Can You Hear Me NOW?

Ten seconds doesn't sound like a long time, until you multiply it by the number of cars visiting your drivethru at lunchtime. Then, ten seconds can mean higher revenue, more accurate orders and more satisfied customers.

That's the benefit the Kessler Group, a New York-based operator of 21 Burger King restaurants, reaped by upgrading its headset system to HME's (hme.com) Wireless IQ. Better sound quality improved communication between server and customer, eliminating repeat orders and errors.

"We've seen an increase in order accuracy and an increase in speed of service," says Joann Hoad, restaurant manager. They also added a fourth headset in the upgrade, so that two up-front and two kitchen staffers wear the headsets for multi-channel communication, allowing private discussion among staff.

Communication with patrons in cars is clearer thanks to noise-cancellation technology that subdues background car noise, and Hoad reports the newer sets are much more durable. "Orders can be expedited before we finish taking them," he explains. "Customer service is greatly increased."

In addition to going digital, newer drive-thru communication systems include features such as secure communication, automated digital voice prompts to open and close drive-thru communication, and promotional messaging to customers. Effectively communicating within a restaurant, whether among staff or with customers, has long been a challenge for operators. How do you make it effective, but not intrusive? Improvements in the size, range, flexibility, clarity and ergonomics of communication systems, together with enhancements in ease of use, management and security, are helping restaurant operators enhance the guest experience and see a clear return on investment.

The right match of communication solution to restaurant environment, operators say, can enhance both sides of the business. Staff can be more efficient and less harried, turn tables faster and respond toÃ.‚¬"or even head offÃ.‚¬" problems. Guests enjoy improved ambience, better service and faster seating. While many bells and whistles can now be added to restaurant communication systems, for many operators, basic, effective communication remains the litmus test.

Getting the message
Chili's Grill & Bar is among the many chains that have transformed guest paging into an expectation for restaurant patrons, using JTech (jtech.com) Glowster Plus pagers to improve staff efficiency. "You didn't see pagers in restaurants five or ten years ago," says Bob Murphy, vice president of systems and technology at Chili's. "Now they're commonplace."

Chili's also uses headsets for communication among the manager on duty, busers, server/expo staff and hosts, "which allows us to quickly react to guest issues and helps with table turnover," says Murphy. Chili's is now testing JTech staff pagers along with a table management system.

Claim Jumper, which operates 35 casual dining restaurants, loses up to 15 percent of its pagers each month, a fact of life for many operators despite the best technology. Claim Jumper minimizes disappearance of its NTN pagers (ntn.com) by posting pager return boxes in the parking lot, setting alarms to sound when pagers go out of range, putting return postage on the pagers, and periodically exchanging lost pagers with neighboring restaurants.

"If we have a very long wait we might have guests check in and tell them to come back in an hour to get a pager," explains Mark Augarten, VP operations. "Then the manager knows who has waited that long" and has weeded out those not committed enough to wait.

Ease of use is a priority for many operators, for guests and staff alike. "We have one manager in each restaurant responsible for cleaning pagers regularly, making sure batteries are changed, and doing an inventory weekly," Augarten says. Up to seven managers also use pagers for internal communication.

Claim Jumper is on its third generation of guest pagers, moving from paddles to rectangular models to coasters, but has yet to move to games or messaging except for promotional stickers on pagers. "We try to keep it very simple," says Augarten. "Pagers are just there to make the experience of waiting for a table as simple and easy as possible."

Chili's Murphy predicts wireless communications systems are just beginning to have an impact. "Within the next five years, wireless technology will have more and more influence for front-house applications that guests can see, feel and experience. It will be a tremendous growth area for restaurants."