From first click to last bite: insights from 1,000 restaurant guests

That’s precisely what Zenchef and Lightspeed set out to explore in a guest study, diving deep into guest behavior in the digital era. What we found was a clear journey, a path that the average diner follows when choosing, reserving, and experiencing a restaurant. And the best part? Much of this process can be optimized and automated with a great reservation system, ensuring your restaurant is always the easy choice. This is where Zenchef does the work for you - leading your guests straight to your door. It holds your future guests' hand all the way to their seat at your table. 

The choice: how they find you 

Picture this: It’s Wednesday night, and, our hypothetical guest, is trying to decide where to take his friend who's visiting from out of town. The stakes are high—he wants good food, a great atmosphere, and an experience worth remembering. Where does he turn? A whopping 75.7% of guests rely on recommendations from friends and family, while 67.6% check social media. Reviews play a huge role too, with 68.6% saying they influence their final choice. So how do you make sure your restaurant stands out? Simple: visibility. Zenchef not only places a reservation button across all your digital platforms, but it also automates review requests from satisfied guests. These glowing recommendations are shared so that future diners will see them, ensuring that when someone is making a decision, your restaurant is an obvious choice. First step check, You didn’t even have to do anything, Zenchef’s got it. 

The plunge: making the booking 

Decision made, now it’s time to book. Our guest hopes he doesn’t have to call because, let’s be honest, no one enjoys that. He’s in luck: 76.9% of guests prefer to make their reservations online, in fact, they are more likely to make a reservation at a restaurant that offers this service than at restaurants that don’t. Thanks to Zenchef, his chosen spot has seamless booking via an app, website, and even Google. A few clicks, and the table is his. No stress, no phone calls, just convenience. 

The unexpected: changing plans without the hassle 

It’s Friday night, and our hypothetical guest is excited. But just as he’s wrapping up work, his friend texts: his train is delayed, and they’ll have to push the reservation back an hour. No problem, right? Well, only if the restaurant allows easy modifications. In fact, 77.2% of guests say the ability to change or cancel reservations digitally is important, and preferences are split: 45.9% prefer doing so via an app, 16.3% through a booking website, and 24.3% still opt to call. Thankfully, Zenchef’s system makes modifications effortless across all channels. You can modify or cancel a reservation by using the app, using the clickable phone number in the app, or using the button integrated into your reservation confirmation. Our guest quickly adjusts the booking in the app, and the restaurant avoids a last-minute no-show. Stress-free for both parties. 

The judge: the experience that seals the deal 

Finally, our restaurant goers are seated, catching up over a fantastic dinner. But what determines whether they’ll rave about the experience or move on and forget about it? According to our study, food quality and menu rank highest, with 80.9% of guests considering them crucial. Waiting time (59.9%), service (52.8%), interior design (50.7%), and atmosphere (42.4%) also play key roles. While Zenchef can’t cook the food or decorate the space, it can elevate service. Personalized touches make a difference: 65.7% of guests don’t mind restaurants using their data to enhance their experience. Knowing dietary preferences (53.1%), seating choices (46.1%), and even greeting guests by name (37%) all contribute to a welcoming atmosphere. With Zenchef’s reservation system, your restaurant can collect and use this data effortlessly, creating a seamless and memorable dining experience. Your guests feel at home, comfortable, and enthusiastic in your restaurant because you hit all the marks of a great experience, and you didn’t even blink twice to get it done. 

The finale: and so the cycle continues 

Your guests leave happy, and just like that, the cycle starts again. A satisfied guest leaves a great review, shares experiences, and inspires the next person to book a table. With Zenchef handling the entire digital journey, from discovery to reservation to service, it works for you and the flow of your restaurant. Automation does the work, and your business reaps the benefits. Because at the end of the day, a restaurant without guests is just a room with tables and chairs. But with the right tools? It’s a thriving, buzzing, fully booked success.