‘Value equations are shifting from money to memory’, says latest industry trends report

Operational consistency will do more for customer loyalty than promotions or campaigns, according to a new report from hospitality data guest insight platform 125 Data & Insights.

From data collected at nearly 170 operators across 3,000 locations, the report revealed that staff attitude has the biggest negative impact on guest experience, more than the food and drink.

While the average spend on a main course increased by 11% during the last quarter compared to the same period two years ago, a third of consumers said they would still dine at their favourite restaurant, regardless of cost.

This, according to the report, “shows the importance of operational excellence to build customer loyalty”. It added that becoming someone’s “favourite place is rooted in value for money and being consistently excellent”.

Olivia FitzGerald, managing director of 125 Data & Insights, said that “trust is built on consistency – one misstep on a special occasion, and loyalty disappears”.

She added: “The winners will be the brands who deliver unforgettable experiences reliably, every time. If there is one strategic takeaway here, it is treat every celebration booking as an opportunity to deepen the relationship.”

The research also found that nine in 10 respondents said birthdays and celebrations remain ‘sacred’, despite half of consumers cutting back on eating and drinking out.

125 Data & Insights ‘State of the Nation’ report analysed feedback from more than 25,000 consumers.