NIELSEN: How Guests are Reacting to Restaurants Reopening

When it comes to reopening in our industry, the experiences of traditional restaurants and operators that run bars and clubs have been very different.

To start, many bars aren’t even allowed to be open unless they also sell prepared foods, and nightclubs are all but shuttered with social distancing being anathema to their success. And some recent survey results from Nielsen demonstrate clearly that the challenges faced by restaurants are very different than their bar counter parts.

Guests Return to Restaurants but Bars are Lagging

The most obvious metric from the survey found that 42% of consumers had returned to a restaurant in the past two weeks, while only 15% have visited a bar. Heck, even if you remove folks that are 55+ (a particularly vulnerable group to COVID-19) the numbers don’t elevate to more than 20% of consumers visiting bars. It’s a solid indication that bars are not open and folks aren’t seeking them out.

We can also compare the bar industry figures to other verticals in our industry. Independent restaurants have lead the way in return visits (42%), followed by the casual-dining chains (38%). Both restaurant vertical are up significantly in the past few weeks while bar visits have dropped from a previous high of just 18%.

It’s hard times for bar operators and the trends don’t appear to be with them.

There’s Some Good News Though

However, there is some good news when it comes to how guests are reacting to efforts at enticing them back. When asked about their sentiment around restaurant’s safety precautions amidst COVID-19, 85% say of consumers they are satisfied.

Likewise, guests feel good about the atmosphere restaurants are providing and the overall experience with 81% and 82% respectively expressing satisfaction. It’s good to know that all that effort has resulted in such elevated levels of guest contentment.

Guests are Tepid About Returning to Normal

When asked why they hadn’t returned guests pointed mostly to the anxiety surrounding being out in public. From “not feeling safe” (57%) to “it will take a while for me to be comfortable” (47%), we have eminent proof this depression is going to stick around for a while.

Some additional reason why they aren’t returning didn’t muster quite that level of concern with only 15% percent complaining the experience won’t be as good anymore and 13% realizing they don’t need restaurant experiences as often.

Finally, the most cited motivators for returning to a restaurant was the release of a vaccine (41%) or once the threat of COVID-19 is completely gone (31%). With those figures, you can expect at least that much of a reduction in your long-term sales prospects. Ultimately, what these numbers tell us is that we are in for a very long haul and any hopes that this will be over by autumn are likely to be dashed.

We don’t suggest you that these numbers are cause for panic, but they do tell you much about how you should plan. Sustain your focus on off-premise sales to grab every dollar of revenue you can muster.

Also, speak honestly with staff that you aren’t able recall yet, so they can start looking for their next opportunity. From there, it’s a game of patience and discipline.

We are right there with you as we navigate the next few months. Good Luck!

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