BARS/RESTAURANTS: LIKE BEFORE,
BUT FOREVER CHANGED
THE JOY OF GOING OUT
If there was one dream we all shared during those months of confinement, it was to dine at our favourite restaurant or meet up with friends for an impromptu happy hour. In fact, just last winter, 1 in 3 Quebecers claimed that eating at a restaurant was THE activity they missed most.
And now our wish has come true . . . and we’re all enjoying it to the max! Bye-bye Uber Eats, hello terrace time! During the 2021 construction holidays, the amount spent by Quebecers in restaurants went up 19% versus last year.
A NEW LEVEL OF COMPLEXITY FOR BUSINESS OWNERS
Clients are quickly getting used to the new reality: QR codes instead of paper menus, having to register their presence . . . we’re basically already ready for the vaccine passport!
But things aren’t quite as simple for restaurateurs. In addition to the health and safety measures, they now have to contend with a multitude of new obligations: managing various sales channels, preparing orders for delivery, posting on social media . . . not to mention dealing with the labour shortage! There are currently 11,000 vacant job positions in the hotel and restaurant sectors.
INNOVATION DRIVING THE FUTURE OF RESTAURANTS
Thankfully, industry players have come up with innovative solutions to these challenges, all while eliminating the more time-consuming tasks. Better yet, many of these leading players are local (think UEAT, Chk Plz, and RapidBar). Such businesses are committed to adapting the restaurant industry to the needs and realities of the future, coming up with a model that is sustainable, ethical, and respectful of Quebec restaurateurs.
ARE YOU READY FOR OUR SENIORS’ DIGITAL SHIFT? THEY ARE.
Confinement changed everyone’s consumer habits. But our
senior population experienced an out-and-out revolution. Especially when it comes to technology.
BYE-BYE KNITTING, HELLO SOCIAL MEDIA
In 2020-21, seniors broke all the golden year stereotypes. Massively connected (91% have an Internet connection), the 65+ age group have taken to today’s technology, with 81% considering it a great way to foster social interactions.
CHANGING OUR PERCEPTION OF THE SENIOR GENERATIONS
Faced with this new reality, companies cannot afford to ignore baby-boomers. Especially considering that between their buying power and demographic weight, this generation represents a significant portion of many industries’ clientele, from health, to luxury, automobiles, tourism, and even fashion.
A PUBLIC THAT WANTS TO BE CONSIDERED AND REPRESENTED
Brands need to take the senior demographic into consideration when developing their marketing strategies. From a digital standpoint, it’s important that they opt for inclusive interfaces that are easily accessible via computer and tablet—the devices of predilection when it comes to most seniors. But that’s not all. To win over the senior population, brands need to start representing this demographic in their ads . . . and soon! In North America, only 8% of seniors feel their generation is represented in advertising!
To learn more about senior generations, check out our special report on the subject here.
A WIND OF DIVERSITY BREEZING THROUGH THE INDUSTRY
Black Lives Matter, #metoo, etc. Citizen movements condemning racial and social injustices have multiplied. Even in the worlds of media and marketing, inclusion and the representation of minorities are now key.
For brands, the impulse comes from consumers: 64% of them are more inclined to consider a product after seeing an ad promoting inclusion and diversity
THE BELLE PROVINCE MAKES THE SHIFT
If, in terms of minority representation in the media, Quebec was slower than its Anglo counterparts in being inclusive, things are now changing. Since the start of the pandemic, local ad campaigns are now more colourful.
But be warned! To be convincing, diversity cannot be linked solely to marketing strategies; rather, it should concretely be reflected in the actions of industry players. Furthermore, in a context where employee retention is becoming a major issue, initiatives in this sense are a key asset: 47% of young Canadians would show more loyalty to an organization that publicly asserts itself in favour of diversity and inclusion!
THE FIGHT FOR TV RATINGSIS IN FULL SWING
Although the past decade has seen various new electronic devices entering our homes, there’s one appliance that never goes out of style: the TV set, which still has its place in the middle of the living room. But despite appearances, the reality is quite different: TV channels no longer play the same role as they did for the generations of yesteryears.
MORE MULTI-FACETED THAN EVER BEFORE
If the TV set has managed to keep its preferred spot in the home, it’s thanks to the new features that come with connected TV. With 1 out of 2 Quebecers owning this type of device, connected TV is already making its mark. In fact, the penetration rate is expected to reach 83%in the country by 2023!
CONNECTED TV: A COMPLEX ARENA
There’s no lack of players in the heated battle for ad dollars in connected TV! YouTube, an online video staple, is having trouble finding its place: it does not have a measuring method compatible with that of traditional TV, and it tends to go overboard with ad frequency.
Furthermore, over-the-top platforms still have their work cut out when it comes to offering an optimal advertising environment. Viewing experience quality, adequate reach-frequency, and appropriate use of user data are three major challenges faced by OTT providers!