Over the years, the service industry has shown incredible resilience and continues to overcome its fair share of challenges (ahem, COVID). Many restaurants have worked hard to pivot operational processes and fully embrace innovative digital technology. And once that tech box opens, there was no going back. Technology advances at lightning speed, and restaurants continue to up their digital presence by adding new and welcomed conveniences for customers and establishments alike. Let’s dive into what you need to know about how digital tech in restaurants has changed over the last few years.
Online ordering and mobile apps
After the spring of 2020, almost 90% of food orders were placed online through a restaurant’s website, mobile app or third-party site. Pickup and delivery services are no longer a special convenience reserved for pizza joints and sandwich shops. Instead, they’ve become the norm in virtually every genre of foodservice. Thankfully, restrictions on restaurants have relaxed some, and vaccinations have enabled some semblance of dining normalcy. Still, there’s a steady surge of digital orders streaming into restaurants everywhere. And it’s not stopping; worldwide food delivery revenue is projected to rise to $151.5 billion by the end of 2021 — and keep climbing from there.
Mobile apps and online ordering websites continually gain sophistication through better design and improved customer experience. Investing in easy-to-use digital ordering technology is a smart move for every foodservice operation.
Digital menus and payment
Pushing toward more social distancing has produced smart technology that includes tableside kiosks that double as both a menu and payment station. These kiosks are a great addition to most foodservice establishments and provide a seamless way for customers to quickly order when they're ready and pay after eating. They're also a great marketing tool that allow organizations to present daily specials and other promotions to diners.
Mobile devices are another powerful handheld connection to the digital world. All it takes is a simple restaurant app or scanned QR-code menu, and ordering is a cinch. For even more fun technology, operators can try augmented menus that display three-dimensional pictures of tasty dishes, giving diners a unique ordering experience.
In addition, digital menus, tap-to-pay apps, Apple Pay, facial recognition (a tech where a scan of your face pays the bill), QR-code payment and Amazon One (simply scan your hand and payment is rendered) are types of contactless payment to look for and incorporate in your operation. Close to 60% of surveyed customersv say they prefer contactless payment options. Many of these digital payment forms also double as a data treasure trove that can help your operation harness the power of analytics to improve marketing and keep customers coming through your doors (or pulled up next to your curb).
Contactless pickup
Speaking of curbside pickup, restaurants (even high-end establishments) have incorporated contactless service for their customers. There’s some incredibly advanced technology that works to help provide smooth running, contactless pickup operations. One technology that’s gaining popularity is geofencing. For this digital technology to work, the customer first downloads an app and approves GPS monitoring on their mobile device. Then, when the customer’s device comes within a specified radius of the restaurant, the establishment is notified. The kitchen fires up the order so it’s ready to be served — and diners can enjoy freshly prepared food without the wait. Geofencing can also work as a marketing tool by targeting customers near your operation with sweet daily deals or promotions in real-time (perfectly timed, power of suggestion is an excellent marketing tool).
Excellent experience.
Moving toward a more digital experience can advance your establishment’s ability to increase convenience and boost efficiency in your operation. Whatever digital advances you implement, be sure to make it an excellent experience for your customers and ask them to share and promote your establishment on social media and via online reviews. Interested in learning more about promoting your operation on social media? Take a look at our blog, How To Use Instagram To Boost Sales and Order Volume.
