With recent shifts in customer behavior patterns, there is opportunity for restaurants to reimagine the customer experience, discover value in new products and services, and use data to rethink business models. Agility, efficiencies and strong partnerships through digitally led solutions are all critical ingredients on the menu for any service-based organization. Digital technology allows restaurants to meet diners where they are.

Across all of dining, there has been a massive shift to off-premise service models and self-service ordering, which is unlikely to shift back to pre-pandemic levels. Digitally transformed brands such as Panera, Chipotle, Domino’s and McDonald’s have been reaping the benefits of digital, a key enabler in weathering the storm. Digitally enabled brands like Domino’s, for example, switched to a delivery and takeout only model by promoting online ordering via its app and using the chain’s in-house technology such as GPS-tracked orders. Domino’s revenue is up 160% over the past five years due in large part to this digital focus. For brands that were earlier on in their digital adoption curve, the shift to off-premise was rockier, and the urgency of implementation to get features in market led to less robust long-term solutions.

As restaurant traffic patterns have shifted, restaurants must continue to focus on evolving their off-premise capabilities to quickly respond to customers’ concerns, incorporating emerging experiences such as voice, chat bots and in-car experiences to maximize efficiency.