Report: Consumers hungry for more in-restaurant technology - 1 views
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anonymous on 14 Jan 13The following article discusses the results of a survey called, "Market Intelligence Report: Consumer-Facing Technology" conducted by market research firm, Technomic, Inc. According to the survey, consumers have a strong desire to use technology in their restaurant experience. 51% percent of customers say it's important for restaurants to integrate technology in their ordering capabilities. This includes the use of tableside touch-screen devices that enable digital ordering and at-table payments. "Technology can be used as a point of differentation within the restaurant industry, especially with Millennials," says Darren Tristano, Executive Vice President of Technomic. Several companies have already taken note of the consumer's need for technology, and are experiencing increased customer loyalty. In Kitchen 67's Brann's Cafe, every table features a wireless phone-charging station and iPads that control a digital jukebox. It's important to note that this new use of technology should be used as a complement to printed menus to avoid alienating customers. As a restaurant employee and diner, I have seen bits of technology implemented here and there over the years. Owners realize there is a need for it, but are cautious of scaring off their established customer base. I believe that with time, owners will begin to fully embrace technology and the two will benefit from each other. One aspect I am completely on-board with is the use of iPad menus. A photograph of a dish has a bigger impact on a guest than a short sentence description. Even better, the apps can suggest wine and drink pairings for each entree that will increase guest checks.