Trend: While multitasking is a strategy Today’s Consumers continue to employ, and 70% rate their skills highly, it’s increasingly just as a means to an end – to buy time to occasionally focus on something enjoyable. Almost half (45%) want to dig deeper, and plan to spend focused time educating themselves on something that’s important to them, about which they are passionate.
Opportunity: For many, that passion is food, wine, cooking, and dining, so in addition to a great dining experience, strive to incorporate information about products, techniques, preparations, etc. – on your Web site, in a newsletter or email, on the floor. Arm staff with information about the origin of ingredients, unusual preparations or cooking methods, winemakers, etc. Provide information about wines; include pairings. Consider market visits with the chef, and cooking classes. Offer winemaker and/or purveyor dinners. Centering/focusing necessitates shutting out distractions, so monitor too frequent interruptions, cell phones ringing, etc. – try to not break the spell.
Caution: Immersing oneself in a dining experience doesn’t necessarily mean quiet focus; it could be a boisterous evening with family. It’s important to know the mood of your diners and understand the occasion, ideally providing zones where one doesn’t infringe on the other.