By Jacob Wilson, Contributor
No industry is immune to temporary fads and ever-evolving trends, and the hospitality industry is no exception. With food-related tourism skyrocketing in popularity across the globe and a better-connected world at our disposal, restaurants and coffee shops all over the world have gone through a slew of major changes in the past decade.
All to accommodate travel enthusiasts, the changing needs of the modern-day generations, and sustainability preferences that reflect on the hospitality brand in question – restaurants and cafes have gone above and beyond to change without losing their substance. Now that we’ve entered a new decade, numerous eateries are about to go through another wave of trend-related changes.
The upcoming year will be all about refining customer experience, streamlining ordering and internal processes, and ensuring authenticity in every sense of the word.
To help you understand what the industry holds for 2020, here are a few hand-picked features all restaurants and cafes will boast as we enter the new year.
Cultural Heritage is Hotter Than Ever
Sometimes, foodies will traverse the world in order to find that perfect bowl of Vietnamese pho. At other times, however, they’d like the option to consume that very same authentic bowl of pho in a restaurant two blocks away. In the same way, an early riser in London genuinely likes the freedom to purchase a cup of freshly brewed Colombian coffee to bring some tropical vibes into their rainy day. Globalization has enabled restaurants and cafes to spread, and people from various cultures to introduce their culinary heritage to the world.
If you’re not offering something authentic, you’re likely falling behind. Instead of creating just another cafe around the block offering the exact same blends as the next shop, you should consider creating a unique, authentic experience for your customers.
Whether you use your own cultural heritage, or you put a modern twist to your service, it’s entirely up to you, but the hospitality world is currently focused on businesses offering authentic experiences with a culturally-relevant feel.
Integrating POS Systems for Seamless Operations
Point of sale (or POS for short) systems are the go-to solution for the most forward-looking restaurants and cafes alike. We’ve long surpassed the simple abilities of a cash register, so hospitality businesses are looking for ways to simplify their customer interactions and make the ordering process much more streamlined. As a result, implementing a POS system allows the business in question to reduce and even eliminate human error from the ordering process, keep track of all orders, and establish direct communication with the kitchen staff.
It also empowers the guest to pay for the services on the spot, in a safe and seamless way. Add to that, customized menus you can add within the POS system should reflect your brand identity, so your visitors can establish an emotional bond with your business. The customization feature allows customers to make custom orders, too, to mix and match ingredients and orders to get what they really want.
Furthermore, built-in analytics empower you to get a glimpse into ordering preferences and the success of your menu over time, so that you can see how you can adapt your offers to appeal to your customers even more.
Influencer Marketing is Front & Center
A relatively new concept, but already well-established across various industries, influencer collaborations have become a major breakthrough for restaurants, cafes, and smaller eateries across the globe. These people have massive audiences of likeminded people and endorsing your restaurant can make all the difference in bringing a flood of business to your doorstep.
If there’s a single marketing novelty you’re eager to introduce in 2020, you should consider influencer marketing for your restaurant. Why? Because 71% of customers are more likely to stop by your restaurants after seeing a social media referral. If you’d like to increase your chances to appeal to a wider demographic, and to boost your brand visibility, nothing beats working with an influencer long-term.
The key here is to focus on lasting relationships rather than one-time collaborations, since the former let you build loyalty and transparency, while the latter might only give you a temporary boost of visibility.
Dedicated Apps for Better Customer Engagement
It’s no news that the modern customer loves relying on their mobile phone to get anything and everything done. We use our smartphones to leave reviews, shop, peruse, chat with brands, check out menus, and, of course, order food. Although food delivery also isn’t anything new, the combination of the two is slowly taking over as the primary mode of interaction, compared to phone orders. What’s more, a growing number of restaurants go the extra mile and join or even make a dedicated app for their business.
It’s not just another seamless gateway for your customers to check out your food and order online, but it’s also a great way to increase communication, prevent delays, and enable them to join loyalty programs. Plus, they can use the app of their favorite restaurants to make reservations instead of calling or sending a chat message via social networks.
While the restaurant and cafe industry is shaped and changed by numerous other industries out there, with customer trends shifting the focus of the hospitality industry in more ways than one, some features will define the success of your business. The listed options count as must-have for any restaurant or cafe that means to move forward, so make sure to add them to your list of worthy investments in the months to come.
About the Author
Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.
