How will customers’ behave post-pandemic?

With the beginning of the 2nd stage of the lockdown easing, most operators are getting ready to reopen in the UK:

Frankie & Benny’s, Chiquito and Firejacks – all belonging to The Restaurant Group (TRG) – will open with a walk-in booking system, given the high number of reservation received for outdoor seating. The stores will also continue offering click&collect. Pret-A-Manger, with most shops already open for takeaway and delivery, is planning to offer outdoor seating in as many locations as possible. The brand hopes to have indoor seating available in all shops from May 17 when the 3rd stage is to take off. Similarly, Five Guys is planning to open outdoor seating in nearly half of its units.

But how has the pandemic affected customers’ behaviour? How should restaurants, cafe and pubs adjust their strategy?

According to a recent survey from Feed It Back, two third of the people plan to eat out more often than previously once the lockdown measures are lifted – with the younger population (18 to 34 years old) being the most keen. The youngest are also the ones more interested in getting back into pubs specifically. Overall, people express the intention to support independent restaurants (with smaller brands often perceived as independent). The pandemic have made customers more cautious and wanting to stick with what is familiar which will probably translate into “eating and drinking locally”, at least at the beginning of the reopening. Changes in customers’ attitude mean brands will have to adjust if they want to be successful in the post-pandemic time: create a local independent vibe, friendliness of the service, menu consistency and digital ordering (although having menu on hand is still important) will become essential. Of course scrupulously respecting anti-covid measures such as table spacing, mask wearing and social distancing will remain cardinal to attract customers.

Another report recently prepared by Footprint Media together with Nestlé Professional – the Footprint Sustainability Index 2021 – has also identified other new trends in the foodservice sector. In particular, the use of technology to tackle environmental and climate-change issues such as food waste and sustainability on diets has become vital for the industry success. Interestingly, the Future Stock report compiled by CGA and UKHospitality also concludes food sustainability is fundamental for the hospitality industry: avoiding meat, consuming farmed fish or cutting out the distance food has to travel have all become key aspects in creating a more environmentally friendly future and they are increasingly valued by customers in choosing a restaurant, pub or bar.

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