I recently read an article posted by Dave McClure, the founder of Silicon Valley-based 500 Startups, an investor in various food-tech startups. His article does a fantastic job in touching on the concept of what I like to call “digital dining”.
As a foodie and food-tech enthusiast, I have to agree with Dave and say that there is limitless room for improvement when it comes to the quality of the modern restaurant dining experience. In fact, as we enter 2013, it seems ironic when you contrast the growth of the tech industry with the rate of adaptation present in the food industry, particularly in restaurants. Now, when I say “adaptation”, I am referring to market-based business decisions. More simply, how well the industry is adapting to, and capitalizing on the business opportunities different technologies are affording them. Although the food industry is a leader in tech adoption, it still has such a long way to go in terms of adaptation.
The restaurant industry is a leader in mobile technology adoption, and has cited the use of tablet devices as a leading POS replacement opportunity for 2013. However, whether it be early stages, or poor business decision-making, the restaurant industry is lagging in its integration. Going back to Dave McClure’s article where he outlines numerous areas for improvement such as “more visual menus”, “mobile presence”, “online social engagement”, “retention marketing practices”, “online ordering capabilities via mobile device, or at the table” and “time efficiencies”. The list goes on and on. But, after you read this article, you’ll begin to realize just how much more efficient, and enjoyable any dining experience may be if only the business owner would facilitate the adaptation of its tech adoption. Simply, use the technology it has already adopted and integrated it into its core business functionalities in order to deliver the superior dining experience.
I want to propose a scenario to you. Here it goes. You are looking to go on a date with your wife to a nice restaurant. You look online, and you find restaurant XYZ. You’re on your mobile device. You go to the website and find that you can view their menu, which has high quality pictures next to each menu item. You also notice you can order food online via your mobile device, or you can make a reservation online. You decide to make a reservation. You click the button to save your time. You then show up to restaurant where you are seated on time, greeted by your first name (customer service points). Sitting on the table is a tablet, from which you have the opportunity to view the menu, review peer ratings of different menu items, and then place your customized order directly from the device. Your waiter brings you your food items throughout the evening add that important personal touch. If you ever need anything throughout the duration of your meal, there is a button on the tablet you can push to get the attention of your server. Finally, at the end of the night you review your invoice, pay via the tablet, give the waiter a rating, and review any food items, or even the overall dining experience. So simple. So efficient. You eliminate the waiting around for your server to bring the check, you can see what your peers thought about different menu items, you get to see the items in rich picture display, and you can pay and then leave at your own choosing, no need to wait for anyone, everything is integrated via an in-house digital portal.
So simple. Yet, restaurants are hesitant to adapt their adopted technologies and deliver the superior digital dining experience.
Now, to be clear, I do not want this to sound like I am making a case for the “de-humanizing” of the dining experience. Many people, including myself, love to go to restaurants and fine dining establishments and be waited on by a skilled waiter. They are good at what they do, and they add that personal touch to the overall experience. My case in point here, is that restaurants should be integrating the technologies available to them so that their staff can be more efficient, and the patrons ultimately more satisfied. Plus, new technologies are opening up new revenue streams for restaurants
Dave McClure put it so eloquently when he stated, “Everyone eats, everyone is online. What the heck are we waiting for?”
Now is the time to integrate, and ADAPT!
What are you thoughts about the digital dining experience?