created a number of challenges for full-service restaurant brands, our research indicates brands can win consumer trust by consistently delivering safe and highly satisfying experiences,” said SMG Senior Vice President of Research Paul Tiedt. “Establishing clear and consistent safety protocols, providing fast and accurate off-premise experiences and focusing on innovative approaches to service are several ways brands can meet evolving consumer expectations.”

About Service Management Group

SMG inspires experiences that improve people’s lives. We are a catalyst for change, providing actionable customer, patient, and employee insights that boost loyalty and drive business outcomes. Our unique model puts a dual focus on platform technology and professional services—making it easier to collect, analyze, and share feedback and behavioral data across the enterprise. To learn more about our customer experience management, employee experience, and brand research solutions, visit www.smg.com.

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