UK diners want more personalisation in restaurants

Rosie Lintott 13th December 2019 (Last Updated December 13th, 2019 11:50)

UK diners are calling for more technology in restaurants, with 48% prepared to hand over their data to get a personalised experience, according to hospitality group Seven Rooms.

UK diners want more personalisation in restaurants
Diners in the UK want more personalisation in restaurants. Credit: Kooch

UK diners are calling for more technology in restaurants, with 48% prepared to hand over their data to get a personalised experience, according to hospitality group Seven Rooms.

Surveying 2,000 UK consumers through research and consulting organisation YouGov, it found 53% of diners would like to have the option of a fully personalised menu catered to their specific needs, likes and dietary needs when eating out.

The age group most interested in restaurant personalisation are Generation Z (18-24) with 63% saying they would share their data with restaurants, followed by 55% of 35-44 year olds.

As consumer habits are changing and use of delivery services is rising, personalisation has become an important factor for UK restaurants, with 25% of consumers wanting to pay their bill through a mobile app and 20% saying they would like card-free payments options such as Apple Pay or Venmo.

The research also found areas where consumers think technology is not as important, with only 10% wanting holograms of food options on menus. Technology is not the most popular way of making a restaurant reservation, with 56% stating they would call the restaurant directly.

Seven Rooms CEO and co-founder Joel Montaniel said: “This data further highlights the importance for restaurants in ensuring they are engaging with their customers and capturing data across the guest journey to offer memorable guest experiences.

“With technology continuing to play a central role in how restaurants engage with their guests, the adoption of forward-thinking tech will set a new benchmark for guests when it comes to personalisation in the dining room. As long as restaurants are GDPR-conscious, connecting the dots with data to build on what guests have previously enjoyed, and what they will expect on their next visits, operators will continue to build deep, lasting guest relationships that will, ultimately, increase revenue for their business.”