According to The Treasury, UK diners used the government's "eat out to help out" scheme more than 10.5 million times in its first week. And early indications are that this scheme, combined with the recent warm weather, has had an immediate effect in driving an increase in footfall to restaurants, cafes, and pubs during the early to mid-week period- typically the quietest days.

However, whilst initial uptake is positive and has helped to jump-start the hospitality sector after months of enforced closure, we will only see the lasting impact of this scheme once it comes to an end. Whether it carries enough weight to help weather the storm that these businesses are facing is still to be confirmed.

The most important part of the scheme is that it shows consumer confidence has not all but disintegrated during the pandemic, and that the promise of a good dining deal is still just as attractive. Perhaps even more so in an uncertain economic climate.

Whilst the lure of a discount might go some way to bringing diners back over the threshold of restaurants, it is transparency from companies on ongoing health and safety measures, combined with their use of digital to make the dining experience safer, that is influencing where these consumers choose to dine.

Brand loyalty has taken on a whole new meaning during COVID-19.

Publicis Sapient's recently launched Digital Life Index shows that over the past few months, 22% of respondents have tried a new restaurant, and 43% of survey respondents said they are more likely to dine in a restaurant that offers health & safety checks for its employees.

In addition, contactless technology will continue to shape the future of dining - providing safer ways for guests to interact, whilst further integrating digital tools into new experiences. 55% of participants surveyed see contactless technologies as one of the top three factors influencing their choice of restaurant, preferring mobile apps, contactless payment, self-service kiosks and curbside delivery/pickup over more traditional payment and ordering methods.

As safety is the top priority for diners, and rightly so, digital menu boards and optimized mobile applications can further help encourage customers to spend by giving them access to services whilst limiting in-person interactions. In fact, 31% of survey respondents said they'd be more likely to dine in a restaurant if a mobile menu or app was offered.

The sharp shift towards digital for the hospitality sector is clear and whilst it's unquestionable that diners love a discount, they would prefer to use them online compared to in-venue, at least in the UK; 72% of UK respondents stated that given a choice they would prefer to use coupons or discounts online. This signals that whilst discounts are a clear incentive for diners, it's not enough to counteract their safety concerns.

The good news for pubs and restaurants is that whilst they will need to increase their investment in digital, the experience that they can offer their diners will be greatly enhanced and that in turn will help to rebuild confidence and brand loyalty for the future.

However, these proposed changes are not new thinking; contactless has been used by the sector for some time, and digital menu boards and kiosks are becoming ever more frequent in restaurants - fast-food chains in particular.

But why has it taken the Coronavirus crisis to accelerate adoption of digital channels?

Part of the answer comes down to the quality of digital experiences delivered to diners and the lack of integrated experiences across all touchpoints. It is often easier and cheaper for businesses to invest in point solutions than designing and implementing true end-to-end experiences.

Contact tracing and data privacy remains the other elephant in the room. Whilst not written into law, temporarily storing of customer records was recommended by the government in the run-up to the re-opening of pubs and restaurants in the UK. The guidelines from the ICO are clear but the implementation remains a challenge for businesses. Concerns range from people submitting false information to potential misuse of information, to the risk of a data breach. This means that businesses must double down on data both to protect their diners' safety and privacy simultaneously. Becoming more data-centric has an upside for these businesses. It will provide an opportunity for them to learn more about their customers and in turn, offer more personalized experiences that will contribute towards increasing brand loyalty once again in the future.

With a sprinkle of safety measures and a dash of digital, contactless dining is fast becoming the main ingredient for customers in a world that remains uncertain. Hospitality businesses must avoid the temptation to invest the bare minimum in short-term tactics when it comes to their digital strategy. At best this results in a poor experience and at worst, a PR disaster. By putting digital at the heart of the future of dining experiences it will not only tempt customers back through the door but also ensure businesses are set up to weather any potential crises going forward.

Loren Thomas
Publicis Sapient