How to Bring Your Restaurant Concept Into the Future: Utilizing Technology In Day-to-Day Operations Helps Position You Ahead of the Competition

Whether it’s the background music, walls chock-full of art or an alcoholic beverage that’s served with a flaming rim, it’s no secret that today’s diners crave some sort of experience. In fact, according to the National Restaurant Association’s Restaurant Industry 2030 report, when guests dine in a restaurant, the experience is just as important to them as the food is. Restaurant operators will need to focus on a premium customer experience to be successful in the future, the report noted. 

For restaurant brands seeking to develop a premium customer experience, the implementation and utilization of technology is an absolute must in doing so effectively, the National Restaurant Association’s report added. 

That being said, doing so is much easier said than done. With so many options out there and limited means of integration, how are brands supposed to know which platform to utilize and how exactly they’re going to help them save money, better serve their customers and ultimately bring their brand into the future? 

1851 Franchise caught up with Upserve’s Director of Product Management, Adoniram Sides, to get the low-down on how restaurant brands that utilize management software and technology are at an advantage over those that don’t or do so poorly. Upserve is a tech company whose restaurant management platform helps full-service restaurants run and manage their entire business. The platform consists of point-of-sale (POS) software, payment processing capabilities, analytics functions, online ordering tech, loyalty programs and marketing tools, all specifically designed for restaurants. 

Restaurant management software, according to Sides, is extremely helpful on a day-to-day basis in two distinct categories: Operations and guest retention. 

“First, operationally, technology helps keep front-of-house [hosts, servers, bartenders] and back-of-house staff [line cooks, preppers, managers] organized, coordinated and working together seamlessly,” he said. “Having both sides of operations working cohesively is critical to being efficient and reducing any costs and wastes. This also helps ensure guests are being served in a timely manner with the food exactly the way they want it.” 

Although cohesive operations are extremely important to any restaurant, guest retention and the process of gathering and predicting their behaviors are what will propel brands toward the future. 

“Restaurants can spend a lot of money on marketing, getting people through the door and getting those people to spend money, however, there are a lot of different tools that restaurateurs can implement to reduce marketing costs, grow faster, spend money more wisely and reduce pressure on margins,” Sides said. “These tools are the rich analytics that come with technology—there are platforms that can tell you all about the buying behavior of your guests; what they’ve ordered in the past; their preferences or allergies; how much they usually spend; and how much they usually tip.”

The data is both historic and predictive because it tells restaurant employees what happened with that specific guest in the past and what is likely to happen in the future, knowledge that has the potential to really set restaurants that engage with it apart from the competition.

“Technology allows restaurants to better serve their customers at all times, no matter if the server just started working yesterday,” Sides said. “Upserve—and restaurant technology platforms in general—have the ability to tell managers, servers and anyone in the restaurant about a specific customer’s behavior. It ensures that when the customer comes into the restaurant that next time, they will receive an expert level of service. Ensuring that the guest feels that the experience is tailored to them is what gets customers to come back. Personal experiences are key because dining out is all about the experience.”

Today’s consumers have more restaurant choices than ever, so providing an experience that is unique and tailored to each will only separate restaurant brands from the pack. The platforms that are leading the charge on helping connect restaurant operations and employees to their guests are what is going to win the industry, now and in the future. Knowledge (yes, even in the form of restaurant analytics) is power!