TREND
There’s an increase in the number of Today’s Consumers who feel the need to “come out on top” of every situation, from the least to the most important. In 2007, 55% said they feel this way; in 2010, the number rose to 67%. This is not about winning every argument; it’s about consumers looking after their own best interests, making sure they are not being taken advantage of. Related to this is a need for self-reliance – in 2010, 70% said they want to be as self-reliant as possible. In the wake of the economic downturn – when so many felt victimized and betrayed – being resourceful and independent decreases feelings of vulnerability and contributes to a sense of being in control.

OPPORTUNITY
Consumers are prepared to work hard at not being taken; they are more engaged, discerning, and vigilant about obtaining value. They are willing to be active participants in crafting an experience on their terms, so give them some options to work with – a prix-fixe menu, alternative portion sizes, different wine formats, and seating options (at the bar, communal, in a quiet area, etc.). Easy ingredient substitutions and a willingness to accommodate special requests are important, too. An aspect of consumers coming out on top is the knowledge that they made smart decisions – that they are better for the experience. This speaks to making healthy choices, which should be clearly available on the menu or easy to accommodate on the spot. The more flexibility you can reasonably offer and the more transparency you can provide (such as prices on online menus) the better.

CAUTION
While consumers don’t have an inherently combative mindset, they will fight for what they perceive as reasonable treatment. Restaurateurs should place renewed emphasis on monitoring customers’ experiences and on handling issues with guests during and after dining.

Data Source: The Futures Company