Satisfy and seduce: Customer expectations and pain points to avoid
The experience a customer has in a restaurant goes far beyond what's on their plate. Every detail counts: the wait between courses, the warmth of the welcome, the cleanliness of the premises, the overall atmosphere all contribute to creating a setting conducive to the pleasure of dining. Attentive and efficient service can turn a simple outing into an unforgettable moment, leaving a lasting impression that encourages people to come back and recommend the place to others. Conversely, poor service or an unpleasant environment can tarnish even the best meal.
According to a Zenchef study, various elements influence customer perception and satisfaction. Noise, for example, is one of the most irritating aspects for 24% of respondents, highlighting the importance of thoughtful acoustics to preserve customers' auditory comfort. Conversely, the hygiene and cleanliness of the premises, surprising only 6% of customers, show that these aspects are generally well managed by establishments. Less frequently mentioned, the layout of the restaurant (5%) and other minor factors still play a role in the overall feeling. In this context, every detail counts and can be the differentiating element in building customer loyalty. This underlines the importance of an integrated vision, where every aspect of the customer experience is carefully considered and optimized.(Source : Zenchef)
The professionalism of the waiters (4%) is also one of the negative points.
To create a pleasant environment, it is essential to play on the atmosphere by ensuring a harmonious layout and adapted acoustic management. Customers are looking above all for a comfortable and relaxing experience, and it is crucial to understand what can bother them in order to better meet their expectations. Long waiting times, for example, are often cited as a major source of frustration.
In places like the Gatsby Club where the atmosphere of the 1920s is recreated with jazz concerts and whiskey tastings, the immersive experience is guaranteed and contributes strongly to customer satisfaction. It is also relevant to note that the layout and atmosphere can make or break a customer's experience. A well-decorated, well-appointed space with a friendly atmosphere encourages customers to return.
Technology at the service of customer experience
Digital tools, such as QR codes, play a crucial role in optimizing the restaurant customer experience. Here are some practical uses.
Access to the digitized menu
The QR code offers a quick and easy way to view the restaurant menu directly on your smartphone. This eliminates the wait for the server to arrive with a paper menu and allows for immediate updating of available dishes. According to a study, 60% of customers prefer digital menus, appreciating the speed and convenience they offer (Source: Zenchef).
QR codes have transformed the way customers access the menu. By simply scanning a QR code, customers can view the full menu directly on their smartphone, eliminating the need for paper menus and allowing for instant updating. According to a Zenchef study, 60% of customers prefer digital menus because they offer improved speed and convenience.
Autonomous Ordering
Digital innovation has revolutionized the restaurant experience, offering customers new autonomy through tools such as the QR code. By simply scanning this code from their smartphone, customers can view the menu, make their choice and place their order without waiting for a waiter to come to their table. This system is particularly appreciated by customers in a hurry, who are looking to optimize their time and avoid waiting to place their order. It also eliminates a large part of human error in the transmission of orders, ensuring that the customer's request is accurately relayed to the kitchen. For staff, this frees up time and resources, allowing them to focus on personal interaction and hospitality, thus improving the overall level of service offered.
For example, at the Gatsby Club, customers can reserve their place for jazz concerts and whiskey tastings, thus simplifying event management.
Payment via QR code
The digitization of payments makes it possible to settle the bill in less than 20 seconds. Customers can also conveniently split the bill directly from their smartphones. This autonomy in payment also minimizes waiting and offers flexibility appreciated by customers, especially those who are on the move or in a hurry. The use of contactless payment is also part of a broader trend favored by solutions such as NFC technology.
Digital tips and reviews
QR codes also allow for leaving digital tips and collecting customer reviews. By centralizing this information, restaurants can better target their improvement efforts. Digital tools also offer the opportunity to collect valuable data on customer habits, allowing restaurateurs to tailor their offerings and further personalize the experience.
Personalization and customer experience: The key to success :
Importance of personalization
Personalization has become a key element in the restaurant world, transforming a simple meal into a memorable experience. When customers go to a restaurant that takes the time to remember their dietary preferences, their favorite dishes, or even their preferred table, they feel valued and special. This attention to detail can manifest itself in different ways, such as adapting dishes to meet specific needs, organizing special events for personal occasions, or simply friendly recognition at each visit. This personalized approach not only generates loyalty, but it also encourages the sharing of these satisfying experiences with others, turning regular customers into true ambassadors for your brand.
Studies show that 61% of customers are more likely to recommend a restaurant that offers personalized experiences (BPR).
Using data for personalization
The use of customer data plays a key role in personalization. With tools like Zenchef, you can collect and analyze valuable data about your customers. This information can then be used to personalize service, recommendations, and special offers.
Examples of successful personalization
- Septime: By keeping the location of its events secret until the last moment, Septime has created unique anticipation and excitement. During the "Cheesy January" event, the configuration of a separate room bookable via Zenchef allowed for efficient booking management, offering a touch of mystery and exclusivity (Source: Zenchef).
- Gatsby Club: The Gatsby Club immerses its customers in a unique atmosphere by recreating the spirit of the 1920s with jazz concerts and whiskey tastings. This sophisticated and immersive atmosphere contributes to the originality of the customer experience (Source: Zenchef).
- Datil: With a dinner at the chef's table, Datil offers its customers an intimate and privileged perspective on the culinary process. This direct interaction with the kitchen brigade creates a personal and enriching connection between the customers and the restaurant (Source: Zenchef).
Post-visit customer follow-up and loyalty strategies
Collection and analysis of customer data
Collecting and analyzing customer data is essential for personalizing offers and improving the customer experience. Using a CRM like the one integrated with Zenchef allows you to gather all relevant customer information in one place. This includes dietary preferences, booking habits, and customer reviews. With this information, you can adjust your services and tailor your menu to your customers' preferences.
Sending personalized newsletters and SMS campaigns
Sending regular, personalized newsletters is a great way to keep in touch with your customers. These newsletters can include information about new dishes, upcoming events, or special offers for subscribers. In addition, SMS campaigns can be particularly effective for urgent communications or last-minute promotions (source).
Loyalty programs and special offers
Setting up loyalty programs is a great way to reward your regular customers and encourage them to come back. For example, offering discounts or exclusive benefits to members can strengthen their loyalty. Special offers for birthdays or personal events are also a great way to show that you care about your customers.
Collecting and responding to customer reviews
Customer reviews are a goldmine of information for improving your service. Responding to reviews, whether positive or negative, shows that you value customer feedback and are willing to take action to improve their experience. Using feedback to adjust your offer and service is crucial.
