There’s no denying the consumer mindset has changed over the last few years. With everything from Uber to at-home meal kit services popping onto the market, the ideas of convenience paired with food have shifted perceptions of what dining can and should look like. The Illinois Restaurant Association brought operators together with techies who think about new innovations, the global market and more every day. Here are some downloads on what they see shaking up the diners of tomorrow.
1. Loyalty is fading
“Loyalty is nothing more than the absence of something better,” said Howard Tullman, CEO of Chicago tech hub 1871 and former president of Kendall College. Millennials and Gen Zers are willing to try the next new restaurant, trend or innovation, so when options present themselves, they will jump, he says.
2. Attention is the new currency
The human attention span is getting shorter, said Tullman—it’s now just 10 seconds. And that means traditional advertising has to shift. Today, consumers are much more likely to see and respond to texts compared to emails, so the idea of conversational commerce will continue to grow, he said. A branded text that asks, “Do you want this for lunch today?” only requires a yes or no response, making shopping for food—and reaching customers—faster and easier.
3. Buttons are the future
“Time is the scarcest resource of all,” said Tullman. That’s a big driver behind why he predicts the button industry will grow, big time. At this point, Amazon’s Dash button has more than 200 brands on board. For those that need a refill on laundry detergent or sports drinks, they just have to press the branded button in their house—paired to Amazon’s ordering—and it’ll send a mobile alert of the order and get it shipped out for quick delivery. Domino’s launched its own physical ordering button at the end of 2015, and others may follow suit with their own easy-order buttons to deliver an ultimate quick, convenient dining experience.