Last Saturday, I had the pleasure of hearing a (brilliantly produced) radio show featuring a sales representative from Toast. No, they weren’t talking about heat-treated bread or a fast-food chain in the South; it was all about a popular computer system that simplifies restaurant operations and management. If a restaurant server took your order by entering it into a handheld device about the size of a TV remote, then that restaurant probably employs Toast or something similar.
Given the difficulties foisted on eateries over the past few years, it’s more important than ever to find innovative ways to serve, track and incentivize loyal customers. Today’s modern devices can offer these time-saving strategies to the hospitality industry.
It’s no secret that people are becoming more and more susceptible to information overload, resulting in an increased attachment to smartphones, as opposed to email, which requires opening up a separate application; more actions, more buttons to push and more time used. In short, immediate connection through mobile phone texts and messaging is often superior when it comes to time and efficiency.
Leading-edge sales, marketing and retention software helps business owners convert first-time customers into repeat customers. An example of this is the online systems used by fast-food operations like Starbucks. The customer can experience the entire restaurant (minus the coffee aroma) online, and then simply drop by the store to pick up their favorite product.
A particularly restaurant-friendly version of the software can identify a new customer and send a special gift card or discount inviting him or her to return. These aptly named “guerilla marketing” techniques keep the customer from being inundated with annoying advertising emails and texts by gently bringing him or her back to the restaurant with attractive deals and incentives. Some systems are even awarding points for visits that can be redeemed for discounts or free goodies. Before you scamper to your computer to say this is an imposition or an invasion of privacy, all of these systems allow the recipient to opt out of the communications.
Many devices can send a gift card to customers within minutes of their dining in the restaurant. This little reward for being a new customer has proven to be an effective marketing tool. And though much of this recordkeeping is based on the customers’ credit card and/or email address (in the case of carryout or delivery), even cash customers who ask for a text or email receipt can receive gift cards and discounts. A simple example of this is the checkout system at some grocery stores. You simply insert your credit card when you check out and it instantly recognizes you and emails a receipt – along with occasional ads and promotions from which one can easily opt out.
On the internal side, these processes can save owners, managers and chefs hundreds of late-night hours by reconciling daily inventory and usage, along with payroll information. If the system is populated with sufficient information, the software can even order specific food items by tracking the restaurants’ pars (food orders based on estimates of what will sell). This helps control costs by monitoring waste and possible spoilage.
An example of an application that’s not restaurant-based but has proven to be popular is the virtual bus pass system developed for Ocean City, Md. The software eliminates paper transactions and physical bus passes. At the bus stop, potential riders are encouraged to download an app onto their phone so they can pay for their bus rides without fumbling for change at the point of purchase. Sound familiar? Similarly, ParkMobile users here at the beach appreciate not having to tote barrels of quarters around. Just enter your parking spot and it’s all taken care of. Frequent flyers will recognize the similar systems for virtual boarding passes and QR code scanners to speed the boarding/check-in process. Similar processes are now in daily use by companies such as Ticketmaster, Open Table, Resy and the like.
As restaurants streamline their operations and costs, efficient communication with past – and future – customers can tempt guests into returning, and often reward them with discounts and specials. Just another way to help our still-beleaguered restaurants keep the lights on.
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So many restaurants, so little time! Food writer Bob Yesbek gives readers a sneak peek behind the scenes, exposing the inner workings of the local culinary industry, from the farm to the table and everything in between. He can be reached at Bob@RehobothFoodie.com.
