Article

Why restaurants can't ignore technology

An online or in-app ordering platform will boost throughput, as will a mobile payment app.

May 6, 2014

By Alex Bard,

Chief technology officer at Just Salad

Consumers are becoming increasingly dependent on technology to make their lives easier, and a recent study from the National Restaurant Association found that they are beginning to expect and request technology as part of their dining experience. According to the study, 63 percent of consumers have relied on tech to do things such as place orders, make reservations, look up restaurant locations, and view menus and nutritional information.

Still, many operators are hesitant to adopt new technology due to high costs, potential risks and fear of fleeting trends.

As chief technology officer at NYC-based fast casual concept Just Salad, I've found that investing in tech pays off in more ways than one. Here are three reasons why restaurants just can't ignore tech:

1. It boosts brand engagement

Technology provides incredible opportunities for brands to connect with their customers. For example, at Just Salad, our all-in-one custom mobile app powered by LevelUp allows customers to pay with their phones, participate in our loyalty program, and view our menu and nutritional information directly from the app. The next release will even enable customers to place orders directly from the app for quicker in-store pickup.

Giving customers a central place to access all things from the palm of their hands allows us to engage with them on a deeper level while actively improving their overall experience. Like most limited-service concepts, our guests really value speed and convenience. Our customers only have a short amount of time to grab their lunch. The Just Salad app actually provides a real value and strengthens the relationships we have with our guests.

2. It increases throughput

The idea is simple; the more customers you can get through your lines, the more revenue you'll be able to generate. Implementing the right tech will enable operators to significantly increase throughput. Including mobile payments as part of the Just Salad app has allowed us to speed up the transaction process and quicken line speeds. An online or in-app ordering platform will boost throughput even further by allowing customers to order ahead of time. Even investing in the right point-of-sale system can help keep your line moving and up your flow of revenue.

3. It improves efficiency

Beyond increasing throughput, technology can boost your operational efficiency in other ways. For example, we use flatscreen TV's to advertise our latest promotions. We've found our animated displays to be more eye-catching than traditional printed signage. Best of all, we're able to quickly and affordably update our promotional materials to keep our messaging relevant and on-brand.

Although implementing new tech requires some level of commitment both financially and operationally, the benefits of deeper brand engagement and increased throughput and efficiency are sure to reflect positively on your bottom line.