Conquering Convenience & Consumer Experience
Convenience, customization and quick delivery have conquered consumers expectations in the digital age. Holiday shopping has shifted from long lines and crowded malls to a comfy couch and one click on a smart phone. Packages arrive within days, sometimes even hours, of ordering. Consumers needs have evolved, and their expectations in the food industry are no exception.
In an effort to meet heightened customer needs, the food service industry has found itself in the middle of a digital evolution. PoS systems are appearing in almost every QSR, offering a smart and custom way to process orders. Clover PoS systems make managing food service run smoothly by not only taking orders and accepting payments, but also organizing inventory and managing team members.
Beyond the PoS: Mobile Ordering Apps
As we head deeper into the digital evolution, a PoS system alone is not enough to stay ahead of the technology curve. In 2017, 960 million restaurant visits were paid for with a mobile app. This shows an impressive 50% increase compared to 2016.
QSRs can deepen relationships and customer loyalty by integrating custom branded restaurant apps and websites with PoS systems. A seamless and efficient execution of the brand and its products can benefit both the customers and the company. These new additions in tech create opportunities to connect with and gather data about consumers in a way that has not been possible in the past.
It is not difficult to identify why consumers are adopting apps for their favorite lunch time spots. Apps allow them to order and pay without standing in line, and often find their order ready for pick-up by the time they arrive. Customers also enjoy in-app features that remember previous orders and allow order customization. Understandably, they want more convenient food and a more efficient use of their time.
However, convenience is not the only driving factor in app usage. Many apps offer to opportunity to receive exclusive coupons, loyalty points and notifications of special promotions. Rewarding customers for in-app ordering leads to increased allegiance and positive association.
While QSRs are rising to the technical age to retain customers, PoS and well-branded apps create opportunities for the companies themselves as well. With mobile food ordering apps, restaurants can now sit directly in the hands of consumers, creating a much more intimate marketing delivery. Push notifications can alert users of promotions and specials, or even remind them of their favorite order as lunch time nears.
Once a consumer decides to open the app and order, there is new opportunity for up-selling through custom ordering and prompted add-ons. Apps are often connected to the user’s credit card, creating less hesitation in spending and instead raising ticket averages with just a few clicks.
Data Collection and Efficiency
Restaurant ordering technology has opened the door to a wave of data. By analyzing who, when and how often consumers are ordering companies can prepare better than ever before. This data allows them to forecast when they should order certain inventory and to what extent they certain ingredients should be stocked. This optimizes kitchen operations – leading to lower waste of ingredients and cash.
A Digital Evolution
Companies should not fear technology taking away from the personal experience their brand has to offer. Rather, it is time to celebrate the opportunity to add a secondary positive experience for the consumer, and a wealth new tools and data for the business. Optimize your business with an integrated PoS, website and branded app today by Scheduling a Demo with Hazlnut.
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