19 Nov The Importance of Ease of Use in Digital Ordering Solutions for On-Premise Dining
Standard guest experiences in the restaurant industry are evolving. While restaurants once were considered a commodity, today’s consumers expect a genuine, smart experience. Everything around the food impacts the experience, says QSR Magazine. Digital ordering solutions for on-premise dining represent the newest frontier in creating a more engaging experience. Restaurateurs need to understand the limits of traditional ordering solutions for on-premise dining, how digital capabilities deliver a brilliant experience, and the benefits associated with digital transformation for consumers and restaurants alike.
Limitations of Traditional Ordering Solutions for On-Premise Dining
Traditional ordering solutions are simple to understand. They involve a waitstaff taking an order, entering the order, providing guests with the ticket, splitting the ticket among different customers, addressing any complaints, and much more. Similar processes exist for traditional call-in orders and even the quick-service restaurant. Unfortunately, these conventional ordering capabilities rely on primary forms of communication, and errors will occur. A simple mistake and a keying error may result in ordering the wrong item, which can have dire consequences in customer satisfaction and experience. Imagine this example: A waitstaff enters an order in the outdated point-of-sale system, and upon passing the order to the kitchen, she fails to notify the kitchen that the guests specifically requested no nuts due to an allergy. Now, the miscommunication could cost someone’s life. A more straightforward example is inaccurately ringing up a check, undercharging the customer. Pennies add up, and inaccurate keying of orders or prices impacts overall profitability. Digital ordering solutions for on-premise dining can solve these problems.
On-Premise Dining Digital Capabilities Give Customers a Smart Experience
Digital capabilities within on-premise dining create a more engaging experience, and 38% of customers expect technology within the restaurant, says Restaurant Business. Customers can review menus from tabletop kiosks, reorder drinks, call the server, enter orders, split the check, and pay for their meals. In the hustle and bustle of today’s world, customers can also use tabletop kiosks to keep children distracted with the latest games and trivia, but even tabletop kiosks have their limitations. As the world grew more entrenched in the digital age, the rise of the smartphone began to reshape every interaction. Now, tabletop kiosks are not enough to fulfill the needs and expectations of each customer. As a result, restaurateurs are actively engaged in the process of finding ways to bring the smartphone into the dining experience. Using branded mobile restaurant apps, websites, and virtual assistants can give customers that desired level of technology within a traditionally non-technology process.
Additional Benefits of Digitalization of the On-Premise Experience
The benefits of the digitalization of the on-premise experience are significant. Customers are more likely to order what they want, and the kitchen can use integrated systems, where the branded app is integrated into the POS, to prepare what the customer ordered. The risk of waitstaff errors completely vanishes. Furthermore, operators realize the benefits of improved waitstaff efficiency. Instead of merely hoping waitstaff address customer’s needs, integrated systems provide a way to measure the performance of staff thanks to improved workflows between the various digital ordering channels to the POS. As a result, restaurants of all types can take advantage of quick service-like benefits within a more traditional dining experience. At the same time, integration between devices and the POS system empowers restaurateurs with more data to make informed decisions for the restaurant supply chain. Restaurant operators can refine the menu, offer better service, keep labor costs under control, and build better experiences.
Build a Customer-Centric, Smart Restaurant Now
Applied data is the essence of modern, successful restaurants. Unfortunately, data is meaningless in its raw form, and failure to use every opportunity to harvest data from guest experiences will lead to weaknesses. Restaurateurs need to build better experiences to stay competitive as well. Fortunately, modern, integrated systems build the foundation for customer-centric, smart restaurants, and they will have a lasting impact on guests. Of course, the solutions come with a caveat. All systems and digital ordering solutions for on-premise dining must be seamless and easy-to-use. Ease-of-use and technology-driven engagement must be the ultimate goals. Develop a successful, positive experience by establishing a forward-looking technology relationship with Tacit. Find out how to get started by visiting Tacit online today.