Leigh Lavery.
Technology shapes the way Australians find recipes, shop for groceries and dine out, according to research from the Growth Distillery and Verve.
The Technographics: Food study shows that while technology can make things faster and smarter for businesses, it can also drive customers away when it creates friction.
Use of AI for meal planning has jumped 10 times in one year, showing Australians are turning to tech to make cooking decisions.
However, 40% of shoppers abandon online grocery carts due to poor user experiences, with only 16% feeling confident using these services.
"Businesses must meet their customers where they are when it comes to trust in technology and how they use it in their everyday lives," said Leigh Lavery, head of the Growth Distillery Commercial.
"Brands that focus on designing for people, not just efficiency, will lead the way. Ignoring the varied stages of tech engagement will result in missed opportunities for customer loyalty and growth."
The study found 50% of diners avoid venues with excessive technology while 30% won't return after poor tech experiences.
The research demonstrates successful food brands must apply a 'Technographics' lens to understand different needs. Tech-integrated consumers demand seamless, efficient user experiences with smart features while tech-sceptical consumers prioritise control, clarity and human touchpoints.
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
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