NEXT-GENERATION GUEST EXPERIENCE: WHAT DID CUSTOMERS SAY?

Our methodology ...guests want the ability to +~20%

In 2016, Deloitte surveyed 3,000 Millennial and
approximately 1,500 general population high-
frequency (2+ visits per week) guests who visited #1 FACTOR IS MENU CUSTOMIZE +6%
Within a QSR, when

TECHNOLOGY IS USED
Quick Service Restaurant, Fast Casual, and Casual
Dining locations. In a separate part of the same
when selecting a restaurant
for the first time... THEIR ORDERS TO PLACE ORDER
fact-finding process, we carried out over 20 Frequency Average
interviews with restaurant industry executives to of visit spend / visit
discuss their organizations current and desired
Prefer to Guests want to
levels of digital technology strategy, adoption, and
plans ahead. Finally, we hosted a roundtable
40% ORDER ONLINE PAY BY PHONE Respondents want
discussion of restaurant industry trends at Deloitte
University in Westlake, Texas. and when they do,
spend increases
PAYMENT FLEXIBILITY
(e.g. splitting check)
Contacts
Andrew Feinberg
Principal casual &
48%
US Restaurant Consulting Leader
Deloitte Consulting LLP
26% QSR 13% fast casual Drive through

anfeinberg@deloitte.com

Oliver Page
Senior Manager
of respondents belong to
46% 53% 54% 50%
Deloitte Consulting LLP
opage@deloitte.com
87% FEWER THAN 3 Take-out
Drive through Take-out In-restaurant

Learn more
LOYALTY PROGRAMS
Visit us at
www.deloitte.com/us/restaurant-of-the-future
Loyalty members want:
31% 84%
Engage In-restaurant
Follow us on Twitter at @DeloitteCB Discounts
return if restaurant Tracking loyalty points is
As used in this document, Deloitte means Deloitte 51% of those who
RESPONDS A KEY FEATURE
Consulting LLP, a subsidiary of Deloitte LLP. Please see
www.deloitte.com/us/about for a detailed description Engagement rewards 50% do, want to
DIRECTLY users want on a

USE RESTAURANT APP

of the legal structure of Deloitte LLP and its subsidiaries.
Certain services may not be available to attest clients
under the rules and regulations of public accounting. 44% to their feedback
restaurant app

Copyright 2016 Deloitte Development LLC. All rights reserved.

NEXT-GENERATION GUEST EXPERIENCE: A FULLY INTEGRATED APPROACH
ENTICE ENTER ENGAGE EXIT EXTEND
Guest views restaurant Guest determines what to Guest determines how he / Guest waits for meal Guest has finished meal
websites to review menu, order / how to customize she would like to pay for Looks for something to do Reviews new loyalty points
price, location Places order online / on an meal to occupy him / herself Engages social media
Consults third party sites app or in-restaurant Pays bill and may opt to Provides feedback
Selects a restaurant split with friend
Determines if he / she will
return

Restaurant capabilities for the next-generation guest experience

Integrated menu, pricing & Menu customization Digital ordering & paying Wait time management Loyalty programs with
location (on app / website) Technology enabled (e.g., app, website, kiosk) platforms customized offers
Search engine optimization personalization Mobile & flexible payment Experiential offerings Analytics &
Third party collaboration options during wait time communication platforms
(e.g., restaurant review sites) Data collection Social
NEXT-GENERATION GUEST EXPERIENCE: TRENDS FOR EXECUTIVES

RESTAURANTS ARE FAST I.T. HAS MORE GOING ON THAN EVER ALL AT ONCE DIGITAL POSES NEW RISKS
FOLLOWING WHERE RETAILERS I.T. has had to drastically expand capabilities (e.g., social, Increased penetration to digital means
HAVE GONE IN THE PAST DECADE analytics, loyalty, cyber) in a race to win in the digital world.
The right capabilities and partners are critical.
new risks that restaurants may not be
equipped to understand or address.
Many customers expect seamless /
engaging technology experiences.
Restaurants have had to respond
to a customers desire for an omni-
channel experience.

SETTING UP FROM THE EDGE DIGITAL STRATEGY CANT BE DONE IN A VACUUM

Some separation from the traditional business may It will likely require new types of collaboration between
drive more rapid innovation and speed to market. I.T. and other functions (e.g., marketing, training).

WAR FOR TALENT

Many executives and digital leaders
are moving and shifting. Required
competencies, career paths, and
incentives should be adjusted to BE CAREFUL WHAT YOU WISH FOR KNOW THYSELF
entice, galvanize, and reward the With tech driving customer demand, restaurant leaders need Not all technology solutions are appropriate
talent that will make a difference. to more cohesively consider restaurant operational impacts. across restaurant types or food types.