Digitise or Die
The importance of technology to the restaurant industry
Yes, the headline was dramatic, but we’ve got data that justifies it!
While integrating technology has been the defining factor of almost all development strategies in the recent past, amidst the throes of a global pandemic it has become absolutely imperative. Not only does the restaurant industry need technology for its primary service—increasing efficiency, but also for its several ancillary benefits.
Faster Table Churn / Streamlined Systems
In our previous article, we explored the new trend of enforcing time-limits for your patrons and the best ways to go about it. While that is certainly one way to boost restaurant capacity under current restrictions, it is definitely not the ideal scenario. With technology, you can facilitate online menus, QR code based menus, ordering and payments, efficient management of backend systems and lots more.
Build Trust
When your patrons see that you have innovated to ensure their safety, it automatically makes them feel more comfortable and establishes trust. The most common way restaurants seem to be going about this is through the use of a QR Code based system rather than a physical menu.
“We’re actually, as a country, way behind in technology,” said Tang, who operates two locations in Shenzhen, China. “There, basically every table has a QR code and once you scan the QR code, the code will pull up an app and you do the ordering on the app and it’s all integrated—you even pay on the app. You can sit down, not talk to anyone, scan the QR code, the food shows up, when you’re done you scan it again, pay, and you can just walk away. Obviously, it’s the most safe—it’s fully contactless.”
— Wilson Tang, owner of Nom Wah Tea Parlor, the oldest continually operating dim sum restaurant in Manhattan’s Chinatown
Excerpt from thecounter.org
Other than this, temperature screening technologies, contactless sanitisers, hospital-grade air purifiers and other such equipment can go a long way in ensuring that a customer feels secure and returns to your establishment.
Enhance the Experience
In a blog titled Pandemic Panacea, we introduced you to a contactless delivery robot, which autonomously delivers meals from the kitchen to your guests, that is currently being implemented in Cairo, Egypt. Check out NowThis News’ video of ‘Mozo’ by MARSES Robotic Solutions in action:
Solutions like this, paired with digital entertainment systems or contactless ambience enhancers like adjustable mood lighting for outdoor tents/greenhouses are a brilliant way to distinguish the dining experience you offer from that of your competitors!
Of course it goes without saying that having a conventional digital presence (app, website and social media) is the easiest way to engage with your potential customers. But just in case you needed some extra motivation, here’s the data we promised you right at the start.
Roughly 9 in 10 consumers say they would pay attention to restaurant specials that are communicated via app
Over 80% of restaurant operators say the use of technology in a restaurant provides a competitive advantage. Yet only one in five consider their operation to be leading-edge in its use of technology. An overwhelming majority of operators classify their tech usage as ‘mainstream’—which may do well to support their business, but also indicates a real opportunity to learn more about emerging technology and how it can best lift business
90% of customers check a restaurant online before actually going to it
57% of the customers mentioned above search for the restaurants main website
92% of guests read the restaurant’s reviews online
80% of restaurants are adopting technology to make their business more successful (eg. online ordering, reservation, mobile apps…)
Younger adults want easier ordering and payment experiences, while all consumers are hopeful for technology that improves customer service
By 2030, it will be commonplace for restaurants to accept mobile payments
By 2030, a vast majority of takeout and delivery orders will be placed digitally
By 2030, technology will be more efficiently used to control costs and enhance management efficiency
Data from National Restaurant Association’s State of the Industry Report, 2020 & ‘5 most likely developments by 2030’ in NRA’s Restaurant Industry 2030 Report & Upserve’s industry statistics
Cover Image credit: http://bwhotelier.businessworld.in/
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Please reach out to aman@dashin.in for any feedback or clarifications regarding the content of this article.