Beyond the Plate: Why Customer Experience Still Reigns Supreme in Hospitality
Last week, I booked a breakfast meeting with a colleague at a café I found online—nothing fancy, just somewhere central with a decent menu. I wasn’t expecting much more than a quiet spot and a decent coffee, but the experience left a lasting impression.
The café was well put together—stylish without trying too hard, with soft lighting, background music at the right volume, and an atmosphere that felt relaxed but considered. A staff member greeted me at the door, made a brief but warm compliment about my reservation being under ‘Miss Jolley’, and showed me to our reserved table. He poured a glass of water from a carafe, and when I pulled out my laptop, he quickly returned with the Wi-Fi code. Throughout the meal, we were checked on just enough—attentive without being overbearing. It was even better when the bill came to just £14 each for breakfast and a drink.
I’ve already rebooked for next week. I didn’t think I’d be keen on a 35 minute drive for what were relatively normal pancakes, but it’s a place I just need to show my partner. That’s the kind of impact small, thoughtful service touches can have.
And the data backs this up.
Customers Asking for 'Elevated Experiences'
Recent research from GO Technology, powered by Zonal in partnership with CGA and NIQ, highlights that 74% of consumers are seeking elevated experiences that go beyond just food and drink. For some, that might mean sparklers in your champagne or a valet service. But often, it's far simpler: genuine hospitality, thoughtful service, and a reason to return.
According to the report, the most sought-after experiences include:
- Tasting menus (31%)
- Games (25%)
- Bottomless brunches (24%)
- Surprises from the venue (24%)
- A well-curated atmosphere (23%)
Demographic preferences vary. Young adults (18–24) are 14 percentage points more likely to seek out bottomless brunches, while older consumers tend to value attentive service. Across all groups, nearly half (49%) prefer full-service restaurants when they’re looking for something special.
But this trend isn’t limited to restaurants and cafés. Consumers are also seeking elevated experiences in higher-tempo venues:
- Bars (33%)
- Drink-led pubs (23%)
- Nightclubs (13%)
So, what’s the takeaway?
Turning Feedback into Action
At Serve Legal, we understand the intricacies of the hospitality industry. Whether it's age verification audits, allergen compliance checks, or bespoke customer experience programmes, we help businesses harness real-world feedback that drives reputation and growth.
We know how vital feedback is:
- To protect your business reputation
- To fuel business growth
- To celebrate and train staff
- To create a brand worth talking about—online and offline
With Serve Legal’s hospitality-focused audit services, you can gather real-world insight, measured either through clear pass/fail ratings or a custom satisfaction scoring system built with our expert data team.
You’ll also receive full reports, complete with detailed quotes and customer comments—ideal for social media posts, website testimonials and boosting your scores across review platforms (Ask us how our API offering can do all the hard work for you.)
In a market where experiences matter more than ever, this isn’t just about monitoring performance. It’s about maximising every customer touchpoint.
How much does good customer experience really cost you?
Or, perhaps more importantly— How much is bad customer experience already costing you?
Contact Serve Legal today to discover how our expert audits and insight-driven tools can help you create consistently excellent, brand-defining experiences.
