 Technology is making it hard to tell how big a foodservice brand really is. Small, independent restaurants are increasingly adopting technology to enhance efficiency and customer experience. In the process, they are gaining advantages of scale that allow them to compete with much larger chains. Affordable solutions like self-service kiosks and AI-powered analytics are streamlining operations without massive investments. Small restaurants can use kiosks to reduce wait times and free up staff – all while they collect data that helps them optimize their menu for guests in ways that used to be only available to major brands. For example, Tony Roma’s, a smaller fast-casual chain, launched its “Tony Roma’s 2.0” initiative, which (in part) integrates AI and robotics to boost order accuracy, automate tasks and enhance overall efficiency. It’s allowing the brand to streamline order management and operate on a larger scale than before.
A brand’s tech-supported scalability factor can often mean the difference between stagnation and rapid growth. As Modern Restaurant Management reported recently, a small restaurant could land a major corporate catering contract – but if they have outdated delivery and logistics systems, they will struggle with inefficiencies and delays when orders increase. However, if the restaurant adopts platforms that manage delivery and optimize logistics, it can scale seamlessly, expand service areas, and take on ever-larger opportunities without compromising quality.  Every bit of differentiation helps right now when it comes to competing in the restaurant marketplace – and tech is helping operators deliver the kinds of personalized experiences that build engagement. This year, where can you improve brand affinity in your business? A recent report from Restaurant Technology News recommends using data to drive personal experiences at the level of the transaction. This includes offering awards tailored to personal preferences, exclusive access to events and promotions, and co-creation opportunities that allow loyal guests to play a role in influencing the development of the menu. IHOP, for one, uses Google Recommendation AI to offer guests menus that are tailored to their past ordering history and preferred price points. Chipotle invites guests to vote on potential new menu items via their app. More foodservice brands and third-party apps are also using gamification as part of the ordering process to help users earn rewards and make the experience more interesting and engaging. Think of options like a digital prize wheel that users can spin to earn an instant reward, asking guests to take surveys or polls in exchange for a personalized discount, or offering points based on taking actions such as downloading your app or ordering multiple times within a designated timeframe.
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