Tech can be terrific but don’t let it compromise how restaurants provide service, a key ingredient in their brand proposition.

Juan MartinezCustomer traffic among restaurant chains seems to be in a period of flux. Articles in various industry publications chronicle how some chains continue to grow traffic while others seem to be losing traffic. One main reason for this period of transition is that some consumers appear to be trading down to less expensive dining options, while others are trading up to more expensive restaurants as their economic positions evolve.

Most of the writings relate to this shift being driven by value, which in this instance often means pricing. Value, though, pertains to more than the price the consumers pay for the product. The service the consumer gets plays a significant role in the value equation and is often overlooked. Everyone recalls the old adage “you get what you pay for” but we must realize that while paying at a single point, what you get may be a bit more nebulous.

It is important to make it easy for the employees to deliver the brand’s promise. That’s why replacing customer components of a transaction with various forms of automation, like app ordering, needs to be done carefully. Otherwise, operators can compromise the service they provide guests.

The good news is that some technologies that are growing in their use and when done correctly, do not detract from the service aspect of the value equation; specifically voice recognition and self-service order kiosks.

Voice recognition technology is growing in popularity for concepts that have a drive-thru. While it may seem shiny and new, the reality is that this technology has been around forever. I had the opportunity to use a voice recognition system in the early 1990’s while visiting a Bell Labs office for a video drive-thru project I was working on. (Bell Labs was the research arm of the phone company.) Back then I tested the voice recognition system by reading a story from The Wall Street Journal into it.  The system converted my voice into words at a 100% accuracy rate. Over the years, the accuracy and reliability of the product has improved greatly, particularly in a more dynamic real-life application, like a drive-thru. So, when applied correctly, operators and customers would be hard-pressed to be disappointed when using voice recognition in a drive-thru.

Kiosks represent another important technology that are spreading like wildfire, which is ironic since they almost became extinct during the pandemic. Once again, done correctly and in the right design, kiosks can drive very positive service results. I am not certain, though, that turning the ordering process entirely to kiosks is the best way for a concept to go, at least for the time being. Rather, it might be best to take a hybrid approach by offering both kiosk and employee service. Allowing customers which journey to take can help create a more comfortable experience for them. Having a kiosk may offer guests the perception that they can speed up service by skipping a lengthy line or even order at their own pace. Using labor to help them learn how to use the kiosk is also critical in helping gain wider acceptance to this approach. Plus, the kiosks can provide customers with more information about their orders without having to ask someone. Conversely, some guests remain more comfortable ordering from a person.

The right application of technology and the optimum grouping with other pieces combine to create real total value that can drive traffic. We recently completed a project where we took technologies and equipment that the operator was already using and redesigned the operational and design parameters in the righty way. By reworking its kitchen operations and information flow, this craft burger chain was able to enhance product quality and, more importantly, generate higher peak hourly throughput that enabled the company to increase its digital business.

No doubt, today’s technological solutions offer many opportunities to the challenges operators face. When researching these solutions, though, understand how changes in the business model can impact customer service, since this serves as a key and often overlooked aspect of the customer value equation. Yes, price is important, but remember that it’s the total value that generates repeat business.

Also, consider adopting a philosophy of continuous improvement that focuses on making it easier for the employees to deliver the service component of the value equation. Have in place the correct labor management system that accounts for what the employees must do in real time to execute an order. And if the technology solution will impact how the employees go about assembling an order, the labor management component must be updated. Doing so will enable the labor to deliver increasing service value to the guests, which will ultimately drive traffic and sales.

I am convinced that customers are willing to pay more for great service. So carefully consider the potential negative impacts changes in technology and design can have on guest service, along with the positive ones.

Those of us that are in the business of helping brands deliver better service so they can improve their value quotient, need to keep our eyes on how our offerings facilitate this for our customers, so that they can deliver it to their customers that pay for their products.