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In the dynamic dining landscape of Southeast Asia, a paradigm shift is underway with a staggering 72% expressing a preference for digital menus, prominently featuring QR codes. However, interestingly, tech-savvy Singapore stands at 52%, challenging the digital dining tide.
Armed with the insights from 3,000 participants across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines (ages 16 and above), we embark on a culinary odyssey to dissect key trends and serve up actionable takeaways for businesses looking to navigate this transformative wave.
1. Efficiency and convenience
The regional focus intensifies on QR codes, with 62% expressing appreciation for seamless QR code scanning, effectively eliminating the need to wait for physical menus. However, when respondents were questioned about their less-than-ideal encounters with QR code menus, 76% cited non-mobile-friendly interfaces, 71% mentioned slow loading times, and 63% identified complex action steps, such as inputting personal information. This signals a call for businesses to streamline their ordering processes, recognising the Southeast Asian diners' penchant for time-sensitive, hassle-free experiences.
2. Seamless experience and interactivity
But wait, there's more! It's not just about efficiency; it's about embracing a seamless dining experience (37%) and interactive content like images and videos (34%). For businesses, this means serving up a digital feast for the tech-savvy consumers who hunger for more than just a menu – they want an experience.
3. Balancing acts in the digital realm
Amidst the digital cheer, a surprising 51% express a fondness for the tangible touch of physical menus. Technological hiccups, including slow loading times (71%), poor wifi (65%), and non-mobile-friendly interfaces (55%), serve as reminders for businesses to strike a balance. Ensuring a glitch-free digital experience is crucial, while offering alternatives for those seeking a brief respite from the digital realm (38%).
4. Real-time updates and customisation
Another item on the wishlist of diners in Southeast Asia for QR code menus are real-time updates on item availability (47%) echo a demand for up-to-date information. Businesses can respond by integrating systems that provide real-time inventory updates, enhancing transparency and customer satisfaction. Customisation options (39%) underscore the importance of flexibility in catering to diverse culinary preferences.
On the topic of customisation, a notable example is foodpanda's partnership with TabSquare, a Singapore-based provider of AI-powered in-restaurant solutions, in July 2023. This collaboration aimed to improve efficiency and customer retention through digital menus that automate order taking and recommend dishes based on users' preferences.
5. Complete order integration
Lastly, diners yearn for complete order integration (33%). This isn't just about scanning a code; it's about a comprehensive dining solution. Businesses are urged to explore seamless integration of payment options, customisation features, and detailed dish information within QR codes – offering a consolidated, user-friendly experience.
Navigating the QR code rhythm: A compass for businesses
As Southeast Asia dances to the QR code rhythm in dining, these insights become the compass for businesses navigating the transformation. From streamlining processes and embracing transparency to balancing technology with the tangible, businesses equipped with these takeaways can curate an engaging, efficient, and memorable dining experience for the discerning diners of Southeast Asia.
Methodology: This quantitative study was conducted via Milieu Insight's proprietary survey community with N=500 each in Singapore, Thailand, Indonesia, Malaysia, Vietnam, and the Philippines (N=3,000 overall) The data is representative of the online adult population aged 16 and above. Fieldwork was conducted from 20 November to 13 December 2023.
