60% of customers want accurate allergen information when eating out

By Nikkie Sutton

- Last updated on GMT

Important information: seeing allergen details is crucial to most diners
Important information: seeing allergen details is crucial to most diners

Related tags: Pub operators, Alcoholic beverage

Three in five consumers (60%) believe the ability to view up-to-date and accurate allergen information is important to their dining experience, according to a recent study.

The extensive survey of 1,500 consumers, which was carried out by technology company Ordamo also found 70% expect table service at dinner in a pub.

However, this figures drops for both breakfast (23%) and lunch (43%) but diners are expecting a shift towards digitalisation, with many eagerly anticipating when pub operators will adopt the latest technology to take service standards and their overall experience to the next level.

More than half (56%) found having to wait in a queue when dining out in a pub annoying, and 90% find being ignored by staff annoying because it slows down service or means waiting for the bill, which are frustrations for 78% and 50% of diners respectively.

Similarly, 42% find it a nuisance not being able to order a drink mid-meal with ease, and almost half of consumers (45%) would like to be able to order their food and drink using a digital tablet or app in JD Wetherspoon.

Ordamo CEO Daniel Potter highlighted how important technology is to pubs and how operators can tap in to this.

Turning digital

He said: “Consumers have never had so much choice when choosing to dine out in a pub.

“It comes as no surprise that they are now turning to digital platforms to enhance their dining-out experience.

“With a tablet or app, pub operators are placing the power firmly into the hands of the consumer, allowing them to call for a member of front of house, order additional dishes or drinks mid-meal, while also requesting the bill and all at the tap of a screen.

“Our leisure time is becoming ever-more precious and as such, consumers expect fast, efficient service as a must.

“The survey found that consumers value having their order taken quickly, their food arriving with minimal delay and the bill provided promptly, particularly at lunchtime (84%, 90% and 89% respectively) with expectations at breakfast at 80%, 85% and 83% respectively.”

Some 86% of consumers believe the ability to order additional dishes and drinks mid-meal with ease is important for a great dining experience and subsequently, 95% of customers value staff that are knowledgeable about the menu.

Fighting food envy

Potter added: “Armed with digital menus, pub operators have the ability to fight food envy, which 88% of those surveyed admitted to suffering from.

“Operators can upload images and videos for each menu item, which 62% of consumers believe would reduce the likelihood of them getting food envy.

“Similarly, pub operators should be thinking about personalising the customer journey, as 27% of consumers would like to be greeted by their name.

“Some 27% would like an operator to remember their preferred table sitting and 15% would like to receive email notifications when their favourite dish is on the menu.

Potter added that these results showed that consumers value experience as important as the food on the plate.

He said: “What’s more, pub operators can test the water and easily measure the success of any technological changes, implemented as a result of the feedback economy boom, as two in five consumers (40%) would like the ability to leave feedback after their meal.”

Related topics: News, Food

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