What Franchisors Need To Know About The Next Wave In Restaurant Technology

The restaurant industry is made up of a seemingly endless list of moving parts—from the right real estate and menu variety to food waste and consumer preferences, restaurant franchises have to take multiple factors into account when making business decisions. But now, in today’s digital-centric society, restaurateurs also need to keep up with the latest technological trends in order to stay competitive.

Technology already determines the direction of the restaurant industry. Things like point of sale systems that process EMV chips and support mobile payment programs are essential for brands to succeed. While it’s impossible to predict with 100 percent certainty where technology will take the industry next, it’s crucial for franchisors to consider how they’ll adapt to the latest technology trends. Experts believe that next wave will shine a spotlight on customer service and hospitality.

On a panel at this year’s 2016 National Restaurant Association show, Stacy Peterson, chief information officer for the Dallas-based Wingstop Inc. said, “Hospitality is all about providing services to your guests that meet or exceed their expectations. From a technology standpoint, that means a seamless brand experience through your digital storefront.”

Restaurants are catering to consumers more than they ever have before. It starts before customers ever make a reservation—brands need to have strong mobile apps and websites to convince potential customers to make an in-person visit. Restaurateurs will also need to be more cognizant of online reviews in the years to come. Original Review, a customer insight solutions company, even launched its own platform to help restaurants track real-time feedback from customers and collect external reviews.

The future of restaurant technology also focuses on overall customer experiences. Consumers expect brands to utilize technology that ultimately makes their dining out experiences unique. That means tracking data to create targeted promotions and marketing campaigns as well as specialized item recommendations based on previous orders.

During a session at SXSW, McDonald’s U.S. vice president of digital Julia Vander Ploeg said, “We created a global digital function that would look at customer journeys and identify the experiences that should be universal. It’s a way to be fast with how we’re moving in digital and still be smart about what the local market wants and needs.”

Current trends like social media will also play a role in driving the next wave in restaurant technology. Digital platforms such as Facebook, Twitter, Instagram and Pinterest will become even more essential for consumer engagement. That’s because more brands will incorporate online orders from social media channels into their systems, and restaurants will link loyalty programs and reward systems back to social sites.

“In some cases, your new customers might engage with your digital storefront before they ever enter into your front doors. Sometimes the best technology is the one you don’t see,” said Peterson.