 It’s a time of high consumer expectations. The consultancy McKinsey found that 71 percent of consumers expect companies to deliver personalized content – and 67 percent of those customers say they are frustrated when they don’t get it. Personalization also drives loyalty: A survey conducted by Bounteous x Accolite found that 70 percent of respondents said menu recommendations based on past purchases make them feel like a restaurant “knows” them. In senior living facilities, where demographics are shifting and demand for the accommodation of personal preferences is increasing, being able to personalize a dish or menu can attract and retain residents, as well as help keep them safe.
Artificial intelligence is giving businesses a boost here – and the costs of implementation are coming down. Savor reports that IHOP’s use of AI-powered personalization technology is driving a 10-15 percent increase in check averages. The technology analyzes historical order data, then suggests complementary menu items – and 73 percent of guests have been adding those items to their orders. Beyond helping foodservice operators make the most of their current menu, AI can steer future offerings – and identify how to drive guests to them. It uses guest data to predict future preferences and behavior, providing clues as to how to build a profitable future menu. On ordering interfaces like an app or website, AI tools can also recommend how to modify pages – or where to insert offer banners for specific segments of guests to drive the best results.  Is your restaurant adopting more guest-facing self-service automation and technology to streamline service and ease labor challenges right now? If doing so feels like you’re making your service less personal, there are steps you can take to ensure your guests feel like they have been receiving your best service — whether it’s from your app or from a member of your staff. A recent report from Automation & Self-Service suggests customizing the user interface: For example, increasing font sizes and presenting content in a wider range of languages can make the user feel more confident when interacting with your brand. Then encourage the guest to create an account on your system so you can offer personalized content and recommendations related to their tastes and ordering patterns. This will speed up their subsequent ordering processes — and also improve your chances of increasing their check sizes with items they enjoy. You can then use that data to send them promotions that are likely to connect with them at the times they are most likely craving your food. Finally, offer some help to navigate your system. Chatbots and virtual assistants can answer questions, but also be aware if there are parts of your ordering process that are bottlenecks or result in abandoned carts so you can smooth out your ordering process from start to finish.
 While restaurants aren’t yet offering guests fully personalized menus, that kind of customization is an enhancement that’s likely to be a more common aspect of the restaurant experience in the coming years. Those businesses with a treasure trove of guest data at their fingertips will be in the best position to capitalize on the change. Right now, you can take steps to strengthen the historical information you have to draw from. How can you tap the technology you have to better understand who your guests are, what foods and promotions they are drawn to, and when they like to order from you?
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