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Log onto the tech revolution or get left behind

Restaurants are opting for fully integrated digital menus, which speed up service, educate customers easily and tap into inventory and POS systems.

November 26, 2014 by Ed Zimmerman — President, pizza.com

If you are not up on the latest technology, you will be left behind.Using technology for everything from menu systems to online ordering to communicating with your customers is here to stay. 

Today’s customer uses mobile technology for online ordering, redeeming rewards and paying for meals. Both happy and disgruntled customers utilize Twitter, Facebook and Instagram to communicate their feelings to your restaurant and to the world.

People are in a hurry and technology makes it easier than ever to order food.

That’s not to say that these same customers do not want to interface with a real person when they place an order or have a complaint.  Many customers still prefer the old-fashioned method because they trust it and because they prefer the human touch.  You do not want to substitute the technology for personal service; just learn to incorporate it as part of your overall messaging and marketing.

Smartphones and tablets have revolutionized the way people communicate with restaurants. They hop online to check out menus, hours of service and promotions. They tap into apps that provide discounts and rewards. They are more likely to order online that at any time and that option continues to grow rapidly as a convenient, safe and fast way to get their food. 

In fact, according to a study by The National Restaurant Association, 70 percent of consumers say they own or regularly use a smartphone or tablet computer. The trend is more common among younger consumers at 90 percent of 18-34-year-olds and 89 percent of 35-44-year-olds. Among those consumers, one-third (32 percent) said they would use a smartphone app to pay their check instead of using cash or debit/credit card if offered.

The pizza sector, far more than any other part of the restaurant industry, has done a phenomenal job of integrating technology into their ordering process. More than 40 percent of Domino's orders come through various digital channels. Papa John's boasts nearly 50 percent. Ordering a pizza is now as easy as pressing a couple of buttons and there is no waiting on hold.

Technology is giving Papa John's and Domino's a leg up in the battle for so-called "share of stomach." The ease of ordering, combined with a value perception, is making a night with a pizza or two an easy choice for harried families. In addition, because they have been so good at it, for so long, they have trained their customers to use that technology.

We have already seen the rapid rise of tablets as a form of taking orders by servers. Next year, Applebee’s Neighborhood Grill & Bar chain will employ the Presto tablet, an Android-based, Intel-powered wireless device that enables guests to order food, play games and pay their bill. The company’s goal is to have 100,000 tablets in Applebee’s restaurants this year.

Restaurants are opting for fully integrated digital menus, which speed up service, educate customers easily and tap into inventory and POS systems. For instance, an item can automatically be pulled from a menu if the inventory is low. No more shouting “86” through the restaurant and online, it will reduce customer frustration and improve service.

Technological advances for restaurants provide the optimum way to keep up with and actually lead your customers. The more up to speed you are on these new ideas, the less chance you will be left behind.

About Ed Zimmerman

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