Diners Dessert Restaurants over the Service Charge
27 October 2009
Research reveals Brits’ eating out bugbears, with ‘optional’ service charges leading the way
Half of Brits (47%) are being put off returning to restaurants due to the rising trend of ‘optional’ service charges being automatically added to their bill. According to new research on the nation’s eating habits from Livebookings, the online marketing experts for restaurants, owners would be more likely to see their customers again if the charges were scrapped.
And it’s not just compulsory tipping that’s driving diners away – other top bugbears include being provided with limited-time booking slot (31%) and being billed for bread that the diner didn’t ask for (22%).
Waiters had better be wary because nearly a quarter (22%) of diners admit they’re more likely to moan about poor service due to the economic downturn.
In better news for the industry, 38% say they haven’t cut back on their meals out and that they are just choosing to spend their money more wisely – 10% now visiting less expensive restaurants. Over half (56%) are also fans of special offers such as 50% off or buy one get one free.
Restaurant critic Andy Hayler, who has visited and written about every three star Michelin restaurant across the globe says: “Giving your diners the best possible experience when they eat in your restaurant should be of paramount importance to restaurateurs. Going the extra mile is appreciated, making you feel like your every need is catered for. We can be a nation of fussy eaters but are within our rights to expect tips be earned and not taken for granted.”
The research of 2,000 Brits by Livebookings, Europe’s leading provider of online booking services to restaurants, also looked at how we are now booking meals out, with less than half (45%) preferring to speak to someone over the phone, and an increasing number (16%) benefiting from technology and booking through the internet. This shows the rising importance to UK restaurants of having an online booking function, with only seven per cent* currently doing this.
David Norris, Chief Operating Officer, for Livebookings says: “It seems an increasing number of restaurants have been adopting customer service ideas traditionally found in the best and most expensive venues. From the results of our research, many of these changes such as service charges and limited-time booking slots have not been met with universal approval.”
“We encourage restaurants to start collating customer feedback using an online database, meaning they’re able to make any significant changes safe in the knowledge that their diners will approve. It will also enable them to send customers special offers so they can keep their dining room busy.”
For more information about the research visit www.livebookings.co.uk
Survey of 2,000 adults carried out by ICM research, October 2009