Article

Fast casuals find multiple uses for the iPad

While debate exists in regard to the iPad's use in restaurants, several operators are finding creative ways to incorporate the device into their daily operations.

August 8, 2010

Techies spent the first few months of 2010 discussing how the iPad would change the world. Now, just a few months after the launch of Apple's tablet computer, restaurant industry experts and providers continue to debate whether the device has its place in the fast casual segment.

iPad enthusiasts see multiple possibilities for the 9.5-by-7.5-inch device in fast casual restaurants, from linebusting to family bonding, while naysayers continue to express their doubts. Patrick Eldon, CEO of online ordering solution provider OrderTalk, sees plenty of uses for the iPad in restaurants because "it's a consumer product with commercial applications."

But others, including DT Research marketing manager Gabrielle Marshall, sees the industry respond to the iPad by coming up with technology features similar to that of the device.

Experts on both sides agree the product will influence existing technology. DT Research's tablets already have some features common to Apple's products, such as vertical to horizontal screen orientation, but DT Research now is looking into multi-touch technology and may adopt it if there is enough demand. But the company won't be adding such features just because users are wowed by them.

"In general, people are coming to expect a lot more as far as the graphical interaction and graphical interface from devices," Marshall said. "Besides looking at the cool factor in the market, we're listening to our customers and hearing what their needs are, specifically for their industries."

Here's a look at some possible applications of the iPad:

Linebusting

OrderTalk has developed an order-taking app for the iPad that could have multiple uses for restaurants, including mobile ordering. The company developed the app before the iPad's April launch when Au Bon Pain asked for a linebusting solution.

OrderTalk and Au Bon Pain are in the midst of a pilot for a solution that combines linebusting with self-service ordering. When the restaurant is busy, the staff uses two iPads to take customer orders and payments. Managers each carry an iPod Touch — which has the same responsive touchscreen — loaded with the same app to help with additional linebusting.

Eldon said the test has gone well, with no issues of durability or reliability, although the company continues to be watchful for any problems. Rubberized cases provide protection from dropping, and screen protectors shield the screen, for example.

Au Bon Pain is testing the iPad in two locations: one in Cambridge, Mass., and the second in Boston.

HR

T.J. Schire, president of iPod training solutions provider Incentivize Solutions, sees multiple possibilities for the iPad as a training platform. The company's iPod solutions make training videos for employees portable, and the iPad's larger screen improves the experience.

The iPad also can handle e-learning software, which the iPod cannot; meaning fast casuals that offer both types of training would only have to purchase one device as opposed to a PC and an iPod.

Schire, who also is president of 10-unit Which Wich franchise Smart Restaurant Group, is testing the iPad for training in his fast casual stores. He said he likes being able to house both types of training on one device but does see a few drawbacks.

For example, one advantage of the smaller iPod is that it can fit in a manager's pocket or hang on a lanyard and be used for on-the-spot training. The larger iPad is more suited to a scheduled training session in a breakroom or dining room.

"It's not the solution for everybody, but there's a lot of cases where it makes a ton of sense," he said.

Area managers

Kevin Purcer, director of interactive services for marketing firm Erwin-Penland, said there has been plenty of debate since the launch of the iPad whether it would be useful as a mobile tablet for area developers and the like. Like Shire, he sees the device as a great platform for showing videos. But the iPad simply is not practical for working in programs such as Excel or PowerPoint, so it's not an outright replacement for a laptop or even Windows or Android-based mobile tablets.

"In some cases, depending on what they're using it for, what they're doing and when, it makes sense over a laptop PC," he said. Still, fast casuals are likely to put off any widespread adoption because of the product's cost and lack of ruggedness.

Pietro Parravicini, president and CEO of Anoto Inc., said he doubts the iPad will succeed as a mobile tablet because ruggedized Windows OS and Android OS systems still haven't taken off in the industry.

"There's more to portable computing than form factor and functionality," Parravicini said. "There's also usability, durability and training costs — and this is where the iPad and its tablet brethren fall short. Despite all the technical wizardry, they are too expensive, too fragile and too complex for most mobile field service application."

Instead, he recommends digital pen technology, which captures mobile data while performing like an ordinary pen.

Like Marshall, Purcer said the iPad is more likely to influence the industry than replace existing technology. He's eager to see the new slate of Android-based tablets due to launch this fall that have been rumored to be similar in functionality to the iPad.

Customer loyalty

Retail Brand Group is using the iPad in its Germantown, Md., location to build customer loyalty.

The idea, said RBG president Husein Kitabwalla, was to create an atmosphere where families could eat dinner together while giving kids an opportunity to access tutoring or homework assignments online.

The company launched the iPad program just after the July Fourth holiday and will run through the test through the Fall season.

While the iPad has created a community for family gathering, Kitabwalla said the majority of use occurs in mid- to late- afternoon, giving the company an opportunity to expand its marketing efforts around that daypart.

To use the iPad, customers have to turn in their driver’s license or identification card and so far, there have not been any issues with the device.

Prior to the launch, RBG also put together operating procedures to teach team members how to use the iPad and to help customers use the device as well.

“We didn’t want to assume everyone knew how to use it,” Kitabwalla said.

The iPad test is the first part of a multi-pronged virtual strategy to help RBG extend the brand’s reach.

“What we’re looking at doing is providing virtual opportunity for customers to access and pay for their food experiences before they come to the restaurant,” Kitabwalla said. “The (iPad integration) was really, one of those innovative things that came out of our monthly ideation sessions.”

* Valerie Killifer contributed to this article.