To better understand the wishes of Generation Y for the use of technologies, there was a research on Generation Y and their behavior in hotel and restaurant sector, that give a new definition
of the service. The questions were about different topics:
· mobile device preferences,
· use of technologies in hotels and restaurants,
· expectations for the future,
· technologies in the sector at the moment,
· proposed improvements, if any.
Why restaurant mobilization is needed
Gourmet food, fast food, take-away or fast-food catering – no matter what typology of the restaurant, the customer expects to be served quickly and efficiently, and especially at rush hour. As customers are often impatient, restaurateurs must have the guarantee that orders and regulations are managed slowly; to be certain that customers will appreciate the quality of the service and the meal so that they will have the desire to renew experience.
Among the survey participants who worked in the hotel and restaurant industry, many feel that their employers should be more active in promoting their technological services to customers. Hotels and restaurants invest time and resources in application development; maybe they should also encourage their use.
People from generation Y who worked in the hotel or restaurant industry are well placed to judge the efforts of their employer to meet expectations of their peers. When it comes more specifically to assess the use made by the employer modern technologies, more than one third of those who worked in the sector in the last five years are very critical and call it “bad”.
Since Generation Y represents a considerable proportion of the hotel and restaurant industry, their employers are particularly negligent in not soliciting their suggestions for technology. So all participants shared their comments regarding their use of mobile technologies and their interactions, through these, with hotels, restaurants, etc.
Digital innovation in restaurant business
Digital opens up many opportunities for commercial catering and valuable sources of differentiation for your restaurants, enrich and capitalize on the customer experience:
digital cooking and dining,
· innovations in the use of the Internet via smartphones,
· the engagement of interactive dynamics,
· phenomenon of collaborative consumption.
Investing in digital is also valuing of brand establishment. Above all, the challenge is to take advantage of the formidable audience of the web and its virality mechanisms to boost visibility, drain traffic (consumers and data) in institutions, conquer new customers and territories thanks to the simplicity, the recommendation and delivery.
The web increases the performance of small and medium enterprises. So why not those restaurants? A digital strategy is all the more effective when restaurateurs manage to reinforce the synergies between the internet and their establishment, to register a process before or during or after meals in the same continuity, and to offer the connected consumer a route in a modern restaurant.
Engaging in digital in restaurants is also facing many challenges. The management of e-reputation is one, while the restoration is one of the sectors most affected by the explosion of Internet reviews and of the social recommendation. Another challenge, especially for the self-employed, is to take advantage of the benefits of working with more complex players, such as search and referral engines, social media, online booking guides and platforms, delivered catering, etc.
How to make use of digitalization
A website is not enough. To make restaurant visible, one must have “a good SEO”, that is to say appear in the first proposals when a Google search is launched. Yes, appearing in the first links increases the chances of being selected by users and getting ‘clicks’. SEO depends on the choice of keywords when setting up the site. If the user simply searches for a place to eat, he will fall on reservation platforms.
On the other hand, if it searches for your restaurant, your site becomes the first link. Your site must reflect the universe, the atmosphere and the spirit of your establishment. A home page will present the restaurant, practical information, links to social networks and the booking icon. Remember to integrate photos that will allow your customers to project in your establishment – room, dishes, happy customers.
On the home page display an image of the front of the restaurant: it is a first contact with the customer who will help him to identify and become familiar. A photo of the reception will give him an idea of the reception that will be reserved for him. Also add pictures of places, chef, dishes to accompany your card. Of course, the photos will be realistic, of quality. And reflect the customer’s need.
Be careful not to include photos that are too heavy: Google takes into account the speed of loading a site as a criterion for establishing referencing. As a result, the larger the site’s built-in elements, the longer it will take to load the site. If there is no change on the site, Google automatically downgrades it. A regular update is necessary. A large part of the internet consultations is done on mobile: check that your site is accessible on a smartphone.