The new "2024 State of the Industry: Future of In-Restaurant Dining" report by Incisiv in collaboration with Toshiba Global Commerce Solutions delves into the evolving dynamics of the restaurant industry and explores the trends and solutions needed to stay ahead in a competitive market. The report emphasizes the necessity for establishments to transcend beyond mere convenience to integrate wellness, gastronomy, and unforgettable memories into the dining experience.
"Dining is a fundamental part of our daily lives, deeply intertwined with emotion and connection," says Giri Agarwal, Chief Strategy Officer at Incisiv. "Restaurants must evolve from focusing solely on convenience to creating truly memorable experiences that bring people together. Smart investments in technology are key to realizing this vision, enabling personalized and engaging dining experiences that resonate deeply with diners."
Technology such as interactive digital menus, in-restaurant mobile apps, and augmented reality experiences are playing a vital role in empowering restaurants to stay relevant and meet the evolving needs and expectations of diners.
“Artificial intelligence (A.I.) is revolutionizing our world, and in the restaurant industry, it has the potential to unlock unparalleled opportunities for tailored experiences and operational efficiency,” said Fredrik Carlegren, VP and Head of Marketing and Communication at Toshiba Global Commerce Solutions. “For the consumer, this may look like a personalized menu recommendation based on individual tastes and dietary preferences or having A.I. integrated into proximity sensors that monitor dine-in, pick-up, and delivery logistics so diners receive their food quickly and efficiently. Operationally, A.I.’s predictive capabilities empower precise staff scheduling and optimize inventory management to ensure seamless kitchen operations while minimizing waste.”
Key highlights from the study include:
- Digital Technology Simplifying Group Dining: Group meals are being reimagined with digital technology to enhance enjoyable dining experiences and remove logistical hurdles. Only 13% of restaurants offer digital experiences to simplify group dining, such as easily splitting bills or streamlined ordering.
- Third-Party Delivery Platforms Dominate, but Direct Relationships are Underdeveloped: While 77% of restaurants utilize delivery platforms to expand their customer base, an astonishingly low 8% have successfully integrated their loyalty programs with these services, meaning there is a significant opportunity for restaurants to connect on a deeper level with repeat guests.
- Unified Technology and Fast Service are Elevating Dining Experiences: To ensure a seamless flow from the kitchen to the table, 38% of restaurants are implementing POS systems that can handle in-store and online orders to streamline operations.
- Innovations in Operational Strategy Critical for Addressing Digital and Traditional Dining Demands: As restaurants strive to cater to both digital orders and in-restaurant diners, 57% have shown capability in managing multiple order types. Nevertheless, the integration of POS systems that equally support in-store and online orders stands at 38%, emphasizing the need for continued innovation in seamless operational integration.
- Rapid Prototyping and AI Adoption Highlight Innovation Urgency Amidst Infrastructure Challenges: Despite 79% of restaurants prioritizing new dining experience prototyping, satisfaction with their technological infrastructure is notably low, at just 22%. This highlights a pressing need for enhanced, adaptable technology solutions to support ongoing innovation and efficiency improvements.
2024 could be a pivotal year for restaurants to overhaul their technology infrastructure, investing in adaptable, scalable solutions to support rapid innovation to meet evolving consumer expectations. Based on the findings from the study, restaurants will increasingly focus on creating more engaging, story-driven dining experiences, harnessing technology and community partnerships to deepen emotional connections with their guests. The report surveyed 127 restaurant executives across the U.S. and Canada and outlines how restaurants use integrated technology solutions to enhance customer experiences and connections.
About Toshiba Global Commerce Solutions:
Toshiba Global Commerce Solutions empowers retail to thrive and prosper through a dynamic ecosystem of smarter, more agile solutions and services that enable retailers to resiliently evolve with generations of consumers and adapt to market conditions. Supported by a global organization of devoted employees and partners, retailers gain more visibility and control over operations while enjoying the flexibility to build, scale, and transform retail experiences that anticipate and fulfill consumers’ ever-changing needs. Visit commerce.toshiba.com and engage with us on X, formerly known as Twitter, Facebook, LinkedIn, Instagram, and YouTube, to learn more.
Toshiba Global Commerce Solutions is a wholly owned subsidiary of Toshiba Tec Corporation, which is traded on the Tokyo Stock Exchange.
Toshiba Global Commerce Solutions
Elizabeth Romero/Amy Gray
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