Experience is Everything
Of course, restaurants want to bring in traffic. But what is it that brings consumers into a restaurant—and what will keep them coming back even as inflation continues?
According to Datassential research, consumers don’t seek out restaurants for low prices; they want enjoyability and craveability. “If we put the brakes on innovation,” advised Li, “we lose the craveability that restaurants win at.” Innovating with new ingredients and global flavors can set restaurants apart from food at home. When restaurants lean in to their strengths, they are able to—as Li said—“make sure the experience is so great that diners don’t want to cut back.”
While Li focused more on the culinary side of the restaurant experience, Brown encouraged restaurants to look beyond their menus. With the rise of the celebrity chef, he claims foodservice has become all about the food and not about the service. “I’m hoping we’ll see a return to the restaurateur who thinks about the front of the house.”
Like telling a story, creating an experience requires multiple facets. Restaurants will need to factor everything in from the front to the back of the house to deliver an experience that brings consumers back for more.