What Do Customers Expect from Restaurants in a Post-Covid Context?
In the context created by Covid-19, customer expectations when going to restaurants have shifted significantly. However, global studies show a clear and encouraging trend: people are eager to return to restaurants, cafés, and terraces.
Around 60% of respondents say they plan to dine out once restaurants reopen, many of them motivated not only by leisure but also by a desire to support the HoReCa industry.
Consumers have shown a strong sense of empathy toward the challenges faced by restaurants.In fact, only 31% express concern about the risks associated with dining out, indicating a growing level of confidence.
During the pandemic, many customers actively supported their favorite venues by purchasing vouchers or prepaid products, helping businesses stay afloat during uncertain times.
Digitalization and Changing Behavior
This period also accelerated digitalization across the HoReCa sector. Restaurants maintained close communication with their customers through social media, keeping them informed about safety measures, updates, and operational changes.
Many businesses quickly adapted by introducing takeaway and delivery services, even if these were not previously part of their strategy. For locations with terraces, reservations increasingly shifted to phone or online systems to reduce physical interaction.
At the same time, payment behavior changed. Cash transactions declined, while card and contactless payments became the preferred option.
Key Insights from Consumer Data
Recent data highlights several positive signals for the hospitality industry: 57% of consumers say their budget has not been significantly affected and they do not plan to reduce spending on restaurants 73% consider clear communication of health and safety measures essential Nearly half of consumers (47%) prefer traditional restaurants with table service Fast-food concepts follow closely at 45%, while 35% opt for supermarkets offering ready-to-eat meals Additional behavioral shifts include: 45% of consumers eat less fast food than before 38% intend to support their favorite businesses more in the future 32% plan to cook more at home 25% want to reconnect with friends in restaurants 22% are interested in trying new dishes Beyond Safety: What Truly Matters While transparency and safety remain essential, customers are no longer driven solely by price, promotions, or convenience. They are looking for well-executed concepts and meaningful experiences. Restaurants that stand out are those that combine thoughtful design with comfort and originality—spaces that offer intimacy, a natural atmosphere (especially on terraces), and a distinctive identity. Post-Covid design trends also point toward greater transparency, such as open kitchen concepts, as well as the use of materials with antimicrobial properties. Looking Ahead Although the HoReCa industry faced a period of uncertainty, the outlook remains positive. While some studies suggest that customer numbers may take time to fully recover, the demand for dining experiences is still strong. Restaurants that adapt to new expectations—by combining safety, design, and experience—will be best positioned to attract and retain customers in the long term.
