The Restaurant Business is poised for a revolution in technology but could there be a looming problem?
Having new technologies like mobile ordering and tracking, ordering kiosks, dedicated mobile apps, table location using mobile phones, online only ordering, and a host of other technologies specifically designed to improve the customer experience sounds like a good idea… ?
The rise and rise of restaurants and restaurants since 2007 is great and everyone loves to eat in them. But there are a large number of potential customers who cannot use the technology no matter how they try. And it’s really not their fault!
There is no doubt that technology can improve the customer experience. There is a large percentage of customers who are completely unfamiliar with the use of technology and that is a problem. Consider that the value of fast food restaurants in the UK in 2017 for fast food including takeaways alone was a huge £5.1 Billion but growing across sectors to over £14 Billion and even a seemingly smaller percentage of potential customers accrued for losses. big business.
When 56% of consumers are between 45-64 using technology at the restaurant that went 44% of that age group who do not use technology. Indeed, for the US about 65% of customers over 55 prefer to be served by waiting staff.
Careful consideration of how and where technology is used to improve the customer experience is a key consideration for its success who want to ignore up to 44% of customers because of technology almost perfect? Keep in mind that the National Restaurant Association says that the number one feature cited by ‘baby boomers’ is loyalty and rewards programs so integrating them into customer experience technology creates a win/win situation when attracting that sector of customers to your restaurant or business.
It should be noted that in the UK, the government has provided national statistics on personal wealth by age where the average liquid wealth is at its highest between the ages of 55 to 64 so it makes perfect sense that technology could be introduced as a customer interface which technology itself does not. keep the richest people with disposable income in the UK away from any restaurant or business.
Having a focus towards ordering cell phones is fine for the younger generation, but most readers will know friends over 55 who struggle with their phones every day. Deloitte points out that there has been a substantial increase in smartphone users over 55 between 2012 and 2017 as much as a 71% change but it’s definitely not a true reflection of how many of those over the age of 55 use their phones for smart apps. In fact, Deloitte estimates that at least 1 in 4 consumers aged 55+ who own a smartphone never downloads an app. With the level of app usage in the 55+ age group, restaurant technology issues currently remain high on the agenda, but appear to be largely left unaddressed by developers and most often ignored by restaurant operators.
It is also important to note from a recent ‘green light’ survey that where the internet has to do with over 55 currently spend over £14 Billion through online shopping and are the fastest growing demographic in the area but they tend to be ignored by tech-savvy retailers and restaurant customers development by manufacturers. Also keep in mind that the ‘green light’ also comments that for the 65+ demographic, spending is actually reduced compared to customers in the 55 to 64 age group. Understanding these facts can help identify which technologies will help or hinder that demographic with the resulting increase in sales.
But technology in restaurants is not just about the customer experience at the front of the house, there are other technologies now emerging in restaurants that directly contribute to the delivery of quality service to customers overall such as staff tracking which can provide key metrics about staff efficiency to improve service levels and reduce appropriate fee.
Thinking of the current trend where the same demographics of 55s to 64s are related to the payment process can also be a hurdle. While many newer payment methods may involve mobile payments, or tablet servers, kiosks, or apps, consideration should be given to the effects of these technologies in deterring the 55- to 64-year-old age group from visiting any restaurant.
It’s clear that over time, the younger generation will eventually migrate to more tech-savvy customers, but ignoring the important 55 to 64 age range is not advisable if your restaurant already caters to that demographic.
Of course, there are other technologies that are friendly to the 55 to 64 demographic out there that don’t involve the customer’s difficult use of high-tech, customer-level. desk tracking system by LRS Dallas TX, USA. Their ‘Table Tracker’ is easy to use and the only customer involvement is placing the ‘chips’ on the table they choose to sit on. Dramatically improved service and it’s a fact that more than 55 like great service shown by their love for waiter service.
So, there are a number of questions that need to be answered where the technology is implemented or perhaps in the future, things like:
• Are you limiting your own customer base to millennials? If not:
How does customer experience technology affect potential client engagement from 55 to 64?
Are you excited that the top 55+ income sector may not visit your restaurant due to technology issues?
Have you seriously considered the customer-facing technology aspects that affect your restaurant sales?
Would you suggest further investigation into the technology product you are currently using?
Review customer-facing technologies currently installed to address 55+ client sectors
- Consider 55+ client base BEFORE committing to technology which may not appeal to the 55+ demographic due to the technical complexity when presented to them.
Customer engagement from all adults is king when it comes to using technology to enhance the customer experience in any restaurant environment especially when it comes to sales.