The restaurant industry changed dramatically with the onset of the pandemic. Many restaurants scrambled to adhere to safety regulations while trying desperately to stay afloat. Sadly, some businesses didn’t make it. For those that did, technology was the key to survival. Today, stricter safety requirements are continuing to dial back, but consumers’ behavior is locked in on the convenience and peace of mind that digital innovation brings. Successful restaurants will continue to move forward with smart technologies that complement brick-and-mortar operations and work to transform the customer experience for the better.
Craving convenience
Curbside pick-up, delivery, grab-n-go and drive-through transactions are here to stay. It’s a convenience that’s become an expectation. In a recent survey, nearly a quarter of consumers say that the heightened to-go habits they developed during the pandemic will be a permanent part of their lives. This type of service, in essence, has created an entirely new restaurant business model. Operations have continued to shift and satisfy the influx of online ordering and the demand for contactless services. With people dining less at restaurants, establishments of all kinds are honing in on even more ways to focus on the entire digital experience by being overwhelmingly customer-centric.
Dynamic digital experience
Online ordering, QR code menus and branded apps are some of the ways restaurants are currently keeping pace with customer-centered digital developments. These technologies work to facilitate simplified ordering and payment options, but operations can’t stop there. Technology moves forward at a substantial rate, and the increase in tech-savvy consumers creates a demand for ever-evolving (and better) digital experiences. Some new tech advances are quickly coming around the pike (and soon to be mainstream). For example, mobile applications that are voice-powered can get dinner reservations set up or food purchased with just a few verbal commands. That’s a move that can make the morning commute a little more productive.
Location, location, location
Another way companies are putting diners first is with geofencing technology. This tech allows customers to download an app, order food and opt in (or out) of geolocation service for pickup. With the help of WiFi and GPS, the restaurant is alerted when the customer’s mobile device is within a certain vicinity of the restaurant. That indicator helps the operator evaluate the location of the guest and determine when to fire up the order — ensuring tasty food at the optimal temperature and quality, without the long wait.
Tech is changing the real estate options available to restaurants. Companies like Chipotle are building out some locations that only offer digital ordering and pick-up services. Those stores will potentially require less labor and a smaller footprint, which gives them the opportunity to set up shop in more areas. The future of tech in the restaurant industry will also include advanced point-of-sale systems and easy-to-navigate e-commerce sites — all of which work together to provide a streamlined process for consumers.
Personalized purchasing
Artificial intelligence (AI) is also quickly becoming a major factor in an operation’s ability to deliver a more personalized digital experience for customers. Utilizing the analytics of customers’ orders allows restaurants to tailor advertisements based on past purchases. Drive-through AI technology can also automatically link vehicles to their profile and order preferences. And facial recognition can apply payments by identifying customers at the display screen.
Data defense
For all of this to work, consumers will have to trust companies with their personal data. Operations will need to work tirelessly to protect stored information and provide transparency to their customers around security protocols. Data breaches will instantly diminish customer confidence, making the investment in cybersecurity vital for companies looking to expand their technology and data-gathering capabilities.
Staying on top.
Creating a better digital experience for consumers occurs by continuing to integrate more innovative technology into the restaurant industry. As a foodservice professional, staying on top of ever-changing tech advances will give your operation the competitive advantage. Interested in learning more about new technology in foodservice? Take a look at our post, Hands Off: The Future of Foodservice is Automation.
