September 2020

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CONSUMER BEHAVIOURS GUESS WHO’S COMING TO DINNER What consumers are looking for as they return to restaurants BY DR. MARK SZABO If you’d like some insight into how the restaurant and hospitality industry can adjust to what patrons are now expecting, you’ve come to the right place. In support of our hospitality clients, we fielded research and the results may be helpful for the restaurant and hospitality industry. Our goals for the research were to discover what frequent restaurant patrons think and feel about dining out and takeout after living with the lockdown; uncover implications for restaurants; and look for ways restaurants might want to respond in order to welcome people back in the way they want to be welcomed. On May 8 and 9, 2020, we surveyed 600 frequent restaurant patrons living in Canada. We were able to get an even spread of incomes and ages, with a 49/49 split between males and females (the rest identified in other ways). It’s important to note this doesn’t necessarily represent all Canadians and the sample doesn’t fully represent the demographics of the Canadian population, but the learnings will be instructive and useful. The findings can be summarized in six points. 1. WHO’S COMING FOR DINNER We wanted to find out who was going to be first out of the gate and found the least cautious about returning to dine out were the 25- to 34-year-old respondents. Chalk that up to the fearlessness of youth or perhaps they were less concerned about attracting the virus. We also found those with up to “some university education,” were going to be most likely to dine out as soon as possible. Not surprisingly, when you look at the data from the perspective of living arrangements, we also found those living with parents, as well as singles, were likely to be among the first to dine out once lockdown ends and you may be seeing that in your own business, regardless of whether that was your core market to begin with. Now that businesses are re-opening you should expect to see those who were less initially cautious. 2. DRIVERS OF MEANING The hospitality industry provides a great deal of meaning to our society — and never more so than in difficult times. In order to fully understand how the industry can, and should, be of service, we wanted to find out more specifics about what drives that sense of meaning for diners. Unsurprisingly, we found there are two main drivers of meaning for frequent restaurant patrons. First, escape. In other words, getting out of the house, being social and being entertained while doing so. Second, self-care. Specifically, that means not 40 FOODSERVICE AND HOSPITALITY SEPTEMBER 2020 FOODSERVICEANDHOSPITALITY.COM
ISTOCK.COM/ PESHKOV Dr. Mark Szabo is the director, Insights & Engagement at Calgarybased Anstice. He can be reached at mszabo@anstice.ca FOODSERVICEANDHOSPITALITY.COM SEPTEMBER 2020 FOODSERVICE AND HOSPITALITY 41
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September 2020

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