Diners willing to share data with restaurants in return for personal service

Mark Johnson's picture

A new study from SevenRooms, a data-driven operations, marketing and guest engagement platform, has found that over half (53%) of UK diners would like to have the option of a fully personalised menu tailored to their specific needs.

This includes their personal likes and dietary requirements when dining out at a restaurant. 

What’s more, the findings revealed that 48% of Brits ages 18-55+ would be willing to hand over their data to restaurants.

The research, polling a representative sample of 2,000 British consumers through YouGov, reveals that out of the age groups surveyed, 63% of Gen Zers (ages 18-24) are willing to hand over their data to restaurants for a personalised menu, making them the most willing age group. 

This is followed by 35-44-year-olds, with 55% saying they would share this data to these restaurants. The results highlight that with changing consumer habits and the rise of delivery services, personalisation has become a critical factor in the UK’s restaurant scene.

Demand for technology 

Where restaurants and consumer alike might have once overlooked technology in the dining experience, Brits are now calling on additional technology to be used in UK restaurants to streamline their dining experience. 

These include:

  • One in four (25%) want the option to pay their bill via a mobile app
  • 20% of Brits say they would like card-less payment options such as Apple Pay or Venmo
  • One in seven (14%) GB consumers want to be able to give feedback to the restaurant on a tablet at the table instead of elsewhere online

The research also revealed which areas UK diners would deem technology to be less important, with only 10% of diners wanting a menu with holograms of food options. 

And another 10% wanting the ability to sync a restaurant menu with a health app for tailored recommendations.

Despite Brits calling on more technology to be integrated in restaurants, the following remain the most popular methods of booking a restaurant reservation:

  • Calling the restaurant directly (56%)
  • Walking in and asking for a table (48%)
  • Booking directly on the restaurant’s website (40%)
  • Surprisingly, only 15% of the respondents surveyed book through third-party websites

“Our latest research demonstrates that consumers are eager for dining experiences that are uniquely tailored to their preferences,” said Joel Montaniel, CEO & Co-Founder at SevenRooms. 

”As such, this data further highlights the importance for restaurants in ensuring they are engaging with their customers and capturing data across the guest journey to offer memorable guest experiences. 

“With technology continuing to play a central role in how restaurants engage with their guests, the adoption of forward-thinking tech will set a new benchmark for guests when it comes to personalisation in the dining room. 

“As long as restaurants are GDPR-conscious, connecting the dots with data to build on what guests have previously enjoyed, and what they will expect on their next visits, operators will continue to build deep, lasting guest relationships that will, ultimately, increase revenue for their businesses.”

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