One change to life after the pandemic that could be a lasting one is the drift in meal times and snack times during the day. Your online ordering system – and your use of it to manage pre-orders during the day – can help you accommodate those changes and serve more people. A recent Eater report describes how the owners of Dee Dee, a Thai food truck in Austin, are actually doing more sales volume now than before the pandemic. While their customers have long asked if they could place orders ahead of time, before COVID-19 this was too difficult for the owners to manage in the midst of serving the long line of customers appearing at their window each day. That line could require a wait of between 45 minutes and an hour, but now that the owners have taken their ordering fully online, there is no longer any wait. Knowing when people will want their food – and having the freedom to spread out those orders – helps them churn out more of them in less time.
COVID-19 has forced operators to scale down their dining room business while scaling up their capacity for off-premise orders. But preparing for an increase in online orders isn’t as simple as plugging your existing menu into your website. Your online menu needs to exude the same professionalism as the experience of sitting in your dining room. But instead of relying on your décor and friendly servers, your online menu alone must make people feel comfortable that they are in good hands. Restaurant Den suggests operators keep several tips in mind when revising their online menu, including scaling down choices, clarifying ingredients (and directing those with food allergies to more information on their website), and checking the spelling of each item.
As more quick-service restaurants look for ways to remove friction from the food-collection process, expect to see more vehicle-recognition technology in use that can detect the arrival of a customer and prepare their order for a quick pass off. It might become a useful tool for other restaurants that have adopted curbside collection for the long term too. White Castle, which has adopted a range of technologies in both the kitchen and at the point of sale, is adding vehicle-recognition tech to its lineup. Mastercard is providing it through its new AI-Powered Drive Through Platform.
Does the technology you use help minimize the number of steps required for a customer to place an order? Off-premise dining is here to stay and major chains are focusing on perfecting the off-premise experience right now. That involves integrating new digital tools to make ordering easier and faster. Panera, for one, has a new integration with Google’s Search, Maps and Assistant apps that allows people to order food for pickup and delivery directly from Google. Other large chains are likely to follow – and while the investment may not be as feasible for smaller brands, it’s still important for the tech you use to bring efficiency to the process of ordering and connecting people with your food – whether that involves minimizing the searching, scrolling and number of clicks required for people to place an order online, or streamlining your pickup and delivery processes.
When Boston-area Kowloon Restaurant had to adapt its 1,200-seat restaurant to new operating requirements for COVID-19, it got creative – with technology and with the experience it decided to offer guests. It adopted a new online payment system that allows people to start a drinks tab, view menus, order food, pay, tip and even ask the restaurant to wrap leftovers. It also converted its large parking lot into a drive-in movie theater, which gives guests an old-school, carhop-style experience while minimizing contact with staff. How can tech help you change the experience you’re able to offer guests right now?
By 2021, almost 50 million people will be using food delivery apps. It’s a good time to understand how people are using your mobile app if you have one. Placing an order may be only one part of it. According to The Rail, while 32 percent of restaurant mobile app users are using them to order food, even more – 42 percent – are looking for information on coupons or other deals. Close behind are those looking up your restaurant’s menu (38 percent) or searching for local food options (37 percent). These figures may change how you go about attracting people to your app – or in how you prioritize updating the information on it. Consider push notifications when you’re running promotions to encourage customers to begin earning rewards. Understand – and continue to ask customers to confirm – which rewards appeal most to them. As for your menu and local profile, make sure your information and menu are up to date on Yelp, TripAdvisor and Google My Business.
At a time when restaurant delivery has become critical for so many restaurants (even pre-COVID-19, off-premise orders were accounting for nearly 60 percent of foodservice occasions, according to the National Restaurant Association), new technologies that offer operators more control and monitoring of the delivery process are on the rise. They may help you zero in on the areas that need improvement and can help set you apart among competitors. Food delivery analytics software like ActiveDeliver, for example, pulls together onto a single dashboard data such as sales metrics that extract total sales for in-store, drive-thru and delivery customers, delivery metrics that illustrate trends in driver wait and travel times, customer analytics that track sales by new and existing customers and whether customer satisfaction is driven by specific menu items or delivery times, and a breakdown of food delivery fees and who is paying them. Whether you use technology designed to monitor your delivery or not, using your POS data to understand (and improve upon) the lifecycle of the delivery process will become increasingly important as you accommodate more off-premise sales right now.
If you can customize and personalize your menu for guests, you earn loyal guests, which are what operators need right now. Technology is making it easier for operators to give guests the choices they want on demand. Case in point: Taco Bell recently unveiled a feature called Veggie Mode on its self-order kiosks. It will allow users to push a button and immediately change the options on their screen to vegetarian ones. Ostensibly, it’s a feature that could be extended to eliminate any food to which a guest has an intolerance or dislike. Through your website, app and text/email promotions, are you using your available technology to help guests quickly see the options best suited to their tastes?
In March, an Eater report about the post-quarantine reopening of restaurants in China provided a glimpse at the social distancing requirements and health checks that it predicted would become the norm for restaurants everywhere. Three months later, as a second wave of virus infections is hitting China, the region is again modeling the situation restaurants in other countries may be facing in the near future. Even as restaurants reopen in the U.S., there is a nagging question about if, and when, another lockdown may be needed. Restaurant technology companies are stepping up to provide solutions to help operators not just manage new requirements but navigate an uncertain future. Food & Wine reports that companies including Resy, SevenRooms, Tock and OpenTable are offering tools to help operators reconfigure floorplans and communicate with guests about new procedures. Resy disables its reservations feature once a restaurant has reached capacity, while SevenRooms suggests delivery or takeout once a restaurant is full. In addition to helping operators manage guest traffic, such technology may provide the added benefit of helping communities contain the spread of the virus: By tracking guests’ visits to the restaurant, they can also alert them promptly if and when a second wave of the virus occurs.
Your restaurant has no doubt been making adjustments to its menu – both in terms of dishes and the physical list you present to customers. Have you thought about moving your menu to phones and mobile devices? A report from The Spoon predicts the shift toward digital ordering will make this inevitable. The approach has its benefits, beyond the germ-related. Customization is a critical one. Consider a guest who wants to know the origins of the fresh produce on your menu, access reviews prior to ordering, or even request special portion sizes or ingredients. Digital hand-held menus can build in that functionality, all while allowing you the flexibility to make prompt changes to pricing, ingredients and limited-time offers.