Benjamin Locke

Edging the Competition With Restaurant Technology  Due to current market demands and tight labor shortages, restaurants are taking a multi-faceted approach to implement a more efficient and streamlined suite of business operations. Like other major industries, the food and beverage industry is carrying out profound changes in technology to assist in short and long-term viability. Restaurants of all shapes and sizes are all hands on deck for this dining paradigm shift. Technology revolutionizes how restaurants operate, whether used to enhance the dining experience or make online reservations more efficient. Here are just some of the innovative methods this tech is being harnessed.  Technology Assists With Labor Shortages Currently, full-service restaurants are operating with 6.2 fewer back-of-the-house employees and 2.3 fewer front-of-the-house employees. This presents a unique challenge for restauranteurs trying to balance consistent cuisine coming out of the kitchen with a busy front-of-the-house. At the root cause, it all boils down to your customer-staff interaction. When you are short-staffed, any atom of energy saved in operations translates to higher efficiency. Technology helps bridge the gap in so many critical ways, as we detail below.  Contactless In-Restaurant Ordering and Paying Options One of the most time-consuming elements in customer-staff interaction is the process of taking orders and payments. Kiosks, tablets, and QR codes help customers select their food digitally rather than ordering and paying from a waiter or counter. According to a study published by QSR Web, when it comes to the technology offered at restaurants, almost half (45%) Americans preferred ordering and paying with their phone rather than interacting with waitstaff.  Contactless payment allows the customer to pay electronically, yielding minimal paperwork, faster pay times, and tables turned more frequently.  Create An Online Review Campaign Digital interactions are the lifeblood of marketing and advertising in today’s world. As a result, maintaining a positive online reputation is perhaps the most crucial thing restaurants can do to keep tables turning. In a recent study, Anderson and Magruder stated restaurants with positive reviews on Yelp saw a 19 percent increase during peak dining periods. It is important that you respond to both positive and negative reviews (and do so respectfully). You can also place QR codes on menus, in-store flyers, and your website, linking to your Yelp and Google My Business accounts. The key is to increase review volume and velocity, both essential to building trust. Here is a helpful resource detailing how to create a successful online review campaign.  Simplifying Online Ordering   A staggering 60% of customers order takeout once a week, and currently, pre-ordering for indoor dining is also on the rise. The phenomenon of pre-ordering was a natural evolution, but coupled with pandemic restrictions ordering online has taken off. Restaurants should keep their online ordering information updated across all directory platforms such as Google My Business, Yelp, etc. This means you will need to be proactive about staying on top of your directory listings or hire a digital marketing agency to help maintain consistency.  Obtain More Details For Online Reservations  Today, online reservations are essential to modern-day restaurant operations, with 72% of all restaurant searches conducted via mobile phone. The ability of these reservation platforms to accurately capture the minutiae of table seating is quite impressive. Whether you prefer window seating, have allergy restrictions, or even would like a specific color of crayons for the little ones, online reservations can accommodate these requests. By leveraging details of online reservations, it will help your staff go above and beyond expectations with your diners and enhance the overall restaurant experience. What an advantage!  Automated Email and SMS Status Updates Email and SMS messaging are now intrinsically linked to the dining experience. Communication is key in a world where we are constantly connected to our phones and devices. A customer can now wait at the restaurant bar or even grab a drink at a different neighborhood spot without having to worry if their wait in line has been given to another diner. The same holds true with delivery. A plethora of communication platforms are available on the market to help communicate the entirety of the delivery process. Automated messaging also helps combat labor shortages because you no longer require an extra person to take incoming calls from impatient customers on your delivery and waitlists. Now, your hostess can host, your waiting staff can assist customers, and your chefs can cook.  Regular Online Promotions Whereas online promotions are standard across industries such as travel and fashion, they are underutilized in the food and beverage industry. Whether it be surveys, contests, or raffles, online interactions drastically increase engagement. Considering 14% of consumers spend up to $100 on a single order and 6% up to $300, you can improve your margins by incentivizing purchases up to a certain dollar amount with a coupon. Even low ticket promotions serve a purpose. For example, a promotion of $5 off orders over $25 might only add an extra handful of customers per week; however, by simply increasing the number of people ordering from your restaurant, you can effectively build your repeat customer base. Make sure to post your promotions regularly across as many platforms as possible, including your website, social media, and newsletter list.  Creating Stunning Content To Capture An Audience In a recent study, 72% of customers look at online photos to decide whether they want to try a restaurant for the first time. Photos and videos provide a platform to tell a story about your brand, food, operations, and personality. Smartphones can create nice-looking content if you know how to edit in Lightroom or Adobe Premiere Pro. However, to go above and beyond, we recommend hiring a local photographer or videographer because the difference in your online imagery is a deciding factor in consumer decision-making. Make sure to post your content regularly on social media and use them in marketing materials. Here is an article on how often to post on social media.  Going Contactless Reduces The Spread of Germs Over the past couple of years, COVID has dramatically changed how restaurants view contactless transactions and services. According to Sprout QR, paper restaurant menus are one of the most germ-filled items in a restaurant. QR Codes allow for contactless ordering and payments, making for a germ-free environment in your restaurant.