The Newest Tech in Restaurant Franchising

New technology in restaurant franchising has helped many brands stay afloat throughout the pandemic. Much of that technology may have been rushed to market, but it is now being refined, and brands are finding out how effective it can be.

Cross-Platform Integration: Mixing Rewards with Online Ordering

It’s no surprise that delivery services have dominated through the pandemic. Digital ordering is continually elevating and updating itself, but some brands are adding even more to the digital experience.

Matt Stanton is the chief growth officer for Mici Handcrafted Italian, a cutting-edge Italian restaurant brand. He spoke on how new technology, specifically geared around rewards programs, is how the brand is staying ahead. “Over 70% of our sales come from Mici Rewards members,” he said.

Stanton said that Mici has been able to integrate its reward program with its online ordering system, which is something that was made possible only recently. “Using rewards and coupons in your order is seamless,” he said, “and the features of this program and its technology integration are so appealing to our guests.” New technology has allowed for this cross-functional ability, and it has enabled restaurants to promote new methods of customer loyalty.

“Our constantly evolving loyalty program is a primary driver of our success. It allows us to directly engage with our customers and provide rewards for regular visits, important brand information and updates, and special incentives to our guests,” he added.

This is just one example of how the Mici brand has generated so many leads for customer loyalty. Cross-platform integration creates this seamless experience, and while simple, this complex technological advancement is one way brands are winning over repeat customers.

Delivery Services Are More Advanced Than Ever

Perhaps the biggest development in restaurant franchising has been a shift away from in-person ordering, and perhaps even a shift away from standard delivery. Ghost kitchen models have taken the technology of mobile ordering and paired it with remote preparation, eliminating the need for some brands to even have a brick-and-mortar location.

Brands like REEF Technologies have spearheaded this craze, and if there was any doubt in this kind of service before the pandemic, there is minimal doubt now. With greater staffing challenges surrounding the restaurant industry now, the art of a ghost kitchen model is eliminating the need for standard restaurant staffing. It also promotes the progress that many brands have set forth through digital ordering systems.

Target Market Precision: Finding A Demographic Is Easier Than Ever

Modern technology in the restaurant franchising industry is becoming more integrative. If something was rushed to the industry before, it is now more refined, and able to work easier with other key data points. This has always been a business essential, but with new technology available, businesses can find new opportunities in record time.

This is especially true for brands looking to tap into new markets. Garrett Reed is the CEO of Layne’s Chicken Fingers*. The Texas A&M University favorite has recently taken on a franchising model, and with the help of advanced technology, the brand has targeted Jacksonville, Florida for future expansion.

This development strategy was made possible through market research — specified to the exact demographics of where the Layne’s brand is projected to succeed.

Reed said their research showed that Jacksonville was a part of Florida that “really gets forgotten about.” The brand was able to identify other potential competitors in the area, compare it with the target household income of the customers they target and integrate it with the ease of digital real estate research. “We target the upper-middle class,” Reed said, “right around that $50,000-$60,000 mark for household income.”

New technology can allow brands to navigate real estate listings, population data from new communities, targeted staffing numbers, supply chain abilities and more, all within one seamless system. While cohesiveness has always been a franchise priority, it’s easier to get all answers quicker, and potentially take more chances in the meantime.

That is where the Layne’s brand has previously proven itself, and where Jacksonville runs wild with investment opportunities. Technology is bridging the gap between possibility and ambition and allowing more people to be decisive in real-time.