Posts Tagged ‘ordering technology’

Technology in Ordering

June 30, 2011

A Cornell study has shown that younger guests tend to be less patient when waiting to be served at a restaurant.  The study showed that 49% of those who responded (69% of those 18-34) walked out of a QSR because of high wait times.  Thirty-four percent (49% of 18-34 year olds) walked out more than once. So the challenge for restaurants is to find a way to get these customers through the line faster.  One possible solution may lie in advances in ordering technology.

Some of this technology includes using restaurant-provided devices to allow customers to place their orders quickly and accurately.  For instance, the use of kiosks in restaurants can help expedite wait times.  These kiosks can not only allow a customer to place his order quickly, but also can result in a more accurate order.

In addition, the kiosks can ask if the customer would like additional items such as a drink or dessert.  The result can be up to a 30% higher check. Customers may also like the use of a handheld ordering system.  These devices can be used in the drive-thru as well as inside of the restaurant.  A customer can place his order using this device and have it waiting for him when he reaches the front of the line.

A restaurant may also want to consider allowing the customer to use his own mobile devices to order.  Using web-based technologies, a customer can text their order and have it waiting for them.  Similar technology can also be used to allow customers to use their mobile devices to place a reservation. With today’s customers being less patient and wanting more control over their ordering experience, it may be wise for a restaurant to look into putting self-ordering systems in place.  Not only can it lead to happier customers, but it may also lead to a higher check for the restaurant.