Tech vs. Touch: The restaurant industry’s search for the perfect balance in 2024

Report on the Restaurant Technology Landscape in 2024

The Restaurant Technology Landscape Report 2024 sheds light on the varying attitudes of customers towards restaurant technology. According to the research, the approach that operators should take is to match their tech investments with the customer base they serve. While 76% of operators believe that using technology gives them a competitive edge, many feel that their restaurants could do more to keep up with technological advancements.

Customers’ preferred tech options are those that make it easier and faster to order and pay. A majority of full-service customers say they would be likely to place an order or pay the check using a tablet at the table, while 7 in 10 limited-service customers say they would be likely to place an order using a smartphone app. On the other hand, 8 in 10 delivery customers say they would order delivery using a smartphone app.

Operators have significant opportunities to enhance customer experience, amplify marketing, and operate more efficiently through technology. While most operators consider the technology in their businesses mainstream rather than leading edge, choosing which technologies meet their customers’ needs is crucial. By identifying which technologies customers in each segment want, really want, and must have, operators can plan to invest in technology that enhances their customer experience while maintaining high-touch hospitality.

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