May 2020 Lockdown Guest Insights. Future Guest...

Experiences you live™

Lockdown Guest Insights.Future Guest Experience.

2. Guest Feelings.

1. Introduction.

· Guest Emotions, Priorities & Values.· Guest Needs & Expectations.· It’s all about feelings.

· Lockdown Habits.· Post-Lockdown F&B Expectations.· We are Social Animals.

· Post-Lockdown Persona.· Moments of Truth.· Post-Lockdown Guest Journey Map.

3. Guest Habits.

4. Future F&B Guest Experience.

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May 2020

Global experts in guestexperience design ™

2Experiences you live™

Our goal was to find new opportunities and guidelines to empower the future F&B scene.

We took a deep dive into the current situation with the following objectives:

· Comprehend guest feelings now as well as tomorrow’s motivations· Analyze the current social behavior and its future consequences.· Identify new Moments of Truth and opportunities for F&B brands.

1. Introduction.


Global Insights.During the last few weeks we have been imagining the future.

Asked. Listened. Researched. Read.

2. Guest Feelings.How are people feeling during lockdown? Would we discover new guest priorities when this unprecedented situation comes to an end?


Guest Emotions, Priorities & Values.· Let’s face it: people are emotional. · Good and positive emotions are always part of us even in difficult situations. It has been a time for self-awareness and reflection.· The priorities during lockdown are primarily family and friends, health, feeling safe, economic situation, living in the present. Life.· People have realized that what they value most is having time for themselves, freedom, getting back to nature, new routines and the essence of life. Happiness.

“...I feel part of a supportive and responsible society that is doing a lot of things to take care of others. I feel proud.”

“Generally good, lively and eager to do things, although have moments of sadness about not being able to be with my friends and family.”

“...trust in humanity and confidence in my capacity for resilience and ability to adapt”

“Uncertainty, there are great changes to come, but feel optimistic that we will soon come out of this with greater skills and knowledge to face adversity.”

Good, fine, pretty good 13%

Grateful, hopeful 3%

Angry, confused, uncertainty 3%

Calm, quiet, serene 8%Proud, brave, resilient 10%

Proactive, good health 2%

Unsettled, unreal, strange 2%

Positive, optimistic 15%

Anxious, nervous, stressed 12%

Locked, frustrated, helpless 7%Lazy, bored, tired 11%

Sad, worried 14%

*How are people feeling during lockdown?


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Guest Needs & Expectations.· People have reverted to more basic needs. · The simple things in life that we usually take for granted are what really matters now.· Guest expectations revolve around enjoying the simple things in life while sharing them with their loved ones within a safe environment.· Most of the things that people hope to do after lockdown are related to leisure and socializing.

*What are people missing the most?

PERSONAL CONTACT, hugs & kisses

NATURE, mountains, sea, parks

LIVE MUSIC

FAMILY AND FRIENDS

NORMAL LIFE, work, colleagues, routine TRAVEL AND MOBILITY HANG OUT, dining, eating, restaurants

FREEDOM, fresh air and sun

SHOPPING

HAIRDRESSERS

OUTDOOR ACTIVITIES

DAY TO DAY NOISE

25%15% 12%10%10%

8%5%5%4% 3%2%1%



It’s all about Feelings.

• Guests all need Human Contact. Technology is a tool to meet a need, not a priority.• Guests are not looking for something new. They just want their Social Life back.• Regaining Freedom is most valued.• Personal Safety, and the safety of loved ones are now the priority.

3. Guest Habits.What new social habits and behaviors are guests adding to their routine?


Lockdown Habits.· Guests have incorporated new habits into their life that they would like to keep when this situation ends, however they will probably not have enough time.· The most common habits are related to physical and mental wellbeing.· The main reason why people do not order home delivery is due to the fear of infection.· Guests tend to order comfort food instead of healthy food to treat themselves. · Most guests order delivery based on brand awareness. · Drive-thru service makes people feel safe.

SPORT, exercise, physical activity 32%

FAMILY TIME, playing, listening, videocalls

RELAXING, reading, sleeping

COOKING, healthy eating,baking 15%

13%

12%

NONE

TAKE CARE OF OTHERS, empathy

5%

8%

TELEWORKING 10%

STUDY languages, home economy OTHER responsible consumption, cash-free, digital, creativity

3% 2%

*What habits have people incorporated into their daily life?

*What type of food have people ordered, via delivery or take away?

Comfort Food50% 40% 10%

HealthyExotic· Mediterranean· Salads· Groceries· Gluten free

· Pizza· Burger· Mexican

· Indian· Thai·Japanese· Lebanese· Seafood


Post-Lockdown F&B Expectations.

50%

20%

10%

10%

5%

5%

In which ways do guests expect the restaurant

experience to be different from before Covid-19?

Nominal Changes“Will change in the short term but not in the long run”.“I think I would be okay going to a bar with friends soon”.

In-Store Hygiene“Incorporate increased hygiene and spacing as long as new cases are popping up”.“People will be more aware of basic hygiene”.

Communication“Higher trust in brands that demonstrated knowledge and have implemented new measures to protect guests”

Staff

“Staff wearing gloves and masks”.“Staff taking temperature by the entrance of the restaurant”.“Less interaction with team members”.

Delivery/Take Away“Fine dining is not a priority for the guest”.“ I probably will only feel comfortable with take out or delivery.”“Less dining in, more delivery, frictionless, contactless”.

Design & Atmosphere

“... tables and booths will need to be spaced to meet new norms”

“Less crowded places”

·Contactless experience·Open kitchen , transparency·Fewer and easy to clean materials ·Specifically designed pick-up area·More space between tables·Increased use of Outdoor/External Areas



We are Social Animals.

• There are some changes in the consumption habits due to the advantage of using more Off-premise services, spending more Time with Family, and being focus on Health and Wellbeing.

• There will be strong opportunities around Healthy Eating and the Joy of Food.• Home delivery and take away orders have increased during this situation Connecting

guests with their favorite F&B brands. People still Trust brands that usually offer delivery or take away.

• During lockdown the most popular choice is Comfort Food. • Guests know that significant Change is already here, much of which is temporary, and

some is here to Stay.

How do we want to make our guests feel in the reopening?

How can the experience continue being unique by adapting to new needs, regulations and consumption habits?

4. Future F&B Guest Experience.12Experiences you live™

Post-Lockdown Persona.

AWARE The little things taken for granted are what really matter. Conscious . Back to Basics. Simpler. Secure. Safe.

PROUD Proud of their community working together! Proud of their environment and the memories of the front line workers that will last forever. Proud of themselves. Supportive. Resilient. Stronger.

RESPONSIBLEGuests take care of themselves and their environment.Health and wellbeing are a standard. Maximizing time. Greater Financial Awareness. More demanding of themselves and the world around them.

FREERelax and enjoy the moment.Freedom to travel. Seize the moment. Enjoy life.

SOCIALFood tastes better when you share it with your family and friends!Family and friends first. Love and appreciation of freedom. Greater need of human contact and social interactions . Stronger Together!

· After asking, listening, researching and reading, these are the emotions that guests feel strongest.


Moments of Truth.

Nice to see you again! Re-connect with your guests Never stop celebrating!

·The Moments of Truth (MoT) are defined as any interaction during which a guest may form an impression of your brand. It is important to identify how many MoT you have to ensure they have a positive impact on the guest.

Which are the Moments of Truth of the Guest Experience after lockdown and beyond?

· It’s time to empathize with your guests.

· Don’t forget who you are, and make sure you demonstrate this to your guests. Tell them how things have been during lockdown and your future plans. Share every change and initiative, either business or personal, letting them know what you have been doing during this time. Right now guests are wide awake, so it’s a good moment for engage proactively.

· It’s crucial to give them significant reasons and opportunities to spend their time and money with you. Remember that they need to feel moments full of happiness. By being an empathetic brand you will spark emotional connections with your guests.

· Your brand communication is key, it must be consistent across all experiences. Your tone of voice is what makes your brand recognizable. When you need to inform guests about new regulation changes, new opening times, or new services, ensure that all your messages are aligned with your brand essence and personality.

· Guests can’t wait to see you again!

· Your guests need to feel calm during the dine in experience. Remember that if they have decided to go to your restaurant it’s because they trust you. Clearly concisely communicate that they are in a secure and clean space, without bombarding them with information. Demonstrate all the additional steps you are taking.

· The dine in experience must be extraordinary. Focus on what makes you different, and try to offer experiences that can not be replicated at home, paying special attention to those moments of truth that differentiate you from the competition. Be the one the guest chooses.

· Your guests want to reconnect on many levels and do so with human contact, but always in a safe and secure way. It’s important to find the right balance between automation and human interaction.

· Off-premise experiences are all about replicating sensations. They are an extension of your dine in experience, so the quality must be at the same level. Consider re-positioning your brand in this channel, make sure your guests are not choosing what to eat based on a third party list. You want your brand to be top of mind when they are making a delivery choice.

· Now more than ever your product is your core. Real food, reducing food waste and food security are the new standard. Study how to match these concepts with your value proposition.

· Your last impression should be just as good as your first impression, instead of goodbye say see you soon! Make sure guests head home on a high note.

· Ask your guests how they feel before they leave. Your last contact with them will probably make the difference, everything still needs to be secure and hygienic, but also deeply human and warm.

· You hope guests share their positive experience by word of mouth, and when guests leave elated they never stop talking about you. Be sure that your actions on their way out have a clear intention: leave a mark on their hearts and minds.

· Remember, if you support your guests during tough times, they will stick with you forever.

Moments of Truth highlight some of the emotions that your guests feel the strongest about.


Excitement Entry

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Engagement Exit Extension

Re-connect with your guests! Never stop celebrating!

Stay with us foreverYou will be back ;-)Love at first sightNew BeginningsAlways on my mind Great experience

Be eco-responsible

Offer safe service model.

Innovative Drive Thru. Concept of functional food vs leisure food.Acceleration of healthy food concepts.Socialize with Off-premise vs socialize with On-premise.

Increase social media brand awareness.Terraces and patios are a must.

Product trust through open kitchens.Product trust through transparency and traceability.

Fresh food is a must.

Diversify your offer.



Maintain brand personality despite contactless measures.

Contactless measures while keeping your personality.

Contactless measures while keeping your personality.Optimize staff to be resilient.

Support your community.

Support your community.

Use automation in BoH to avoid touching the product.

Offer new experiences.

Offer new experiences.

Offer new experiences and skills.Transparent dark kitchens.

Offer new skills.

Differentiate off -site vs on site experiences at the site.

Anti-bacterial and easy to clean materials according to brand guidelines.Pick up, click&collect, curbside to go design.

Hybrid models: kiosks, secure cubicles, flexible FoH.

Adapt how staff interact with guests in a secure , but human way.

Employee focused culture.

Reassuring tone of voice to communicate.

Use your personality to re-connect

Brand value based loyalty program.

Offer a secure and relaxed atmosphere.

Extend your brand experience to off-premise.

Recover human contact in a secure wayBalance automation on and artisan

Proactive engagement.Proactive engagement

Empathetic communication

Empathic communication

Humanize your brand.

Humanize your brand

Be yourself, keep your valuesSocial Listening.

Social listening

Value Proposal.

· Eager to enjoy and full of energy.· Curious, looking forward.· Excited, keen.· Happy to be socializing again.· Comfortable, the staff transmit warmth and confidence.

· Free, I have my space with my friends/ people I love.· Comfortable, in a relaxed atmosphere.· The food process is transparent... it’s clear where I can move and it looks clean.· Super satisfied, the food is still top quality and the staff treatment is awesome.

· Carefree.· Secure.· Excited to come back.· Full of joy.· “I really need this moment”.

BRINGING YOU BACK TO THOSE MEMORABLE MOMENTS WITH YOUR LOVED ONES

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Aware Aware AwareSocial Social SocialResponsible Responsible ResponsibleFreedom Freedom FreedomProud Proud Proud



We are grateful to have had time to develop this study. Now it’s your time to refine, update, diversify and adapt.

These are interesting times. Livit is here to support you.

Let’s build something together!

Let’s talk!

Benjamin CallejaChief Experience Officer

[email protected]: +46(0)76 069 6817

www.livit.design


May 2020 Lockdown Guest Insights. Future Guest...

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