Manchester operators advised to accelerate menu changes

Manchester’s hospitality operators are being encouraged to continuously change up their menus, new research from technology company Square has found.

Mancunian diners look to be more adventurous with their restaurant choices than their London counterparts, with 71% of those recently surveyed saying that when they return to a restaurant they like to see new menu items available they have not tried before, compared to 60% of the capital’s consumers.

Alongside this, 62% say the amount they are willing to spend when they dine out has increased over the last 12 months, compared to only 49% of Londoners.

When it comes to getting customers to return to a restaurant, the most important factors for Mancunians are price and affordability (48%); consistent quality of food (54%); and service quality (52%). Service quality is prioritised differently across generations, with 59% of Millennials citing this as an important factor, compared to only 44% of Gen Z to whom affordability matters more.

Nearly half (45%) of respondents said they wouldn’t dine at a restaurant if there was a maximum seating time, indicating that restaurant owners may need to consider how they can make their processes more efficient without causing friction with customers.

Isobel Jenkins, owner of Manchester-based Isca Wines, said: “We believe customers are more carefully considering where they dine out, and to keep our vibrant Mancunian community coming back, we know how important it is to deliver a special experience every time. Introducing new menu items is critical, but this can come with time and resource challenges. Having a platform like Square that empowers us to change our menu quickly and efficiently helps bring more variety to our customers, and makes their experience seamless.”

Richard Cossins, co-owner of Higher Ground, Flawd and Cinderwood Market Garden, said: “We now see more and more guests who seek out new experiences, produce and dishes they’ve not tried before. We change our menus at both Higher Ground and Flawd on a daily basis, so it’s imperative that we work with a point of sale platform that enables us to stay agile and keep guests happy, which is where we really value working with Square.”

Fi Sellick, head of UK strategy at Square, said that the company’s data painted a “positive picture” for the hospitality industry across both London and Manchester, but that the northern city is continuing to show that “restaurant owners are not exclusively considering the capital as the best place to launch a business now”.

“We know that, despite economic instability, food and beverage businesses are still keen to grow and expand this year. Restaurant owners should consider what consumers across the country are looking for when eating out, and tailor the experience across different cities accordingly,” she added.

Square recently launched ‘pocket sized’ portable ordering and payment device, Square Handheld, which enables serving staff to send an order immediately to a kitchen display system with one-touch selection from a visual menu.