4 consumer traits to inform your foodservice program

The rise of digital consumerism has reset expectations in all areas of our lives. We expect a convenient, personalized, and transparent experience in just about everything we do. Today’s leading foodservice programs recognize this shift and understand that they’re not just selling food; they’re meeting consumer demands for a modern digital experience.

Has your foodservice program evolved to meet today’s consumer expectations?

Four traits of the modern consumer that should be informing your approach to foodservice:

1. A demand for transparency 

   When it comes to food, today’s consumers might see a menu item that interests them, but they likely have questions about it. What ingredients does it contain? How much protein is in it? What’s the calorie count? Is it vegan? At the same time, we’ve all come to expect detailed answers at the touch of a finger or the response of a voice command (Alexa, are you listening?). Delivering customer-centric menus that answer detailed nutrition-related questions quickly through your website or mobile app will help you win over today’s consumer.

2. An expectation of personalization 

   I sometimes talk about Millennials and Gen Z being the “Chipotle Generation.” They expect dining experiences similar to those at the popular fast casual restaurant chain: food tailored to their specific requirements. But the truth is that with personalized experiences from Amazon, Netflix, and more, we’ve all come to expect a unique, customized experience. You can provide this by allowing your customers to sort through your menu items based on their specific dietary needs and then customize orders by adding or removing ingredients or food items to suit their tastes.

3. The search for shared values

   People tend to do business with companies that share the same values. Today’s consumer looks for businesses that stand for ideals like reduced food waste or use of organic ingredients. As a foodservice provider, you can bring your values to life by promoting the initiatives that align with your ideals. For example, add icons to your digital menus to show which ingredients are locally grown, or place an ad at the top of your mobile menu to promote your “no plastic straws” policy.

4. The convenience factor

   When it comes to consumer expectations, all roads point to the demand for convenience: One study found that 50-70% of fast food sales are from drive-thru windows. A growing number of grocery stores now offer online ordering and delivery. Mobile ordering is projected to be a $38 billion industry by 2020. You can meet this consumer demand by providing a quick way for your customers to sort through your menu to find foods that meet their requirements and by offering the ease of digital ordering.