“When you look where 5G will end up taking us, it’s a whole other world for the retail and restaurant space.” That’s what Aaron Allen, founder and chief strategist at the global restaurant consultancy Aaron Allen & Associates, told Forbes recently. 5G, the next generation of mobile internet connectivity, promises such benefits of data upload and download speeds that are 10 to 20 times faster – speeds that could transform the technology capabilities of restaurants. AT&T sees the greatest potential for 5G in restaurants in three areas: It can significantly reduce latency (or, in other words, the time delay between when you take an action when using technology and when you receive a response), provide a boost to computing power across applications, and deliver sharp increases in speed (think of a file that currently take seven minutes to download taking just eight seconds). In practice, consider being able to use Internet of Things sensors to more efficiently track food waste in your kitchen, or to be alerted exactly when the local high school’s football game ends and you’re likely to get a post-game rush. 5G may help streamline how your POS system communicates with your third-party delivery vendors, or bring a higher level of content personalization to your menu boards, customer text messages or loyalty program promotions. These capabilities certainly exist today, but they work only as well as the network delivering them. The major internet service providers have been launching 5G in major cities throughout this year and will continue to spread the service – check with your provider for the launch timelines for your area.
Do you use video to connect with customers and even staff? If not, doing so could pay off. Recent research from Brightcove found that 85 percent of consumers aged 18-34 say they have bought a product or service after watching a video about it. Further, consumers surveyed in the study said they find video to be the most memorable form of content ― they ranked it above display ads, email marketing, case studies, text ads, and other forms of promotion. Videos can help potential guests connect with your brand and share it with their friends, which in turn can boost your search engine optimization. Cake suggests using videos on your website and social media to share a seasonal recipe tutorial, showcase your restaurant’s interior or some interesting aspect of its history, introduce staff members or guests, or promote new food and drink menus. Since video can help people connect with your brand and present you as authentic and trustworthy, it can benefit your staff recruitment efforts too. Showcase your employees ― both in the front and back of house ― going about their daily work and talking about what they like about their jobs, which can help give potential employees a better sense of your restaurant’s work environment than any job description could. Toast suggests you use a gimbal or tripod to ensure your video isn’t wobbly, lighting (inexpensive lighting kits can help), and a microphone or voice-over recording. You can use free software to edit the video you produce and Shutterstock can help you licence royalty-free music for your video if needed. Once you upload your video to YouTube, share its link on your website job page, job applications and your social media platforms.