Chapter 4 case study

It’s a Friday night and you and some friends head out to a great new restaurant downtown. The place is packed upon arrival and you put in your name for a table. You immediately receive a text confirming your spot and a code to show the bartender for half off the price of your first round of drinks1.You enjoy the round of drinks while scrolling through the menu on a tablet that the bartender handed to you and pre-order appetizers to arrive at the table once you are seated. After a while you receive a text letting you know that the table is ready and asking if you are ready to be seated. You reply “yes” and you promptly receive another message letting you know your tab has been transferred to your table and offering to duplicate your prior drink order to be waiting at your table2.You reply “yes” once again and head to the front of the restaurant to meet the host and be seated. Your next round of drinks arrives at the same time you are being seated and shortly after your appetizers that you had pre-ordered arrive. Over the next hour, you receive prompt and professional personalized service; not to mention exceptional culinary displays of skill. Your server appears when needed, but not over-attentive and you are able to scroll through wine-pairing suggestions at your leisure via a tablet at the table. As you finish an incredible dessert, the bar and dinner tabs appear on one bill, which you and your guests can easily split and pay via that same tablet at the table3.Throughout the entire dining experience, the table management system and host have been fed instant data points of how far along your table was so that the wait list could be consistently updated. As you leave the restaurant, you receive an additional text thanking you for dining that evening and letting you know that there is a wine pairing dinner in two weeks that they are currently accepting online reservations for
a.Historical data shows that guests are more satisfied when waiting with a drink and it leads to higher check averages overall.
b.This decreases the amount of time a table sits empty while you would wait to pay the tab and increases the check average through an automated selling point.
c.This reduces the time servers spend splitting checks and improves accuracy. This also reduces the risk of any credit card fraud as the method of payment never leaves your sight.
d.Based on what you ordered, an automated message is sent (you opted in for texts that evening for the waitlist) to encourage you to come back as well as create a reservation in the future so that the restaurant can plan staffing levels. Also, by creating an online reservation, you are providing an email address and other data points that the restaurant can utilize in the future.

Learning Activity: What other opportunities can you identify in the dining experience to utilize technology to improve the customer experience as well as increase sales, retention, or efficiency for the restaurant? Please be sure you are taking into consideration the current state of events revolving around Covid-19. What new and creative ways can restaurants use technology during the current state of the world?

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