Dig­i­tally dis­rup­tive Restau­rants

‘App’y Restau­rants go Dit­i­gal to make Cus­tomers Happy

PCQuest - - CONTENTS - Au­thored By: Smit Neb­h­wani – Founder & CEO – Voolsy

Ear­lier, sev­eral er­ro­neous brands would eas­ily find a way to mis­lead cus­tomers with clever copy­writ­ing tricks and tac­tics, but in to­day’s dig­i­tally smart and well-con­nected world, bam­boo­zling the cus­tomers is not an easy deal and is in­creas­ingly be­com­ing a thing of past.

With Face­book, Twit­ter, In­sta­gram and sev­eral other so­cial com­mu­ni­ties con­nect­ing por­tals avail­able right at their fin­ger clicks, cus­tomers now have easy ac­cess to all good and bad in­for­ma­tion re­lat­ing to each in­dus­try. Also, as the mar­ket grows, peo­ple are more mo­bile friendly and be­lieve on dig­i­tal in­for­ma­tion. They are aware enough not to ne­glect dig­i­tal pro­mo­tion or user en­gage­ment. That’s why restau­rants are re­fer­ring to cap­ture the mar­ket through dig­i­tal ac­tiv­ity.

The restau­rants are now more in­clined to­wards the real-time an­a­lyt­ics. They want to in­form/ed­u­cate or pro­mote of­fers to the cus­tomers who are seated in their res­tau­rant same time. It helps the cus­tomers to un­der­stand what’s new res­tau­rant has to of­fer them and gives a chance to restau­rants to in­crease their sales.

With the blog­ging trend at peak, the in­for­ma­tion re­lat­ing to all the best and worst prod­ucts of the food in­dus­try, its origins, ben­e­fits, rat­ings, and avail­abil­ity all gets posted at on­line por­tals and can be found eas­ily by the cus­tomers while re­lax­ing or work­ing on some­thing more ur­gent. This in­creas­ing in­ter-link­ing is mak­ing the brands take a load of ac­count­abil­ity like they never did be­fore.

From Cus­tomer-ori­ented to Ser­vice-ori­ented Re­search

With rapid dig­i­ti­za­tion, au­to­ma­tion and ar­ti­fi­cial in­tel­li­gence en­ter­ing the scenes, tech­nol­ogy has en­abled re­searchers enor­mously gain knowl­edge about the food in­gre­di­ents and make fur­ther new dis­cov­er­ies thus, adding fur­ther new di­men­sions to the present knowl­edge of nutri­tion. Pre­cisely talk­ing, big data has helped the food world de­tect con­se­quences of cer­tain in­gre­di­ents that were ear­lier go­ing un­de­tected by the food ex­perts and sci­en­tists.

One of the big­gest changes brought up by dig­i­tal in­tel­li­gence is the new war against sugar. Ear­lier, it

wasn’t de­tected how hor­ri­ble sugar could be to the hu­man bod­ies, but thank­fully, big data has helped the masses to know its side- ef­fects and look for its sub­sti­tute, in­stead to main­tain good health. Food re­search which was ear­lier limited to the knowl­edge of gro­ceries in the kitchen, their ori­gin and other ba­sic knowl­edge re­lated to cuisines and their mak­ing has now fur­ther added the tech­no­log­i­cal di­men­sion to it.

In­no­va­tions are the Real In­cen­tives

With loads of in­for­ma­tion be­ing up­loaded on the dig­i­tal por­tals on a daily ba­sis, on­line is the new screen from where aware­ness is gen­er­ated and de­liv­ered to the masses on a daily ba­sis. Talk­ing about the food world, in par­tic­u­lar, is­sues like or­ganic farm­ing, food wastage prob­lem and global warm­ing have gained lime­light of most amongst the on­line com­mu­nity.

But it’s not the prob­lem tell­ers but the prob­lem solvers who will lead ahead in the ever com­pet­i­tive scenes. Con­sid­er­ing the present scenes, food com­pa­nies ad­dress­ing th­ese prob­lems with in­no­va­tive so­lu­tions might just have the ad­van­tage of gain­ing growth by tap­ping on the eth­i­cal points in the so­ci­ety, but in fu­ture sit­u­a­tions ig­nor­ing th­ese is­sues wouldn’t be easy as they will soon con­vert into main­stream de­mands of the in­dus­try.

Dig­i­tal Data Gather­ing

The much en­hanced and in­no­va­tive mo­bile phone tech­nolo­gies like that of iBea­cons have added a new di­men­sion to the over­all din­ing ex­pe­ri­ence. From get­ting the data of cus­tomer’s likes and dis­likes to pro­vid­ing the de­tailed charts of new vs re­peated cus­tomers, th­ese lo­ca­tion track­ing apps have en­abled the food out­lets in gain­ing ac­cess to the in- depth and ac­cu­rate- most de­tails of their cus­tomers.

A bet­ter in­sight of the cus­tomer’s thoughts has fur­ther en­hanced the res­tau­rant own­ers’ abil­ity in en­sur­ing pos­i­tive din­ing ex­pe­ri­ence for their cus­tomers, which in­cludes train­ing staff, im­prov­ing de­liv­ery times, and us­ing the afore­men­tioned tools to de­light cus­tomers. From send­ing tar­geted deals to re­ward­ing din­ers for spend­ing time in restau­rants to ef­fi­cient or­der track­ing th­ese tech­nolo­gies have made the in­ter­ac­tion be­tween cus­tomers and restau­rants all the more fun.

Go­ing Dig­i­tal, Go­ing Waiter-less

Dur­ing the peak hours and week­ends, the restau­rants usu­ally face the is­sue of man­power in­abil­ity in tack­ling the num­ber of peo­ple soar­ing in to dine and en­joy. To get over with this, the cre­ative and tech- ori­ented food chains are of­fer­ing the table­top tech­nol­ogy fa­cil­ity, be it in the form of tablets or smart­phone apps to their guests for a smart and in­stant fa­cil­ity to or­der and pay the bill right from their ta­ble in a few clicks. This on-the click fa­cil­ity has en­sured the de­liv­er­abil­ity of ac­cu­rate or­ders and has also pro­vided the ease in pay­ments with var­ied modes of pay­ing the money (mo­bile wal­let, debit card, credit card and in­ter­net bank­ing).

With the restau­rants switch­ing to­wards the us­age of more and more of such apps, the man­power present in the sys­tem can be saved and uti­lized for more cru­cial pur­poses of the cater­ing and din­ing arena. Also, res­tau­rant man­age­ment un­der­stands that cre­at­ing a stand­alone app takes time and a good amount of in­vest­ment.

That’s why they tie up with ex­ist­ing univer­sal food apps, which helps them save their money. The univer­sal app sys­tem em­pow­ered with huge user data and the con­firmed au­di­ence is not just a good bet for restau­rants to trap new cus­tomers but also valu­able to cus­tomers in en­rich­ing their dine- out ex­pe­ri­ence.

SMIT NEB­H­WANI, Founder & CEO, Voolsy

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