Blog

Playing pizza for keeps? 3 tech trends to consider

The pace of technological change in the pizza segment can be mind-blowing, but future-minded operators will keep their eyes and minds on at least these three top restaurant industry tech trends.

June 5, 2019 by Donna Cobb — Executive Director, Enterprise Marketing, Comcast Business

By Donna Cobb/Comcast Business Executive Director-Enterprise Marketing 

Technology — as any viable pizza brand leaders knows all too well today — may well now be as big a necessity in this pizza restaurant game as cheese and dough. It's no longer an option, but an expectation, with millennials and Generation Z diners more or less taking it for granted that your brand will offer everything from free Wi-Fi in-store, to online ordering and integrated loyalty and POS systems. Furthermore, research indicates that today, adults are 30 percent more likely to use restaurant technology than they were two years ago.

As demand for technology-centric experiences continue to rise then, pizza leaders with an eye toward the future must look for ways to use existing technology to attract and retain customers. Likewise, an array of new technologies are also on the horizon to help pizzeria brands slice out a bigger piece of the sales and traffic action and appeal to a wider group of diners. 

At the very least, please check out the following three three technologies because they ultimately could greatly impact your business and perhaps even change the way consumers both view and interact with that "pizza place down the street," like yours.  

Going cashless with mobile payments

Mobile payment technologies from Apple, Samsung and other vendors, along with a growing number of brands adding "scan-to-pay" capabilities have already made the concept of using smartphones to pay for meals reality. But, as more customers look to their mobile apps to order — and pay — mobile payment technologies will need to evolve to provide an even higher level of convenience for customers. 

The next generation of mobile payment technologies will allow customers to scan their smartphones as they enter restaurants and select their orders without every waiting at to pay. The technology also offers other opportunities, including restaurant entrance beacons that "ping" customers' mobile apps for automatic purchase charges or interaction with the restaurant's loyalty program for automated order discounts based on individual reward points or special promotions.

Ordering by voice 

Smart devices such as Amazon Echo and Google Home are already greatly impacting the way consumers perform tasks like turning off lights or listening to music. In fact, ComScore predicts that half of all searches will be performed by voice by next year and that will certainly extend to the QSR space.

Already, a handful of restaurant brands have partnered with Amazon to allow customers to order through their Echo devices. Through the Alexa-enabled "skill," these restaurants are allowing diners to manage their favorite selections, set order locations and save payment information, making the ordering and payment process quick, easy and voice-enabled. And, when paired with other voice-enabled functions, pizza brands will be increasingly reliant on the smart device interface with customers. 

Kiosks that streamline employee tasks and provide a new customer experience

According to 2017 Cake/Sysco research, nearly half of surveyed diners said they would use a self-service technology such as a kiosk to customize orders. It's no surprise then that many pizza operators are looking more seriously at kiosk technology to help improve the customer experience and streamline employee tasks.

Many brands are already embracing kiosk technology, with their use expected to grow. Kiosk customers place orders, of course, on tablets or oversized touchscreens and can customize their orders through a series of screen prompts. When integrated with restaurant loyalty programs, customers can record the transaction by using their loyalty card or mobile device or pay by mobile app. Early indicators show these interfaces grow average check size, as well. 

Kiosks also provide a new customer experience, too, by allowing brands to better manage their work forces through employee reassignment to more value-added tasks like refilling drinks and looking for other ways to further improve the customer experience. Through kiosk technology, employees can shift from order fulfillment to customer satisfaction.

The bottom line is that all restaurant brands must make smart choices about new technologies like mobile payments, voice ordering and kiosks to remain competitive create a positive customer experience. Success in the pizza game then, comes from choosing the right technology and network foundation to fully embrace the new opportunities that have even yet to be imagined. 

About the author: Comcast Business Executive Director - Enterprise Marketing Donna Cobb oversees development and implementation of marketing strategies and integrated sales and marketing programs. 

Photo: iStock

About Donna Cobb

---

Donna Cobb is the executive director, Enterprise Marketing for Comcast Business, responsible for the development and implementation of winning marketing strategies and integrated sales and marketing programs. She is an accomplished marketing executive and business leader, experienced in developing strategic partnerships, implementing organizational change, and managing projects designed to transform the enterprise.