This following data set provides a real glimmer of hope. One of the inescapable realities of a takeout- and delivery-only restaurant world is that it’s left Americans craving for activities where they can socialize and be entertained. When it comes to food and drink, Datassential said, people are most excited to get back to dining in with family and friends, whether at restaurants or family gatherings, as well as entertainment venues like movie theaters and shopping centers. Baby Boomers reported the strongest preference for dining with family and friends, while food courts and music venues scored higher with Gen Z.
“Which of the following food and drink places are you most excited to get back to.”
- Dining at my favorite sit-down restaurant: 41 percent
- Visiting recreational places (movie theaters, shopping centers, etc.): 40 percent
- Meeting family/friends out at restaurants: 38 percent
- Meeting family/friends at someone’s house (potluck, picnics, etc.): 35 percent
- Attending events at stadiums or arenas: 23 percent
- Visiting my favorite fast food or counter-service restaurant: 22 percent
- Drinking at bars: 18 percent
- Going to coffee shops: 17 percent
- Watching the game at sports bars: 12 percent
- Having supermarket deli/prepared foods: 12 percent
- None: 11 percent
- Visiting convenience stores: 11 percent
- Splurging on fancy meals at upscale restaurants: 10 percent (this is something to keep an eye on based on whether or not we slide into a recession or not and value suddenly becomes a bigger draw)
- Going to food court/food halls: 10 percent
- Getting self-serve food (salad bars, buffets, etc.): 10 percent
- Going out to nightclubs, lounges, music venues, etc.: 9 percent
- Visiting cafeterias (in offices, schools, hospitals, etc.): 5 percent
It’s simple: People miss their favorite sit-down restaurants. And that’s one of the better sentiments to hang onto these days.
Pre-COVID-19 conversations around restaurants more than likely started with the food, Datassential said. Which trendy place should we try next? Did you see what this spot was rated, and so forth. However, too much time “sheltering in place” has shifted the role of restaurants for housebound Americans. More than anything, the ability to dine in again will provide some emotional relief that life is returning to normal.
“Not to mention, a much-needed change of scenery for the masses with cabin fever. This is especially true among Baby Boomers, who are more adherent to social-distancing orders,” Datassential said.
Basically, we will get past this “eat-to-live” society we suddenly find ourselves in. Food will return to being an experiential event as much as an essential, elementary one. And restaurants will fill that need.
“If dining rooms reopen, what are your top reasons for wanting to visit restaurants and bars again?”
- Needing to feel normal again: 45 percent (greater among Boomers at 58 percent)
- Cabin fever—I’ve been stuck inside too long: 38 percent (greater among Boomers at 46 percent)
- Change of scenery—tired of being in my house: 35 percent (also greater among Boomers at 43 percent)
- Needing to socialize in person and be around other people: 34 percent (once again, greater among Boomers at 42 percent)
- Supporting restaurants in my community: 33 percent
- Getting foods I can’t make at home or easily get delivered: 30 percent
- I’m tired of cooking at home: 26 percent (ask this question again a month from now; it will probably be higher)
- For special occasions I wouldn’t normally celebrate at home: 25 percent
- Need a date night/romantic night out: 20 percent
- None of these—still nervous about restaurants and bars: 13 percent
- Need a night out away from the kids: 9 percent (also ask this a month from now)
Returning to this idea of taking one step before the leap, Datassential suggested consumers will seek reassurance after COVID-19. Sanitation and social distancing are key, it said. But don’t just talk about, demonstrate it.
Guests will need to see everything from frequent cleaning of high-touch areas to employees in safety apparel to making sure food is covered for protection. In many ways, it feels like the early days of the pandemic.
The good news for restaurants, though? Most of these practices should now be business by usual by the time restrictions lift. Whatever your brand built into its culture during this downturn, from hygiene to hospitality, don’t let those slide.
“Extra precautionary measures, like serving all items individually wrapped or providing contactless ordering and payment, fall lower on the importance scale, yet may provide operators with an opportunity to offer extra reassurance as customers rebuild their comfort with dining in,” Datassential said.
“If dining rooms reopen, what can restaurants do to make you feel safe?”
Regularly/visibly wiping down tables, kiosks, other things people touch
- Absolutely required: 71 percent
- Helpful, but not required: 21 percent
- Not that important: 9 percent
More food covers/sneeze guards/enclosed cold cases, etc.
- Absolutely required: 57 percent
- Helpful, but not required: 32 percent
- Not that important: 11 percent
Providing disinfectant wipes for me to use
- Absolutely required: 54 percent
- Helpful, but not required: 35 percent
- Not that important: 11 percent
Employees visibly wearing food safety apparel (masks, gloves, hairnets)
- Absolutely required: 54 percent
- Helpful, but not required: 33 percent
- Not that important: 13 percent
Visible food safety inspection results
- Absolutely required: 53 percent
- Helpful, but not required: 34 percent
- Not that important: 13 percent
More space in between tables/no communal seating
- Absolutely required: 50 percent
- Helpful, but not required: 38 percent
- Not that important: 12 percent
No open containers of food
- Absolutely required: 46 percent
- Helpful, but not required: 38 percent
- Not that important: 17 percent
If restaurants made it so you don’t have to touch door handles
- Absolutely required: 38 percent
- Helpful, but not required: 48 percent
- Not that important: 14 percent
Enabling mobile ordering for contactless payment
- Absolutely required: 38 percent
- Helpful, but not required: 42 percent
- Not that important: 20 percent
Serving everything individually wrapped
- Absolutely required: 33 percent
- Helpful, but not required: 43 percent
- Not that important: 24 percent
The big takeaway is to keep in mind, even during an unprecedented, seemingly unrelenting crisis, that people will look to comfort zones to ease back into regular life. Consumers are excited at the prospect of re-engaging with friends over food, but not quite ready for big crowds just yet, Datassential said. While there remains a lot of uncertainty, guests will gravitate toward places that allow them to self-protect.
“Restaurants can help ease this transition, by providing a balance of levity along with COVID-19 safety precautions,” the company said.