Guest experience through the eyes of guests

During one hour a guest looks at 7,000 fixations. In other words, there are many details that contributes to your guests’ experience. To map out those details, Tork asked 10 guests to wear eye-tracking technology during a restaurant visit. In addition, a global survey amongst 3000+ restaurant guests where carried out. Here we have gathered images and key results from the initiative as inspiration for restaurants.
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Getting ready for the experiement - Calibrating the eye-tracking glasses.

Getting ready for the experiement - Calibrating the eye-tracking glasses.

The dining area. In general, guests look frequently at objects they interact with. The table setting, choice of napkins, table cloths, cutlery and decorations become very important for the overall experience. The same goes for the visual presentation of the food and drinks. Guests also look carefully at the restaurant interior at large – studying everything from details of the ceiling to furniture and flowers. And when a waiter passes by – guests immediately focus their eyes on him/her.

The dining area. In general, guests look frequently at objects they interact with. The table setting, choice of napkins, table cloths, cutlery and decorations become very important for the overall experience. The same goes for the visual presentation of the food and drinks. Guests also look carefully at the restaurant interior at large – studying everything from details of the ceiling to furniture and flowers. And when a waiter passes by – guests immediately focus their eyes on him/her.

Tobii Pro glasses 2: By using the latest eye-tracking technology with micro-cameras placed on the inside frame of connected eyeglasses, every fixation of an eye could be measured.

Tobii Pro glasses By using the latest eye-tracking technology with micro-cameras placed on the inside frame of connected eyeglasses, every fixation of an eye could be measured.

During one hour a restaurant guest look at 7,000 fixations. There are many sides to creating a great experience. A restaurant visit is of course about eating and drinking but it also boils down to everything in between; the view of the kitchen, interaction with others, tableware, or the experience at the washroom between courses.

During one hour a restaurant guest look at 7,000 fixations. There are many sides to creating a great experience. A restaurant visit is of course about eating and drinking but it also boils down to everything in between; the view of the kitchen, interaction with others, tableware, or the experience at the washroom between courses.

At the kitchen, the details around food and beverage preparations are intriguing for guests and the chefs get a lot of attention. 6 out of 10 respondents (61%) appreciate open kitchens where they can see how the food is prepared and even more guest (67 %) appreciate that they can judge how clean and hygienic the kitchen is.

At the kitchen, the details around food and beverage preparations are intriguing for guests and the chefs get a lot of attention. 6 out of 10 respondents (61%) appreciate open kitchens where they can see how the food is prepared and even more guest (67 %) appreciate that they can judge how clean and hygienic the kitchen is.

The cleanliness of the washroom is more important than service to 9 out of 10 guests. At the washroom guests look most at the objects they use to wash their hands including taps, soap and hand towel dispensers. Guests also look at the overall design, and details such as fresh flowers which contribute to the experience.

The cleanliness of the washroom is more important than service to 9 out of 10 guests. At the washroom guests look most at the objects they use to wash their hands including taps, soap and hand towel dispensers. Guests also look at the overall design, and details such as fresh flowers which contribute to the experience.

3. Having dinner at a table with an overview of the restaurant’s dining area

Having dinner at a table with an overview of the restaurant’s dining area

2. Washing their hands before dinner.

2. Washing their hands before dinner.

Each guests where asked to complete three task wearing the eye-tracking glasses.  1. having a drink at the bar by the open kitchen

Each guests where asked to complete three task wearing the eye-tracking glasses. having a drink at the bar by the open kitchen

To map out what guests look at during a restaurant visit 10 guests where asked to wear eye-tracking technology during a one-hour restaurant visit. All raw-data from the experiment was analyzed and turned into three visual heat maps representing what guests look at during a restaurant visit.

To map out what guests look at during a restaurant visit 10 guests where asked to wear eye-tracking technology during a one-hour restaurant visit. All raw-data from the experiment was analyzed and turned into three visual heat maps representing what guests look at during a restaurant visit.


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