Lines of Communication

Check please? Would you like to upsize your meal? Did the last void rung up seem suspicious? Such questions have become commonplace at many restaurants--from quick-service, fast- and traditional casual, to white tablecloth establishments. The explosive growth and adoption of wireless technologies are allowing the three key stakeholders--customers, employees, and managers--to obtain more accurate answers than with hard-wired and analog solutions.

It's no secret that the whirlwind of Wi-Fi installations has transformed many mainstay quick-service restaurants and coffee houses into Internet surfing hot spots. While operators note that these efforts bode well for in-store traffic, wireless technologies are going to have to travel beyond traditional bounds and in more profitable and guest-centric ways. Only those technologies that can accomplish both of those goals are likely to not only survive, but to thrive as well.

Using your head

On the digital audio front, quick-service operators are just beginning to realize the benefits that advanced digital headsets offer as opposed to their analog ancestors. The proposition is two-fold: higher revenues via greater drive-thru throughput and higher customer satisfaction from improved order accuracy.

Eva Farr, a McDonald's general manager in El Cahon, California, and a 20-plus year veteran at this particular Golden Arches unit, recently tested the HME Electronics IQ Wireless System (hme.com). The digital headset sports built-in noise cancellation systems, along with other features that make them more user-friendly than prior versions, according to Farr.

"We have a mechanics shop next to us and we're on a six lane parkway with plenty of background noise, but all of that is eliminated now," she boasts. Besides sound quality, the IQ headsets have a lithium ion battery that lasts 18 hours on a charge, while most analog versions last only six hours. "In the past if everyone left their batteries on, you had no headsets. And it prompts you when they need to be recharged about 15 minutes before they expire," Farr adds.

The IQ Wireless headsets also help improve intra-restaurant communications as each headsets have five channels rather than a simple duplex one. As such, one employee can be talking to the drive-thru customer, an order taker can talk to an expeditor, and a manager can chime in by adding pre-recorded messages like nice job, don't forget to upsize fries, and suggest a dessert.

Other options include a telephone interface that allows employees to answer the phone via headsets from anywhere in the restaurant, and the ability to provide digital voice prompts in English, Spanish or French.

Staying connected

Improved wireless standards and smaller hardware devices are offering to revolutionize restaurant communications. No longer do guests need to sit and wait at the table--service can be a single click away. That's the premise of ESP Systems (espsystems.net), which has developed a patented method of connecting restaurant employees and guests. Each table is fitted with a small, wireless device and connects guests with their servers. Employees don watch-like devices that stream information to them from guests, the kitchen, the bar, and each other. The process has reportedly improved intra-store communications and guest service levels by monitoring all stages of the customer experience--from when guests are seated until they are departed.

ESP has conducted field tests with several prominent casual operators, including a large TGI Friday's franchisee. But the concept that is already planning a chain-wide rollout is Fatz Cafe, which owns and operates 30 restaurants in the South.

According to Fatz CEO Steve Bruce, the ESP test that has been ongoing since last summer at one unit in Rock Hill, South Carolina, was very encouraging. And while each customer may have their own thoughts on acceptable and unacceptable service, Bruce says the discreet ESP devices give customers more choices--whether they need instant attention, want to pay now or want to be left alone.

"Every concept has server training but at the end of the day, it's all about execution," explains Bruce. "This tool helps provide the checks and balances so that you have a better opportunity to meet, and exceed, guest expectations." And Fatz managers can come up with some key performance indicators, such as average table turns, allowing them to incorporate ESP data into their coaching processes.

"A manager has no way of measuring durations or whether or not there was a problem. Now they can gauge an average turn, 42 minutes, for example, would be close to meal end, which also gives us ways to prevent someone from being dissatisfied. That's a big win for us," Bruce adds.

Though unavailable with the current version of ESP, Bruce predicts that future versions of the wireless technology will incorporate magnetic stripe readers, allowing customers to conduct and close transactions without the need for servers to be involved in the process.

On the same page

While it has been nearly 18 years since pagers debuted in the restaurant market, the technology is still growing and driving better in-store communication. Logan's Roadhouse, a steakhouse restaurant concept of parent company Cracker Barrel Group, recently selected the Jtech (jtech.com) GuestAlert system for its 130 company-owned restaurants.

Opening two to three new corporate locations per month, Logan's is in a growth mode and wanted a single standard brand-wide. Logan's 23 franchisee locations will also be encouraged to participate in the program.

"The GuestPass product is a significant improvement over other guest paging products we've used at Logan's, and one that we believe will allow us to grow successfully," explains Rob Effner, senior vice president, development and operations innovation at Logan's Roadhouse. "The advanced loss-reduction features will reduce our total cost of ownership in the system and allow us to direct our resources toward the continued growth of the Logan's concept and brand."