According to a representative survey of 2,000 people by YouGov and Metro, the majority of guests are already aware of and use digital services in hospitality. 70% of survey respondents use different digital platforms to search for restaurants, 50% have made reservations online and 55% who use contactless or mobile payment options. According to Metro AG CEO, the results clearly show that the digitalisation of the hospitality industry is important for the future viability of the sector, especially for owner-managed independent businesses. Those that cannot be found online today and do not offer digital services risk losing customers. According to respondents, if a restaurant is not present online, it will not be “on the list”. In addition, 45% of respondents consider reviews and recommendations on online platforms important when choosing a restaurant, but personal recommendations (from family and friends) continue to play the most important role. The sector therefore needs to make better use of opportunities and embrace digital transformation to succeed in more challenging circumstances.
YouGov and Metro also asked how consumers feel about the so-called no-show fees charged by some restaurants. They found that customers understand and agree with the charges. More than half of those surveyed (52%) would be willing to make a reservation at a restaurant that charges such a fee, while 35% would not.
More than half of German restaurant visitors (55%) prefer to pay by card, contactless or mobile phone rather than cash, rising to 73% among people under 45. In this age group, more than a third (34%) would prefer to avoid a restaurant that does not allow cashless payment. When it comes to tipping, Germans like to be in control – 38% of respondents think it is important to be able to set the tip amount themselves when paying without cash. This is where the flexibility and user-friendliness of digital payment systems comes in, where the guest can set the amount themselves. 10% of respondents said they do not tip.
Younger respondents also see an opportunity for better digitalisation, with 46% of respondents under 45 years old believing that digital offerings can improve service in the hospitality industry. Overall, 26% of respondents think the sector is less digitalised than other sectors, while 10% think it is more advanced. Commenting on the results of the study, the CEO of Dish says: “We see digitalisation as an opportunity for the hospitality industry. Older and younger restaurateurs are certainly attracted to digital offerings to different degrees. But it is clear from the results of our guest survey that the pressure to digitise the sector has increased significantly. People who frequent restaurants are particularly relevant in this context, as they generate most of the revenue and expect digital offers” (food-service.de).