HGEM Survey Reveals Surprise And Delight Moments Matter With Diners Spending More

HGEM Survey Reveals Surprise And Delight Moments Matter With Diners Spending More  The latest research by Guest Experience Management expert HGEM has revealed thought-provoking insight into how to make diners spend more. The comprehensive survey explores some unexpected drivers of incremental spend, with 52% of diners now wanting more from their pub or casual dining experience.

Perhaps most surprisingly, over a third of customers (37%) would purchase at least one item from a pet-friendly menu and would willingly spend at least an additional £2.50 (17%) or £5.00 (15%). Of those, up to 25% would buy two items, demonstrating that Britain’s reputation as a pet-loving nation that spends £57 billion on their pets every year1, can extend even to the pet owners’ dining-out experiences.

In a world that celebrates ‘Instagram-worthy’ moments, it should not be surprising that 70% of customers that encounter a sense of theatre and excitement at their table would spend more while dining out. A fantastically presented drink or food item that becomes a talking point would prompt 28% of diners to spend up to £5.00 more, whilst the same percentage would fork out anything between £7.50 and £12.50 more. Proving that personalisation is also a key part of the customer experience, 57% of customers would pay more if they could easily personalise their drink or food experience, for example creating their own cocktail.

The end of a meal doesn’t have to mark the end of the incremental spend opportunity, with the survey revealing that operators offering a tailored ‘to-go’ menu presented at the end of the dining experience – for example mini dessert options or a cheese platter – would encourage close to 67% of customers to pay between £2.50 and £12.50 more.

The research also reveals the role technology can play in improving service. Around a third of customers (30%) would order more if a touch screen device or app meant avoiding the inevitable queuing at the bar, with most of them open to spending between £5 and £12.50 more.

Sally Whelan, Founding Director of HGEM commented: “For operators looking to increase their incremental spend and differentiate themselves from competitors, this survey makes a case for adding interesting ‘Instagrammable’ experiences at the table and providing diners with options to personalise their, or their pet’s, meal and take home a ‘doggy bag’ with a difference. Operators might be doing a great job of engaging their customers but adding moments that surprise and delight will help drive loyalty and profitability.”


HGEM Survey Reveals Surprise And Delight Moments Matter With Diners Spending More


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