Consumers want it all !
- Nicolas Nouchi
- Apr 24
- 18 min read
Updated: Jun 12
For those who’d rather eat out than read…
Here are the 10 key takeaways:
The 2.0 customer is a spoiled child. The modern consumer wants everything, right away, everywhere—and preferably for free. As Freddie Mercury sang: “I want it all, and I want it now!”
Excellence is no longer optional. Being “pretty good” today is like showing up to The Voice with a recorder—charming, but not enough.
First impressions are everything. The first few minutes are critical. A poorly welcomed guest will turn the smallest flaw into a full-blown TripAdvisor disaster.
Loyalty is dead, long live instant seduction. Customers build their food routines like a Pokémon deck: a few trusted classics, and some exciting new additions.
Personalization is queen. The guest wants to tweak their dish like a Minecraft player reshapes their world—with total freedom.
Constraints? Nope. Modern customers handle restrictions about as well as influencers being told not to take a selfie.
Constant innovation is a must. Even if they end up ordering their usual steak and fries, guests want to see new things on the menu.
The customer experience is holistic. Spotless bathrooms matter just as much as perfectly cooked duck breast—yes, really.
Digital is non-negotiable. But beware: tech should enrich the experience, not strip it of human warmth.
Processes are everything. As our British friends have figured out (yes, even with their... let’s say “controversial” cuisine), operational excellence is crucial.
In conclusion : The modern restaurateur must be a magician, a psychologist, a tightrope walker, and a top-tier manager. All that, for customers who might still rate the place 3/5 because “the music was too modern”… 🤷♂️
And here’s the full version—for those who prefer reading or have just started a diet.
If you're a restaurant owner, you've probably noticed it: the out-of-home customer has changed. No, they haven't necessarily gained weight or lost their hair, but their expectations have evolved dramatically! Today, understanding and satisfying the consumer feels more like a game of poker than just cooking. Especially if you imagine that each “card” represents a different out-of-home spot visited during the week.
In a time when restaurants are closing more than usual, and wallets echo ominously when shaken, customer satisfaction has become more crucial than ever. And yet, that satisfaction has flown off, like a fickle bird, far beyond the plate.
The restaurant world has transformed. Fast casual has spread like a drizzle of spicy sauce, concepts have multiplied like mushrooms after the rain, and social media has turned a simple dish into an Instagram star, before it's even been tasted. Cooking shows have made everyone believe they can plate up fine dining in 52 minutes flat, ad breaks included.
In this new landscape, the consumer juggles their choices like a card player during a round of belote. They’ve got their hand : their go-to spots, current favorites, digital influences, budget constraints… and they play them based on mood, influencer recommendations, or the latest mouthwatering photo spotted online.
Loyalty? About as vintage as a rotary phone. Today, the customer builds their food routine like a collectible card deck: a few reliable classics, some exciting new finds, and wild cards for those spur-of-the-moment cravings. Top Chef, social media, and food shows have made gastronomy accessible… maybe a bit too accessible. Everything seems simple, everything feels possible.
So what does the modern consumer want? Absolutely everything! As Freddie Mercury sang so well: “I want it all, I want it all, I want it now.”
In this article, we’ll break down one by one these demands, these expectations, these sometimes contradictory desires, to help you, restaurant owners, play the right cards at the right time, and help you, suppliers, understand what your clients are really up against.
Tie your aprons tight—it's time to explore the many faces of the modern consumer, the one who wants everything, right now, and ideally, at a low price!
The rules of the game: When excellence is no longer an option
Imagine, just for a moment, that the restaurant is a theater. Not one of those chaotic comedies where everything goes off the rails, though some services might feel that way! But rather a perfectly orchestrated performance where every actor knows their role, every entrance is timed, and the audience keeps asking for more.
Our British friends—who perhaps spent less time defending their “delicious” traditional cuisine—understood long ago that service excellence, and more broadly the customer experience, are the cornerstone of success. While we were debating the perfect duck breast sear, they were refining their processes and turning every service into a well-oiled ballet.
Let’s talk about excellence. That word, which often sends more shivers through a team than a surprise health inspection, is now non-negotiable. Why? Because when facing a customer who wants “everything, now,” being “not bad” or “pretty good” just doesn’t cut it. It’s like showing up to a Got Talent audition playing the recorder—cute, in a nostalgic 5th-grade kind of way.
To meet these rising demands, you need to:
Go back to basics, like an actor rehearsing their classics
Build solid processes (yes, like the Anglo-Saxons do across all dining formats—let’s admit it!)
Train teams who are not just servers, but true artists of customer satisfaction
Coordinate front and back of house
Craft an atmosphere that matches the tone of interactions
Craft a message that matches the atmosphere
Choreograph each service like a Broadway show
Adapt all of this to fast-food formats, where interactions are more limited
In the following chapters, we’ll dissect every expectation of this demanding customer. Like a room full of secret food critics, your guests walk in with a mental checklist longer than the wine list at a three-star restaurant.
The good news? Just like in any theater, there’s a script to follow. The not-so-good news? You’ll need to master every role : lead actor, supporting role,even the prompter. Because yes, the modern customer is a bit like that front-row spectator who already knows all the lines and won’t hesitate to say so on TripAdvisor.
So, ready to take the stage? In the upcoming acts, we’ll break down every expectation, every demand, every “I want” from this increasingly demanding audience.And as Shakespeare might have said (if he were a restaurateur): “Be excellent, or fail, that is the question!”
Reception: Consumers want it all... from the first contact to the last goodbye!
The show begins well before the curtain rises. From the moment of booking, the customer already wants to feel valued. The issue of credit card holds ? A sensitive topic. Some restaurants require it to protect against no-shows, but be careful: if the guest can’t cancel just a few hours before without being charged, the relationship starts on the wrong foot. It feels more like a contract of mistrust than one of confidence.
From our point of view, this shouldn’t be the only focus, you sometimes have to accept uncertainty. Think of taxi drivers waiting at Gare de Lyon: they line up without knowing whether their next fare will be €10 or €100. In restaurants, it’s the same, every service is a new adventure. No-shows are a reality to manage, but not at the cost of the customer experience. There are other ways: SMS confirmations, reminders the day before, and most importantly, keeping a few tables free for walk-ins.
Whether the customer calls the restaurant directly or books via an online platform, those first moments are decisive. Digital tools ? Absolutely, they're convenient. But the customer still wants to feel that there’s a human behind the machine. A rushed phone call ? That’s already a potential negative review in the making.
In full-service dining, it’s a whole choreography that kicks in. The guest wants to be greeted like royalty, but beware : not with the stiff protocol of a five-star hotel. They’re after that magic of “like home, but better.” From the very first steps into the venue, they already know if they’ve made the right choice.
Equal treatment ? Non-negotiable. The all-too-common experience in Parisian restaurants where “less presentable” guests are seated next to the toilets is outrageous. Every guest deserves the same respect, the same access to good tables, the same level of attention. This invisible discrimination can turn a potentially happy customer into a vocal critic online. And let’s be real, there are different types of guests : some care a lot about details like table placement, others don’t care at all. The key is to have an alternative ready for those in the first group, and to observe or ask the right questions when seating them.
Waiting time? Like a good intermission in a theater, it’s fine, if it’s well orchestrated. A comfortable space, ideally a welcoming bar, regular attention… the customer is willing to wait, as long as they feel seen. But being forgotten in a corner? That’s the fastest way to turn a future ambassador into a bitter critic.
Fast food isn’t exempt from these expectations. Whether they order via kiosk, delivery app, or face-to-face at the counter, the customer wants the same consideration. A quick smile can defuse a world of frustration. A broken kiosk ? A longer wait time ? It’s the staff’s attitude that makes all the difference.
In both cases, traditional or fast dining, the welcome is where the online review battle is won or lost. A well-received guest will more easily forgive a small hiccup during the meal. Conversely, a cold or distant reception can turn the tiniest issue into a full-blown TripAdvisor drama.
Digital tools are essential now, but they must be facilitators, not barriers. The customer wants to switch smoothly between digital and human interaction, depending on the need. Tech should enrich the experience, not strip it of human warmth.
It’s fascinating: within just a few minutes, the customer has already mentally decided how much they’ll spend, and more importantly, whether they’ll come back. A successful welcome can turn an ordinary meal into a memorable experience, a hesitant guest into a loyal fan.
Because in the end, what the customer wants may sound simple : To feel valued without being smothered, pampered without being embarrassed, important without heavy-handed formality. This sense of care must feel natural and obvious—whether it’s for a fine-dining dinner or a quick lunch on the go.
The verdict comes quickly: from the booking to the first steps inside, the customer already knows whether they’ll share their experience—positively or negatively. The welcome is that magical moment when everything is decided. Sometimes unconsciously, the customer determines whether this place deserves not only today’s money, but also future loyalty.
Does the customer want everything? Yes, but above all, they want to be treated with respect and fairness, no matter their appearance or the type of meal they choose. And that starts long before they walk through the door—and continues until their final smile on the way out.
The first time should already have a taste of loyalty: Consumers want to be pampered from their very first step.
Today’s consumer is bombarded with commercial attention in every area of life. Before they've even ordered their first pen, Bruneau is offering them a coffee machine. Amazon Prime pampers them with welcome gifts. Supermarkets roll out endless “Buy 2, Get 1 Free” deals. In this context, how can we expect them to be satisfied with a simple “Hello, take a seat” when they walk into a restaurant ?
No, these days, the honor of their presence deserves recognition. The customer expects a form of instant appreciation, as if their very first visit were already an act of loyalty. It’s a new paradigm: loyalty is no longer built over time, it must be immediate.
Promotions have become the alphabet of this new language of seduction. They take on many forms, each responding to a specific need or expectation :
Permanent deals provide reassurance: “Every Tuesday, 30% off all pizzas”
Combo offers spark action: “Starter + Main + Dessert = Free Coffee”
Happy hours create opportunity
Discovery deals spark curiosity: “Try our new signature dish at launch price”
Come-back offers build engagement: “Free dessert on your next visit”
Smart time slots optimize capacity: “20% off between 2:30 PM and 5:00 PM”
New menus attract attention: “Try our new summer menu”
Recurring events create ritual: “First Friday of each month: theme night”
Let’s look at two examples that really speak to this new consumer mindset:
“Express Lunch+” Menu
Main dish + Dessert = €15.90
Little extra : Free coffee
Surprise bonus : Free starter if you book for the next day
“Generous Discovery” Menu
Starter + Main + Dessert = €25.90
Little extra : Complimentary house aperitif
Loyalty bonus : 10% off your next evening visit
But beware : today’s consumer isn’t just looking to save money. Life isn’t only about price, even if budgets weigh heavier in current decision-making.
What they’re after is the right balance between value, quality, and satisfaction. Generosity should be expressed through small gestures that make a lasting impression:
A surprise tasting between courses
A free extra portion of sauce, without asking
A slightly larger portion when a guest seems hesitant
A personalized chef’s recommendation
An unexpected amuse-bouche
This quest for generosity, which has introduced the concept of satiation into the satisfaction equation, applies to all segments of dining (except perhaps fine dining). Restaurateurs must now practice “calculated generosity”,generous enough to be noticed, but controlled enough to remain sustainable.
In conclusion, this new approach to instant loyalty demands more from restaurateurs, but it’s becoming essential. In a world where the consumer is over-solicited and every brand promises wonders from the very first interaction, you need to make an impression from visit number one. The goal is clear: earn a place in the customer’s mental “card deck”,those precious few spots they mentally keep for their next restaurant outing. Because today, the second visit is won in the very first minute of the very first one.
Don't tell me no: Consumers refuse to accept any limits on their desires
Remember that iconic scene in Falling Down ? Michael Douglas, already on the edge, walks into a fast-food joint at 11:01 a.m.“Sorry sir, breakfast ended one minute ago”, even though he’d been in line before 11:00. This moment hits home today, perfectly illustrating the frustration of a customer confronted with what they see as arbitrary limits. In a world of “everything, right now,” restrictions are no longer tolerable. Let’s not forget: the customer may be having a rough day, and is looking to foodservice as a moment of escape.
Take Julie, a Parisian executive who frequently orders from her favorite Italian restaurant. Her last call was telling:“I’d like the penne all’arrabbiata, but with tagliatelle instead of penne, the sauce a bit milder, shaved parmesan instead of grated, and if possible, some grilled cherry tomatoes.”The reply? A polite but tense “Let me check with the chef,” followed by a “That won’t be possible” (maybe with a half-hearted “sorry”) that left a bitter aftertaste.
Today’s consumer wants to be the conductor of their plate. The example of Lenwich in New York says it all: this sandwich chain offers hundreds of possible combinations.Cereal bread, pastrami, arugula, house pickles, honey mustard and why not some caramelized onions?Everything is possible, leading to the idea of a one-of-a-kind recipe, tailored to every customer. This total freedom of customization isn’t a luxury anymore—it’s an expectation.
Of course, some might say: “Nice of Strateg’eat to say that, but personalization costs time, and time is money—especially in France where hiring and overhead are complex equations.”Fair enough. The key is to adapt it to your own capabilities, then gradually improve. Because this need is deeply rooted in the modern consumer’s subconscious.
This craving for freedom goes far beyond dish customization, it extends to how people consume. In a café in Paris’s 11th arrondissement, two opposing approaches tell the story:At “Café des Limites,” a group of students sharing a few drinks is told, “You need to order more or leave the table.”A few streets over, at “Bistrot du Partage,” the owner shares:“A group of students comes regularly to share coffees. Last year, one of them hosted his engagement dinner here. Another, now a lawyer, sends us all his business lunches. Patience always pays off.”
That long-term view also applies to portion flexibility. Claire and Marie, two friends who wanted to share a pizza, experienced two very different responses. At the first place: a flat “Sharing’s not allowed.”At the second: “Of course, I’ll bring you an extra plate. Would you like a light starter to share as well?”The result? The second restaurant became their go-to Friday lunch spot.
Traditional dining faces an even more complex challenge. The modern diner shows up with a backpack full of expectations : dietary restrictions, personal dislikes, and a new wave of “culinary expertise” picked up on social media. Marc, a frequent business diner, shares : “I found my favorite restaurant the day the chef agreed to completely change the sides on my dish to match my dietary needs. Now I take all my clients there.”
Non-eating guests illustrate this new mindset perfectly. Sarah often joins colleagues for lunch but doesn’t eat. At “Bistrot Nouvelle École”, they always offer her a complimentary herbal tea.The result? She became their top social media ambassador, driving a steady stream of new customers with her Instagram stories.
This “paranoia of hidden harm,” as some call it, leads guests to dissect every plate. “Is the fish wild-caught?” “Is the quinoa organic?” “Can I get the sauce lactose-free?” These aren’t exceptions anymore, they’re the new normal. Restaurants that respond with transparency and flexibility turn those questions into loyalty opportunities.
Freedom extends to ordering channels too. Sophie explains how her favorite restaurant won her over:“I first discovered them during a dine-in lunch. One evening I was exhausted and wanted takeout. Not only was it available—they even adjusted the packaging so the dish would travel well. Now I alternate between dine-in and takeaway depending on my mood.”
Well-designed or iconic quick-service restaurants have become gastronomic showrooms, where the dine-in experience feeds the appetite for delivery. This multi-channel approach is no longer a luxury, it’s a necessity. The consumer wants to order how they want, when they want, where they want. A restaurant that limits these options cuts itself off from significant potential revenue.
The key lies in a customer-experience-first approach, rather than short-term operational optimization. A guest who feels respected, even in the smallest choices, becomes a potential brand ambassador. In a world where every experience can turn into a Google review or Instagram story, flexibility is no longer optional, it’s an investment.
The value of a customer isn’t measured by today’s bill, but by their long-term potential for loyalty and referral. Restaurateurs who understand this turn every constraint into an opportunity, every special request into a chance to stand out. They create positive, memorable experiences that make people want to return, and share.
But beware : this pursuit of total freedom may conceal another kind of prison. By wanting to control and customize everything, does the customer risk trapping themselves in a comfort zone, avoiding surprises and discovery? That may be the restaurateur’s next great challenge : How to free the customer, from their own golden cage.
Laissez-moi Sortir : The consumer suffocates in your constraints
If being limited in your choices is already frustrating, being trapped in a decision is even worse. It’s that insidious feeling of having been cornered, of having consumed under pressure, that leaves a particularly bitter aftertaste for the customer.
Perhaps the clearest example is the gym membership trap : you want to cancel, but the process is pure Kafka. Cancellation only by registered mail between the 1st and 5th of the month, physical presence required during office hours, medical or relocation proof beyond 50 km, all with three months’ notice… The result ? You keep paying, month after month, for a service you no longer use. Our consumer society has become a master in the art of subtle confinement.
And now, the restaurant, supposed to be a haven of peace, a moment of escape from daily stress, sometimes reproduces the same patterns.
This feeling of entrapment shows up in many ways.In that downtown restaurant, the wine list starts at €45 a bottle, as if affordable wine no longer existed.In that brasserie, the waiter systematically refills glasses before they’re even halfway empty, creating an unspoken pressure to consume more. Or at that bistro, where modifying a dish ever so slightly triggers a surcharge equivalent to an entire appetizer.
Marie, a sales rep, shares:“I booked a table at this trendy Italian restaurant. The first starter was €16, the cheapest main was €32. I felt stuck, forced into their price range. In the end, I ordered the cheapest main dish, even though I might’ve spent more if they’d offered more accessible options.”
And that’s the paradox : trying to impose a minimum spend often pushes the customer to the bottom of the menu. A customer needs to feel free in order to want to indulge.
Confinement can also be social. Sophie, a young architect, shares : “I often join my colleagues for lunch. When we split the bill, I treat myself. But when it’s shared, I stress all evening watching some people order round after round of cocktails while I sip on sparkling water.”
These situations reflect the paradoxical behaviors of today’s consumers:
The more affordable options they’re given, the more they tend to trade up
The more refined the fast-casual setting, the more likely they are to order to go
The more natural the service, the more privileged they feel
The more freedom of choice they’re offered, the more loyal they become
The solution ? Build escape routes into the experience. Every wine list should have an accessible selection. Every menu should include lighter options. Every restaurant should offer a discovery menu. The range of prices shouldn’t act as a barrier, but as an invitation to explore.
Because the ultimate paradox is this : To build loyalty, you have to constantly innovate… so that the customer can keep ordering the same thing.The consumer wants the freedom to change… in order to stay faithful to their habits.
Perpetual Innovation: Consumers want the new to order the usual
The traditional rhythm of three menu changes per year, aligned with the seasons, now feels like a relic from another era. Modern foodservice demands constant renewal, a never-ending dance between tradition and innovation, between comfort and surprise.
Menus are evolving: more concise in the number of items, but more dynamic in their rotation. This paradoxical shift responds to a double requirement: operational optimization for the restaurateur, and ongoing novelty for the customer. The daily special thus becomes a vital playground for experimentation, sometimes born from a well-negotiated supply opportunity, sometimes from a smart anti-waste initiative, or simply from the chef’s desire to test a new idea.
In fast casual and quick service, innovation is no longer optional, it’s vital. The rare exceptions are places with an untouchable signature dish, think of L’As du Fallafel in the Marais, where no one expects a reinvention of their iconic recipe. But for everyone else, creativity becomes a daily practice, a continuous race to offer that next dish that will spark interest.
Modern bakeries capture this challenge perfectly: how do you balance assortment optimization with the constant need for new offerings ? Beyond the four seasonal highlights and holiday products, there’s relentless pressure to innovate in snacks, viennoiseries, and individual pastries. It’s a tightrope walk between management and creativity.
Because consumers no longer tolerate inertia. An establishment that simply “processes” guests without showing signs of creative energy quickly feels dull, outdated. But here lies the ultimate paradox : The same customer who demands novelty will often order their usual. Just like those guests who ask detailed questions about every new dish, only to fall back on their trusty steak-frites.
And yet, innovation is a true strategic opportunity for restaurateurs.
The influence of cooking shows Top Chef leading the way, has drastically shifted perceptions. Viewers turned consumers are now used to watching chefs craft complex dishes under time pressure, and they’ve come to expect innovation as a default setting, almost a natural obligation for any establishment.
But innovation isn’t just about constant reinvention or the hundredth twist on a classic. It can take subtler forms : A traditional restaurant that features a grandmother’s recipe every Thursday is showing innovation in its programming. Innovation isn’t always on the plate, it can live in the service, the presentation, the story being told.
So, it’s not the bizarre that diners seek, it’s renewal. Not revolution, but evolution.A new color on the menu, a seasonal twist, a reimagined plating : all opportunities to create social media content and keep the attention of an increasingly fickle customer base.
At this point, the restaurateur might feel more exhausted by the complexity of their mission than by the length of this article. Meeting the demands of customers who crave constant novelty while still craving familiarity, innovating without losing your identity, surprising without destabilizing : being a restaurateur has become a high-level balancing act.
And perhaps this is the true art of modern hospitality : Creating perpetual motion that keeps your establishment alive and vibrant, while maintaining anchor points that reassure the customer. Because in the end, what today’s diner is really looking for isn’t endless revolution, but proof that their favorite restaurant is alive, evolving, even if they always end up ordering the same thing.
Mission Restaurant : When Excellence Becomes the Only Option
After this deep dive into consumer expectations, a restaurateur might reasonably feel like Tom Cruise facing yet another impossible mission. But let’s not confuse expectations with the actual drivers that influence a customer’s decision to choose one venue over another. The two are connected, but expectations more clearly define that daunting list of often contradictory demands.
The modern diner wants authenticity, but not too much tradition. Innovation—but not at the expense of routine. Attentive service,but not overbearing. Affordable prices but exceptional products. They want to feel unique while being part of a community. To be surprised without being unsettled. To discover without being disoriented.
Faced with this seemingly unsolvable equation, the answer lies in one deceptively simple concept : excellence. But not the French variety, sometimes trapped in rigid codes. We’re talking about Anglo-Saxon-style excellence, pragmatic, operational, consistent. An approach focused on execution, repeatability, and the ability to deliver a smooth experience, day after day.
This operational excellence must go hand in hand with constant awareness of market evolution. Consumer trends are shifting at dizzying speed : yesterday gluten-free, today flexitarianism, tomorrow perhaps a return to roots. The modern restaurateur must develop agility akin to a hip-hop dancer : able to follow the rhythm while keeping their own style.
And in this frantic pursuit of adaptability and excellence, one final detail can make all the difference : the state of the toilets. Yes, we saved the most important (not the most glamorous) for last. As trivial as it may seem, this ultimate test often reveals the true character of an establishment. Because if the restrooms are neglected… what does that say about the areas of the kitchen customers don’t see? In consumer studies ranking the top criteria for judging a restaurant, toilet cleanliness always comes out on top.
Excellence isn’t just about great dishes or sharp service. It shows in every detail—from spotless restrooms to consistent cooking, from plate temperature to fresh bread. This constant attention is what turns an impossible mission into a doable daily challenge.
So today’s restaurateur must be a little of both: Ethan Hunt and Q. Capable of pulling off the impossible while constantly inventing new solutions. Delivering operational excellence while staying attuned to market shifts. Meeting traditional expectations while anticipating new ones.
This endless pursuit of excellence can feel exhausting, but it’s also what makes the craft so rewarding. Every service is a new mission. Every customer, a new opportunity to prove that the impossible becomes possible, when detail meets dedication.
And if the mission sometimes feels overwhelming, let’s remember, like in any good action movie, it’s often the simplest details that make the biggest difference. While some exhaust themselves reinventing gastronomy, others succeed just by serving honest food in a clean setting, with a smile.
Because in the end, excellence may just be the sum of all these small attentions that turn a meal into a memorable experience. But let’s be clear, excellence doesn’t happen without process. Good intentions aren’t enough.
We hope this article helped shed light on the sometimes contradictory expectations of today’s diners, and maybe even softened those homicidal urges that arise when their demands seem endless. Because in the end, understanding their behavior is already a step toward accepting it... even in their most creative moments.
PS : All testimonials used are purely illustrative and entirely fictional. However, they accurately reflect behaviors and insights already identified in previous investigations.
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