In an ever-changing landscape, especially one as forward-thinking as the country of Canada, change is an all-too constant thing that happens almost every waking moment, disrupting the current norm and replacing it with something that can either last or burst like a bubble the moment a new trend comes around.
Such is the case for the consumer dining habits of Canadians, which, according to a new report, has recently made a massive shift. The good news however, is that this new change opens up various opportunities for Canadian businesses moving forward into 2019.
The report made by leading SaaS digital marketing provider Eagle Eye, which is titled “Changing Tastes & Flavours: Canadians’ Attitudes Toward Food and Beverage Brands Are Changing. Are F&B Operators Moving Fast Enough?” comes at a time where Canada’s diverse and varied demographic have a created a food industry that is both dynamic and competitive.
Based on the survey done through the report, which was conducted on over 2,000 Canadian consumers and roughly 40,000 F&B professionals, Eagle Eye’s report reveals how these consumers are engaging with F&B professionals. The report also studies if the same F&B professionals are equipped with the proper tools and technology demanded by their consumers and market base.
Key report findings
Per the report, findings reveal that roughly 71 percent of interviewees have a meal outside of their house at least 10 times a month, while the younger generation and working professionals does this much frequently, eating out almost 20 times a month. The report also revealed that up to 62 percent of consumers spend up to $30 per visit while 30 percent of Canadian consumers are part of some restaurant loyalty program.
However, while these findings show that dining out is easily at an all-time high, the report also reveals that F&B operators are failing to engage with their customers, with 38 percent of customers not hearing from a brand in the past three months. Furthermore, only a mere 22 percent have received a personalized offer for a first-time visit, while 60 percent of customers would only return after a visit if a coupon is offered. There are also only 30 percent of operators that use modern technology to engage with customers.
According to Eagle Eye Chief Executive Officer Tim Mason, “Today’s food and beverage sector is increasingly competitive, but most operators lack insights into who their customers are, how often they visit and what they’re ordering.” He also argues that F&B operators should become more digitally connected and create a direct marketing channel if they really want to capitalize on the opportunities the company has uncovered.
“With the right digital infrastructure, food and beverage operators can cost effectively drive repeat visits and increase spend per visit,” he continued.
Compared to the U.S., Canada’s economic conditions are suitable for retail market expansion, what with its GDP showing modest growth. The shift in consumer eating habits will only open up various revenue opportunities for Canadian brands, provided they take advantage of this massive change.