Hoe men een restaurant boekt

Hoe men een restaurant boekt

Onderzoek naar online en offline gedrag van restaurant boekers Joris Merks-Benjaminsen European Head of Insights Communication

Inhoud

1. De nieuwe digitale consument 2. Hoe oriënteert men zich op een restaurant? 3. De rol van mobile 4. Maak je restaurant ‘future ready’


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Consumer Barometer: gratis research tool over online/offline kopen en orienteren

www.consumerbarometer.com


1.  Source: www.consumerbarometer.com

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Online koopgedrag varieert sterk per type product



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Online koopgedrag is niet per definitie de beste indicator van het belang van internet



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Online oriëntatie beïnvloedt koopgedrag, zelfs in fysieke winkels


1.  Source: http://www.google.nl/think/collections/zero-moment-truth.html

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Provider

‘Consumer Journeys’ zijn complex en er is veel switchgedrag tussen merken

Retailer

17 visits

Search

12 visits

Hollands nieuwe

Gsmweb

Telefoons vergelijken

Hollands nieuwe

T-Mobile

Comparison

5 visits

Manufacturer

2 visits

0 visits Week 6

◄ Time before purchase


Week 5

Week 4

1.  Source of data is Gfk Media Efficiency panel consumer journey studie met Vodafone

Week 3

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Week 2 Day 3

7

Day 2

Week 7 Day 44

Day 1

Gfk Media Efficiency Panel (opt-in panel) Google search queries

Dinner-specs: 13.313 dinners

Questionnaire: Claimed behavior

Plug-in: real online search behavior (passively measured)

Offline search

Websites visited (URL’s)

Psycho graphic


Personal Information (registered panel information)

Demographic

1.  Source of data is Gfk Media Efficiency panel

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Nederlanders gaan gemiddeld iets meer dan 2 keer per maand uit eten

30%

Visits a restaurant at least once every month.

85%

Visits a restaurant at least once every 4 months.

2.2 x

Visits on average per month


1.  Source of data is Gfk Media Efficiency panel, Base all respondents

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Ze doen dat gemiddeld met zo’n 4 personen en betalen 27 euro per persoon (excl. drank)

€

3.8

€ 27,-

people

Is the average group size

Is the average price per meal per person (excl. drinks)

2% - 1 person 48% - 2 persons 19% - 5 or more persons

For

8%

of restaurant visits a discount coupon is used


1.  Source of data is Gfk Media Efficiency panel, Base all respondents

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De meeste etentjes zijn spontaan, zonder speciale gelegenheid Type of cuisine

Reason for visit 31%

Spontaneous Celebration

11%

5%

5%

16%

No special occasion

15%

Part of day out

15%

Night out

13%

Other

3%

Holiday

3%

Special offer

25%

14%

No time to cook

2% 1%

Type of Group

22%

Partner

34%

Friends/ acquaintances Eatery

Asian

European

Dutch-French

Pancake

Pizzeria

Household

•  •  •  •  • 

19%

Other family Other Alone


25%

Source of data is Gfk Media Efficiency panel Eatery: Eatery (Bistro/Eatery/Grand Café/Brasserie Asian: Chinese/Wok/Indonesian/etc European: Italian/Spanish/Belgian/etc Base: All restaurant visits (n=13.313)

17% 3% 2%

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Mensen die een restaurant voor het eerst bezoeken, doen 3x zo vaak online research First time visits

Restaurant visits

68%

Research for first time visits

32%

43%

52% 5%

Research

No Research

29% First time

Repeat visits

Repeat

Online

Online + offline

Offline

Research for repeat visits

71%

35% 90%

10%

59% 6%

Research


No Research

1.  Source of data is Gfk Media Efficiency panel Base: Restaurant visits

(n=13313). First time visits (n= 3814). Repeat visits (n=9499). Research first time visit (n=1210). Research repeat visits (n=982). Claimed data (questionnaire)

Online

Online + offline

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Offline

Naarmate men meer besteedt, doet men ook meer online research voor het etentje

27%

17%

18%

19%

20%

14%

13% 11%

6%

< 20 €

7%

20-30 €

31-40 € Research


9%

8%

41-50 €

51-60 €

> 60 €

Online Research

1.  Source of data is Gfk Media Efficiency panel. Base: All restaurant visits, n=13313. Claimed data (questionnaire).

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Websites zijn de belangrijkste informatiebron, belangrijker dan vrienden en familie First time visits

Source

Channel

Websites

45%

Friends/family On location Phone call

24%

Repeat visits

Phone call

52%

33%

7% 8%

22% 5%

2%

Websites

On location

43%

52%

Online

Friends/family

Device

Online + offline

31% 17%

Fixed devices

Fixed & mobile

Mobile only

Offline

35%

59%

59%

28%

6%

13% 10% Online


Offline

Online + offline

Offline

Fixed devices

Fixed & mobile

Mobile only

Offline

1.  Source of data is Gfk Media Efficiency panel. Base: Research for first time visits (n=1210). Research for repeat visits (n=982). Claimed data (questionnaire).

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7% 6%

Zoekmachines worden het meest gebruikt, daarna de eigen site van het restaurant First time visit

Repeat visit

100%

80%

60%

48%

45% 40%

56%

35%

20%

6% 8%

2% 1%

0% 0%

Yellow Pages

Startpagina

0%

Restaurant

Aggregator


Search

1.  Source of data is Gfk Media Efficiency panel. Aggregators : IENS.nl, eet.nu, dinnersite.nl etc. 2.  Base: Visits that were preceded by online research, first time visits (n=125) and repeat visits (n=84). Actual behavior (software registration).

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Populaire vergelijkingssites onder mensen die online research doen: iens.nl en eet.nu Repeat Dinners

First Time Dinners

Top websites visited

Top websites visited

eet.nu

65%

iens.nl

8%

restaurants.nl

8%

0%

20%

29%

dinnersite.nl

16%

beren.nl

30%

eet.nu

52%

dinnersite.nl

iens.nl

10%

detelefoongids.nl

8%

4%

lacubanita.nl

40%

60%

80%

0%

10%

20%

n = 121


1.  Source of data is Gfk Media Efficiency panel, Base: all dinners preceded by research on websites

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30%

40%

De zoekmachine is de portal naar restaurant sites: op deze sites wordt veel tijd besteed Restaurants

Search

1

2

3

4

5

3:29 min 5 pages

3:54 min 4 pages

6:20 min 5 pages

6:02 min 5 pages

6:53 min 5 pages

1

2

3

4

1

Aggregator

5:04 min 6 pages

Ø 30 minutes 5 Aggregator Restaurant

Ø 7 days

between first and last online action 38%

25 0 days


13%

8%

1-3 days

4-7 days

17%

7%

17%

1-2 2-3 3-4 weeks weeks weeks

1.  Source of data is Gfk Media Efficiency panel. Base: First time visits that were preceded by online research (n=125) .Actual behavior (software registration).

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Mobiel zoekgedrag naar restaurants groeit snel: websites moeten ‘mobile friendly’ zijn

Smartphonepenetratie Nederland

1.  Source: Google / TNS Enumeration Study 2012 and 2013. Google / Ipsos Study 2011. Search query volumes from Google Internal data

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2013 Feb

2013 Jan

2012 Dec

2012 Nov

2012 Oct

2012 Sep

2012 Aug

2012 Jul

2012 Jun

2012 May

2012 Apr

2012 Mar

2012 Feb

2012 Jan

2011 Dec

2011 Nov

2011 Oct

2011 Sep

2011 Aug

2011 Jul

2011 Jun

2011 May

2011 Apr

2011 Mar

2011 Jan

2010 Dec

2010 Nov

2010 Oct


2011 Feb

Restaurant gerelateerde zoekopdrachten via smartphones

2013 Q1

2010 Sep

2010 Aug

2012 Q1

2010 Jul

2010 May

2010 Apr

2010 Mar

2010 Feb

2011 Q1

2010 Jun

33%

2010 Jan

52%

43%

Nederlanders gebruiken nu al gemiddeld drie apparaten om online te gaan

3,1

CONNECTED DEVICES ARE USED BY THE AVERAGE DUTCH

LAPTOP/NETBOOK USE 89%

91%

91%

SMARTPHONE USE

33% 2011 Q1

2012 Q1

2013 Q1


2011 Q1

43%

TABLET USE

52% 7%

2012 Q1

2013 Q1

1.  Source: Google/TNS Connected Consumer Study 2011, 2012 and 2013. Base total population 2.  Question: Which , if any, of the following devices do you currently use?

2011 Q1

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18% 2012 Q1

34% 2013 Q1

Horeca moet zich klaar maken voor de multiscreen consument: SOLOMO (social, local, mobile)


1.  Source: Google / TNS Enumeration Study 2012 and 2013. Google / Ipsos Study 2011. Search query volumes from Google Internal data

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De meeste restaurant gerelateerde zoekopdrachten op Google zijn lokaal van aard KIJK OP WWW.GOOGLE.COM/TRENDS/EXPLORE



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(Lokale) vindbaarheid en reviews zijn belangrijk



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Michelinsterren 2014

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Een snelle sfeerimpressie met Bedrijfsfoto’s



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Google plus brengt reviews samen



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Future ready voor horeca

1.  Uw website is het visitekaartje voor nieuwe bezoekers 2.  De site moet ‘mobile friendly’ zijn 3.  Investeer in (lokale) vindbaarheid in Google search en maps 4.  Verifieer uw bedrijf, verrijk informatie met Google plus en Bedrijfsfoto’s


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THANK YOU! CONTACTS:

plus.google.com/jorismerksprofessional facebook.com/jorismerksprofessional jorismerks


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Hoe men een restaurant boekt

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