Tabletop Devices Part 2: 3 Key Considerations Before Installing in Your Restaurant

As discussed in a previous post, there are a number of benefits to installing tabletop ordering and payment devices in your restaurant. That said, there are also some considerations that you need to take into account before you take the leap. Here are a few of the biggest concerns.

Customer Security and Integration with Current Point-of-Sale Systems

The first, most important factor in the choice about installing tabletop devices in the restaurant is whether or not you can find a provider who can integrate those devices seamlessly with the current point-of-sale (POS) system. Beyond basic ordering and payment processing functionality, the tabletop device should be designed to look as much like the original POS as possible as well. This speeds up the amount of time it takes to educate servers, who in turn must educate customers, about how to use the device. When choosing a tabletop device provider, look for reliable pay-at-the-table functions, durability, lifespan and reliability of the unit, connectivity to Wi-Fi and the ability to expand ordering capabilities.

In terms of customer security, tabletop devices can actually help ease customer concerns. It gives customers some security to swipe their own cards and confirm their tab and tip amounts themselves, complete with a receipt printed from the bottom of the device.

Getting Server and Customer Buy-In on Restaurant Tabletop Technology

One key aspect of successfully using tabletop devices in the restaurant is getting server buy-in on educating customers about them. Around 65-70% of customers will use tabletop devices to place their orders—after the host has introduced them to the technology. Staff need to know that these devices can save time and can possibly make them more money. Several restaurants using the devices have actually seen a slight increase in the average tip left on a table with an ordering device. They also need to know that these devices are not a replacement for their skills, but rather a helpful tool that they can use. Since most customers are already carrying and using their smartphones all day long anyway, educating them about using the devices is often easy. They tend to embrace and even expect this sort of technological convenience.

Consider How Much Automation You Want in Your Restaurant

Another consideration you’ll want to take into account is how much automation you want to have in your business. The point is to enhance the customer experience, not alienate them or make them feel like they’re serving themselves. Some restaurants don’t allow full menu ordering from the device, following the philosophy that if customers do everything themselves they don’t feel like they’re getting service. The choice depends on the type of establishment you run. The take home message is that using tabletop technology should enhance, and not change, the guest dining experience. Humans are still the focal point; ordering capabilities have just gotten better.

The above factors should be taken into account before installing tabletop devices in your establishment. That said, restaurant operators who have taken the leap with tabletop technology are finding it a helpful and cost effective tool that enhances guest experiences, shaves off valuable service time and puts guests in greater control of their dining experience than ever before.

 

Tabletop Devices Part 1: 3 Reasons You Want Them in Restaurant

Tabletop devices are popping up in restaurants all around the country. These devices allow customers to order and pay from the convenience of their tables, along with perform a variety of other sundry tasks that are meant to enhance the customer experience. According to the NRN, 52% of all adults would use an electronic payment system at the dining table in a full-service restaurant, while 44% said they would use an electronic ordering system. Interestingly enough, less that 5% of full-service restaurants are currently utilizing this technology. Regardless of the type of restaurant you run, here are a few good reasons why installing a few tabletop devices might be a smart idea.

Tabletop Devices Enhance Restaurant Guest Experiences

Tabletop devices enhance your customer’s experience in a number of ways. One of the most important is that they improve the speed and quality of service. Customers are ensured that their orders are placed exactly right, every time. Guests can place and recall orders, customize selections and add extra items to their bills at their own pace; creating a sense of ease and convenience for patrons. Many restaurants include games and music on the devices as well, available for a small fee that gets added to the tab. Some establishments are finding that the games and music alone can make the devices pay for themselves. Music works best when offered as a modern day jukebox—where guests can pay a small fee to select the song of their choice to play through the restaurant speaker system.

Tabletop Devices Nurture Customer Relationships

Aside from ordering, paying and entertainment, tabletop devices can also be used to grow your relationship with your customers. This is the perfect opportunity to highlight all of the benefits of joining your rewards program, social media network or email lists. It’s also the perfect time to have them fill out a guest survey about the information you most want to know and get valuable, real-time feedback about their experiences. This is also a chance to let customers know what’s really special about your business. Providing history, as well as ethics and cause information, helps build trust and authenticity with your audience.

 

Tabletop Devices Are an Opportunity for Up-Sales

An obvious benefit of utilizing tabletop technology in the restaurant is the opportunity it represents to make up-sales with your customers. Aside from well-timed promo messages about that yummy dessert that just rolled out of the oven, you can also use tabletop devices to educate your customers about what is on your menu. If you were so inspired, you could go into extensive detail about the origin and nutrition of the ingredients used, the back-story about how some local favorite got created, or simply highlight which items are gluten-free or low-carb. Best of all, your menu is searchable, so guests can simply input the keywords for the information they’re looking for and menu suggestions with detailed information will come up.

Now, clearly, there are some considerations that need to be taken into account before hooking up your restaurant with all the latest tabletop technology—not the least of which is finding a provider who can integrate the devices with your point-of-sale system. That said, putting guests in greater control of their dining experience has a lot of benefits. All in all, tabletop devices stand to be a cost-effective way for restaurants to enhance the overall customer experience.

Restaurant Best Practices for Email Marketing Engagement

When you consider that 91% of all U.S. consumers use email every single day, and that emails prompt purchases 3 to 1 over social media, there’s no doubt that email marketing remains a powerful tool for restaurant businesses. That said, there’s an art to sending emails that your restaurant customers will actually open. Here are a few tips for creating engagement with your consumers through your email marketing campaign.

Tailor Restaurant Emails to the Individual Customer

The first and most important aspect of a successfully engaging email campaign is making your messages custom-tailored to the specific individual you are messaging. This is more than just including his or her name in the subject line. This customization also includes different messages and layouts based on factors such as age, gender, purchase history, click-through behavior and location. A recent survey reports that segmenting emails increases open rate as much as 39% and decreases unsubscribes by an average of 27%. Today’s email programs make it easy to segment your marketing messages, and given the advantages of doing so, there’s no reason not to include this level of targeted marketing in your email campaign.

Design Your Emails for Mobile & Social Compatibility

A second major factor that makes or breaks customer engagement in terms of emails is whether or not the email is mobile-friendly, easy to use and easy to share on social channels. Avoid large graphics that don’t render well on smartphones—especially if those graphics contain key details of your advertisement. Make your content clear and to the point. If there is action that can be taken (getting the customer to click-through somewhere) ensure that the bugs are worked out, the process you’re asking them to do is seamless and simple and that your message is easy to share with their friends. Even better—offer an additional incentive for sharing the offer with their own contacts.

Analyze Your Metrics to Fine-Tune Your Restaurant’s Email Marketing Campaign

You’ll hear it everywhere you look in the business world: analyze your metrics. Email marketing is no different. The only way you’re going to be able to tell which messages are working for you is to analyze your data. Use the information that you garner to fashion even better, exclusively targeted messages to your customers. Find ways to alter your approach to those segments that aren’t performing as well. Remember that open rates are just the beginning of understanding your numbers. Technology now enables us to follow the effectiveness of our email offers all the way to restaurant visits.

There’s no doubt email marketing can be a great way to drive revenue and customer engagement while having a high return on investment. Ensure that the emails you send are relevant to the consumer and sent at a frequency that makes sense for what you’re offering. Remember that being inundated or bored are the top reasons people leave mailing lists. Keep your messages targeted, timely and valuable to the consumer. Engagement is key to email marketing success.

From Ovens to Ice Machines: Restaurant Technology that Can Improve Operations

Restaurant technology continues to get smaller, smarter and more social as restaurant operators look for ways to reduce the cost of real estate, have more intuitive technology on hand and strive to improve the customer experience. There have been a number of new innovations of late that stand to significantly improve the operational management of a restaurant business. Here are a few of the latest restaurant technology highlights.

Smaller, More Intuitive Restaurant Technology

From computer-regulated back-of-the house appliances, to smaller and more efficient front-of-house equipment, there is a mass of great technological adaptations and innovations available to operators. For example, some ice machines now come with technological diagnostics that will warn restaurant operators when there is a problem likely to occur. They have improvements in the program for repair and maintenance, making for less downtime. Fryers are moving toward all-digital control panels, giving operators greater control over the quality of any product that’s programmed in. Temperatures can be set precisely and food can be cooked with a specific timing. There are a number of new environmental cooling options as well. These include a 24.5 inch portable air cooler, with the same footprint as a propane-powered heater, and an evaporative cooling unit that can chill the air in a 14 foot radius down to 30 degrees Fahrenheit. This unit uses about as much electricity as a household toaster.

In response to an increased demand for space-saving innovations to help restaurants expand menus, ventless countertop ovens have seen a jump in production and innovation. There are a number of different types of countertop ovens now available.Some of these ovens can convert from a one-item shuttle to a higher-volume conveyor mode at the switch of a button. Drink machines, like Coke’s Freestyle, have also gone counter-size and can now include anywhere from 35-80 drink options.

Home-Made Craft Brews Now Available for Any Restaurant

Speaking of increasing drink options, restaurant owners can also now install their own “home-brew”systems on location, in as little as a 10-by-10 space. These self-contained units are different from your typical brew-pub brewery, most significantly because they bypass many of the regulatory and environmental impact considerations that brew pubs must adhere to. Such systems cost around $57,000 and can produce 1,400 twelve-ounce servings of beer per week. You have the ability to customize the types of beer you offer, paving the way for seasonal and local favorites that are uniquely your own. The craft-brewing industry has grown significantly over the course of the last few years, and if you’re looking for a way to add unique flavor to the drinks that your restaurant provides, a home-brew craft beer unit might be the solution.

More Comprehensive Point of Sale Restaurant Technology

New point-of-sale systems are on the horizon too. Tabletop tablets, for instance, are no longer used to simply place an order. Along with being one-stop devices for employees to perform a number of tasks, they now can include interactive tiles that can really enhance guest interactions. For instance, the tablets can display and promote specials of the day, upcoming events, loyalty program details, links to external feeds and the ability to take pictures and share to social media accounts. They provide a forum for customers to conveniently place and pay for their orders as well as to leave feedback about their experiences—which they do 20% of the time in restaurants who have them installed.

Utilizing these technological adaptations and innovations can greatly enhance the customer and employee experience, as well as improve the return on investment and the overall efficiency of the restaurant. Bottom line: new technology can be a restaurant owner’s best friend, and there are plenty of innovative options available.

Business Building Ideas for Restaurants to Try in 2014

In order to stay ahead in the restaurant business, operators have to be constantly on the lookout for new ways to build and strengthen their businesses. Creativity, flexibility and the willingness to try new things goes a long way in this industry. Here are a few business building ideas to put to use for your restaurant business in 2014.

Put All Our New Technology to Work In Your Restaurant

The restaurant industry is particularly well suited to benefit from the various new forms of technology that have arisen over the last several years. From smartphones, to tablets, to video menu boards, we now have the ability to instantly communicate with and engage our customers at a level that was never before possible. Although the success of marketing campaigns done through social media, email and text varies dramatically from business to business, there’s no doubt about it’s potential power in driving traffic, increasing sales and building loyalty. Nearly 75% of fine and casual dining operators say they plan to devote more resources to these arenas in 2014, with 60% of family dining operators saying the same thing. In all but quick-service, operators feel the next likely marketing and reputation tool will be online review sites; quick-service is favoring Twitter, smartphone apps and texting.

Building your digitally connected community of customers has an added benefit aside from just being a loyalty and brand awareness building strategy. You can also offer your customers discounts during off-peak hours as a way of getting incremental visits from your customer base. Roughly 25% of family and casual dining, and 36% of fine dining operators, are already offering this form of variable menu pricing. The lion’s share in table service believes this will be increasingly popular in the future. As discussed in a previous post, the demand is certainly there.

Look for Opportunities to Expand Your Restaurant’s Off-Premise Presence

Another business building opportunity lies in off-premise marketing. Some 56% of consumers say they would likely order delivery direct to their home or office if the option was available. Another 46% said they would use a curbside takeout from a table service restaurant. Even food trucks could represent a lucrative opportunity—70% of customers said they’d definitely be interested in visiting one if their favorite restaurant offered it. Taking your restaurant off-premise also has the added benefit of increasing your overall brand awareness.

Tap into Restaurant Retail, Travel and Tourism

Travel and tourism is another opportunity area that restaurants can take advantage of. This year stands to be a good year for the industry. International travelers alone are expected to spend over $100 billion on tourism-related goods. Money spent on eating out at restaurants will, of course, be a large percentage of that expenditure.

Restaurant retail is another interesting option to build your business. A number of restaurants have been expanding in this arena over the last few years. About one quarter are currently offering packaged food items for retail sale or have opened a grocery store section.

The take home message is that there are a number of business building opportunities out there for restaurants to take advantage of this year. The key to success lies in the operators’ ability to be creative, flexible and open to opportunity.

Important Questions Restaurants Should Answer Before Putting a Mobile Ordering Platform in Place

Having a mobile ordering platform in place is becoming more and more essential to any restaurant’s future longevity. Restaurants around the country are rolling out mobile initiatives left and right, and there’s no question about the success of that endeavor. However, there are a lot of decisions that need to be made before your new mobile ordering platform is ready to go public. Here are a few key questions operators need to answer before joining the mobile ordering movement.

Should Your Restaurant Invest in its Own Mobile Ordering Hardware and/or Software?

The first question to consider is whether or not it makes sense for your restaurant to invest in its own, customized mobile ordering platform. There are a lot of advantages to doing so. You can create your own proprietary software and apps, perfectly customized to your particular restaurant and customer demographic. You can also add nifty bells and whistles. One of these “bells” is a GPS locator that sends an order to the kitchen when it recognizes the person who has placed the order is near.

The downside, of course, is that it takes more time and money to develop your own platform, and doing so may not make sense for every restaurant out there. There are a number of mobile ordering technologies that already exist. It might be smarter to simply use an API (application program interface) to put one of those to use for your business—especially if time or money is an issue.

How Is Your Restaurant Going to Handle the Costs, Data and Security Issues that Arise with Mobile Ordering Platforms?

The next questions to think about in terms of rolling out a mobile ordering platform have to do with properly and efficiently handling money, data and security. For instance, you must decide who is going to host, manage and process payments from your customers. Are you going to use an existing service such as Google Wallet or Square, or are you going to look for a different solution? If you do decide to use a third-party, what transaction fees are involved? Vendor fees vary widely, so be sure to shop around.
Mobile ordering has excellent potential for drawing on demographic data if properly designed and payment processing security is paramount for any business. So, in terms of data, operators need to consider the following questions: What data are you collecting? Who owns it? Where is it going to be stored? How safe and secure is that data? What are the security levels?

What Goals and Strategies Will Your Restaurant Put in Place for its Mobile Platform?

Last but not least, it’s important to set goals and strategies in order to maximize the effectiveness of your new mobile ordering system. What kind of budget are you going to allocate? How can you capture the biggest audience quickly? Do you have a marketing plan in place to get people to use your new system? Are you going to pair your mobile ordering platform with any sort of loyalty program? And, most importantly … have you set success metrics and set up the ability to track the results of your endeavors?

Putting a mobile ordering platform in place for your restaurant doesn’t have to be difficult, but it does require some strategic planning and a bit of shopping around. If your restaurant business if ready to make the move to mobile, making sure you’ve done your homework ahead of time will make a big difference in how effectively you can roll out your new mobile initiative.