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This is understandable for legal reasons, but since people usually order drinks first, it leaves a delay at the start of the process it’s supposed to speed up. Customers still need to order drinks in person. However, a mildly skeptical take from The Motley Fool points out some shortcomings in Applebee’s approach. Customers need to be able to undo their mistakes and review their order before submitting it. It’s supposed to make the ordering experience easier, and a bad design could just scare people away.
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The software on the device needs to be as simple and straightforward as possible. It may actually seem slower than in-person ordering for a while. Initially, deploying the devices will result in some confusion, and employees will have to assist customers. Even if they constantly use their phones for purchases, this style of ordering at the table is something new for them, and not everyone is up on the latest tech. It can also reduce customers’ anxiety about paying by credit card since no one takes their cards away to process them.Ĭustomers will need time to familiarize themselves with the new style of ordering. Reducing the wait to order can mean more customer satisfaction and the ability to serve more people, increasing revenue and tips. Speeding up the process electronically lets people order more quickly and lets the server concentrate on bringing food out and handling personal requests. The point isn’t to put humans out of work.
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With some devices, users can even take pictures of themselves and upload them to social media, giving the restaurant a little free publicity. E la Carte stresses efficiency and the opportunity for impulse orders, Buzztime promises a “mix of fun and functionality,” and Ziosk offers the ability to enroll customers in loyalty programs and let them buy branded merchandise. It chose an iPad-based system because many people are familiar with Apple’s iPhone and iPad.Įach company approaches the market a bit differently. Chili’s has also automated ordering, using Ziosk tablets.Īt Panera, people pre-order rather than sitting down first, but it’s also found tablet-based ordering useful to reduce lines. They can even play games on the device for a small surcharge. The Presto tablet, produced by E la Carte, lets customers order and pay electronically. In 2014, Applebee’s deployed ordering tablets at all its restaurants. The next wave in restaurant technology is just getting started, though: Electronic ordering at the table. Some fast-food businesses take almost half their orders that way. Pizza Hut claims to have made the first sale over the Internet. By now, everyone’s familiar with online ordering.