Restaurant operators need to embrace menu and technological innovations in order to meet guest expectations this holiday season, according to the Fall/Winter Trend report: a report produced by Provoke Insights in collaboration with Modern Restaurant Management (MRM) magazine.
“Our findings show that while traditional expectations around food quality, service, and ambiance remain steady, technology has emerged as a pivotal area of focus,” Carly Fink, president of Provoke Insights, told MRM. “Guests, particularly younger generations and urbanites, now expect seamless tech integrations like mobile ordering and pay-at-table systems to enhance convenience.”
Technology is a critical area where patrons’ expectations have increased in the last three years; this is particularly true among parents, Millennials, those living in cities, and the affluent, the report found.
“From our research, it’s clear that technology will continue to reshape the dining landscape as we approach 2025,” Fink continued. “Guests are already gravitating toward features like pay-at-table systems and QR code menus, and we see opportunities for restaurants to embrace innovations such as AI-powered menu personalization and automated ordering to elevate the experience further. These advancements align with the tech-driven expectations of Millennials and urban diners, making technology a crucial investment for staying competitive.”
Nearly half of Americans are planning to celebrate the holidays at a restaurant. More than three-quarters are organizing events with family, and over half plan to dine out with friends for holiday festivities. Most of these individuals tend to be Gen Z, city dwellers, parents, or those with strong social networks.
Additionally, a quarter of people are planning corporate events at restaurants. The main reasons for choosing a restaurant during the holiday season include the quality of food, high standards of customer service, and the desire for a seamless reservation process.
“Heading into the holiday season, it’s clear that restaurants need to deliver standout service and ensure they are ready to meet high demand,” Fink added. “Gen Z, parents, urbanites, and affluent diners are driving bookings, particularly for family gatherings and dinners with friends. By honing in on these key groups and understanding what makes them choose a restaurant, operators can position themselves for a strong season.”
Provoke Insights conducted a 15-minute survey among 1,501 Americans between the ages of 21 and 65. The study was in-field in Sept-Oct 2024.
