How restaurants use tech to improve operations and dining experience
What’s the one thing that is always on your mind as a restaurateur? It’s how you can improve the dining experience for your customers.
The day your restaurant falls short on customer service, consistency, or efficiency, diners won’t hesitate to explore other options.
But you can’t give your customers a top-notch dining experience unless you improve operations.
The good thing? Technology has stepped in to help restaurateurs. They are turning to it to streamline operations as well as elevate guests’ experience.
Want to know how restaurants are using technology to impress diners and make their teams’ lives easier? Read on to learn.
1) Drive-thru digital menu boards to streamline the ordering process
Outdoor menu boards are not a new concept. They have been a staple in the restaurant industry for decades, especially in drive-thru.
But they are no longer just limited to simple chalkboards or painted signs. They have evolved into vibrant, dynamic digital displays.
Drive-thru digital menu boards can adapt to real-time changes. If it’s breakfast time, for instance, the board can highlight morning favorites. And when it’s lunchtime, it seamlessly switches to burgers and sandwiches—no confusion, no wasted time.
These technologically advanced screens don’t just offer bright and vivid eye candy. According to Samsung Business Insights, they attract and direct customers, accelerate orders, shorten lines, and boost sales.
That may be why digital signage has become a standard part of the service offerings of quick-service restaurants.
Buona Beef is a case in point. For its Valparaiso outlet in Illinois, the restaurant chain installed digital menu board systems in each drive-thru lane that were customized to colors famous among its customers.
2) Location intelligence to tailor product offerings
It’s always been hard for restaurateurs to know what customers want based on where they are. But not anymore—thanks to location intelligence.
According to dataplor, location intelligence is obtained through the analysis of geographic data gathered from several sources, such as GIS, drones, census records, and more. This helps quick-service restaurants identify areas with high foot traffic and suitable target demographics, says QSR Magazine. But is that all? No.
Location intelligence also allows restaurants to tailor their offerings based on hyper-local insights. That way, they can create an experience that resonates with their community.
For example, a fast-casual restaurant in a business district might focus on promoting quick lunch specials during weekdays. A suburban location, on the other hand, can highlight family meal bundles for dinner.
Even marketing strategies become sharper. Geo-targeted ads can draw in customers nearby with real-time deals or special promotions that align with their preferences.
An example of this is Burger King. In 2019, Burger King Germany launched Escape the Clown—a geo-targeted campaign. Customers sitting at McDonald’s restaurants received messages to download the mobile app of Burger King. It also asked them to scan It Chapter Two article in McDonald’s magazine.
As customers scanned it, an Escape the Clown button flashed on the screen. Besides an AR red balloon, a coupon for a one-cent Whopper—Burger King’s signature burger—appeared on the screen. Then, customers were directed to the nearest Burger King restaurant to pick up their orders.
Shockingly, a whopping 1.5 million app downloads were recorded within 9 days of the campaign.
Want to learn more about how location intelligence can help you? Connecting with a tech partner specializing in location analytics would be wise.
3) Self-service kiosks to improve order accuracy
Self-service kiosks are soaring in popularity, and not without reason.
These kiosks improve order accuracy. As customers input their own orders, kiosks reduce the chances of miscommunication that can happen with human staff.
That is to say, customers are in full control. They can browse the full menu at their own pace, customize their order to perfection, and review their choices before confirming.
QSR Web notes that self-service kiosks elevate efficiency and convenience. That, in turn, boosts revenue.
These kiosks also streamline operations by reducing wait times during peak hours. Customers can place their orders at their own pace while cashiers focus on other tasks, like prepping orders or assisting less tech-savvy guests. Plus, kiosks are a great tool for upselling, with automated prompts suggesting add-ons or combo upgrades.
Hence, it’s no wonder the market is expected to reach $38.4 billion by 2032 from $22.72 billion in 2023.
Among the fast-food restaurant chains, McDonald’s, KFC, and Burger King have deployed self-service kiosks. Of all, McDonald’s has installed the highest number of units. It has installed over 130,000 units in its outlets.
In short, the future looks pretty exciting. Restaurants are already experimenting with augmented reality menus that let customers see 3D images of dishes before they order. Some are testing systems that recognize regulars as soon as they walk in, so their favorite food can be ready before they sit down.
However, it’s important to note that technology is a tool. It’s there to support, not replace, the human touch that makes dining out so special. Adopting it will only help you run your restaurant more efficiently and create experiences that keep diners coming back for more. So, integrate it into your operations today.
