As we fly past the halfway mark of 2023, it is crucial for CMOs of restaurants to stay informed about the progression of trends shaping the industry. By understanding and embracing trends, you can position your restaurant chain for success and drive growth in the remaining months of the year.
1. Personalization takes center stage:
In an era of intense competition, personalization has emerged as a key differentiator for restaurants. Today's consumers seek tailored experiences, and this shows no sign of changing. CMOs must harness customer data to offer personalized recommendations, promotions, and loyalty programs. By leveraging artificial intelligence and machine learning, restaurants can analyze customer preferences and behavior, leading to hyper-targeted marketing campaigns and increased customer satisfaction.
2. The rise of eco-conscious dining:
Sustainability continues to be a hot topic across industries, and in 2023, eco-conscious dining has gained significant momentum. Consumers are increasingly concerned about the environmental impact of their food choices, leading to a rise in plant-based menus, locally sourced ingredients, and eco-friendly packaging. Restaurants that embrace sustainability will not only appeal to a broader customer base but also contribute to a greener future.
3. Technology-driven dining experiences:
The integration of technology into dining experiences continues to transform the restaurant industry. In 2023, one notable trend is the ongoing adoption of QR codes in restaurants post-COVID surges. Online menus provide a cost-effective (and greener!) solution for updating items, reducing the need for printed materials. This technology not only saves money on printing costs but also enables restaurants to offer dynamic and interactive menus that can be easily updated. The same goes for digital menu boards vs. static. Additionally, even fancier restaurants are adopting mobile ordering from the table to reduce wait time, and some even experience larger check sizes employing this method.
4. Social media and influencer marketing:
Social media remains a powerful tool for restaurant marketing, and in 2023, its influence continues to grow even as new platforms like Threads come online. Collaborating with influencers – or the more current and preferred title, creators - in the food and beverage space can create a buzz, increase brand awareness, and attract new customers.
In addition, a fascinating trend emerging in 2023 is the creation of TikTok or Instagram- able menu items, designed specifically to provide the motion and visuals compelling on social. According to “How TikTok Took Over the Menu” in New York magazine, “Wherever the influencers land, once they are in a dining room, they’ll need something to record. The more action that can happen in front of them, the better.” Think tableside salad tossing, stretchable cheese, oozing deserts.
5. Contactless technology becomes the norm:
The pandemic accelerated the adoption of contactless technologies in the restaurant industry. As we move further into 2023, contactless ordering, payment, and delivery options are no longer just temporary measures but have become a permanent fixture in the dining experience. CMOs should invest in robust technology infrastructure to provide customers with seamless and secure contactless payment solutions, ensuring convenience and safety.
As marketing professionals, it is crucial to stay adaptable and agile in response to changing consumer preferences. By capitalizing on these ongoing and morphing trends, you can attract and retain customers, drive revenue growth, and solidify your position as an industry leader in the dynamic and competitive landscape of the restaurant industry.
Wishing you continued success in the second half of 2023.