Marketing intelligence agency Mintel reported that consumers crave a sense of control over their lives, particularly in times of uncertainty — and restaurants can support that need so that guests “feel like they’re in the driver’s seat.”
Dana Macke, Mintel’s director of trends for the Americas, said consumers near clarity, transparency, flexibility and options to make decisions that suit their individual needs and circumstances. “Brands will need to work harder to deliver reliable information and balance censorship and authenticity,” she said. “The race for the fastest delivery will evolve to focus on being more flexible, giving consumers more control over when products arrive to fit around their schedules or to match their other specific needs. Consumers’ desire to know potential outcomes will manifest in the development of predictive technologies that can anticipate adverse events. … Technology will evolve to grant consumers the power to plan with peace of mind.”
Christine Barone, CEO of the 39-unit True Food Kitchen, said that casual-dining brand expects to meet the consumer where they want to be met, be it a menu in the restaurant, a quick-response or QR code that allows them to access the menu on their smartphone or online.