Skylark Consumer Confidence Report Jakarta July 2020

Consumer Conﬁdence Report
for Restaurant Dine-In
Author : Aditya Aryasena, Partner
Editorial Design : Aryananda Suratman
DKI Jakarta, INDONESIA
July 2020

Amidst the COVID-19 pandemic SKYLARK wanted to gain insight into
the mindset and behavior of consumers, especially their level of comfort
in dining-in at a restaurant while transitioning into the “New Normal”
era. SKYLARK also wish to measure the impact of this behaviour on the
future of F&B industry.
OBJECTIVES
STRATEGY
To obtain consumer survey samples that reach all ages and income
levels while representing all location nationally (DKI Jakarta), question-
naires were sent out to customers in our database, our social followers,
and the Infatuation community. We also acquired assistance from a
number of friends who are also our correspondent, comprising of Santi
Zulbachri (Managing Editor of Elle Magazine Indonesia), Kevindra
Soemantri (Editor in Chief/Founder of Top Tables), Agnes Sendjaja
(Kowara Eatery Group), Wynda Mardio (Steak Hotel by HOLYCOW), Ade
Putri Paramadia (@BEERgembira), and Dr. Debryna Dewi.

AGENDA
METHODOLOGY
SUMMARY
RESULTS
ADDENDUM

“HOW IS IT
METHODOLOGY
Online survey through all platforms (desktop, mobile, tablet)
using Google Forms
10 required questions, 3 unrequired and open ended questions
Survey period: June 19th through July 3rd 2020
Sample: Adults, residing in DKI Jakarta and �Tangerang Selatan
Recruitment:
Distribution channel
- Skylark’s database
- Skylark’s social (Instagram, Facebook, Linkedin)
- Skylark’s clientele
- Curated interviews of correspondents
DONE ?” skykark

“PARTICIPATING RESPONDENTS
ARE PASSIONATE ABOUT DINING”
1625 1174
SURVEY SENT
4+
RESPONDED (72%) MINUTES SPENT

6 out of 1174 Participants (0,6%)
participants selected not to tell
Participants Gender
0,6%
50,3%49,2% 590 out of 1174 Participants (50,3%)
Participants are men
Participants are women

Aged from 15 to 22 years
Participants Age
50,3%49,2%
Aged from 44 Years up
3,2%
20,3% 57,8%
1,3%
17,4%

AGENDA
SUMMARY
METHODOLOGY
RESULTS
ADDENDUM

“SUMMARY OF KEY FINDINGS”
SUMMARY
Health / Safety is a common concern we see
throughout the outcome of the survey
4 out 5 participants mentioned health and
safety issues as the biggest concern for
dining in restaurants; exceeding deals
and promo.
Indoor seating (Non-smoking) and private
area in restaurants are the 2 most likely
factors to boost the level of comfort, which
will affect the consumers’ return
HEALTH AND SAFETY IS
PARAMOUNT
Participants missed the experience of dining in
a restaurant. Yet, if restaurants reopen, levels of
comfort may vary.
4 out 5 participants plan to wait for more than a
week — out of those number, 59% are willing to
wait for more than 4 weeks.
More than 20% are planning to wait between 2
to 4 weeks.
TAKING THE “WAIT & SEE”
APPROACH
THE SURGE OF HOME
COOKING AND DELIVERIES
Eating in at home has become a much bigger
part in the lives of our participants during
the crisis.
In terms of economic impact, 54% of the par-
ticpants are very / somewhat likely to reduce
food expenses. Groceries shopping, streaming
services, and investment contributions are the
most likely to be uphold.
DELIVERY SERVICE IS SURGING! 33,4% partici-
pants said they called in for deliveries to
restaurants or home industries. While 54%
cited they learn to cook at home.

“Health and safety concerns
are paramount.”

HEALTH AND SAFETY IS PARAMOUNT
MUST BE CONDUCTED BY RESTAURANTS
72,5%
23%
12%
8%
93 out 1174 participants (10,9%)
Selected “Quite Important”
141 out of 1174 participants (12%)
Selected “Important”
Selected “Highly Important”
851 out of 1174 participants (72,5%)
Selected “Will not dine-in if there
is no safety protocols”
"Content. Content. Content is king! As for great food and drinks, Jakarta has many of that.
A lot of business people are creative. Instead of giving out discounts, they should come up
with interesting and stimulating safety content so that people will be more comfortable
to dine-in.” -Internal Correspondent
PROTOCOL IMPORTANCE
RESULTS

“I am trying as much as I can to avoid eating out or in a restaurant. Just do take-aways or deliveries, if possible. If I have to dine in a
restaurant, I will choose one with a detailed health and safety protocol or one that makes me feel comfortable.” -Correspondent
Sanitation and Hygiene
Protocols
The Restaurant’s Ambiance
The Restaurant’s Type
of Food
Others
90,9%
30,9%
27,5%
18,9%
0 200 400 600 800 1000 1200 1400
Selected “Sanitation and Hygiene
Protocols”
Selected “The Restaurant’s Type
of Food”
Selected “The Restaurant’s
Ambiance”
Selected “Others” (i.e proximity or
if the restaurant is in an area with
high number of Covid-19 transmis-
sion).
3 MAIN DECIDING FACTORS
*Participants can choose
3 answers on these questions
RESULTS

“Bear in mind that the mindset and opinion of the people in Jakarta is still very divided. In addition to the required health protocols,
people will consider the possibility of dining-in from the ambiance seen of the restaurant. Is the interior inviting? is it not too crowded?
Does it look clean and orderly, even though a hand sanitizer is not visible? Because FIRST IMPRESSION IS TRULY EVERYTHING YOU NEED. "
-Internal Correspondent
Indoor (Non-Smoking)
Private Room
Outdoors (Non-Smoking)
Others
72,5%
42,1%
22,7%
10,9%
0 200 400 600 800 1000 1200 1400
Selected “Outdoor (Non-smoking)”
Selected “Private Room”
Selected “Other” (i.e Outdoor or
Indoor (Smoking))
3 PREFERRED AREA
Selected “Indoor (Non-smoking)”
*Participants can choose
3 answers on these questions
RESULTS

PENTING DILAKUKAN OLEH RESTORAN
68,1%
12,3%
11,9%
5%
Selected “Quite Important”
Selected “Highly Important”
Selected “Important”
Selected “Not Important”
“"As a result of this pandemic, I see a lot of businesses are back on a similar starting point.
Re-opening promos are not the most important, but at the same time, they are also very
important in affecting customer emotions. Businesses should really ﬁgure out how to pro-
mote other than giving out discounts.” -restaurateur
RE-OPENING PROMO
RESULTS

THE “WAIT & SEE” APPROACH
6% WILL WAIT BETWEEN
2 – 4 WEEKS
9% WILL WAIT FOR 1 - 2 WEEKS
26% WILL WAIT FOR 0 - 1 WEEK
59% WILL WAIT FOR 4 WEEKS
OR MORE
“As a food & beverage business owner, I was faced with a dilemma with the reopening of
restaurants for dining-in in early June. I’m personally uncomfortable with that. Especially the
numbers of infection is increasing. However, due to economic reasons,� I ﬁnally open my
restaurant. And then there’s the regulation that doesn’t allow layoffs. As a responsible busi-
ness owner who never failed to pay taxes, what did the government do to help us? Where did
our tax money went?” -Correspondent
TIMELINE
6%
9%
26%
59%
RESULTS

“The new business
habit & resurgent”

HOME COOKING / DELIVERY /
THE RISE OF “HOME INDUSTRY”
NEW HABIT
59,8%20%
15%
5%
Food delivery/takeaway directly
from the restaurant
15% Utilizing online food
delivery platform
Trying out home industry cooking
Learning to cook/cooking at home
The new normal comes with the idea of staying at home, which might be the smartest
option; regardless of the type of food provided. With the rise of the home Industry busi-
ness, eating out might become a secondary luxury for many people. Some may afford,
some may can't; but it’s deﬁnitely not a necessity. I won't be surprised if there is a rising
'home industry' brand that came out of this. -Internal Correspondent
THE NEW HABIT
RESULTS

79% Miss the intimate feeling of enjoying
a meal with family and/or friends
98% believe there is a signiﬁcant difference in
taste and quality between fresh food and delivery
98% believe there is A signiﬁcant difference in
taste and quality between fresh food and delivery
78% believe that communal meal is a tradition
that has been around for centuries and will
be hard to adjust
THE DINE-IN TREND WILL RETURN BECAUSE
"Indonesia is very rich in history, especially its food and drinks, which started during the Batavia era. To explore the history of food and drink in
Jakarta alone will take a very long time. It makes me wonder why I didn't live in that era." -Internal Correspondent

“Delivery and take away can not replace the
feeling of togetherness while enjoying a meal
with family and friends in a favorite restaurant"
-Correspondent

"All restaurants are built from a dream. Whether it started from
a home industry or not, we all know that it’s going to be a
historical era for the food & beverage industry”
-Restaurateur

Story: Collective Experiences in Growing Clients
Skylark brings about the brightest minds and our MAP (Mission, Approaches and People) framework
enable our clients to be ahead in business decisions - proactive rather than reactive to the disruptive
business and competitive environment all businesses face today.To walk the talk of knowing a client
well is to walk the journey and experience the business pain points together so that our collective
expertises and experiences can create success for the clients.
Mission: Future-Proofing Your Business
Skylark Group embraces the symbol of joyous spirit of the divine, after all, our approaches and
methodologies cannot be easily understood by ordinary empirical methods but yet practical and
relevant enough for our clients to soar the sky with confidence and pride. Skylark believes that
remaining relevant, resilience and agile are the key to co-create something with the businesses that
will have continued value in the distant future - future proofing of the businesses start today.
ABOUT US

The authors would like to thank :
Santi Zulbachri (Managing Editor Elle Indonesia),
Kevindra Soemantri (Editor in Chief/Founder Top Tables),
Agnes Sendjaja (Kowara Eatery Group),
Wynda Mardio (Steak Hotel by HOLYCOW),
Ade Putri Paramadita (@BEERgembira, Culinary Story Teller),
dan Dr. Debryna Dewi.

Skylark Consumer Confidence Report Jakarta July 2020

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