Technology will be integral to hospitality businesses as they face a shake-up of labour costs, Vita Mojo VP Commercial Nick Liddle writes
Over the last few years, there’s been a considerable shift in the way restaurants and the wider hospitality industry view and use technology. The ‘digitisation’ of today’s world, changing consumer behaviours, current high labour costs, the lack of hospitality staff, and the boom of food delivery services have meant the industry can no longer avoid it.
In the UK currently, upcoming increasing labour costs are adding to the current pressure restaurants and quick service establishments are feeling - many are desperately looking for solutions.
Technology should be seen as integral (and helpful!) to the way hospitality businesses are run as the industry prepares to undergo not only an inevitable digital transformation but a shake-up in the UK when it comes to labour costs.
Any industry-wide change comes with massive challenges, especially in a space where interactions with staff and the brand are a key part of the customer experience. Digitising can feel tough. Even scary.
Within the quick service industry, digital transformation has become a bit of a hot topic as these businesses crave convenience and speed but also rely on person-to-person service interactions to immerse customers in the brand. Many assume that digital transformation means a loss of personality and, in turn, customers. Digital ordering has always had the power to polarise and sometimes comes with mistrust or suspected complexity.
Of course, there are some great examples in hospitality of businesses already digitising to great success, but there are also many businesses outside of our industry that we can learn from. Walk into an Apple store to witness first-hand how tech and service can collaborate to create an excellent customer experience.
The best way to begin a digital transformation within your business is to look at the customer experience holistically, from operational setup to customer flow. I’d advise reimagining this from scratch into something that offers the best of both worlds, an experience that aligns with your brand positioning but is also well-suited to your target audience.
Use your tech to deal with convenience and speed. Self-serve kiosks can process orders quickly and offer a personalised ordering journey, while easy-to-access loyalty and bespoke rewards can enhance your customer’s experience.
Use your people to create the human touch and add warmth to the experience. Ask them to use the customers’ names at the end of each transaction, and think about employing a host to welcome customers as they arrive and say goodbye as they leave. Meaning the first and last moments of connection within your space are from someone who embodies your brand.
If you consistently achieve both of these through your in-restaurant experience, then your customers will benefit from the convenience and the warmth of interaction.
Use your design to subliminally guide your customers through the flow and cater to their needs while they wait. Place your customer pick-up points in the middle of your counter for easy access. Perhaps have an easy-to-understand order screen so that customers can track their order as it’s produced and manage their wait time expectations.
Above all else, educate your teams on how, in just a moment, you can make a customer feel great. Little gestures like a smile, or wishing them a great day, or adding their name to the bag with a sun or smiley face are the types of things which build customer loyalty. This type of behaviour needs to be baked into company culture, and part of your training. However, a level of autonomy can also be valuable in giving your teams the tools and confidence they need to deliver service like this.
When service with a smile is combined with easy-to-use technology, your brand will stand out in the market.
This content is provided by Vita Mojo. Vita Mojo supplies end-to-end, flexible Order Management Systems to 150+ brands worldwide, including Subway, LEON and YO!
