Tech-Enabled Restaurants Get The Upper Hand 

Restaurants have undergone a dramatic transformation this past year and a half, and it's now widely acknowledged that technology has played a critical role in keeping venues afloat during the very worst of the COVID-19 crisis. From online ordering, third-party delivery apps, contactless payment and more, widespread adoption of technology means guests have changed their expectations around what the overall dining experience should look like in the longer term. 

Restaurants are now expected to operate in a new hybrid service model. Not only facilitating a largely contactless dining experience but also providing immediacy, customization and convenience to the guest, so they can enjoy their meal, either on-premise or using varied takeout and delivery options easily and safely. 

The Shift to Co-Pilot Mode 

Now more than ever, guests want to control their dining experience and have the ability to customize it to their liking. With technology,  guests can co-pilot their own meal delivery, connecting directly to the restaurant’s POS on their phone. With the introduction of digital menus and self-ordering at the table, they also have more freedom to customize their meals based on ordering prompts, or dietary needs. 

[SURVEY: Contactless is Here to Stay]

Contactless tech lets guests skip many of the major pain points, such as waiting for the check or trying to flag down a server for another drink. With the guest in control, the overall dining experience will be more seamless, in sync with guest needs and no longer tarnished by frustration. The ability to pay anytime caps off the meal right at the point of the guest’s choosing, the ultimate in convenience and control.

The Rise of the Restaurant Concierge 

With this ‘assisted service’ model now being active in a growing number of venues across North America, the role of the server can change markedly for the first time in recent memory. Servers no longer have to focus solely on floor logistics but can now drive other elements of the dining experience–acting as more as a concierge, much like similar roles in hotels and on planes. A key benefit of this type of role is the ability for restaurants to sell a different kind of job to their staff, making what has sometimes previously been considered a frantic job, a far more rewarding, guest-focused one. At the same time, retain a core staff with consistent shifts, as for some venues it could mean being able to cover more tables, well, with fewer servers. 

[Customer Engagement Technology Study 2020: What Do Guests Want Now? ]

Instead of spending the majority of a shift doing tedious tasks, such as taking orders and processing payments, servers can make recommendations that bring more revenue to the restaurant and provide customized experiences for each and every guest, like adding an item to their tab at their request or upgrading their table, rather than getting stuck at that 6-top doing separate payments for each guest, they could recommend a bottle of wine or provide a birthday treat to make their visit that bit extra special. Being empowered to–take the time to get to know guests and establish a relationship, will more often than not result in repeat business and better reviews. 

Design first, technology-enabled operations

Without a tech-forward approach, restaurants are in danger of getting left behind. Digital technology solutions that truly hero a best-in-class UX approach provide a smoother, more seamless experience that caters directly to the new demand from guests. Not only does this improve operations and satisfy guest expectations, but these technology solutions also help restaurants’ bottom line. 

With guests able to view the menu on their mobile device, self-order and pay for their check,  time wasted waiting on a busy server virtually disappears, resulting in a huge boost to table turns, which is even more crucial in a time of limited dining capacity. 

With always present digital menus and self-ordering capabilities helping to prompt impulse orders, steep increases in average order value can also be attained. Boosted average checks generate more money for the restaurant and the server alike, and more money in servers’ pockets is another weapon in the constant battle of attracting and retaining service staff. 

A technology-enabled restaurant has a major upper hand on restaurants without the now-necessary tech elements. Operations can run smoothly in the background while the front-of-house staff turns their attention to the details that drive the guest experience. 

Embracing The Changing Restaurant Landscape 

Although it may appear that technology is taking over the once-traditional restaurant industry, this change is not only inevitable due to the current landscape of our society, but is already proving without a doubt to be invaluable to radically streamline the dining experience for operators, creating a new and more elevated role for service staff as well as an attentive and tailored meal for each and every guest. After all, even in times of great change - that is still the heart of great hospitality.