A visit to a restaurant is like a little holiday

METRO supplies the ingredients for unforgettable catering moments - both in the wholesale store and with the delivery service. But METRO is also a reliable partner when it comes to furnishing the dining room and kitchen. However, guests want more than just a place to eat. They are looking for a moment full of enjoyment, community and lasting impressions. The question remains: What do guests mean by a special moment? To find out, Omniquest conducted an online survey of 1,000 restaurant guests in December 2024 on behalf of MPULSE. The aim of the representative survey was to use the exclusive insights to help restaurateurs create the best restaurant experience for their guests.

Germans like to eat out

Why do we ask? Because only those restaurateurs who cater to the wishes of their guests will be successful in the long term. Caterers who respond to their guests' wishes can not only win new customers, but also retain regulars. This is because, as the results of a representative survey of 2,000 Germans conducted by YouGov on behalf of METRO and its subsidiary DISH Digital Solutions in January 2025 show Germans enjoy eating out: more than half visit a restaurant at least once a month and one in four at least once a week. To shed some light on this, we wanted to know: What is particularly important to guests in 2025 when they visit a restaurant or café? What innovations or changes would they like to see? And why is a visit to a restaurant more than just eating out - what makes it special?

Expectations of the restaurant visit

The survey results show that the expectations of a restaurant visit are as varied as the guests themselves. Nevertheless, there are some aspects that are particularly important to the majority of respondents.

• Around 84.5% of respondents prioritised the quality of the food, closely followed by value for money (around 80%). This poses challenges for restaurateurs - especially in light of the VAT increase in the catering industry and inflation.
• Friendly and personalised service is essential for 73% of respondents. Good service requires good service staff - a major task in view of the shortage of skilled workers in the catering industry.
• An appealing ambience plays a decisive role for 54% of respondents. In addition to high-quality food and good service, the design of the restaurant is crucial.

Caterers should not neglect the menu design. It should be flexible and take individual dietary preferences into account. Around 50% of respondents would like a menu that is open to all eating habits so that they can enjoy a visit to the restaurant with friends, family or work colleagues. Specifically, 25% would like to see more vegetarian and vegan options. If the menu picks up all guests, they can enjoy their little holiday together, which is how some respondents perceive a visit to a restaurant. They break with routines, get to know new cultures and eating habits and escape everyday life for a moment. And with good, flexible food served by friendly staff in a cosy atmosphere.

Digital innovations in restaurants: what guests expect

It's not just good food, ambience and service that win over diners, digital innovations are also playing an increasingly important role. The YouGov survey commissioned by METRO shows that the majority of Germans are already familiar with and use digital tools for restaurant visits, reservations and payment: 50% have already reserved a table online, 38% of diners overall and one in two people under the age of 45 have used digital menus. Cashless payment is particularly important. More than a third of under 45-year-olds (34%) would avoid a restaurant that does not offer mobile payment services and 72% of them generally prefer to pay cashless.

The two surveys clearly show that technological innovations and trends are attracting interest and are becoming increasingly important. For 30% of those surveyed by Omniquest, digital ordering or payment systems are already a decisive factor. It should be noted that not only guests benefit: Restaurateurs also save both staff and time with digital POS systems such as DISH POS or DISH Pay.

The overall experience counts when visiting a restaurant

The survey results show: There is no one secret ingredient, it is the interplay of the components that convinces guests - just like a dish. Restaurants score points with exquisite food, a stylish ambience and friendly service, but also with digitalisation and sustainability. Sustainability and environmental awareness are important to around 30% of respondents.

One interviewee puts it a nutshell: "The special thing is the overall experience. I can simply have a good time. I have variety, am in a different environment and have someone to look after me." Another person agrees: "You feel like you're treating yourself to some wellness."

Tips: How restaurateurs find out what their guests want

Even though our survey is representative, it remains a snapshot. For example, only 21% of respondents in the survey wanted special events or themed evenings. But there are certainly times - such as during major football tournaments with public viewing - when demand rises sharply. This makes it all the more important for restaurateurs to keep enquiring about their guests' wishes. This not only shows their interest, but also helps them to improve their offering. Here are a few tips: