By Steven Cooke
Assistant Professor, Hospitality Management at American Public University
Technology has shown us that it will keep moving forward, whether we are onboard or not. Food service and restaurants are no exception to the industries affected. With the ever increasing use of smartphones and mobile devices, a multitude of technologies are being developed for everyday use. One example is the ability to check and create reservations for restaurants; Internet connectivity has also allowed us to check menus and prices and read reviews.
TGI Friday’s offers patrons even more options from their smartphones, including paying the bill and accessing membership accounts in a loyalty program. The TGI Friday’s mobile app gives guests greater control over their experience and provides a measure of enhanced security because they do not have to give credit or debit cards to a server for processing.
Similarly, Chili’s and Red Robin Gourmet Burgers have begun providing tabletop units that provide the same control and security. Tableside allows restaurants to customize the experience and offer greater convenience. In some uses, the guest is able to interact with the restaurant entertainment system and choose songs to play during their stay. Video and music applications can be added to allow guests to add entertainment options. Gaming applications are available as well, taking bar trivia to a new level.
Any application found on a tablet or mobile device could theoretically be accessed on the restaurant tablet. The bottom line is that the guests can browse a menu, place an order, recall that order, reorder, and process payment without having to wait for a server. As many bar or food and beverage managers are likely to attest to, placing, recalling, and reordering presents a significant advantage for increasing sales at the bar. Convenience increases for the guest and sales increase for the restaurant.
These systems open new avenues for creating a guest experience, but there are some questions. One question is whether the human connection will be lost, detracting from the guest experience. Though the guest gains increased control, there is also less opportunity for interacting with a server or restaurant staff. In anticipation of possible issues with perceived service, some restaurants limit the interactivity with tableside devices and requires servers to take full orders.
The key factor, as with any new policy or change, is to coach the team to increase readiness and ability to guide the customer’s use of tableside technology. If team members know the technology and are not threatened by its presence, they will adapt and find a way to connect to the guest. Service is still needed to assure that the experience is not hindered.
About the Author:
Steven Cooke is an assistant professor within the School of Business and Hospitality Management program teaching several classes related to operations management, hospitality law, and management theory. Prior to teaching, Steven was worked in operations management for several well-known restaurant brands as well an enlistment in the United States Army.
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