Is Technology Changing the Bar Experience?
Technology is fully ingrained within our daily lives. In the hospitality industry specifically, the demand for digital applications is at an all-time high. For restaurant owners, there was an opportunity to integrate technology during a time contactless and digital services were crucial to the survival of their establishments. QR codes that link to digital menus, self-serve functions, and internal delivery systems are a few examples of the recent digital advancements. While these additions caused a slew of physical changes to take place, one wonders if technology also changed the social aspect of the bar experience.
Adding a Theatrical Flourish
Considering we have access to the entire world at our fingertips, we’re experiencing less of a desire for verbal communication and instead opting for more digital interactions. Handheld POS systems are used widely in Europe and throughout Canada, allowing guests to order and check out at their table without even speaking to a staff member. Restaurants across the United States have adopted this practice, too. This takes away the rapport established when speaking directly to a server or a sommelier.
When discussing bar technology specifically, it’s also important to look at the advancements made to bar tools, as well as updated packaging and distribution models, and elevated experiential offerings.
How COVID-19 Created the Perfect Storm for Self-Pour Beverage Walls
Live experiences, encompassing musical entertainment and mixology, are new, prominent features owners are testing to lure people through the door. Additionally, basic ingredients become special when paired with newer technology like liquid nitrogen, or when treated with a smoke gun. Offering something unique, made with a technique that’s difficult to replicate at home, provides an easy answer to skeptics asking, “What makes this place so special?”
In terms of packaging, take-out and mobile ordering have become commonplace for restaurants, causing owners to reevaluate the durability of the boxes and bags. Take-out windows and separate entrances are also largely requested now, in an effort to streamline the process for the chefs and the drivers, as well as separating the heavy foot traffic from dine-in.
The growing demand for off-prem dining has impacted operations and store designs across the industry.
The use of QR codes boomed quickly and out of necessity; QR codes and other forms of contactless transactions are here to stay, and can benefit the business if branded properly. Partnering with graphic designers to boost the functionality of these fully customizable codes will help bar owners continue to succeed.
Last year, owners were concerned about the lack of customers. Being cooped up for so long and growing comfortable in our own spaces only emphasizes the need for restaurants to add something new and exciting to the mix, encouraging people to leave their homes and experience a social night out. Unfortunately, the F&B sector does not function like big technology companies. The latest advancements aren’t rolling out on a constant basis, nor is there a mad dash for each restaurant to completely digitize their spaces. As business are still trying to get their feet back underneath them after the losses taken during the pandemic, some owners are playing catch up and learning about the benefits that technology not only adds to the establishments themselves, but also how they enhance the overall experience for the customer.
Looking ahead, we’re going to see expanded layouts aimed at social interaction. Although most ordering — both to dine-in or for carryout — is heading toward a permanent, digital interface; there are other ways to keep the social energy alive and thriving. Focusing on the small details, as well as the purposeful addition of new technology, will help create engaging, memorable experiences that will change the bar experience, but for the better.
About the Author
Griz Dwight is the principal and owner at GrizForm Design Architects, located in Washington D.C. The firm, founded in 2003, is a hospitality architecture and design studio with award-winning work and a team who prides itself on its craftsmanship, strong attention to detail, awareness of historical context, and innovation.
