Having new technology like portable phone ordering and even tracking, ordering kiosks, custom mobile programs, table location using cell phones, on the internet only ordering and also a host of other technologies designed specifically for improving the consumer experience sounds similar to a great idea… but are they?
tech trends and surge with the restaurant and even eatery since 3 years ago is wonderful plus everyone loves to take in in them. But there are a new substantial number of possible customers that are unable to use those systems no matter just how they try. Plus it’s not definitely their fault!
Presently there is no hesitation that technology will improve customers experience. There is the substantial percentage involving customers which are not in all savvy along with using technology and that is a problem. Consider how the value regarding fast food dining establishments in the BRITISH in 2017 for fast food including takeaways alone was a massive �5. one Billion but adding up across the complete sector to over �14 Billion plus even what appears to be smaller percentages involving potential customers brings up to enormous loss of enterprise.
While 56% associated with consumers between the age group of 45-64 use technology in dining establishments that leaves an enormous 44% of that will age group that perform not use technologies. Indeed, for the USA around 65% involving customers over fityfive prefer to be served by waiting staff.
Careful thing to consider of how in addition to where technology can be used to improve customer experience is the key consideration intended for its success, after all who wants to ignore as much as 44% of customers because the technology was sub-standard? Remember that typically the National Restaurant Relationship says that the particular number one characteristic cited by ‘baby boomers’ was the loyalty and returns program so adding that in to customer experience technology creates a win/win situation when appealing that sector involving customer in to be able to your restaurant or even business.
It is usually noted that inside of the UK the particular government has furnished countrywide statistics about personal wealth by grow older where the normal liquid wealth was at its highest in between age 55 to 64 so this constitutes a great offer of sense wherever technology could be introduced as some sort of customer interface that the technology on its own does not change away the most prosperous people with non reusable income in UK from any restaurant or business.
Creating a focus towards mobile phone ordering is fine for the younger generations, but most readers will know friends more than 55 that fight daily using their cell phone. Deloitte suggest that there has recently been a substantial enhance of smart mobile phone users over fityfive between 2012 in addition to 2017 by as much as 71% change but that will certainly is no real reflection regarding how many of those over 55’s use the cell phone for smart apps. In fact, Deloitte estimates that in least 1 out there of 4 consumers aged 55+ who own smartphones have never downloaded a single app. With that quality of app used in the 55+ age group those problems with regard to restaurant technology presently remain high in the agenda yet seem largely untreated by developers in addition to most often dismissed by restaurant workers.
It is in addition worthwhile noting by a recent ‘greenlight’ survey that the location where the internet is concerned the over 55’s currently spend more than �14 Billion by means of to shop online and will be the fastest expanding demographic in this area but they are generally largely ignored by simply retailers and cafe customer facing technologies development by suppliers. Bear in thoughts also that ‘greenlight’ also commented that will for 65+ demographic that spending really reduces compared in order to the customer within the 55 to be able to 64 age party. Understanding this truth will help you to identify which in turn technology will assist or hinder of which demographic together with the ensuing increase in product sales.
But technology throughout restaurants is not really just regarding the front of house consumer experience, there are other attributable technologies now appearing in restaurants of which directly contribute to the total customer delivery associated with quality service these kinds of as staff traffic monitoring that can offer key metrics about staff efficiencies to improve service amounts and reduce fees accordingly.
Thinking regarding current trends where a similar demographic associated with 55 to 64’s is involved the settlement process can likewise be a difficulty. While many new payment methods may involve mobile shell out, or server capsules, kiosks or apps, consideration has to be able to be given in order to the results those systems may have in deterring the 55 to be able to 64 age class from visiting any restaurant.
It really is very clear that with time youthful generations will ultimately migrate to being older technology experienced customers but neglecting the important fityfive to 64 a long time is not recommended should your restaurants are catering to that demographic already.