Whilst the hospitality industry might not be impacted by technology taking their business, it is still important that the industry is across how consumers use technology as it plays a major role in how they are making their decision on where and what they spend their food dollars on. The younger generations focus on technology and go to it as a first port of call for information.
The Digital Foodscape is the language of Millennials (the foodie generation) and Gen Z (the MasterChef generation). They read menus on their phones, choose items based on the photos they’ve seen and share their experiences with friends via their own social media platforms (see articles below).
Consumers are seeking more information than ever and Today's digital technology makes information available anytime, anywhere. The downside? There is a bombardment of content, fake food news and poorly designed and managed social media pages and websites.
Consumers are looking for simple, engaging information that stands out and is multi-sensational.
The dining experience starts well before the customer arrives at the table and the digital foodscape shapes the decision-making process.A savvy food operator will incorporate a well curated digital foodscape as an integral part of their business model as the Millennial and Gen Z customers eat with their eyes first, then their mouths.
The Digital Foodscape Map
Consumers are looking for more than just an address and phone number, in fact, unless they want to make a booking, they will never pick up the phone to speak. Their “conversations” are taking place online and the operator's side has only one chance to make a good impression.
A well-designed, easy to navigate website with all the key information they are seeking is key- make it easy for them to choose you! For extra points, include an engaging blog full of “free” information making it more than just a service - it’s an experience!
You need a collection of well-managed, up to date, engaging and communicative social media platforms – Facebook and Instagram are the most popular in the food world at the moment.
A reputable Public Relations (PR) agent can direct traffic by taking advantage of the numerous food sites, blogs and media outlets riding the foodie wave. Get the right people talking, for all the right reasons and your digital foodscape will be buzzing. > See Grapevine PR for an example
Simply put, the digital foodscape is the newest step in the customer service chain - “would you like fries with that?” - and provides consumers with a complete, informed, experiential and sensational dining experience which starts on their iPhone at home and ends with the card being tapped at the end of their meal.
Credits - cover image via The Trendler