Technology

Using display technology to enhance CX, back-end operations

Misty Chalk, vice president of sales, Americas at BrightSign

Photo: Adobe

October 16, 2024

Almost every customer-facing industry has shifted to meet Gen Z and millennial preferences. The restaurant industry is no different.

According to the National Restaurant Association, a large percentage of Gen Z and millennials think technology has a positive impact on restaurants. Furthermore, 76% of restaurant operators in 2024 say that technology integration gives them a competitive advantage. However, many feel their restaurants could further advance their technology efforts.

Restaurants are already adopting digital tools for payment, for example, with tablets at each table for paying the bill. The same for ordering via apps or webpages. However, there remains an untapped opportunity for restaurant operators to utilize display and signage technology to elevate both the customer and employee experience.

For customers, that means deploying technology to create a dynamic atmosphere that keeps them engaged while giving them opportunities to share experiences with their family and friends on social media channels. And for employees, that means using technology to streamline communication from the kitchen to servers, promoting order accuracy and data-driven decision-making.

Let's look at some technologies making these experiences possible in the fast-casual and restaurant industries — and why they are hot topics for leaders looking to reimagine experiences.

Crafting efficient and enjoyable takeout and dining experiences

With the right display technologies, restaurants can create unique dining environments that are enjoyable, efficient, and visually captivating — while serving the needs of a broad range of customers. For quick service restaurants and fast-casual dining, operators are re-thinking their physical layouts due to shifts in online pick-up and drive-through ordering. The same can be said for restaurant brands trying to capitalize on patrons dining in and younger generations craving a different dining experience.

The result: It is changing where information is displayed, what information is shown to patrons, and when. For example, for operations that want to balance drive thru, self-serve ordering, and fluid demands for take-out and delivery services, connected digital signage from the drive thru to the counter is critical. Not only do these digital touchpoints present upsell opportunities (for example, with deals or seasonal favorites), but they allow a new type of information to be displayed to keep customers informed. Wait times, allergens, calories, rewards points, and more are available digitally, meaning customers can choose when and how they engage with staff or dictate dining at their own pace.

Display technology is becoming a staple tableside, with the ability to promote food items and grab the attention of diners. However, restaurants are now incorporating social media feeds, photo and video displays, and music choices into the dining experience. Data shows that over half of Gen Zers use social media to discover new food. Add to this the affinity for sharing and the desire for personalization — and this movement makes sense. There is an untapped opportunity for fast-casual operators to not only keep patrons active and engaged in store, but also to have them champion the dining experience (and the restaurant's brand) with others.

Adopting data-driven workflows from front-to-back of house

While the food is important, the entire restaurant experience needs to be efficient. Imagine leaving work after a long, busy day and deciding to treat yourself to a takeout meal. To save time, you order online and plan to pick-up the meal on your way home. When you arrive, you can't find the order pick-up kiosk and discover they never received your order because their system was down. They need to prepare your meal on the spot. You finally arrive home only to find that they added cheese to your burger when you asked for it plain. Now, it has resulted in a stressful and disappointing experience.

While there are now multiple modes for customers to order food, their expectations remain consistent. Whether ordering via phone, app, third-party delivery services, or in-person, customers expect the same quality interaction. This is especially crucial to help combat the current labor shortage — 45% of operators say their restaurant doesn't have enough employees to support existing customer demand and 47% say the use of technology will become more common in overcoming the shortage. This is where a connected, data-driven workflow helps restaurants set themselves up for success.

Digital boards in the back of the house that display order updates in real-time allow restaurants to manage orders and inventory. Everyone on the job, from servers to bussers to cooks, can receive real-time updates to avoid unwanted mistakes or miscommunications. And, if the restaurant runs out of a particular item, the kitchen can update the system, which reflects on the countertop menu or waiters' tablets. By digitally managing content, restaurant teams can update menus with a click of a button, preventing unhappy customers who have a false perception that a menu item is still available.

Restaurants can do more with information today — and into the future

A digital-first connected approach to signage positions quick service and fast-casual restaurant operators to do more with data. Every digital touchpoint is an opportunity to learn more about patrons, their dining preferences, and what they expect from each interaction — restaurants can feed that information back into the restaurant operation. For example, giving managers a live look at what is happening on the floor allows them to make the appropriate staffing or workflow updates.

The expansion of real-time intelligence solutions for management has been one of the most talked about trends this year, and it is a conversation I expect will continue as technology ecosystems become more mature. This opens the door to discussions on how AI, IoT, and sensor technologies can be used to help capture, analyze, and act on this information for the betterment of customers and employees. Watch this space.

The adoption of digital signage displays and media player technology will help safeguard operations and enhance both the customer and employee experience. With an efficient and technology-driven strategy, employees gain more time to help where needed, restaurant operators can build a connected system, and customers can leave feeling fulfilled.