Restaurant Industry Trends - Touchless Technology

 

Since the beginning of the global covid pandemic, the food and beverage industry has seen many operational changes due to ongoing restrictions and public health measures. One of the changes that many businesses have adopted is the use of touchless technologies to help avoid the spread of germs. In particular, the use of QR codes found in various locations inside and outside of your favorite restaurant. 

The idea is that the guest uses their phone and the internet (wifi or data) to access the restaurant's menus by scanning the QR code with the camera on the device. This eliminates the need for physical menus and greatly reduces the opportunity for germs to spread between patrons and guests alike. While there are some disadvantages, there are many advantages to this newly repurposed technology.

While the primary need for this technology may be that of sanitization, one of the greatest advantages is the versatility it provides. For example, the opportunity to make quick changes to the menu at any time before, during, or after service. This became very useful, as the supply chains for products during the pandemic have also been disrupted, often what may have been stapled menu items may not be available to order, so being able to change the menu without going back to print is very handy. This will also save money on costs associated with printing and designing physical menus. 

The digitalization of the 'menu experience' can also expand to being able to order what you would like to eat and drink without the need to wait for the staff to approach your table. You could even order before arriving for your reservation if you feel that you are pressed for time. This could also lead to less human error in taking the order at the table. If the restaurant incorporates digital technology into ordering and even reservations it can allow for data collection for the restaurant, and reward programs for the guests, improving opportunity for feedback and repeat business. 

The downside to adopting too many digital elements to the guest experience is the loss of the human interaction that has become such an integral part of the dining experience. This also removes the opportunity for up-selling and the 'romancing' of menu items, which as we know makes a difference in bill totals and affects overall sales. The human touch is often why we go out for our dining experience and as such many dinners do not wish to use their devices (cell phone, tablet) so they can fully enjoy and engage in human interactions with the restaurant staff or other the guest(s) at their table. Another obvious downside is that the technology itself will need to be running without any technical difficulties such as an internet outage, slow wifi, or router problems.

While I personally have found the advantages to be positive, there is something to be said about what now feels like the 'old way' of doing things. The personal touch will always be a very big draw and one of the many reasons I choose to dine out. I do feel that when (hopefully soon) this global pandemic is over and we can go back to what used to be normal, many of these newly adopted technologies, particularly the QR code touchless menus, and reward programs may stay in use. I hope that we can celebrate our favorite bartenders and servers with real-life person-to-person interactions, without the need for physical barriers or technology to keep us safe from contracting a potential illness. Until then, we will all need to be understanding as diners, and innovative as restaurants and try to adopt and adapt to the ongoing changes in the hospitality, and food and beverage industry.