A High-Touch Industry Embraces High Tech

Part show and a lot of tell, restaurant technology continues to penetrate foodservice, solving problems, improving service, and bringing a full spectrum of smart operational efficiencies and solutions.

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A High-Touch Industry Embraces High Tech

AUTOMATION LEADS THE WAY TO EFFICIENCY

Operators are quickly catching on that technology can enhance and improve the guest experience, bring much-needed operational efficiencies, streamline processes, and trim costs in many areas. Going forward, automated solutions and the budgets to support them are built into many business plans, their worth and value having been proved many times over.

50% of operators are planning to deploy automation and labor-saving technologies in the next two to three years.
_{^{Source: Restaurant Dive (2021)}}

ROBOTS TO THE RESCUE

With a clumsy, space-age appearance, flat demeanor, and monotonous voice, the idea of robots making big moves in foodservice for a long time seemed unlikely. Improvements in design and technology, an increased need due to their labor-saving ability, and their growing acceptance by consumers have changed the landscape.

With a full arsenal of artificial intelligence (AI) capabilities, uncomplaining efficiency, and willingness to work any schedule without ever seeking a paycheck, much less a raise, robots are present in more restaurants where they are seen as a solution for the labor shortage. White Castle expects to arm nearly one-third of its locations with fully automated burger flippers; they’ve been tested in at least 10 locations.

Spyce restaurant used robots to prepare meals in fully automated kitchens using ingredients prepped off-site by humans. Its two locations, and the automation behind them, were acquired by salad chain, Sweetgreen, and have since been shuttered
With a shortage of servers, an independent operator in Dallas has added three robots, using them to pick up orders in the kitchen and deliver them to the dining room

Jamba Juice has partnered with a chain of travel stops to bring fully automated robotic smoothie makers to some of its locations
Aided by mapping and GPS tools, robotic food carriers shuttle meals on more than 20 campuses including University of Tennessee, South Dakota State University, and George Mason University
Chik-fil-A is testing robots for delivery in select units with cost-cutting and enhanced efficiencies as goals

What Do Consumers Think?
Nearly one-third, 32% in a survey reported by Restaurant Dive, said they would prefer not to see robots prepare their food while 30% said they’d be a bit skeptical of robots delivering meals. Flip side, 41% like the idea of robots cleaning restaurants while 40% feel that bussing tables is acceptable. Globally, the cooking robots market is expected to grow 16% annually through 2028.

GETTING PHYGITAL

A mashed-up version of physical and digital, phygital is an emerging term that unites physical and digital realms to create instantaneous, connected, and engaging consumer experiences. If it all seems a little hard to comprehend, think of it this way: the QR codes and kiosk ordering common throughout the foodservice industry are perfect examples of phygital.

META WHAT?

If the term “metaverse” used to seem a little too out there to care about, interest is sharpening. With the introduction of increasingly sophisticated augmented and virtual reality software and urged on by extreme high interest from Gen Z, the metaverse imprint is projected to be significant. In an executive-level survey conducted by global consultancy Accenture, 71% of respondents said they expect that this Web 3.0 development will have a positive influence on business; 42% say its presence will be transformational.

So what is it? Basically, a 3D, avatar-inhabited internet, with dimensionality coming via virtual reality headsets for now and possibly special contact lenses soon; a California company is fast at work on readying them.

According to Mashable, the metaverse will integrate social networking, cryptocurrency, nonfungible tokens (NFTs), gaming, and more, creating deep engagement between brands and consumers. Betting that opportunities will be many, McDonald’s, Yum Brands, Hooters, and Burger King are among companies that have filed trademarks for this Wild West territory.

As early adapters, Chipotle hosted a virtual Halloween party, offering a free “boorito” to those who showed up in costume while Jimmy John’s allowed guests to create sandwiches that could then be picked up in real life. The Ibiza Hard Rock Hotel’s restaurant offers what it describes as a three-hour, multisensory gastronomic performance that merges the virtual world with real caviar, guests wearing headsets so they can bound around the ocean, and time travel to a restaurant circa 2050. Restaurants can gamify menu items, hold cooking classes and happy hours, and create hospitality experiences, pop-ups, and festivals. A survey by Razorfish found that Gen Zs spend twice as much time interacting socially in the metaverse than they do in the real world making it a smart move to meet, engage, and interact with them in this uncharted turf. During a presentation at the National Restaurant Association Show in May, Reddit co-founder Alexis Ohanian deflected some of the enthusiasm surrounding it, noting that if the metaverse isn’t truly wow worthy, it won’t survive.

WHAT THE TECH!

Here’s the thing about restaurant technology: In a fast-paced world it never sits still, with further capabilities in place almost before the old “new” gizmo is removed from the box. Tech-enabled solutions for foodservice are rolling out at an astonishing rate and many of them are definitely worth getting to know.

With an embedded camera, dynamic ordering kiosks can get a snapshot view of each consumer—gender, age range, level of attention, and even what kind of mood they’re in—happy, stressed, edgy, angry. It then has the instant ability to tailor menu suggestions based on that input
Among other variables, drive-thru software can factor in time of day, the season, weather conditions, how many people are in the car, best sellers, and more. These inputs prompt suggested menu items
An ordering and analytic platform speaks your language and anyone else’s, too, with the ability to instantly translate menus into hundreds of languages. It also provides operator analytics and guidance in interpreting the data
Online ordering systems are increasingly adept at tracking usage history, likes and dislikes, special requests, problems, loyalty program participation, feedback, and assimilate that information. Companies can then create menus that take the past into account

68% of adults say they are likely to pay using contactless or mobile payment options when the restaurant offers them.
_{^{Source: Nation’s Restaurant News (2022)}}

QR codes can churn out all kinds of support information for menus, including thorough descriptions, ingredient lists, nutritional profiles, known allergens, photos of each preparation, and even short videos. In a small test, two menu items that were previewed by a quick video easily topped all other items in sales
Food lockers don’t fall in the cutting-edge category in terms of technology but their growing use in foodservice goes hand-in-hand with the growth of online orders. Orders ready for in-person pickup are stored in individual temperature-controlled holding cells. A unique passcode provided to customers opens the locker for retrieval
Although it has not yet shown up in restaurants, a parallel reality display recently landed at the Delta Air Lines counter at Detroit Metro Airport. Working in tandem with cameras, scanned boarding passes, and the airline’s digital identity program, the display technology allows up to 100 people looking at the same sign to view personalized messaging content. No one else sees anyone else’s content, even if they’re looking at the sign at the exact same time. For the foodservice industry, think personalized menu boards.

PROFILE: SMOOTH OPERATOR
When the BurgerFi chain placed self-service ordering kiosks in four units late last year, the goals were to improve the guest experience, free up cashiers, and increase revenue. The North Palm Beach-based chain has about 120 locations, a mix of company-owned and franchises. About three-quarters of customers opted for kiosk over counter. Check averages were 18.5% higher than for those placed at counters, mostly through upselling; 52% of users said yes to the kiosk’s bundled meal suggestion. Counter staff, freed from taking orders, were able to spend time in the seating area, refilling drinks and checking on guests. These efforts led to the chain’s highest customer satisfaction scores in the prior year. Kiosks now are planned for 17 company units.

_{^{Sources: Restaurant Dive: Study: One-Third of Consumers Don’t Want to See Robots Preparing Their Food (2022); Accenture: Meet Me in the Metaverse (2022); Mashable: What Is the Metaverse (2021); Razorfish: Razorfish Study (2022); Restaurant Business: At BurgerFi, Self-Service Kiosks Are Boosting Check Size—and Tips (2022).}}