What does customer experience mean at a restaurant?

Customer experience (CX) in restaurants encompasses every aspect of the customer journey from discovering the restaurant and making a reservation, to dining and interacting with staff, to providing feedback after a visit. It’s about creating a positive, intentional and memorable experience that not only meets but exceeds expectations at every touchpoint.

But let’s be clear: a customer experience strategy isn’t just a nice-to-have—it’s a game changer. Customer experience is crucial because it directly impacts loyalty, repeat business and word-of-mouth recommendations. Both positive and negative customer experiences can have significant repercussions for your business: positive experiences can lead to more reservations and increased revenue, while negative experiences can damage your restaurant’s reputation and bottom line. In a crowded market, delivering a unique and memorable customer experience is one of the best tools for differentiating your restaurant from the competition. This means that, to be successful, a restaurant must go beyond just serving great food; they must also provide exceptional service, create an inviting ambiance and engage with customers on a deeper level.

Why exceptional customer experiences drive loyalty

• 73% of consumers say a good experience is key in influencing their brand loyalties
• 80% of consumers are more likely to purchase from a brand that provides personalized experiences
• 91% of consumers are more likely to shop with brands who recognize, remember and provide relevant content

What does it mean to “own the experience”?

Owning the customer experience means being accountable for meeting customer needs and exceeding expectations at every touchpoint—whether customers are ordering online, dining in or otherwise. To do this, restaurants must be adaptable to changing market conditions, taking a holistic approach to operations and training staff members thoroughly. Technology is a key tool for enhancing the customer experience, with almost limitless applications. By investing in the correct tools, restaurant owners and operators can streamline almost every aspect of their operations, from booking and reservations to orders and payment, and even collecting and analyzing feedback and customer data to improve services.

Today’s customers have more choices for dining out than ever before, and in a crowded restaurant industry they will gravitate toward restaurants that offer personalized, memorable experiences tailored to their preferences. However, customer behavior is unpredictable and evolves quickly, making it challenging for restaurants to consistently offer excellent experiences. As such, it’s vital to regularly collect and act on customer feedback and data—but even more important to invest in the technology that will enable them to do so.

How the right technology can help you own the experience

Effective technology significantly enhances the customer experience in the restaurant industry in several ways:

• Hyper-personalization at all points of service: a commerce platform can enable restaurants to personalize the dining experience with tailored menu recommendations, special offers, and loyalty programs that cater to individual preferences. It can also enhance communication between the restaurant and its customers, with features such as reservation systems, waitlist management, and real-time updates to keep customers informed and engaged.
• True omni-channel management: a commerce platform can streamline ordering and payment, making the process faster and more convenient for customers with technologies such as online ordering systems, self-service kiosks and contactless payment options. Automation tools, such as AI-driven order-taking and kitchen display systems, can help improve service efficiency, leading to a smoother and more enjoyable dining experience. Post-pandemic technologies such as QR code menus and contactless payments have become essential in ensuring a safe dining environment, reassuring customers about their health and safety.
• Feedback and improvement: Digital feedback tools make it easy for customers to share their experiences, providing valuable insights for continuous improvement. Restaurants can quickly address issues and enhance their service quality. A platform-based software architecture with cloud accessible data can enable restaurants to collect customer insights, analyze them and understand how to best optimize the experience.

By integrating these technologies, restaurants can create a more efficient, personalized, and satisfying experience for their customers, ultimately leading to higher satisfaction and loyalty.

Owning the experience in action

The Trade, a hotel situated in the heart of downtown Milwaukee, transformed their guest experience and increased order speed and accuracy when they implemented Aloha OrderPay by NCR Voyix. They saw a 50% reduction in loss of revenue due to walkouts, a 30% increase in table turns and a 10% reduction in their daily staffing needs. By ensuring they had the right technology in place to meet customer expectations, The Trade truly owned the experience they wanted to deliver to their guests.

There’s never been a better time to invest in customer experience

The stakes for delivering exceptional customer experiences have never been higher. In today’s competitive industry, building customer loyalty is key to a restaurant’s success. Going above and beyond to offer customers memorable dining experiences alongside their meals enables restaurants to build a differentiated brand while also bolstering customer loyalty. By doing so, restaurants can ensure they meet the high expectations of today’s consumers and reap long-term benefits.

Learn more about how your restaurant can own the experience.