Expanding Your Customer Base: The Case for Digital Accessibility in the US Restaurant Industry.
In the fast-paced and ever-evolving restaurant industry, understanding and tapping into diverse customer segments can dramatically impact a business's growth and sustainability. One such segment that often goes overlooked is the community of people with disabilities. In the United States alone, approximately 61 million adults live with a disability. By enhancing digital accessibility, restaurants can unlock a significant market opportunity, ensuring they do not miss out on serving a vast, underserved demographic with considerable spending power.
The Financial Incentive
The discretionary income of adults with disabilities in the U.S. is an estimated $21 billion, according to the American Institutes for Research. This figure represents a substantial market segment often neglected due to inaccessible digital resources. For restaurants, whose success increasingly depends on digital engagement and online ordering systems, overlooking digital accessibility can mean missing out on a sizable revenue stream.
Digital Accessibility: More Than Just an Ethical Obligation
Improving digital accessibility involves ensuring that restaurant websites, mobile apps, and all forms of digital marketing are accessible to everyone, including people with visual, auditory, physical, speech, cognitive, and neurological disabilities. This might mean implementing text-to-speech capabilities, ensuring websites can be navigated with a keyboard alone, providing closed captioning for videos, or using clear and straightforward language.
Real-World Success Stories
Chipotle’s Accessible Website and App: Chipotle Mexican Grill has made significant strides by redesigning its website and app to be fully accessible, including screen reader-friendly menus and easy navigation features. This not only enhances the user experience for customers with disabilities but also streamlines the ordering process, leading to increased sales.
Starbucks' Inclusive Initiatives: Starbucks is another excellent example of accessibility in action. The coffee giant's commitment to digital accessibility ensures that its ordering app is accessible, with features like high-contrast menus and text-to-speech options. Moreover, Starbucks opened its first signing store in the U.S., where employees are proficient in American Sign Language, making it an inclusive destination for the hearing impaired.
The Competitive Advantage
Restaurants that prioritize digital accessibility are likely to see not just an uptick in patronage from the disability community but also an enhancement in their overall brand reputation. Customers value inclusivity and are more likely to remain loyal to brands that are committed to serving all consumers. Furthermore, accessibility improvements often lead to better usability for all customers, making it a win-win investment.
Steps to Improve Digital Accessibility
Conduct an Accessibility Audit: Evaluate your current digital assets with the help of tools and consultants specializing in digital accessibility.
Implement Changes Based on WCAG Guidelines: The Web Content Accessibility Guidelines (WCAG) provide a framework for making digital content accessible to people with a wide range of disabilities.
Regularly Update and Maintain Accessibility Features: Technology and customer needs evolve, so continuous improvement and updates are necessary.
Conclusion: A Call to Action
The time is now for the U.S. restaurant industry to recognize and harness the potential of the disabled community. By investing in digital accessibility, restaurants not only expand their market reach to include more than 61 million Americans with disabilities but also enhance the dining experience for all customers. The business case is clear: embracing digital accessibility drives revenue and promotes an inclusive brand image that resonates with a diverse consumer base. Let's make inclusivity at the table more than just a metaphor.