Technology
BurgerFi testing 4 customer-facing technologies, hybrid food hall
December 20, 2021
In hopes of staying ahead of evolving consumer preferences as well as to combat widespread labor shortages, Florida-based BurgerFi is testing a hybrid food hall model as well as in-car ordering, Patty the Robot, QR codes and kiosks.
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| Supporting employees and enhancing efficiencies, Patty the Robot delivers food directly to the table of a hungry customer at BurgerFi's Indiantown Road location in Jupiter, Florida. |
"While the entire restaurant industry faces macro headwinds, BurgerFi is determined to be resilient and forward-thinking," Karl Goodhew, chief technology officer, said in a company press release. "Leveraging technology is a key factor in delivering guest and employee happiness."
1. In-car ordering
To satisfy the hunger of guests on-the-go, BurgerFi will be the first restaurant to launch in-car ordering in the new generation of 5G interactive cars rolling off production lines starting in the summer of 2022. Through a partnership with Mavi.io—an in-car retail marketplace that brings shopping to the dashboard of cars — guests may order from the comfort of their vehicle by using their voice or their car's interactive dashboard. It notifies the restaurant when they arrive, and employees deliver orders curbside.
"Mavi.io's in-car retail marketplace is driving OnMyWay Commerce by doing all the work when drivers need to pick up something while on the road — whether that's a meal, a phone charger, a coffee or a few groceries — so they can make the most of every trip," Cynthia Hollen, CEO and co-founder of Mavi.io, said in the release. "A driver can just tell their car that they're hungry, for example, and the technology does the rest, identifying the best location for them to order from based on their destination, helping them order and pay and timing their curbside pickup perfectly, so their meal is fresh and ready right when they swing by."
2. Patty the Robot
Acting as an extension of the BurgerFi team, Patty the Robot debuted this month at BurgerFi's Indiantown Road location in Jupiter, Florida. It interacts with customers, serving meals directly to tables and returning used trays to the kitchen.
"Patty may be the answer to employee shortages across the hospitality industry," Goodhew said. "By integrating automation with human operations, we give our employees the support they need and our guests the experience they crave. Our employees will always be the most important part of the guest experience, and robots allow them to continue to focus on great hospitality."
3. QR codes and kiosks
BurgerFi is testing QR code table ordering alongside the traditional counter ordering option to optimize the service experience. The QR codes may reduce wait times while allowing team members to focus on hospitality and food preparation. Customers also have the option to order additional items during or after their meals from their tables.
4. Kiosks
Simultaneously, BurgerFi is testing self-ordering kiosks, giving guests a convenient way to order. The units are high-tech and high-visual to help diners easily select their meal and pay, according to the release.
Hybrid food hall
With 25 ghost kitchens operating to match consumer demand for delivery, BurgerFi recently opened a hybrid food hall with dine-in options and a commissary for delivery at Epic Kitchen in Chicago, Illinois, as well as the chain's first international ghost kitchen in Dubai.
Established in 2011, BurgerFi has 116 restaurants domestically and internationally including 23 corporate-owned restaurants and 93 franchised restaurants, in addition to 24 ghost kitchens.
