The increase in consumer familiarity with technology as part of the on-premise experience post-pandemic has translated into a “phygital” approach to drinking away from the home, according to research.
In its latest annual ‘Market Report’, released this week, UK-based mixer company Fentimans described the use of digital in hospitality as “the new path to purchase”. The return of the on-premise channel following the worst of the COVID-19 pandemic resulted in consumers demanding “touch-free tech” for ordering and paying for food and drinks.
Citing statistics from a survey commissioned by the namesake brand owner, “25% [of UK on-premise consumers] say they now expect the venues they visit to have some form of digital offering – twice the number (12%) who don’t expect it”.
“The proportion expecting digital solutions rises to a third (32%) among 18- to 34-year-olds – a generation that has entered adulthood accustomed to all the benefits that digital solutions offer. Nearly half (48%) of all consumers say they like to use technology to order and pay – a figure that has risen by 12 percentage points in just two years.”
According to Fentimans, consumer expectation of ordering and paying digitally has “soared” in recent months, thereby providing brand owners with a new sales opportunity.
“There is a great opportunity to influence consumers’ buying decisions on these apps – for
example, by … encouraging trade-ups to premium options and promoting special offers,” the company said.
To view Fentimans’ ‘Market Report 2023’, click here.
