The use of technology with automated processes is not very common within full-service restaurants in Mexico because consumers still prefer to enjoy the personalised service provided by the staff of a restaurant. When people go to a restaurant, they look for an experience that is different from what they have at home, in terms of the flavour of the dishes, the drinks, and the atmosphere, but especially the attention they receive from the reception staff to the recommendations of the waiter.
Besides innovations in the food menus, it is becoming increasingly common for restaurants to offer a menu of alcoholic drinks ranging from artisanal beer to exclusive beverages prepared by mixologists, who are becoming as important as the chefs. The creation of exclusive drinks gives a unique personality to the restaurant and helps to generate interest among consumers.
Supporting a social cause helps to raise awareness of important issues that need special attention. Both independent and chained full-service restaurants have seen this as an opportunity to generate greater revenues while providing benefits to others.
Since Alsea SAB de CV bought and started operating VIPs in 2015, the brand has undergone significant changes that have benefited its performance and generated profits for the company. The most relevant change has been the renewal of its image, focused on younger consumers.
In Mexico, there is an increased presence of restaurants bringing concepts with new experiences for consumers. Many pose potential competition for bars as their promotions have focused on important sporting events, offering food packages with beer or other alcoholic drinks.
Although the style of North American restaurants is much established in Mexico, it is also important to include local flavours or dishes that Mexican consumers are familiar with. Like many restaurants have done, IHOP has decided to include some Mexican dishes for both breakfast and dinner as part of its strategy to increase the number of visitors and its sales, without losing the essence of the brand.
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This industry report originates from Passport, our Consumer Foodservice market research database.