Restaurant Development & Design

July-August 2015

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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Electronic ordering could also allow for the removal of some drink kiosks or drink stations as drink orders could be automatically routed to the bar. For quick-serve establishments, especially those in small spaces, reducing POS stations can free up precious space. "If you remove a POS from the counter, it opens up a lot of counter space," notes Jackie Rodriguez, senior manager, Technomic. And space is expected to come at a higher pre- mium in the coming years. According to the Technomic White Paper, Food Industry Transformation, "Escalating occupancy costs in urban markets will require restaurants and retailers to trim building footprints, but maintain sales levels." The front entrance area of many restaurants may require a redesign when implementing mobile ordering and payment. The concern is that as more customers adopt the technology, longer queues will form at pick-up windows and counters. Panera, in its Panera 2.0 initia- tive, addresses this problem by providing a shelving unit near the door where customers pick up mobile orders. If solutions like this work, some restaurants might be able to reduce the total area dedicated to ordering and pickup, as fewer people line up to order in person. Upselling, Marketing Made Easier Digital menus and ordering systems provide strong mar- keting opportunities. For example, Wow Bao's ordering process includes an up-selling feature. As customers navigate the ordering application, they encounter prompts suggesting additional items to order. "This allows us to have a higher check average," Alexander says. Restaurants can use any digital device that can accept payments to handle loyalty/rewards programs. Credit card readers can read loyalty cards (or credit cards can be linked to loyalty accounts), and mobile wallets can include an app to register and track guest purchases. These features yield valuable marketing data that may become increasingly important to the industry. "As we get more powerful analytics, restaurants will cater more to demographic niches," Dorsey predicts. These systems can collect data so that menus and ordering systems are personalized for each customer. These interactions also provide data on how much guests are spending — information that can assist mar- keters in identifying niche groups to tailor advertising and special offers. To entice guests to sign up for loyalty programs, restaurants have to make it worth their while, Rodriguez says. Two-for-one offers, free items on birthdays and similar rewards do the job. Another guest beneft: After the customer swipes a loyalty card or taps into the system via a mobile device, the screen can automatically present their favorite items for a speedier ordering process. Fermob's metalworking expertise has evolved for more than 100 years. The brand now has a total of 32 outdoor furniture collections in 24 exclusive colours. You can find Fermob products around the world, as well as at Luxembourg Armchair - Bar Colonie, Instanbul

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