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Why Large Casual Dining Restaurants are Ditching Kiosk & Tablet Ordering for Mobile Table Ordering

Why Large Casual Dining Restaurants are Ditching Kiosk & Tablet Ordering for Mobile Table Ordering

Why Large Casual Dining Restaurants are Ditching Kiosk & Tablet Ordering for Mobile Table Ordering

Orderlina QR Menu

With the hefty percentages taken by delivery platforms, restaurants are needing to become more efficient with front-of-house operations. Due to the popularity of McDonald’s type ordering kiosks, popular fast-casual dining brands are looking to tech for help. Even though a Kiosk makes ordering more efficient, and provides up-sell opportunities for a higher-order basket, larger brands are starting to put menus right on the phones of guests and going straight to a web-based mobile ordering solution – No App! Mike Smith, COO of Taziki’s, has stated that they are skipping kiosk ordering explaining that “the POS of the future is on our pockets.
While Kiosks make the front of house more efficient they lack the benefits of mobile table ordering solutions. Here is why fast casual dining restaurants are moving to web-based table ordering.

POS Data is What, But Not Who!

POS data is great for stock control and which meals are the most popular but this doesn’t connect to the social profiles of guests. When guests access the web-app menu via a link or a QR Code this acts the same way as a website visit, they can be retargeted via Facebook or Google while building the Facebook page guest profile. For instance, a restaurant starts a special steak night and wants to invite everyone who has ordered steak previously. Using the menu’s visitors as a marketing audience source a restaurant brand can create a Facebook ad for every customer who has previously ordered the steak inviting them to the steak night. From Google Analytics guests’ age, sex and city of menu visitors are displayed. Both Google and Facebook allow for creating a look-a-like audience. This means that retargeting ads can be delivered to audiences who resemble those ordering on the menu. This is typically much cheaper than interest-based targeting. The venue can also have a more accurate buyer persona as guests interact with the restaurant’s social media profiles simply by ordering in-venue from the mobile menu.

Order for Curbside Pickup

Web-based QR Menu is not just about in-venue revenue. A savvy mobile ordering platform will also allow for order in advance and pick-up curbside. The menu can be accessed by a direct link as part of the venue’s website, Facebook page, Instagram profile,  auto-reply on messenger platforms or QR code on the table or as part of the menu.

Digital Menu via QR Code

Nearby Venues - Take Some Revenue Back from Delivery Platforms!

Many restaurants are situated in residential buildings and near Bring Your Own Food Bars. Restaurants profit, either taking orders for pickup or even dropping it off for these nearby customers. Due to such close proximity of their guests delivery platforms with drivers are not required and neither is commissions they charge. If the venue has a web-based ordering platform more of nearby customers can be reached by simply putting a QR Code up and providing the ease of online ordering from their website or Facebook page.

Customer Feedback Loop

Mike Smith also points out that delivery platforms do not pass on guest feedback. Restaurants with a web menu can collect feedback on each meal directly from the guest. Giving them valuable information to improve the guest experience.

To learn more check out our demo here where you can also book a free 15 min consultation on moving to a mobile table ordering solution.