2021 was a rollercoaster for restaurant operators. Bleak winter months gave way to an exuberant spring, followed by more caution spurred by evolving variants. While conditions continue to be in flux, most consumers are feeling more optimistic about settling into the "new normal" that they expect to emerge in 2022, and their dining habits will reflect that.
In fact, Waze data shows that 37% of those working from home report eating out the same amount or more.[1] Ready to capture some of that growth? Here are five predictions for consumer dining habits that can help brands turn these patterns into profit.
2022 diner prediction 1: Dayparts will continue to meld
March 2022 will mark two years of remote and hybrid work, with companies increasingly embracing the model for the foreseeable future. A Gallup survey found that 45% of U.S. employees worked from home either all or part of the time, with that number rising to 67% for white collar workers[2]. And they could be at home for the long haul, as the workplaces encouraging a return to the office are considering a hybrid model, which is preferred by 94% of employees currently working from home[3].
That flexible work environment led to more adaptable schedules that blend work with trips to the gym or grocery store. "As employees take a break from their home office to run errands, they're often inspired to grab a bite on the way home, and Waze solutions can help engage these on-the-go customers," says Waze's Head of Industry, Restaurant, Mike Wilson.
Workers headed back to the office a few days a week are another ideal target market for eateries in the downtown core that can take the opportunity to ramp up their promotional activity and remind returners of their former favorites. One way to reach this demo? Digital out-of-home advertising can be used to attract new employees who are just beginning to explore their company's nearby amenities or determine the best place to get dinner during their evening commute.
2022 diner prediction 2: Patrons will favor outdoor dining
Who doesn't love dining al fresco? While it's always been an attractive summer pastime, outdoor dining became a necessity throughout the pandemic. Even in less than hospitable climates, seating options expanded into parking lots and sidewalks, with heat lamps and tents to keep guests toasty.
While restaurants may have thought these "streeteries" were behind them, outdoor dining rose again during the Delta variant spike, and most recently again during the Omicron spike, establishing it as a new mainstay[4].
Morning Consult's survey finds 74% of respondents currently report they feel comfortable dining outdoors, compared with 64% indoors[5].
"Today's cautious consumer wants to know what options are available to them as they venture out," notes Wilson. "At Waze, we have been working with our customers to help them adapt their messaging to share the appealing outdoor options they offer."
2022 diner prediction 3: Consumers will crave more healthful and plant-based menu items
As consumers tire of cooking at home, brands have a unique opportunity to highlight menu items that meet their evolving preferences and make it easy to adhere to newly adopted eating habits when out and about. For example, the National Restaurant Association's report found that immunity-boosting and plant-based foods were top trends, ripe for promotion for locations that have recently introduced or boosted their offerings in these categories[6].
There are other reasons dining establishments might be spotlighting new menu items, as a whopping 75% of restaurants say they have updated their offerings due to supply chain issues[7]. "We see brands tweaking their menus to focus on consumer preferences while also taking into account supply chain shortages and inflationary price pressures," says Wilson. "Waze advertising can help restaurants alert diners to new or featured menu items along with price promotions that can convert those on-the-go customers."
2022 diner prediction 4: Guests will continue to prioritize contactless technologies
Contactless options surged during the pandemic because of safety concerns. But these frictionless experiences continue to thrive, as consumers and restaurants alike realized the efficiency boost it offered. Take the growth in online tools: Brands that offer channels such as mobile apps find it makes up an average of 34% of their revenue, and 69% say they plan to offer multi-platform ordering even after COVID-19 subsides[8].
Touchless payment methods, such as paying in-app or using a tap-and-go payment system, are similarly prized, especially among younger demographics, with nearly 70% of Gen Z and 74% of millennials saying they plan to continue using them[9].
Another definition for "contactless" could include having less contact with staff. Nearly 80% of customers say they prefer to place their orders through self-serve kiosks, a solution that also helps alleviate the talent crunch the majority of restaurants are currently facing[10].
2022 diner prediction 5: Diners will embrace taking food to go
Based on consumer demand, restaurants ramped up their ability to offer takeout, delivery and drive-thru options during the pandemic, with digital orders for carry-out growing 130%
between March 2020 and March 2021[11]. That helps them meet continued demand, as 37%of respondents report eating out the same amount or more now that they work from home.
While the category remains red-hot, that doesn't mean it should come at the expense of dine-in customers. To preserve the overall brand experience in all channels, some restaurants are choosing to make delivery and takeout unavailable in certain situations when their kitchens are overwhelmed in order to focus on keeping quality at its best[12].
"Waze Location Personality badges can help alert drivers to what services are available at any given time, preventing frustration and encouraging the seamless engagement all restaurants strive for," Wilson says.
While predictions can give restaurants a window to the future, there's no doubt that 2022 is destined to be predictably unpredictable. That's where a nimble advertising solution, like Waze out-of-home advertising, can facilitate quick pivots to emerging market conditions, allowing restaurants to reach on-the-go consumers no matter what the new year brings.
[1] "Shifts in Commuting." Google Consumer Survey." October 2021.
[2] "Remote Work Persisting and Trending Permanent." Gallup, 13 October 2021, URL. Accessed December 13 2021.
[3] ibid.
[4] "Customer demand for outdoor dining rose due to the delta variant." National Restaurant Association, 6 October 2021, URL. Accessed 13 December 13 2021.
[5] "Tracking the Return to Normal: Dining." Morning Consult, 12 December, 2021, URL. Accessed 13 December 2021.
[6] "What's Hot in 2022? Health, happiness, plus a side of sustainability" National Restaurant Association, 16 November 2021, URL. Accessed 13 December 2021.
[7] "Rising food costs and supply chain issues are creating challenges." National Restaurant Association, 21 October 2021, URL. Accessed 13 December 2021.
[8] "Future of Commerce: 2022 Edition." Square, URL. Accessed 13 December 2021.
[9] "Digital Commerce and Cybersecurity." Fiserv, URL. Accessed 13 December 2021.
[10] "Future of Commerce: 2022 Edition." Square, URL. Accessed 13 December 2021.
[11] "U.S. Restaurant Carry-Out and Delivery Digital Orders Soar During the Pandemic." NPD, 11 May 2021, URL. Accessed 13 December 2021.
[12] "Your Favorite Restaurant Might Be Taking Delivery Off the Menu." The Wall Street Journal, 28 November 2021, URL. Accessed 13 December 2021.
