Survey: Some Diners Skip Lines to Avoid Waiting
A survey of U.S. consumers has found that one in 10 people have “knowingly jumped ahead in a line for a restaurant or café to avoid a long wait.” The survey was conducted by QikServe, a multi-channel order and payment specialist.
The survey found, perhaps unsurprisingly, that 93 percent of consumers have left or simply walked past a restaurant due to long lines. But one in 20 respondents to the survey also admitted that they had “lied about having a reservation or used someone else’s name to get into a restaurant to avoid a long wait."
Two-thirds of respondents felt that they would be more inclined to wait if restaurants provided the ability to order via an app while they waited. A majority also felt that would wait if restaurants provided entertainment while they wait, clear communication or alerts about how long their wait will be, or an opportunity to earn greater loyalty rewards.
“We expected to find that most people would avoid a restaurant due to long lines, but we didn’t think that so many people would adopt tactics such as cutting in line or even more deceptive tactics to beat the lineup,” says Daniel Rodgers, CEO, QikServe. “This really drives home the fact that society is becoming less and less tolerant of waiting for their food and drinks, and that hospitality operators need to seriously consider how to reduce waiting times by offering more convenient and varied options for ordering and payment.”
Another interesting question revealed that, although a majority of respondents would usually pick restaurants with shorter lines, a third of people would potentially choose a restaurant with a longer wait if they had an active loyalty program there.
“This tells us that hospitality businesses should explore options for improving loyalty and ordering convenience to ensure they cater to the full range of consumer expectations,” says Rodgers.
QikServe’s patented technology lets guests order and pay for their food and drinks directly from mobile devices, tablets, kiosks and web sites, helping improve efficiency, reduce labor costs, and increase average order size.