Tech & Mobile Insights
As a restaurant operator or marketer, you are well-aware that technology can be a double-edged sword. It’s both a blessing and a curse. Social media, for example, allows brands to connect with guests outside of the restaurant. But social media platforms have also become an outlet where guests can share their dining experience– whether it’s good or bad. This has caused brands to create customer recovery teams to respond accordingly to negative social posts.
According to PYMNTS.com there is a new restaurant reservation app making for unique dining. The latest is called Tock and the company says it aims to provide the ultimate dining experience. PYMNTS.com says guests can personalize their experience before they even get to the restaurant by using the app to let the staff know about special requests or food allergies.
Shake Shack partnered with Olo to launch an online ordering app for Apple users in late January. But now Android users will no longer be left out because the Shake Shack app is now available on the Google Play marketplace.
According to a recent press release, the iOS version of the Shake App has been downloaded 350,000 times and that the orders made online are 15% larger than the ones made directly in stores.
Today brand's have multiple outlets where they can tell their restaurant's story and connect with guests outside of the store. Instagram has become wildly popular, especially with millennials, as a platform to share and view the best food porn the internet has to offer.
Chef Malachi Jenkins the founder of the LA concept, Trap Kitchen knows how powerful of a marketing tool Instagram can be. He is solely using Instagram to promote his catering business.
As online ordering grows in popularity, especially with the millennial generation, we are seeing more brands develop ordering apps or easy to use ordering platforms on restaurant websites.
The segments that were on the forefront of the online-ordering trend were QSR and fast casual. Establishments in these segments are often known for quick speed-of-service and convenience. These factors, in particular, heavily influence a guests’ decision to visit these restaurants.
Content for social media is something that comes naturally to some and can be the bane of a restaurateur’s existence for others. Professional photographers are brought into some establishments, while others rely on heisted images found on Internet searches. Marketing imagery options are abound, but professional photographers can get expensive and showcasing someone else’s food doesn’t make sense. Behold the power of the smartphone you may be holding at this very second.
Recently, a few (very few) restaurants have begun offering a fully automated, Jetson-like food experience (think eatsa). The futurism is pretty cool, but what does today’s workplace automation really look like?
Most frequently adopted these days are self-order technologies, both at restaurant-provided kiosks and from guests’ mobile devices. Fast-casual restaurants like Panera, Starbucks, and others are providing guests with multiple service options, much like the banking industry has.
“At a bank, you can opt for traditional teller service, an ATM, a drive-thru, or online/mobile banking. Restaurants are doing the same by offering traditional counter service, ordering kiosks, touchscreen/video drive-thru, as well as online/mobile ordering. All orders are funneled to production for fulfilment and real-time inventory management,” explained Tommy Woycik, founder and president of Nextep Systems, whose tagline is “Order Food Faster.”