Convenient Ordering and Payment System Attracts Customers
In the realm of dining out, customers across different segments, including full-service, limited-service, and off-premises experiences, are increasingly seeking technological solutions to enhance their ordering and payment processes. While the idea of automated systems and robots preparing or delivering their food may still be a bit too futuristic for many consumers, there is a growing acceptance of technology in the dining industry.
A recent survey conducted by the National Restaurant Association revealed that customers of varying age groups are interested in utilizing technology to simplify and expedite their dining experiences. Gen Z adults, millennials, and Gen Xers, in particular, consistently rated the use of tablets for ordering and payment at the table as highly favorable. Additionally, smartphone apps for ordering, contactless payment options, and digital wallets were also popular choices among these demographics.
When it comes to full-service restaurants, customers value the personal touch provided by hospitality employees, but they also appreciate the convenience of using technology to place orders and pay bills. In the limited-service sector, customers are more inclined to embrace technology throughout their dining occasions, with smartphone apps, self-service kiosks, and electronic payment options being popular choices.
In the delivery and takeout segment, the use of technology is already ingrained in consumers’ expectations. Ordering through websites, smartphone apps, and third-party delivery services like DoorDash and Uber Eats are common practices. While customers are open to tech-enabled solutions to enhance delivery services, there are still reservations about using voice-enabled platforms or drones for ordering.
Overall, customers see technology as a way to improve the speed, accuracy, and efficiency of their dining experiences. Rob Conti, SVP of Information Technology for First Watch, a family-dining brand, emphasized the importance of leveraging technology to enhance customer experiences while maintaining a commitment to hospitality.
As the dining industry continues to evolve, incorporating technology in various aspects of the customer experience will be essential to meeting the evolving expectations of consumers. The Restaurant Technology Landscape Report 2024 provides valuable insights into consumer preferences and trends in the industry, highlighting the importance of technology in shaping the future of dining experiences.
