So How Tech Savvy Are You?
Measure yourself with our tech savvy index:
1. WEB WONDERS
Websites are a must-have for business today – even a one pager of essentials such as contact details, location, and menu. If you have one, make it work harder with an online reservation or order system and link it to Facebook or Twitter to communicate with customers. Get it modified for smartphone use and you’ll be promoted to the Premier League. Some reservation system operators will do this for free if you sign up to their service. One operator, OpenTable said fewer than 10% of restaurants who take online reservations have websites that are optimised for smartphone use.
0- No website
1- Basic website
2- Website with online booking
3- Interactive site, smartphone-friendly
2. ONLINE BOOKING
Can your customers book online or order in advance? Offering these service saves you time, cuts costs and gives you a marketing opportunity to offer your customers coupons and incentives to book again, info on offers and events, and to get feedback and recommendations on social media. You can also provide a game or some fun info. Technology can turn a simple order/reservation service into an entertainment destination or promotional experience to drive customer loyalty, increased spending and interest.
0- No online services
1- Online booking
3- Interactive online services with marketing tools
3. GOING MOBILE
With smartphones people are researching and deciding where to eat or drink based on proximity, offers, social media reviews and menus they find online on the go via various sites and apps such as Foursquare. Foursquare claims 35 million users and 1.4 million businesses globally; sign up and any offers or info you post automatically gets sent to your customers including pix. Plus, anyone searching online close to your place will get an alert about any specials you offer. Mobile marketing can also be delivered by local Wi-Fi or Bluetooth systems; these will send a marketing message or alert to any Bluetooth or Wi-Fi enabled device such as a camera, phone or portable games console within a certain proximity.
0-No mobile marketing
1- Wi-Fi/Bluetooth marketing
2-Mobile app marketing
3-Mobile and proximity marketing with data analysis
4. HOTSPOT HOTSHOTS
Providing access to high speed wireless internet (Wi-Fi) lets your customers go online via their laptops, smartphones and games consoles in your outlet. Outlets that provide free Wi-Fi hotspots are big draw to younger and business customers used to constant access to the net. You can use the service to market to these customers by providing loyalty apps to download, plus information or vouchers. Offering online gaming via free Wi-Fi keeps kids occupied is an added attraction for families.
1- Wi-Fi with a fee
2-Free Wi-Fi hotspot
3- Wi-Fi hotspot and customer marketing
5. TWEETS AND LIKES
Nielsen’s Global Online Consumer Survey revealed that 90 % of online consumers trust recommendations from people they know and 70% from people they don’t. With people relying on online reviews to choose where to eat and drink, social media such as Facebook, Twitter, Google+ is a must to spread the word and join in the chatter. Get started with a Twitter account and start promoting some offers or specials of the day. Set up a Facebook page and link this to your website, online reservation program, mobile marketing and Wi-Fi engagement with customers.
0- No social media
1- Twitter or Facebook
3-Daily updates linked to website and marketing
6. DIGITAL MENUS
Offering digital menus on tablets or iPads, or fitting touch screen consoles to tables provide multiple benefits for you and your customers. For customers, self-ordering and payment cuts minimum wait time. Digital menus give customers lots of information such as specials, promos and nutritional data; in-table consoles can also double up for online gaming or Internet surfing. For the business, digital menus speed up service, improve order accuracy, cut printing costs and save time on staff briefings on special dishes. Program them to reflect time of day and customer demographic; before 10am show only breakfast items and promote lunch specials. In the afternoon, tempt with teatime specials or smoothies and hot chocolate for the after-school kids crowd. Anticipating traffic and optimising menus to drive sales of certain products increases margins, as will linking menu items to what’s trending on social media or what your customers are saying about you. Check out eMenu from Bleep UK and Conceptic Touch UK.
0-Printed menus and blackboards
1- Digital menu
2-Digital menu and boards programmed for different services
3-Digital menus/in-table consoles integrated with marketing and social media
7. MOBILE MONEY
The shift from cash to card was big, but soon even plastic will be past it. By 2017, recent research estimates that more than a quarter of phone users will use their mobiles to pay bills. Using various systems from iPhone apps, QR codes, e-gift vouchers and pre-pay cards, NFC chips, Google wallet and iPhone 5-compatible Apple iWallet, the smartphone will become a replacement for cash, debit and credit cards. This will speed up transaction times, increase efficiency and since it won’t cut into consumption time the customer will never feel he’s being short changed.
0- Cash only
1- Cash and Card
2-Pay at table mobile card readers
3- Contactless/ mobile payments
8. ONLINE TRAINING
Online staff training can supplement classroom, in-house and external training cutting costs whilst raising standards – vital in an industry beset with a high staff turnovers and increasing customer demand for good service. Online training can cover everything from food prep to personnel management and regulatory requirements.
1-Online training in internal sessions
2-Web training programs
3-Tailor-made web training, assessments and qualifications
9. AUTOMATIC STOCK TAKING
Stock taking and ordering can be digital with an automated inventory management system. If you own or run more than one outlet, this can be a huge cost saver helping you to avoid wastage and over-ordering of perishables. Racks are automated so you always know when and what to order.
0- Order books
2-Online ordering linked to computerised inventory
3- Automated inventory management
10. BIG DATA
The more technology in your business, the more opportunity you have find out about what your customers like, what are their habits and how you can get them to keep on spending in your outlet. Big data is all about linking all your technology together to capture, organise and analyse data about customers, revenues, products, marketing, staff and management. The more you know about your customers the better you can target your products, marketing, offers and services to maximise revenue. Once you’ve set up your Big Data systems, technology does the donkey-work leaving you to think about results and plan your next killer move.
0- No data
1- Feedback forms
2- Online booking/ordering and payment data
3- Integrated customer data capture and analysis
Find out what you scored in the Tech Results.