Digitizing The Menu: 8 North Broadway Takes The First Step | Rockland County Business J... - 0 views
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“We see more people ordering a second, and a third glass of wine,”
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“We’re also seeing a 10% uptick in dessert orders.” Which makes sense – it’s hard to resist a dessert that’s staring back at you from a digital tablet.
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eMenu International, which manages menus and wine lists in restaurants in 15 countries worldwide, says customers have seen increase in their average check from approximately 3% to 9% since implementing the digital menu to their operations.
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And a patron is more likely to be drawn into a fuller description of a wine or spirit rather than by a line or two on a menu.
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Restaurants using the full capacity of e-menus, particularly fast-casual establishments that connect to the POS (point of service) system, enable customers to choose their food and drink, place an order and pay.
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Restaurants can customize e-menus and updates with a click of a button. Another feature of e-menus are multiple language options. Restaurants with tourists are able to view the menu in their native language.
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it’s time-effective to put wines and desserts on an e-menu because the selection is changed up less frequently than the food, for example, which can change daily.
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A restaurant can use e-menus to feature and promote private rooms, catering packages, special events such as sports games, bands and more.
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Issues of concern include credit card security. Until and unless the transactions (bill payments) are PCI-DSS complaint, a customer’s credit / debit card data is at stake. A customer drops the tablet on the floor by mistake and the screen breaks. Who fixes it? Or replaces it? The 8 North Broadway chef says his tablets are guaranteed for wear and tear. And there’s theft.
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eMenu systems can cause customers to order more when they see images and descriptions on a tablet. There has been an average of a 6% increase in checks in restaurants that utilize digital menus. It can also save the restaurant money to use this system instead of printing new menus. eMenu systems can be customized to promote whatever the restaurant wants to promote. These menus can also be translated so guests can read the menu in their native language, a feature which would be useful in a city such as Miami.