As most European countries cautiously prepare for the reopening of the hospitality sector later in the year, True explores the impact of changing customer behaviors on the industry and how we can prepare.
Do It Yourself
Takeaways weren’t the only thing to rise to fame in 2020. ‘Makeaways’ also took the industry by storm as many eateries started creating DIY meal kits to satisfy customer demand and keep profits steady.
Used to celebrate key dining occasions such as Christmas Day and Valentine’s, or as a special treat, the DIY delivery boxes feature all the ingredients needed to make signature dishes with cooking instructions included. The packages allow consumers to embrace a slice of normality and enjoy restaurant-quality food in the comfort of their own homes.
Although restaurants will be open again soon, industry experts expect makeaway boxes to continue to thrive because consumers love the service and its novelty aspect. DIY meal kits also provide nationwide and long-term opportunities, best suited to those apprehensive about returning to eat at a packed restaurant right away.
Preparing for Staycations
Many European Governments are sending out signals that holidaying abroad may not be possible this summer due to varying restriction levels and vaccine rollouts. This leads us to assume most people will enjoy a staycation in 2021, staying in their country of residence rather than jetting off.
In Britain alone, Mintel predicts that UK citizens will spend around £7.1bn holidaying in the UK this summer.
The hospitality industry needs to prepare for the influx of people opting to stay on home ground and support local, independent businesses.
Surge in Subscription Services
Coronavirus has forced many businesses to get creative to bring in extra revenue and encourage customer loyalty.
Last year, coffee chain Pret a Manger launched its ‘YourPret Barista Coffee Subscription,’ offering customers five drinks a day for just £20 a month. The scheme saw 16,500 people sign up on its first day alone – since other brands have also branched out into similar services.
Thanks to Netflix and recipe box services such as Hello Fresh, consumers are happy to sign up for monthly subscriptions, and restaurants should be no exception. Big Hospitality expects to see more businesses get on board this year to secure some regular income while getting back on their feet.
Growth in meal delivery subscriptions may continue after restrictions lift.
Updated Marketing Strategies
Hospitality outlets should also consider what marketing tactics they could implement to tempt customers through the doors once they’re open.
Cocktail nights, quizzes, and themed menus all spark interest. They offer an excellent opportunity for consumers to celebrate seeing friends and family by going out together to catch up.
Businesses should also consider their offer. If an establishment serves something that consumers have missed while in lockdown, they should play upon this.
We predict that there’ll be tonnes of consumer excitement when lockdown lifts – make sure your business makes the most of it.
A Message from True
Consumers are already desperate to visit much-missed restaurants, bars, cafes, and other eateries. It’s only a matter of time before they’ll be allowed to. Let’s stay positive and stay prepared.
True is always here to support you through uncertain times. From industry advice, product support, and units and spares, we’re here for you.
If you need any assistance preparing for reopening, we can help. From servicing to new product sales, please get in touch if you need us.
