Tech advances are now part of everyday life, and the foodservice industry is no exception. The last couple of years have brought an influx of digital menus, remote ordering options, contactless delivery — and, of course, automated pickup solutions.
Blasting past traditional vending machines (the original food-automation solution), today’s automated pickup technologies are creating more innovative, safe, hassle-free ways to provide meals to-go. But they’re not perfect. We’ll look at the pros and cons to help you determine if automated pickup solutions are the right move for your operation.
The pros of automated pickup solutions
Automation is a benefit that many foodservice operations are racing toward, particularly when it comes to their booming to-go businesses. There are many benefits to weigh, but here are the top four to consider when it comes to automated pickup technologies.
Contactless convenience
Health concerns during the pandemic pushed contactless food pickup technologies into the spotlight, and the convenience of quick pickup with minimal interaction has kept them there. Take automated messaging tools for example. Once a customer pulls into the pickup location, a simple click on their mobile device alerts the establishment’s point-of-sale (POS) system of their arrival, and a server carries the order directly to the customer’s vehicle (or open trunk). Then with a quick smile and a wave, the customer is off — convenience and contactless meal in tow.
Speed of service
Everyone likes prompt service. During a lunch or dinner rush, the line might be out the door. However, two of the people in line might be there to pick up a call-in order, a few might be Grubhub or Uber Eats drivers, and the other six customers may be waiting for a table. This combination can make for a long wait. It can also result in a loss of revenue from potential customers unwilling to wait. Automated pickup solutions can circumvent long lines by creating separate areas for call-in or delivery orders and dine-in customers. One way to speed up service is with heated lockers. Patrons can simply walk to the heated locker, punch in a code and grab their warm meal — voila, shorter lines, quicker service and happier customers.
Fresher food
At its very core, the purpose of automation is to create a seamless system and increase convenience for the user. One tech that ups the convenience factor is geofencing. With a downloaded app, artificial intelligence (AI) and GPS technology, geofencing enables establishments to track the customer while they’re en route. Once the tech shows that a patron has arrived within a certain radius of the restaurant, the kitchen fires up the order. As a result, the customer gets a fresh meal without the wait. It’s a setup that’s convenient for both the establishment (to-go orders don’t pile up) and the customer (no more long waiting periods and soggy, disappointing food).
Labor savings
Labor is one of the biggest pieces of any foodservice operation’s budget. Automated pickup technologies, such as foodservice lockers, are one way operators can free up employee time and keep labor costs down. For example, having multiple lockers allows staff to fill them quickly and walk away, knowing to-go orders will stay at optimal temperatures. This eliminates the need for extra staff at the service counter (sifting through the to-go customers from those dining in). In addition, automated pickup lowers operation’s labor needs by providing a means for digital ordering and payment processing, putting less work on cashiers or servers.
The cons of automated pickup solutions
There seems to always be another side to the coin. In evaluating the pros of automated pickup tech, it’s also good to take a look at the possible cons in order to navigate through to a solution.
Technology hangups
Technology is beautiful when it works correctly, but that isn’t always the case. Internet systems can go down. Mobile phones can lose service, and emails can get lost somewhere in cyberspace. If you can’t deliver on the tech, it’ll take most automation benefits off the table. Be sure to go with a technology application or equipment solution that’s high quality with excellent customer service. It’s also helpful to have trained and qualified staff on hand to handle any tech hiccups.
Lack of personalization
Some patrons want the contactless aspect of service, but for others, customer service and a human face (especially a smile) are part of the overall dining experience. If your operation has a strong automated pickup service, be sure to boost the personalization of the whole digital experience. You can do this by collecting data points on what customers typically choose and ask questions like, “would you like your regular today?” In addition, providing ways to “build-your-own” burgers, pasta, pizza or other food options can help provide personalization.
Operational inconveniences
Advancing technology often brings change with it. In the process, procedures and operational methods may need to change as well. Everyone knows that change is tough and presents its own set of challenges and frustrations. Through excellent management and some trial and error, each establishment will find what works best for their unique operation and teams.
Just scratching the surface.
Automation is a great way for your operation to save on labor, increase sales and up customer satisfaction. This post just scratches the surface of automated technology. Interested in learning more? Check out our blog, Hands Off: The Future of Foodservice is Automation.
