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Datassential’s One Table Consumer Report: 5 Takeaways
CSSI Staff Post – July 24, 2020
As chefs and organizational leaders, many of our business decisions are based upon past experiences. We look to what worked (or didn’t work) last time and try to replicate or build on that. But what if there wasn’t a last time? The COVID-19 pandemic and its rippling consequences are uncharted territory for virtually all of us. At CSSI, we combat these uncertainties with data and insights so that we may continue to make informed decisions and guide our partners through the unknown.
One of our favorite and most trusted sources for this kind of information is Datassential. The Chicago-based foodservice market research firm has been a leader in providing insights and analysis during COVID-19 and recently published results from a survey that uncovers consumer attitudes and intentions following the pandemic. Here are five takeaways from “One Table: Consumer Insights and the Path Forward” that can help you make more informed decisions as you reopen and reformulate your business.
1. Consumers are eager to return to their favorite restaurants
Let’s start with some good news. Consumers are excited to return to restaurants—84% of consumers miss dining at a sit-down restaurant. When asked what they are most excited to do after shelter-in-place restrictions have been lifted, “Dine at your favorite sit-down restaurant” was number two response, second only to “Visit with family that you haven’t been able to see.” This, of course, bodes well for the foodservice industry. However, consumers’ eagerness to return to restaurants comes with certain stipulations, and restaurants must be prepared to adjust their business to appeal to updated consumer needs.
2. Sanitation is the #1 priority
This may not come as a surprise, but survey respondents indicated that restaurant cleanliness and sanitation will be their top considerations when selecting a restaurant after the time of coronavirus. A few of the sanitation practices that make them feel the safest are well-spaced tables, employees wearing masks, clean restrooms and common areas regularly and visibly wiped down. They want restaurants to communicate these precautions, too. Consumers responded that the number one kind of information they want from foodservice establishments during shelter-in-place restrictions is “Safety measures they are taking to ensure food safety.” So, restaurants (and manufacturers) should put consumers at ease by highlighting these measures throughout their various channels of communication.
3. Some service models are riskier than others
When asked specifically which types of places they are most excited to go back to for dining-in, the lowest response was “cafeterias/food halls.” Only 6% of respondents indicated they were excited to return to these restaurant formats—likely due to their crowded, self-service nature. In fact, 76% of consumers said it would be acceptable if restaurants eliminated self-serve areas altogether. This is especially troublesome for non-commercial segments since self-service is a foundational component of many non-comm operations. To overcome these challenges, some operators have found success in shifting to to-go models.
4. Win with to-go
Speaking of “to-go”, with capacity reduced and some consumers still hesitant to return to on-premise dining, to-go offerings will become the crux of restaurant success. But not all to-go options are considered equal. Curbside pick-up and drive-thrus were identified as the safest to-go options with delivery from third-party being viewed as the least safe. Additionally, consumers view some foods as being more suited for delivery than others. Pizza, the founding father of food delivery, was identified as being the best performing food for delivery. Sandwiches, wings, sides, dessert/sweet bakery items and meat entrees scored well in this category, too. On the flip side, sushi was identified as the worst performing food for delivery with specialty beverages, fries and fish/seafood following closely behind.
5. Consumers still desire menu innovation
Despite a lot of attention being given to familiar comforts during shelter-in-place restrictions, 41% of consumers say they’ll experiment and try new things once these restrictions are lifted. Furthermore, 84% of consumers said it would be acceptable for restaurants to add many new items to their menu after shelter-in-place restrictions are lifted, indicating a strong thirst for innovation. Some of the food trends consumers are most interested in seeing after restaurants reopen are “simple ingredients,” “plant-based foods,” “functional foods” and “smoothie bowls/acai bowls.” Consider working these trends into your menu to attract consumers back to your restaurant.
Source: Datassential, “One Table: Consumer Insights and the Path Forward,” May 2020.
Tyler Ritchie
Account Executive
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