Belgian restaurants : digitalization still underutilized

The digitalisation of the hospitality industry still leaves much to be desired. Customer data is barely used, automation is still too timid, personalisation is not widely spread... The technology is there, but according to a recent study, its potential is far from being optimally utilised.

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Now, it’s not that no Belgian restaurant has yet integrated digital technology into its operations. Not at all. More than half of Belgian restaurateurs (54%) use an online reservation system and the benefits are clearly visible: 44% report a decrease in reservation errors. However, according to a joint study by Lightspeed and Zenchef, a large part of the sector is not yet exploiting the full potential of these tools.

The research, conducted between June and August 2024 among 250 hospitality entrepreneurs, reveals the following paradox. 85% of respondents consider real-time data essential, but only 15% appear to actually use the automation functions in customer communication. Current use of functions such as reservation reminders, dynamic table management and staff optimization remains marginal.

Potential of personalization largely underutilized

Online booking systems allow for a more personalized approach to customer service, but these possibilities are rarely used. Barely a third (33%) of establishments use the data to tailor their reception, while 37% do not use it at all.

The few applications are mainly aimed at:

● call customers by name (33%)

● offering regulars their favorite table (32%)

● take food preferences into account (22%)

● or suggestions based on previous orders (13%)

Obvious ways to improve the customer experience, but they are not yet used systematically.

A lack of strategic integration

According to Emine Youssef, Regional Director Benelux Hospitality at Lightspeed, part of the problem lies in the lack of a general vision on technology use: "Many hospitality entrepreneurs already use technology, but there is often more to be gained from it than you might think. The tools are there. Now it is important to use them in a targeted manner, tailored to your company and your ambitions."

The hospitality industry, often struggling with staffing, profitability and customer loyalty, can become more competitive through more complete digitalisation. The technology is there, but due to a lack of strategic integration, its use too often remains ad hoc or only very partial.