Fast-casual restaurant uses self-service kiosks to attract tourists

 

 

Canterbury is home to actor Orlando Bloom, film director Michael Powell and the poet Christopher Marlowe. It is the site of some of England's most visited cathedrals and historic locales. And for centuries, students have grappled with Geoffrey Chaucer's famous cycle of tales about pilgrims on their way to the shrine of St. Thomas Becket.

 

It is also home to nearly 200 restaurants and cafes, serving a brisk tourist trade from every type of menu and ethnicity under the sun. In such a setting, the opening of yet another new eatery can easily be overlooked.

 

But Bytes, which opened in June, stands apart from all of the others in one key fact: It is built from the ground up around the concept of self-service ordering and payment. As such, it is one of a handful of test cases for an industry that is exploring how best to implement self-service technology.

 

Bytes is the brainchild of entrepreneur Heath Clay, who calls his menu "traditional gourmet foods which are all home-cooked with a modern twist" — British-flavored concoctions like baked avocado with Stilton and walnuts and smoked salmon with local new potatoes and dill. In addition to a robust menu of appetizers, main courses and vegetarian fare, the store offers a full beer and wine selection. During a typical day, Clay said he serves from 100 to 200 guests.

 

Clay enlisted the help of engineers David Russell and Mark Bate to build a software and hardware platform that completely integrates all of the shop's electronic operations. Customers place their orders on 15-inch touchscreens mounted beside their table. The software routes the orders intelligently — drink orders go to the bar, food orders to the kitchen.

 

After the order is placed, the screens offer free games like trivia, solitaire and children's titles. Russell said an Internet access feature is currently under construction.

 

Robert Kenward tried Bytes when the shop first opened, and loved both the food and the experience. He said he's been back, with family and colleagues from work, about 10 times.

 

"I was a little skeptical at first," he said. "I wasn't sure about touchscreens in a restaurant. But once we started using them, it became quite enjoyable. The system was very easy to use, and if you make a mistake or select something and then change your mind, it's easy to go back and change your order."

 

For Sandra, a busy Canterbury mom, Bytes has proven to be a great place to take children, thanks to the touchscreens.

 

"We enjoy eating out, and it's nice to go to a restaurant and know that the children will be occupied with something that they enjoy," she said. "They were getting bored with crayons and pictures that are provided at most other restaurants."

 

Keeping the interface clean and simple was important to Clay, who realized that a complex menu might not translate well to a touchscreen. The Bytes system displays six items per screen, with no more than two screens per category (main courses, appetizers, snacks, etc.). Large "plus" and "minus" buttons allow patrons to tinker with quantities, viewing their totals along the way. A prominent button in the upper-right corner of the screen alerts the wait staff if the table needs assistance.

 

Touchscreen ordering not only reduces the need for wait staff (Clay said Bytes employs about half as many servers as other restaurants its size), it builds a robust database of customer habits and preferences. In his office, he has access to full management reports and analysis.

He can also change prices, update descriptions and add or remove menu items from his desk, and the changes are instantly reflected at every table in the building. That means no more reprinting of seasonal menus, and no more angry customers who place an order only to be told that what they asked for is not available.

 

The restaurant business is notoriously competitive. But Kevin Moll, restaurant consultant and president of National Food Service Advisors Inc., said the owners of Bytes have a good chance of success if they make sure the basics are covered.

 

"It's an interesting concept," he said. "Their guests will probably find the touchscreens engaging and different. If they deliver with food quality and if their location is well thought out, yes, they'll most likely make it, and probably expand."

 

Expansion is indeed on the horizon for Bytes. Clay said he is investigating possible locations for a second restaurant, which he plans to open within three to six months. His short-term goal is to have five Bytes locations open within two years.

 

So far, the numbers they have collected are promising. When customers hit the "Pay" button at the end of their visit, they are asked a few brief survey questions. Clay said 75 percent of customers complete the survey, and more than 90 percent of them give positive responses.

 

"My friends and I can't believe that this is the first one of its kind," said Bytes fan Robert Kenward. "This has to be the future for restaurants."