Making good use of technology by Howard Graham

Making good use of technology

Changes in technology over the last few years have impacted on business generally, but has the hospitality sector embraced these advances? For many restaurants, the major advance has been limited to changes in till technology as prices have come down.

Nevertheless, the integration of tills with accounting systems, booking, and other back office processes is still probably more prevalent in larger groups than small independents perhaps due to financial and other resource considerations.

The extent to which other new technologies are embraced by the sector varies significantly from business to business, but they don’t necessarily have to cost very much. The following, ranging from the sublime to the ridiculous, are just some ideas and examples of how technology is being used by hospitality operations

1) iPads. Apple’s dominance of the technology sector is starting to impact on restaurants although whether this will really take off is a matter for conjecture. The Celebrity cruise line uses iPad’s as menus in some of its restaurants, notably Qsine, and there are a number of American operations doing the same, including the Californian burger chain, ‘Food Well Built’. In the latter case, the diners can not only review the various meal options, but also, if they want, use the iPads to pay for their meals. Other operations are also adopting this new technology.

2) Ordering online. This is now becoming increasingly common for take away restaurants and for those offering delivery services. The software is relatively straightforward, but it still requires a significant investment and will probably only deliver a satisfactory Return on Investment where the volume is substantial.

3) Booking and reservations. More and more people are using specialist booking systems such as ‘Open Table’ to help generate customers. Integrating the systems with a restaurant’s internal booking system is crucial, yet relatively straightforward. Failure to do can lead to double bookings which at peak times could provide some challenges.

4) Promoting events and special offers. So many establishments have avoided making use of free technology to help promote themselves and their events. Building an online database is very easy to do and the harvesting of email addresses can be easily achieved. Marketing to your database is essential in this day and age, yet few restaurants really do it well. If your customers enjoy using your restaurants, then they will be happy to provide a name and address so you can keep them up to date with special offers and events. The customer has so many choices today. On every high street up and down the country, there are so many different restaurants that it is very easy for people who love what you do, to simply go elsewhere to try something different.

5) Using social media. Twitter, Facebook, and other social media are making significant inroads into the way people communicate and converse, and the marketing opportunities are immense. Unlike iPads and other systems, promoting your business in this way can cost very little. However, social media has opened the floodgates so be prepared for your customers to express all their opinions, both good and bad. Whilst reading criticism of your establishment may hurt, it is always useful to know what is being said. Some enlightened operators are actively encouraging comment.

6) Feedback Systems. More and more businesses are using the internet to help generate reviews and provide feedback. Engaging with your customers will breed loyalty and keep them coming back. Automated and free feedback systems are available that can be integrated into a website to encourage your guests to share their experience.

Embracing new technology definitely has its place in the hospitality sector, but ultimately, it’s up to individual operators, managers and owners to take the first steps.