What is focal in food service?
An anniversary dinner. A graduation lunch. A birthday breakfast. These are regular phrases in our lives when we want to mark a special occasion. Food goes beyond sustenance, playing a big role in how society functions, be it on special or regular days. Take the morning coffee runs, a big part of the going-to-work morning routine for so many of us.
Food service, or let’s say eating out in general, has evolved dramatically over the last decade, and more so in the last couple of years. The industry had to pivot and come up with new ideas just to stay afloat. So, today when the turbulence of the pandemic is over, what trends are driving food service?
Experience matters
Customer experience continues to be a defining factor in food service. From exceptional experiences like sensory dining to regular positive interactions when eating out or ordering takeaway, customer experience plays a key role in ensuring customer satisfaction and loyalty. Factors that add up to an exception customer experience include menu, accommodating dietary preferences, speed and accuracy of order, and friendly service, among others.
Delivery still rules
Food delivery has grown exponentially in recent times, with a multitude of third-party operators bringing consumers a meal or snack, when and where they want with minimal surcharge. The food delivery app market alone is likely to grow to $162 bn by 2029. So, ensuring that the food or beverage is delivered in optimal condition is a differentiator, and the right packaging is critical for that.
Value remains vital
Creating value goes beyond offering discounts. It is about making consumers feel they are getting maximum value. Multiple aspects add up to provide that feel-good factor and these vary based on the target audience – from sustainably sourced ingredients and allergen-friendly menu to customization options and portion sizes – among others like friendly and attentive service.
Serving up health and veggies
Today’s conscious consumer prefers to eat healthy even when dining out. And healthy choices on the menu are a must, be it in terms of portion sizes, organic ingredients, or functional foods. The plant-based preference is also here to stay, and going beyond meat substitutes, consumers want vegetables used creatively. This is an immense opportunity for food service operators to increase their value offerings.
Putting tech to work
Adoption of technology in food service has grown dramatically. Going beyond online ordering and contactless payment that are standard today, technology can enhance customer experience in varied ways – from augmented reality experiences to real-time digital menus and even personalized recommendations.
Throughout the series, we have discussed how consumption patterns vary between where consumers are, at home, on the go, or at a restaurant. Moving on, we will explore the top global trends in food and beverage consumption. Subscribe to our exclusive bi-weekly newsletter to know what consumers are looking for globally and other insights into the industry.
- July 12, 2023