The power of a promotion!
A recent study into service levels across 13 major high street
restaurant brands has revealed an interesting insight into the minds of the ever
discerning customer. Despite the current climate two in three (70%) of customers
have not cut back on their visits to restaurants thanks to the use of
promotional vouchers.
Other startling facts included:
- Three quarters (76%) of customers have used a promotional voucher when
visiting a restaurant in the past 12 months
- 69% of diners used money-off vouchers to reduce restaurant spend rather than
cut back on the number of times they went out to eat
- More than a quarter (28%) of customers state that they tip less in the
current climate.
The survey findings released by research services company, Grass Roots,
suggest that promotional vouchers are proving successful for high street brands
with 95% of those customers using a voucher returning, or planning to return, to
the restaurant based on their experience.
Throughout the UK, 260 mystery shopping visits were carried out at 13 major
restaurant brands including Wagamama, Harvester, Pizza Express and Loch Fyne.
Restaurants were visited at varying times during the week to give a broader look
at customers from the business lunches to quick snack shoppers and evening
diners. The diners were briefed to assess overall levels of service received
when ordering a main course and a drink.
Key findings of the study regarding service levels are as follows:
Expected service
Customer expectations are high. Many service elements that would have been
considered ‘excellent' in the past are now expected as a minimum standard.
Upselling
In half of the visits conducted, serving staff did not suggest or offer
additional items to accompany the order
Waiting times
87% of diners who experienced a wait for food that was perceived as too long
did not receive an apology or acknowledgement for the delay
Satisfaction check
An amazing 15% of serving staff did not check that the diners were satisfied
with their meal at all. 45% of customers who did not receive a check would not
return to the restaurant based on the service.
Jamie Thorpe, group project director at Grass Roots commented: "When carrying
out this research, we also collected information into the current dining habits
of the respondents. It is interesting to see that it is not only savvy price
concious customers such as students using vouchers but older customers are
bucking the trend and are using promotional vouchers to lower their spend at
restaurants while maintaining the number of times they eat out. This is very
encouraging news for restaurants in today's climate. However, these figures also
prove restaurant managers need to seize this opportunity to ensure that their
serving staff communicate waiting times, additional items to accompany orders
and satisfaction checks better to customers."
To download the full survey report, visit www.grassrootsmeasurement.com